Why is social media important to businesses?
For one, your brand doesn’t really exist online if you’re not represented across all social channels. And that’s only the beginning. Here are 11 more reasons why your business needs to market on social media...
1. Social media posts can be used to drive targeted traffic: Creating a new page on your site is like taking a really great selfie. You want the world to see it and bask in its brilliance, but you don’t want to beg for attention (or worse, pay for it). That’s why for selfies and landing pages, well-placed social media posts can make all the difference. We’ve seen a single link on LinkedIn drive over 20,000 visitors in one weekend.
2. Using social media for business boosts your site’s SEO: Search engine crawlers know which pages are consistently earning traffic and which are just floating out there, forgotten and ignored. A killer content strategy for SEO is the most important part of earning top spots in search engine rankings, but driving traffic to your optimized pages will cause them to climb much faster in the search engine results pages (SERPs).
3. Build relationships: If you’re doing it right, social media will lead to real relationship building: Part of what makes things like LinkedIn, Twitter, Facebook and Instagram so cool is the interaction you get to have with your customer base — you can read their tweets and status updates to get insights into their daily lives (and maybe adjust your marketing strategy as a result). What products are they buying and why? What are they doing on the weekend? What kind of posts do they love to share, and from what websites? You can also use social media as a tool for connecting with complementary, non-competing businesses, thought leaders and tastemakers in your space, as well as journalists who cover your industry. Sometimes, becoming besties starts with a simple retweet.
4. Users are more receptive to messages on social platforms: People view LinkedIn, Twitter and Facebook as professional and social networks, not marketing machines. As a result, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. This translates to serious web traffic when you link to your site and posts that market themselves as your friends and followers share what you’ve posted.
5. Coverage of Media Events: Social media can help you get noticed at events, and even generate earned media coverage. Whether your business is sponsoring a charity fundraiser or attending a major trade show, there’s no better way to leverage your presence than with the help of social media.
6. Improved Service and Customer Response: You can respond to concerns and questions immediately. If there’s a question about your product or service, you want to know about it right away. With the feedback you get in the process of social media marketing, you’ll be the first to know when there are issues – and you can take steps to resolve them right away. Study after study has shown that consumers appreciate companies that respond to customer concerns (and don’t hesitate to rant online to anyone who will listen when companies don’t take the time to answer these concerns!).
7. A strong social media presence builds brand loyalty: A report published by Texas Tech University found that brands with active social media profiles have more loyal customers. It’s easy to imagine why: when you’re engaging and interacting on social media (not just tossing your posts out onto the web hoping someone will stumble upon them) you become less like a corporation and more like what you truly are — a unified group of people who share a vision.
8. Your competition is getting social, so you should too: Did you know that 91% of brands are using more than one social media platform? This isn’t something you want to fall behind the competition on, because it’s much harder (and more expensive) to play catch up than it is to get in on the game early. If your competitors get to your potential customers first, they’ll earn their loyalty and you’ll have a hard time winning them over. If you’re active and engaging on a variety of networks, you can gain those friends and followers first and your competition will be playing catch up instead of the other way around.
9. Level playing field: The social media marketing arena is a (fairly) level playing field. Some brands may have bigger ad budgets than others, but all companies start off on pretty equal footing when it comes to social media marketing. The companies and brands who thrive and go viral are those with the most interesting, attention-grabbing links to the most useful, time-worthy content. In short, they’re providing value to their target audience while also showing personality and being entertaining. If you want to get lots of traffic and really increase your sales online, you’re going to have to outwit, outnetwork and outwrite your competition while offering superior products and customer service. Isn’t that what business is all about, anyway?
10. Social media marketing will get you more sales: Did you know that 70% of business-to-consumer marketers have acquired customers through Facebook? Or that 84% of CEOs and VPs say they use social media to help make purchasing decisions?
11. You’ll find customers you didn’t know existed: If you set up streams to follow keywords in Twitter (Hubspot has tools for this; we can help), you can find people who are looking for the products you sell and direct them to your site. Customers you didn’t know existed will find (and buy from) you. In the process of marketing with LinkedIn, you’ll probably join a ton of groups related to your products, industry and customer base. By posting links in these groups, you’ll help influence customers to check out your site.
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