If your small business does not have a documented social media outreach strategy currently in use, you are missing out on real revenues. Wonder why social media matters? No other channel combines low-cost access with razor-sharp segment targeting like social media does. Your social media efforts can serve as lead generators, brand loyalty fosterers, PR megaphones, impromptu customer service lines and more.
Most critically, other businesses that have a developed and documented social media strategy are gaining competitive edges. According to Social Media Examiner, around 62 percent of all marketers plan on increasing their marketing activity on Facebook and YouTube in coming years, and only three percent surveyed had no current or future plans to use Facebook.
If you are still unconvinced about the power and potential for social media to enhance your business goals, consider these three benefits:
1. Social Media Gets You a Lot for a Little
The biggest draw of social media for businesses is the low barrier to entry. Starting a page costs nothing and can be finished in just a few minutes. If business owners or full-time employees manage social media on the side, their activities come at next to no cost for the business but with most of the tangible benefits.
Of course, this is not to suggest that you should try to avoid spending money when it comes to posting fresh content and paying to have other content boosted. The overwhelming majority — 90 percent — of those that do invest see returns in terms of revenue or increased brand recognition after dedicating just six hours a week, according to Social Media Examiner.
2. Social Media Marketing Lets You Measure and Define Your Audience on a Granular Level
Unlike many other forms of marketing, social media engagement is highly transparent. You would never know who was listening to your radio commercial and when, for instance, but social media lets you know exactly how many people saw which posts and at what time. Those that take the effort to comment can often be identified by key demographics and interests, such as age, gender and pre-existing brand affinities.
For those that want to get even more specific, powerful filtered advertising and search on platforms like Facebook and Twitter allows you to see data about your potential customers. You can filter for 36-year-old stay-at-home dads who own their own home and love the musical Hamilton, or you can find 22-year-old women who love pickup trucks, country music and pink camo apparel.
And there are plenty of people to choose from, too. Around 70 percent of adults in suburban, urban and rural areas use Facebook, according to Sprout Social, as do 89 percent of all 18-29 year olds overall. Even among older crowds, 56 percent of those 65 and older still use Facebook. Perhaps most importantly, platforms like Twitter, Facebook and Instagram have nearly equal use among all income demographics, even those who make less than $30,000 or more than $75,000 a year.
By being able to target these individuals, you can come up with the best possible creative content and advertising messaging crafted just for their segment. Then, you can invest in delivering it right to their newsfeeds with laser-guided precision.
3. Branded Social Media Profiles Tell People Who You Are
Rather than turning to traditional search engines, people are increasingly using social media profiles to measure up brands or search for new ones. Facebook once reported that they got as many as a billion search queries per day in 2012, and YouTube handled 3.7 billion search queries a month in 2010. Now, audiences often use platforms like Instagram to scope out brands as well as their most loyal followers.
By having a compelling presence on the platforms people are already using, your business can gain exposure while fostering trust among people newly exposed to your brand.
Why Social Media Matters
Even with all of these advantages at their disposal, organizations that approach social media marketing in the wrong way or that post inconsistently will never be able to reap the full benefits. Having continual oversight, whether in-house or outsourced, is the only solution to monitoring social media engagement and fine-tuning it to effectively achieve your goals.
Consider Optimized Scribes, an Atlanta social media management and marketing firm, to help your business harness the full potential of social media. We offer consulting, marketing strategization, content creation, full-time management for all of your social media channels and more.
You can read more about us using the link in the paragraph above, and then contact us to get started on a rewarding partnership today.