6 Reasons To Invest In Social Media
Only a few years ago, businesses would be able to set up a social media profile, post a few mediocre text posts per week or month and generate some form of traction from it. Today, the prominence of social media has led to a great shift in the importance of an effective social media strategy in order to truly capitalise on the audience reach possibilities each channel provides. Here, we’re taking a closer look at why you should invest in social media.
Social media platforms offer an extensive number of opportunities to push your brand out in front of new audiences across the globe. The 1st quarter of 2018 showcased 2.19 billion monthly active users on Facebook showing just how much potential there is to really push your business out there. While a number of platforms, Facebook included, are making it harder for brands to be seen on their network, the integration of paid social media techniques as part of a strategy can boost overall reach and engagement. Social media is the new TV, radio and newspaper advertising, and its an imperative part of any digital marketing campaign – no matter the sector.
While organic search offers the most potential for referral traffic, effective social media campaigns also offer an important avenue to generate referrals. In 2017, it was reported that while Facebook was the leading social media channel for referral traffic (contributing 18.16%), Pinterest was also a significant contributor generating 7.53% of overall social referrals. Next came Twitter, then Instagram and YouTube, with LinkedIn offering minimal referral opportunity at just 0.5%. If you market your social media correctly, you could find a large proportion of referral traffic headed your way.
Social Media Is Being Used To Make Purchasing Decisions
Research suggests that 85% of Generation Z are utilising social media to influence their purchasing decisions, to find out more and Pinterest is one of the key contributors to this growing trend. Peer-to-peer recommendations carry a lot of weight as consumer trust in brand marketing is continuing to decline. With the introduction of market influencers further helping to determine what’s ‘cool’ on the market, and engagement being a key driver behind purchasing decisions over a brand’s own advertising, it is easy to see just how important having a social media presence is becoming. If a number of people start to like the products or services you are displaying on your social media and start generating conversations related to this, then you could start to see your purchases skyrocket.
Learn More About Your Target Audience
As you can see, more people are using social media than ever – and it isn’t just a young generation doing so. Having a presence on social media and using this to engage with the community around you will allow you to learn more about your target audience. What do they like, what don’t they like, what are they looking for from your products and services? A number of questions that you may not have been able to answer before, may now start to be solved through the integration of a succinct social media strategy.
Boost Search Engine Visibility
The way search engines operate is changing, and on Google, in particular, search results are no longer restricted to just ten organic links. Having an active and engaging social profile which discusses trending events and topics and interacting with the community around you could help to see your social media profile starting to rank on Google – in particular, your Twitter profile. While social signals are not a part of Google’s algorithm (yet), your Twitter may be able to appear as one of the top search results. Take Donald Trump for example. If you Google ‘Trump’, you will find that a series of Twitter cards will appear.
Key events can also showcase Twitter cards:
As you can see, your social campaign could also offer a series of SEO benefits.
Customer Service Avenue
More businesses than ever before are beginning to leverage social media as a customer service avenue. We’re seeing more and more examples of customers turning to the likes of Twitter and Facebook to complain to or praise a brand and having this option available for customers can help to streamline the overall experience. People are beginning to want answers instantly, meaning you need to be offering more than just a telephone number which leaves the customer on hold for hours or an email address which takes a few days to respond. Social media offers the opportunity to respond instantly and even mend customer relationships quickly.
Here are just a few examples as to how brands are using social media as a means of customer service.
As you can see, you can take a number of angles to customer service and interaction on social media (with Twitter being an obvious choice for many customers and brands). Whether you aim for helpful or humorous, interacting with your customers in any way will be certain to help build up your overall brand reputation. It is always important to remember that there is a fine line between funny sarcasm and actually offending an individual – and if the latter occurs, you may find that your promising social media efforts can be torn away by the hands of a few Twitter trolls. For more information, get in touch with a member of our expert team on 0800 088 6000, today.