Over 90% of American businesses use social media for marketing. On top of that, over 4 billion people worldwide use social media. With all that competition, how do you make sure your page gets enough interaction? While social media is largely seen as a free marketing tool, businesses obviously have the option to pay for increased exposure. But is it really necessary to spend on social media marketing? Is it possible to achieve your goals without paying for that ad space?
Is Social Media Marketing Really Free?
Social media marketing is never free. It’s either expenditure of money or expenditure of time. If you pay for a social media service, it’s important that the posting strategy aligns with your brand ethos. If you handle the posting yourself, it’s important that your posts are getting interaction. Otherwise, you would be better off spending the time elsewhere.
While it’s free to create a page for your business on Facebook, Twitter, Instagram, LinkedIn, YouTube, and every other social media site, a study by The Content Factory found the average business spends roughly $350 a day on social media marketing. What are they spending that money on?
A surprising number of business owners believe once you create an ad, folks will magically see it. That’s not the case. Making sure folks see your ads requires time, effort, and you guessed it-money. While it’s not absolutely necessary to pay to boost the visibility of your posts, it definitely works. You can choose who you want to see your ads-select by demographics, geographic location, and even by similar interests. Importantly, while more people might see your ads, it doesn’t automatically mean more people will turn into conversions.
Social Media is the Bread and Butter of Content Marketing
Without a solid content marketing strategy, what would be the point of having social media pages? More folks turn to Google for reviews and contact info and your business website is better for information and transactions. Therefore, social media and content marketing are a match made in heaven. Just make sure you’re using the right content on the right platforms.
While the type of content you publish on your page may differ, remember to incorporate a variety of multimedia. Jazz up your customers’ timelines with informative video content, captivating graphics, and immersive text. Refer back to your strategy; try to illustrate how your brand fulfills a plethora of needs sensibly and economically. Put yourself in your customers’ shoes and remember to employ a fair amount of empathy; emotion is the driver of sales.
If you’re a regular social media user, you’ve probably come across a viral post by now. As a business owner, it’s only logical to want to create the next piece of viral web content. However, you don’t want to get caught trying to catch lightning in a bottle. Viral content is original, organic, and magical. Trying to capture that essence simply won’t happen. You’re better off sticking to a carefully crafted strategy, and yes-you’re better off simply paying to boost your posts!
Is Social Media Advertising Worth it?
Social media marketing is unquestionably invaluable to your organization. A robust social media presence will help boost your search engine rankings, increase your brand loyalty, and drive more traffic to your website. In other words, social media should supplement your business website as the face of your brand’s online presence.
It’s also a key to achieving your marketing goals. Whether those goals are to increase sales or get more folks interested in your brand, social media is the means to that end. It’s up to you to decide how much you want to spend on social media marketing, but it should absolutely be a major part of your overall marketing strategy.
The amount you spend on social media marketing does not always amount to success. You have to have carefully planned out goals. Those goals should be the roadmap to your strategy. In other words, refer back to your goals to determine what to do to achieve them!