Since marketers, we understand the importance of incorporating social media into our marketing mix. In fact , 74% of global marketers keep invest in social media marketing.
In case you haven’t yet considered growing your existing social media strategy, you may be missing out on valuable stations for advertising. In this post, we’ll give brief explanations of the importance of social media for business, in addition to outline eight ways that entrepreneurs can leverage social media to fulfill business goals.
Exactly why is social media important for business?
If you’re new to social media in general, there are social media certification courses you can take to learn a bit more about bringing in and building brand devotion. These courses will guide you through the process of building a highly effective social media marketing strategy that you will use to leverage the power of social media to transform your business.
Due to the sheer amount of users (3. 81 billion to be exact), sharing business-related content on your preferred platforms will likely expose you to new clients. A direct result of increased brand understanding is driving leads, plus 37% of consumers name social media marketing as the most significant source of inspiration for their purchases.
Furthermore, using social media helps you develop and nurture your associations with customers. Instead of simply being a name on their statements, being active on different platforms allows you to engage with them further than their purchases to show all of them that you genuinely care about their own business.
Considering these types of factors, let’s go over 8 ways that marketers can influence social media to meet their business objectives.
1 . Learn About Your Personas
If your general business goal is to learn more about your target markets or even buyer personas, using different social media sites can help you do that. Every site has a different demographic user base, therefore you’ll interact with diverse audiences and gain well-rounded insights into every audience group you have and how to best marketplace to them.
For example , thirty-two. 5% of TikTok’s consumer base is between 10 and 19, whereas 33. 1% of global Instagram audiences are between 25 and 34 years old. Should you be a clothing business, a person likely sell and create clothing for various age groups. Assume you devise a online marketing strategy for both platforms. If so, you’ll gain valuable insight into how each of these demographic groupings likes to be marketed in order to, engaged with, and what hard disks the most conversions.
You may use social media analytics, which is quantifiable data that provides insight into your own followers’ behavior and how they will engage with your content. You’ll determine what type of content each audience group likes and what hard disks the most conversions. Learning more about your customers and what they want makes it easier to create targeted ads that appeal to your existing customers and attract brand new ones.
2 . Market Content Through Diverse Channels
If your business’s sole on the web presence is your website, you may be missing out on valuable promotional possibilities that can come from social media websites. While websites are great for promotional blog posts, social media can support those in addition to videos, pictures, and other forms of unique, top quality content. The value of social media advertising is clear, as 58% of online marketers say that social media has assisted them boost sales.
If you choose to go this route, there are multiple high-performing sites where you can promote content to delight existing customers and attract new ones. For example , Fb ads can be shown to users who haven’t yet enjoyed your page or ever interacted with your content.
However , it’s important to note that the particular social media sites you choose to use to promote your content should be relevant to your business’ overall strategy. If you cater to an older target audience, deciding to use TikTok wouldn’t make much sense since the audience is significantly younger than other platforms. In comparison, if your goal is to shift your social media channels plus target new audiences, a business with an older user foundation would benefit from using TikTok to drive new leads by means of promotional content.
In a nutshell, venturing into social media advertising allows you to promote your content through as many social channels as you like. You’re not limited to targeting a specific audience as you are through, say, email marketing because social media marketing advertisements can reach people you’ve yet to have contact with or even identify as prospective customers.
3. Keep Engagement High
While there are various methods to keep your business’ engagement higher, social media is a great channel to do so, as these sites have incredibly active user bases. Here are some stats to consider:
- During the third quarter of 2020, Facebook reported almost 1 . 82 billion daily active users.
- The number of global monetizable day-to-day active users (mDAU) upon Twitter is 187 mil users.
- LinkedIn has 675 million monthly active customers worldwide.
- TikTok’s average engagement rate is significantly high at all follower levels, with smaller accounts holding one, 000 followers having a typical engagement rate of nine. 38%.
- On average, users invest 144 minutes a day on social media.
These data show us that there is possibility of high engagement across just about all social media sites. Considering that these types of stats account for global customers, time zone distribution means that there will always be someone on the internet, and there will always be someone ready to interact with your twitter posts, Instagram Stories, and Facebook posts.
When you’re active across your social networking sites and carefully follow a marketing strategy that considers your followers interests, your wedding rates will remain high regardless of what platforms you choose to use.
4. Provide Customer Support
50% of customers purchase more through companies that they believe offer outstanding customer service. 59% of global social media users also provide a more favorable view associated with brands that respond to customer support questions on social media. Given this, the benefits of leveraging social media as a way of providing excellent customer support are significant in terms of conference customer expectations.
You can provide customer support on social media stations in various ways, like responding to customer complaints on Twitter or chatting with them on Facebook Messenger. Here’s an example from HelloFresh, a meal delivery subscription service, using Twitter as a means of customer support.
Along with responding to questions, you can use your own social accounts to share useful links to customer problem solutions. The recent customer service pivot to crisis management customer service has shown many businesses that customers value becoming made aware of issues ahead of time without discovering them by themselves. They appreciate transparency, plus social media is a great way to get this information public.
Used, this could look like alerting clients ahead of time of possible delivery delays through a tweet upon Twitter or posting a good Instagram Story letting restaurant visitors know that you’ve closed your restaurant early because of unforeseen circumstances.
To ensure that you’re consistently supplying excellent customer service, social media management tools like Sprout Social can make your job easier. The particular service has a social media customer care function, where marketers can track customer support requests across all social media sites. Develop Social integrates with HubSpot Service Hub, where you can get in touch with service reps and effortlessly pass off customer service seat tickets as they come in. The image below depicts a Service Hub helpdesk ticket that originated on Facebook.
5. Influencer Marketing
71% associated with marketers say that the quality of clients and traffic generated through influencer marketing is better than various other ad formats. Every one buck spent on influencers has a return on investment (ROI) of $5. 78.
In short, influencer marketing is definitely when a business partner with a good influencer, or someone who is normally looked up to and reliable by their followers, to put away an advertisement or bit of content. The aim of these relationships is for each party to catch the attention of new customers from the other user-base and entice followers to take a specific action like purchasing a product or service.
While influencer marketing is common on websites through guest bloggers, leveraging social networking to venture into the world of influencer marketing is profitable, specifically on Instagram. Here’s a good example of influencer marketing on Instagram featuring music artist Amine, where he’s advertising a collaboration with a basketball team.
Although Amine is really a celebrity, influencer marketing can be achieved with micro-influencers, social media influencers, and opinion leaders, as long as their interests are in-line with your brand.
For example , say you’re a beauty company. You’d want to partner with an influencer known inside that community, like a skincare expert or a lifestyle tumblr. The relationship is contextually relevant, and the users they’d provide for your profile will likely be interested in what you have to offer.
6. Nurture Leads
Email is exactly what most marketers think of when it comes to lead nurturing, but it’s not the only medium for doing this. Considering that 96% of site visitors are qualified by not really yet ready to buy, social media marketing can significantly benefit your time and efforts to nurture new prospects.
On your social media sites, you can provide a mixture of content that addresses customers at various levels of the potential buyer’s journey, which is the process that will consumers go through before making a final decision to follow through with a purchase and become a customer.
You are able to create educational content like short social media posts to get top-of-the-funnel customers in the attention stage and bottom-of-the-funnel articles for users in the buying stage like Instagram video clips of product demos.
7. Sales Prospecting
After leads have been identified, you can work with sales representatives upon social media to identify prospects from those leads and make an effort to convert them into having to pay customers.
You can train sales representatives to use social media intelligence tools for this procedure, where they can conduct social listening. Social listening may be the process of monitoring your business’ social media channels for direct and indirect mentions of your brand through relevant keywords. By doing this, they can collect information that describes how prospects interact with your social media accounts.
Oktopost, a social media marketing management tool, can be used to accomplish sales prospecting on social media marketing. You can track how prospects have engaged with your brand name on social media and leverage the data to create individually tailored marketing strategies. Oktopost can integrate with the HubSpot CMS, and the image below depicts a sales email-nurturing work flow specifically tailored for an interested prospect.
6. Show a New Side of Your Business
If you’re looking for different ways to connect with your audience, influence social media to show an authentic part of your business and post behind-the-scenes content.
Behind the scenes content humanizes your company to your audience, as you’re displaying them the life cycle behind the product or service that your business sells. It can showcase your brand’s unique character and give users an idea of who the employees are that create the products they appreciate.
Customers enjoy this kind of content, especially on TikTok. The platform is primarily used by Generation Z, who treatment more about authenticity in advertisements than the traditional sales to operate a vehicle leads model. If your brand or business typically creates sales-driven formal content, making use of the platform can help you diversify your articles type and display a brand new, creative side of your business and attract a new user base.
Vintage Stock Book, a small fashion brand, capitalizes on TikTok’s interest in behind-the-scenes content and often posts video clips depicting the process of how they create their clothing. Sometimes they take requests, and they post movies of the process of designing custom clothing items. Their first movie received 39. 3K sights, and their most popular video clip now holds 26M + views. The video below is an example of their behind-the-scenes content.
All in all, there’s nothing wrong with the regular sales to drive leads style content, plus marketers know that it works. However , as Generation Z gets older and can make purchases independently, learning how to create content that fulfills them and entices them to make purchases can position your business for success.
Leveraging social media could be valuable to your business.
Regardless of whether you’re hoping to expand your customer support channels or take advantage of influencer marketing, there are various ways to leverage social media to meet your overall business goals.
For the time to create platform-specific advertising strategies, your business will likely enjoy the benefits of using social media.