Social media has taken the world by storm, exploding in popularity seemingly overnight. But what exactly is it? Is it simply an online space where people connect and share content? Or is it more than that?
While some definitions focus on user interaction and online communities, social media goes deeper. Renowned publishers describe it as a collection of online applications where users can create and share their own content.
Social media marketing (SMM) offers a key answer to the question of why social media is important. Businesses have embraced social media to expand their customer reach. SMM leverages social media platforms to promote products and services, making it a vital tool for companies seeking greater exposure and brand recognition.
There may not be a single, perfect answer to the question: why use social media? However, there are compelling reasons why social media and websites are becoming crucial for businesses looking to promote themselves.
The extreme nature of today’s competitive market and the need to thrive within it drive businesses to find marketing alternatives to stand out. Direct contact between businesses and their customers has always been limited. Before social media existed, the only methods of informing the consumer of a company and its products were through direct phone calls or mail advertisements.
The idea of reaching a consumer through social networking is the nature of what social media marketing is. A more technical definition from scholarly experts defined social media marketing as “the technological component of the communication, transaction and relationship building functions of a business, which leverages the network of customers and prospects to promote value co-creation.”
Moving away from all the technicalities, social media marketing is simply a new type of online marketing. This evolved form of Internet marketing includes creating and sharing content to reach a business’s audience. This accomplishes two things: it helps a business reach its prospective consumers and attains brand recognition for a company. Business engages in activities like posting videos, images or text updates.
Keeping the brand alive through social networking allows consumers to be aware of the company’s brand and seek further information through more direct contact. Many business owners are not convinced and still ask why they use social media. Below are some reasons why more and more businesses choose to market digitally through social media.
Why Use Social Media to Promot Your Business
No matter what type of business you have, what you’re selling and who you’re selling it to, using social media for business should be a top marketing priority. Not engaging in social media marketing is like putting a “closed” sign on your shop all day. Every other business is most likely using social networks to market their products.
So, if all your competitors are online marketing, they’re probably pulling in a wider audience and maybe even stealing your customers. Utilising the power of content and social media marketing is the best way to increase your audience and customer base. Still asking, “Why use social media?”. Here are just some of the reasons why the use of social media can help in promoting your business.
Brand Awareness
Using social media greatly increases your visibility as a business. Not only that, but your brand’s recognition is also enhanced substantially. When consumers are engaged and aware of your brand through social networking, the business’s brand becomes more relatable.
Brand Loyalty
Businesses engaging in social media campaigns have been proven to have more loyal customers and repeat purchasers. Connecting directly with your audience and being available anywhere for your customers with the click of a button is a huge plus. Marketing through social media is a great tool to stay connected with your consumer base.
Cost-Efficient
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One of the first answers that comes to mind when asked why social media should be used for marketing purposes is the cost-efficiency aspect. Connecting with your customers online is the most cost-efficient method of marketing. Setting up a business profile on any of the social networking websites is free. Although paid options exist to increase visibility and reach a wider audience, staying connected with your clientele online is free. Even when paying for social media ads, the average cost remains far below any other marketing opportunities (e.g., Television, billboards or radio).
Boosting Your Site’s SEO
Search engine optimisation is the simple use of certain keywords to ensure your webpage can be easily found in search engines. By engaging in social media marketing and with some effort when posting updates, you can enhance your business webpage ranking in search engines. The way a search engine works can be used to your advantage by increasing traffic to your actual webpage through your social media profile.
A Higher Conversion Rate
A conversion rate is the number of people who take the action your company deems desirable. This action can be a sale, a subscription or a registration. After building a consumer base online and gathering a following, you get the opportunity for customer conversions. With every text update, image or video your business posts online, you’ll get a reaction from a customer. This reaction can lead to a visit to your main webpage. The visit can lead to a purchase. This is one of the simple explanations as to why the use of social media can boost sales.
The Humanization Element
People prefer to do business with other people rather than faceless companies. When engaging customers as real people with real reactions, the company feels more relatable to them. Relating to a business increases customer loyalty and the chances of the consumer choosing your business over the competitor.
Enhanced Buyer Perceptions
In a heavily competitive market, information is as valuable as money. The insights a business can gain from consumer reactions and comments are worth a lot. Knowing what interests the consumer and what the customer needs gives a business a chance to react to those wants. A business that reacts and gives the consumers what they want is gaining a heavily competitive edge.
Above all, social media is a communication platform. Giving your business a voice and customers a chance to react is unexpendable. Responding to a customer’s comment or complaint is very much appreciated and will make the consumer feel somehow connected to the organisation. Acknowledging comments from your customers shows you care and that the business is attentive to the needs and wants of its patrons.
Types of Social Media
There are various types of social media; each has its purpose and use. Below are some of the most popular and how you can use them to market your business.
Social Networks
Social Networks are the most popular form of social media. They allow the user to connect with people of similar interests, which is one of the main reasons people use them. Users can also create and share content easily with each other. Social networks allow you to catch up on friends’ most recent news. Using social networks for marketing is necessary for any rising or established company. Consumers can follow up on your business’s most recent news and products. Allowing the consumer to stay updated on your company’s progress is the best way to stay in contact with your customers.
Media Sharing
Media-sharing websites allow the consumer to share different types of media. They also offer the option of commenting, sharing and other social features. Sharing videos or images related to your business is one of the ways to market your company for free. What’s more important is the reaction you get to the shared content. Analysing the customer’s reactions and comments can give great insight into business innovations.
Blogging
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Blogging is one of the older forms of social media. People can publish ideas, opinions and online reviews. Keeping a blog as a business can greatly increase a company’s visibility through content marketing. Increasing brand awareness is one of the main reasons companies keep blogs. Customers can easily stay updated with the most recent updates and products.
Online shopping websites
Online shopping has become very popular recently, and not only is it another channel to sell your products, but you can see how customers react to it. Most shopping websites give their customers the ability to rate and review the products they buy. Again, this also gives you valuable information about your products and how to make it better.
The Future of Marketing
Why use social media when we can use conventional means of advertisement? Although still relevant and important, traditional means of advertising (e.g., television, radio, billboards) are becoming a wave of the past. Social media is where people are nowadays, changing how we communicate forever. Want to reach as much of your audience as possible? Sure, TV ads still work. But at a fraction of the price, social media marketing is becoming the future of advertisements.
Direct contact with the consumer is a very important aspect of marketing. Each customer must have his/her own personalised experience with the company. With social media, it has become very easy to connect with the consumer. For many mentioned and unmentioned reasons, the debate of why use social media has finally come to rest. There is an obvious winner. However, each business must decide for itself how to market their products.
The Data-Backed Case for Social Media Marketing in 2023
Social media is only growing in popularity and influence. 81% of people in the U.S. have a social media profile, spending almost 2 hours per day on platforms like Facebook, Instagram, and TikTok. Social media should be a core component of marketing strategies in 2023.
But how exactly does social media impact businesses? Here, we’ll explore the concrete data on its benefits and provide tips for maximising your presence.
The Reach of Social Media is Unparalleled
With 4.65 billion social media users worldwide, platforms provide unmatched scale and access to massive audiences. 78% of people trust peer recommendations on social over branded content. It’s word-of-mouth marketing on steroids.
Social has surpassed email as the top channel for influencing purchase decisions. 60% of millennials say social media inspires purchases. And 55% of B2B technology buyers use social media in their research.
Tangible Business Value
The numbers speak for themselves:
80% of companies have gained new customers via social media
71% of consumers who have had a positive social media service experience recommend brands to others
Social media converts three times more sales than email marketing
89% of marketers say social media efforts increased visibility and brand recognition
The Right Content Drives Results
But simply having accounts isn’t enough. Strategic posting is crucial.
These types of content perform best on social platforms:
Entertaining or educational videos
Press announcements and company news
Employee spotlights and human interest stories
Polls, surveys, contests, and giveaways
Responses to customer questions and feedback
User-generated content like reviews and testimonials
Behind-the-scenes content and fun brand facts
Best Practices By Platform
While all social media provides value, each platform requires a tailored strategy:
Facebook
Facebook Marketing Solutions
Focus on video, images, and short informative posts
Create Facebook Groups and Events to build community
Use Live video for real-time engagement
Instagram
Showcase products visually with high-quality photos
Use Stories for behind-the-scenes content
Partner with influencers and run hashtag campaigns
Twitter
Share articles, company news, and industry commentary
Monitor mentions and conversations using brand hashtags
LinkedIn
Publish long-form thought leadership content
Share employee stories highlighting company culture
Participate in Groups to position yourself as an expert
Make Data-Driven Decisions
Use analytics to identify your best-performing content across platforms. Find winning formulas you can replicate while continuously A/B testing new formats and topics.
Refine campaigns based on metrics like engagement, conversions, web traffic, and ROI. Set specific benchmarks and goals to optimise efforts.
Social Media Marketing Conclusion
In today’s digital landscape, businesses cannot afford to neglect social media marketing. The data shows social drives measurable awareness, engagement, leads, and sales when leveraged effectively.
With social media’s influence only growing, now is the time to connect authentically with your community online. Our team of social pros can help take your brand’s presence to the next level in 2023. Reach out to turbocharge your social media marketing.
Social Media Marketing Frequently Asked Questions
How much time should I devote to social media marketing?
Designate at least a few weekly hours for creating content, engaging with followers, monitoring conversations, and analysing performance. Many brands have full teams managing social media marketing.
What if I don’t see immediate results from social media?
Grow your followers and engagement first. Consistency is key. It takes time to build audiences and see ROI, but the long-term gains are worth it.
How do I track the impact of our social media efforts?
Use built-in analytics on each platform and tools like Sprout Social to compile detailed reports on reach, engagement, website traffic, sales, and conversions driven by social.
Should I use all social media platforms?
No, focus your efforts on 2-3 platforms your target audience uses most. Don’t spread yourself too thin—master selected channels instead of being mediocre.
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