While it is tricky for growing brands and businesses to navigate the social landscape, especially in the midst of a global pandemic; however, as a gold standard, social marketing requires both strategy and creativity. Social media is perhaps the most influential and significant virtual space since platforms are used for social networking and advertising a brand’s products or services.
The power of social media is certainly noteworthy. Within seconds of posting content, it’s possible to reach a substantial number of people. With almost 59% of the world’s population as internet users, marketers and brands alike need to leverage any platforms at their disposal to maximise their digital marketing efforts. Fast-forward to the post-COVID-19 era, and we notice how much more important social tools are to growing businesses in a socially distanced society. Therefore, boosting your brand’s social presence has never been this significant – to both emerging and established companies. Here are five good reasons that state the importance of growing your social media presence – particularly in a post-COVID-world.
Increase Brand Awareness
With nearly half of the world’s population using social media platforms, naturally, the social sphere is an ideal place to reach new and highly targeted potential customers. Social media has evolved into one of the most powerful tools for brand promotion. In fact, a 2020 Sprout Social report reveals that 69% of social marketers’ most significant goal for social media is to increase brand awareness.
Since most of your customers are already social media users, social marketing can substantially increase your brand’s reach. When it comes to creating a social strategy that fosters brand awareness, your business warrants a tailored and unique approach. Factors such as choosing the right social platforms to target your audience, deciding what type of content you will be sharing, as well as the frequency of your brand communication, are all things that will come into play when determining how your business will utilise social media to promote your brand.
Increase Website Traffic
Social media posts and ads are fundamental methods to drive traffic to your website. In essence, your brand’s social channels work hand in hand with your website to achieve your business goals. An excellent place to start is ensuring that your social media profiles are complete – don’t leave potential customers wondering what your brand does. Get straight to the point in your profile bio and then make it worth their while with your content.
Many brands and marketers post content from their blog or website on their social media channels to encourage followers to visit their site. This is an innovative way to recycle or repurpose content and invite people to read your latest blog post or check out new products on your website.
Pandemic or no pandemic, one thing remains true: a sure-fire way to get followers from your social media profile and onto your landing page is by creating engaging, shareable content.
The social space provides a simple, low-commitment way for potential customers to express interest in your brand and offering. This also allows your businesses to generate leads – directly targeting the right people will enable you to move them through the conversion funnel.
Companies that employ lead generation strategies on social media can achieve better results throughout the funnel. Besides paid advertising, special offers, referral programs, and giveaways are great approaches to implementing your lead generation strategy.
Lead generation is such a significant benefit of social media for business that many platforms offer advertising formats specifically designed to collect leads. However, according to Hubspot findings, a staggering 63% of companies say that generating traffic and leads is their biggest marketing challenge. Generating leads doesn’t have to be complicated, but it’s essential to know how to leverage the social tools at your disposal to boost your social selling strategy. Which brings us to the next point . . .
Regardless of what your brand offering is, you can use social media to sell it.
Sprout Social reports that 89% of consumers who follow a brand on social media will make a purchase from that brand, while 75% of consumers will increase their spending with that brand. In other words, your social media accounts play a critical role in your sales funnel.
As the number of social media users continues to rise and social tools advance – social networks will become increasingly important for product search and eCommerce. This is an opportune time to align your social marketing and sales goals.
Connect With Customers
A business that connects the most with their customers is a business that grows immensely on all possible levels. Consumers will always trust brands that they know, and social media platforms allow your potential and existing consumers to get to know your brand on a deeper level.
The very nature of social media is reciprocal – it gives brands the ability to interact directly with their audience and vice versa. Customers like to be heard and feel more privileged when brands are approachable. Research in the Harvard Business Review revealed that brands who don’t meet their customers’ expectations in the social sphere damage their bottom line.
The pandemic amplifies the urgency of cultivating solid connections with consumers in an online setting. There is no question that entrepreneurs and marketers who foster genuine relationships with their followers through social networking are essentially building a sustainable client base.
Keep in mind that social media users are being inundated with content by the minute, so getting people from your Instagram post to your website is all down to ensuring your content grips your audiences’ attention. No matter how well thought out your digital strategy is, posting appealing content trumps it every time.
By now, it should be clear that social media is a useful tool for brands, and a strong social media presence can drive consumers to the checkout line. Undoubtedly the outbreak has changed the way we use social media, and as we navigate this terrain, our social networking behaviours are sure to evolve as a result. Creating the kind of content that social media users are currently searching for is also key – read our blog post on social media trends in 2021.
It is clear to see that the global pandemic has acted as a catalyst forcing many brands and marketers to think-outside-the-box while also urging them to use responsible social media marketing practices. This period may well be a turning point for global digital marketing initiatives to come from a place of social awareness and creative problem-solving. In the meantime, let’s make the most of the current situation and bolster the digital community one inspirational post at a time.