MY TOP TEN KEY REASONS YOUR BUSINESS SHOULD BE ON SOCIAL MEDIA
I was orginally asked to do this presentation as part of the New Anglia Local Enterprise Partnership (LEP), Restart Festival. However, as it was so popular I thought it was worth a share.
- YOU WILL CONNECT WITH CUSTOMERS
Customers are looking to social media to connect with you. So, no matter your business just be there with a consistent approach to content, as I bet your competitors are and it is a guaranteed win because you’ll also gain mass exposure for your brand.
- YOU WILL INCREASE BRAND RECOGNITION
Social media is also a great way to increase your brand recognition. Your platforms are the perfect place to get people familiar with your company and its purpose. Seeing a logo and tagline over and over is a strategy within itself. When people see or hear it, they are immediately reminded of your product or service.
- YOU CAN GAIN BRAND ADVOCATES
Customer behaviour is driven mostly by what others have to say about your business. Once you build your online presence, look for followers that are engaging and supportive. A brand advocate will like, share, and comment on your posts. More importantly, they personally recommend your product or service to others, which is far more impactful than you just telling everyone how good you are
- YOU CAN IMPROVE CUSTOMER RETENTION
The open communication and convenience of social media is extremely conducive to building deeper relationships with your clients. When people have an opportunity to connect with you or provide feedback, it makes them feel like they have a voice, and when you respond in a prompt and professional manner, you boost customer loyalty, which means better client retention.
5. YOU CAN DRIVE TRAFFIC TO YOUR WEBSITE
Social media is said to be the primary source for generating eCommerce traffic. Social media also leads ahead of traditional media in driving traffic to your website and is more cost-effective than digital advertising, it also provides an opportunity to capture people’s details with contact us and newsletters. You can create click-through opportunities on social media by sharing content such as blogs, news features, employee profiles, white papers, downloadable brochures and to get them to book onto events or meetings!
- YOU GET TO BE CREATIVE
Social media channels are always changing, with new features being added on established apps and entirely new platforms being created altogether. With constant experimentation and updates, the social media scene offers a place of opportunity for your business to test different marketing strategies to see what works best. And as social media activity usually gives demonstrable responses in the form of likes, shares, or comments, you will soon see the results of any experiment, and know where to focus your marketing efforts going forward.
- YOU CAN MEASURE CUSTOMER ENGAGEMENT
Companies using social media can quickly assess customer engagement. Within an hour of posting content to your social platform, you will have a good idea if it is resonating. If not, you can remove it to do some tweaking or if it is proving to be popular, the post should be boosted with paid advertising for maximum reach.
Do not underestimate the importance of customer engagement, I’d rather have less followers who were highly engaged than loads of followers who were disinterested.
- YOU WILL HAVE ACCESS TO INSIGHTS AND ANALYTICS
Social media benefits from having the added feature of real-time insights and analytical data. As we discussed, you can measure content performance at any time and make the necessary adjustments, but the data also shows who/when and how people are engaging with your content. So for example you can see how many people clicked on what within the post (links, picture, read more) or you can delve into critical insight to fine tune your strategy, like using the average times of day when your followers are on Instagram, your impressions and reach, follower demographics and how people found your post (location tagging, hashtag, or from their own feeds). But also, on all platforms you can see who is following you… which on LinkedIn is a brilliant tool for businesses to use for targeting.
- YOU CAN KEEP TRACK OF COMPETITORS
Watching your competitors’ activities not only keeps you up to speed on what they are doing but could also provide extra insight into your industry’s advancements. With that kind of knowledge at hand, you can compare your competitors’ business actions to yours and use that knowledge to improve your business strategies to stay ahead of the curve. Also, you don’t need to keep reinventing the wheel, if your competitor is doing something great on social media, then look into how you can do the same…but much better!
LAST BUT NOT LEAST… DRUM ROLL PLEASE
- THEY ARE INEXPENSIVE MARKETING TOOLS
Social media is good for a business because the effect on your bottom line is apparent… it’s free to join, free for you to use, free for you to gain an audience, free insight into your customer behaviour and free market intelligence. Most social media platforms also now offer low cost solutions to sophisticated advertising.
For example on Facebook you can select the demographics, so if your target audience is women between the ages of 24 and 40 living in Ipswich, with an interest in kayaking, that’s who you select to see your ads…. making the opportunity for a return on investment high.
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