When developing a digital communications strategy for your marketing plan, the social sphere is a necessary component–whether you like it or not. In 2017, if your brand isn’t utilizing social media marketing, you’re really late to the party. According to statistics published by referral marketing software, Ambassador, 71 percent of consumers who have a positive social media experience with a brand are likely to recommend it to others.
Before you panic and register for your Instagram handle, let’s take a closer look at the role of social media in digital marketing. Because, as important as it is to incorporate social media into your marketing strategy, it’s just as important that you have a plan. Here are some of the benefits of social media marketing when used correctly to promote your business:
Build Credibility, Turn Conversions
Social media is only as good as the digital communication strategy you have in place. Building your credibility on social media is a great place to start. With credibility comes leads and as you build up your following, that can translate directly into conversions. A recent study from Sprout Social revealed 58.9 percent of millennial, 50.4 percent of Gen X and 55 percent of Baby Boomer consumers often follow a brand’s social media channels prior to purchasing a product.
These statistics come together for a convincing argument on the importance of brand credibility on social media, as it’s the first thing a consumer will be looking for on your social media accounts, and it’s clear that social media greatly affects consumer purchasing decisions. Building your credibility is a great way to nurture leads and increase conversions.
Increase Brand Awareness with Social Media
With social media, you can really carve out a unique place for your brand to “live” and interact with your customers. The more you do this, the more recognizable your brand becomes within your target markets. Brand awareness helps your business dominate the market space, and when a consumer is in search of a product or service you offer, they think of you right away. This is what you want when you’re trying to attract leads–think of social media as the honey that attracts the bees.
However, it’s important to keep in mind that there’s a fine line brands and businesses must walk when trying to increase brand awareness. In a report from BuzzStream, 45 percent of people surveyed said they would unfollow a brand on social media if they featured excessive self-promotion. So when increasing brand awareness, also understand that it’s important to add value to the socialsphere. Comment on and “like” posts that are well-aligned with your brand–be genuine.
Cultivate Customer Relationships
When utilizing social networks for your business, you have a type of unlimited access to your preferred audience and customer that you did not experience prior to the evolution of social media marketing. The above mentioned report from Sprout Social concluded that when a consumer had a positive interaction on social media with a brand they follow, their willingness to purchase increased by 14 percent across all age groups. You have a chance to engage with clients in meaningful ways, so it’s important to put your brand’s best self forward.
Get Personal with Your Social Media Marketing
Research tells us that consumers like to interact with people, not products. In addition, Marketing Week found that B2B customers are more than 2x as likely to consider a brand that shows personal value over business value, because they perceive little difference in the business value between suppliers.
People buy people, not products. It’s essential that your brand identity is humanized in order to evolve as a business. Consumers often associate feelings and perceptions with brands due to their appearance or content they have posted. Don’t be afraid to show some humor, as this connects us all as human beings and it’s especially potent when trying to attract customers.
Here at Hyperlinks Media in Houston, we know how crucial social media is in the realm of digital marketing. We offer effective management solutions that can substantially grow your audience and put the spotlight on your business. Contact us today and let our knowledge of the industry work for you.