Social media is part of our lifestyle in 2016, so if you aren’t on it, it’s time to start. The latest Smart Insights global digital report shows that 67 percent of internet users are active on social media, a trend that has been steadily increasing with 10 percent growth in the past 12 months.
People are using social media more and more, so they expect the organizations who provide the products and services they use to be communicating with them on social media as well.
Here are five reasons why your business should be using social media:
Drive traffic to your website
Your website is most likely the number one source of information for your customers. It shouldn’t be limited to just information about your products and services; your website should also contain useful industry information. By sharing content from your website on social media you’ll drive additional traffic to your website. This will also help with your search engine ranking as search engines will see a positive link between your social channels and your website, proving that your business is active and relevant.
Social media is a great tool to learn about your audience and your clients: What do they like to do? What types of posts do they share? What groups do they belong to? Learning about your audience will enable you to adjust your current marketing strategy and better serve your customers. You can also learn from industry thought leaders; reposting their content and building rapport may build a future business relationship. Joining groups in social media, actively answering questions, and posting links that solve problems all assist in educating and influencing potential buyers. The analytics available from social media platforms also give you great information on your audience’s demographics. Choosing the right platform that your customers are using is key, as you want them to engage in conversations with you.
To set up an account and participate in social media doesn’t cost anything—it’s free to join. However, you will need to invest your time. Paid advertising on social media is also a great value. The platforms allow you to target your specific niche, providing an extremely targeted group ensuring maximum value for your marketing dollar. Facebook, for example, allows you to upload a list of your current customers and create a look-alike list that will find other people with similar interests to your client list. The Facebook Pixel is another great tool that enables you to retarget people who have visited your website with ads on the Facebook platform. Companies working in the business-to-business space may also benefit from LinkedIn advertising. On LinkedIn people are uploading valuable data about themselves, including their skills, location, profession, companies they have worked for, and job titles. LinkedIn’s advertising platform enables you to target potential clients using this data. The cost per click of social media advertising is cheap when compared to other advertising media. It also makes it very easy to track return on investment using the many conversion tools available.
Social media gives you immediate feedback: you can test ideas, respond to questions, provide pre-sale information, post-sale support, and deal with complaints. Because social media is real time communication, a quick response improves your customers’ experience with your business. Messages can be communicated more often on social media, and it also enables you to get your message out at the right time, without needing to wait for the next print deadline or newsletter issue. You need to understand which social platforms your customers are using, as they will expect to communicate with you on the platforms they are comfortable using.
Learn valuable market insights from your competition
Social media also makes it easy to monitor your competitors’ activity. You can track what they are posting, who is talking about them, and any promotions they are running. You can then use this information to improve your own products and services. You should also monitor which platforms your competitors are using and use them too if your customers are using them. It’s much easier to grow a following first within a specific area, rather than playing catch up and trying to win over your customers who are following your competitors.
Social media provides many opportunities and is a growing trend in society today. We encourage you to learn more about the platforms, set up an account, and start communicating. You can follow Exemplar Global on Facebook, LinkedIn, and Twitter.