Brands ranging anywhere from retail to relaxation apps have a social media presence these days, and for good reason. The benefits of social media accounts for businesses are endless. Social media offers an affordable and accessible way to access thousands (if not millions) of new customers. Not to mention that it provides a platform to meaningfully engage with your audience, create brand loyalty, and gain valuable insights about your users, to name a few.
Having a social media account for your business is one thing, but knowing how to leverage it to boost engagement, brand affinity, and ultimately conversions, is quite another. Running a business social media account is a completely different ball game from having a personal one – there are huge amounts to consider such as branding, tone of voice, planning, seasonality, customer engagement, optimal posting times, insights and analytics, and much more. Find social media marketing services near me.
If you want to get the best results from your social media then it’s always a good idea to hire a social media marketing expert. They’ll know everything about running a successful cross-channel social campaign, including the many quirks and subtleties of social media that only comes with experience.
If you’re not sure whether your business needs a social media account, let’s take a look at just a few of the benefits that it has to offer for growing your brand and creating a long-lasting positive impact on your business.
Direct interactions with your customers
A unique aspect of social media in comparison to other aspects of business communications, such as your website or your blog or email marketing, is that it lets users directly interact with your content. The ability for users to like, comment, share, and ask questions allows you to directly engage with your audience in a meaningful and human way. This is really important, as customers want to see the personality behind a business these days. It’s not enough for a business to simply be an abstract machine that produces services or products, it needs to have personality, opinions, humour and awareness of the context that its audience is living in to create a meaningful connection with them. Social media is simply unparalleled as a platform to create this connection.
Although if you’re new to the world of social media it’s difficult to know how to engage with your audience. What do they care about? What content will and won’t spark their interest? There’s nothing worse than spending time creating content that isn’t engaged or valued by your audience. That’s where a social media marketer comes in. They’ll have the knowledge, skills and experience to analyse data of your audience to create a picture of their behaviour and interests. They’ll be able to highlight what content is working and what’s not, as well as drawing out important information about your audiences such as demographics and interests. This will help you to tailor your strategy to create content that’s genuinely relevant and meaningful to your audience.
Another skill that a social media marketer can bring is knowing what social media channel will be most effective for your business. Different social media networks attract different audiences. For example, Facebook tends to attract older audiences where Instagram is more popular for young adults. Different content is also appropriate for different channels. Whereas Instagram is all about visual images, Facebook and LinkedIn are more text-based, to ignite a conversation. It’s tricky to get your head around all of these concepts if you aren’t experienced in social media, which is why it’s worth getting an expert to help with cross-channel campaigns. They’ll be able to identify where your audience is most active and to help you create a campaign to post frequently on that particular channel. If you want to target multiple channels, they’ll be able to help you modify your content accordingly.
Social media will help you to build up a relationship with your audience over time. It will provide a platform for you to show how you respond to news within your sector, how you compare to your competitors, and how you interact with customers. If done correctly, this can create a strong lasting relationship with your audience.
Respond to customer questions, complaints and queries
Social media makes it easy for you to actively engage with and solve questions, comments and complaints – all from one place. Different third-party platforms allow you to monitor and track every comment that comes in, as well as what’s been responded to. This helps you to ensure that every comment is being answered to show that you really care about what your customers have to say. Remember that your social media content is public – so make sure that what you are saying is professional, accurate, appropriate and grammatically correct – as it’ll be there for the world to see. Make sure that you manage interactions promptly, professionally and consistently in terms of the tone of voice and personality you adopt. While it may seem like a time-consuming task to respond to each and every message, it will be well worth it in terms of building brand authority and customer loyalty in the long run.
A professional and active social media account isn’t just about building a brand image, it can also be a powerful tool for bringing in leads. To increase leads, and ultimately conversions, make sure your social media landing page is clear and free from distractions. It should also be clear as day to the customer that it’s representing your brand, so make sure it aligns with your brand image, font, logo, etc.
This will help to establish brand consistency, helping readers to instantly recognise your company when they come across your marketing materials online. Your social media should seamlessly link to your website or contact pages to ensure that readers who want to make a purchase can do so as easily as possible.
Your social media can also be used as a platform to promote other marketing tools, such as pointing users to subscribe to your newsletter or sign up for your marketing emails. Another huge one here is the blog. If you have an active, up-to-date blog then your social media is the perfect place to direct users to it.
Social media is also a great way for creating user-generated content, which acts as social proof that potential customers should trust your brand. If prospective customers see that real people love and trust your brand, such as seeing them wearing your product or positive reviews, then they’ll be more likely to trust you and make a purchase.
Sounds like a lot? Your social media marketer will seamlessly take care of harnessing your social media to drive sales. They’ll start off by collecting stats and data to establish which strategy will work best for your brand, using user feedback as a tool to improve what you’re currently doing.
This is a huge benefit to all businesses, but especially if you’re a small or growing start-up trying to stretch your budget thin. Setting up a social media account and posting is free, as long as you know the basics of copywriting and graphic design. Although if you’re serious about promoting your business in a professional light, then it’s well worth investing a small amount into a social media marketing professional or agency. They’ll help you to hit the ground running as well as supporting design elements and copywriting.
As your company grows and you start to establish yourself on social media, you’ll want to start experimenting with fresh content ideas, based on what has and hasn’t previously worked. Perhaps you want to boost engagement by asking more questions, running competitions or running polls. Perhaps you want to publish interesting stats about your company or offer a glimpse into your company by interviewing the CEO. The possibilities are endless. You may even want to use influencer marketing to help promote your products.
The great thing about marketing on social media is that you’re able to measure levels of success in real-time. If you see that one post is raking in the likes and comments, do more of that. Alternatively, if a post has flopped, you know to try something else tomorrow. Social media is ever-changing and entirely flexible, which leaves room for experimentation and constant learning.
Your business simply can’t get ahead without a social media account in the 21st century. It’s important that your brand has a public image, and there’s a lot of work that goes into presenting and managing that image professionally.
A successful social media campaign will engage, interest, inspire and educate users about your business. It’s far more affordable than paid advertising and the results can be tracked as you go along. Hiring a social media marketing professional means your social media will perform as effectively as possible, driving your conversions through the roof as a result.