It certainly isn’t news, but social media is the lifeblood of digital marketing. Where else can you reach billions of people across the globe in the blink of an eye? It’s 2022, and if your business doesn’t have a robust social media presence, you might as well be in the dark ages. Let’s take a look at five major reasons your business should invest in social media marketing this year.
Reason #1: Maximum Visibility
The goal of social media is to establish a significant follower count to put more eyes on your business. Of course, the trick to building a significant follower count is to consistently publish quality content, and the brands who do this have a fundamental understanding of their customers. The more quality content you create, the more potential it has to go viral. Naturally, not every post can earn millions of views, likes, or shares, but even getting an extra few dozen eyes on your content can make a difference.
While you don’t have to maintain an account on every platform, it can help to spread your presence out over at least a few networks. The more potential engagement, the better. Just make sure you understand what kind of content to create across each different platform. If you’re going to maintain an account, be sure you can devote the resources to keeping a content creation schedule, engaging with your audience, and more.
Reason #2: Cost Efficiency
According to a study by The Content Factory, the average organization spends roughly $200-$350 a day on social media marketing, which amounts to about $70,000-$120,000 a year. While that number might seem high, if you consider the impressions and conversions you gain, the investment is worth it. Remember: marketing is only expensive if you fail to achieve your goals.
The key takeaway is that social media marketing is both better performing and more cost-effective than virtually any other marketing channel. What makes social media so effective is the ability to hyper-target exactly who you want to reach. Instead of one-to-all type content, social media allows you to choose your audience and deliver content specifically targeted to them.
Not only can you tinker with the intended audience of your social media marketing content, but you can also easily track the metrics of your campaign. In a nutshell, effective social media campaigns give you the best ROI and easily trackable feedback.
Reason #3: Transparency
One of the big reasons social media marketing is so effective is because of its potential to foster real connections. Social media allows fans of brands to publicly attest their allegiance to the brand in question. With that said, social media allows brands to publicly extol the virtues desired by their audience. That kind of visible transparency can be a major shot in the arm for any brand. More and more folks are looking to relate to the brands they support, so when a brand steps up and supports the community, it’s a good look.
While the increased visibility presents a challenge (maintaining authenticity) to brands, the rewards far outweigh the costs: 94% of consumers are more likely to be loyal to a brand that commits to full transparency. The important lesson is this: it’s important to take a stand, but it’s more important to let your audience know you took that stand-and that you support the marginalized group(s) in question.
Reason #4: Customer Experience
Your brand can have stellar marketing and a great product, but if the customer experience is lacking, the whole operation is flawed. Interestingly enough, social media provides an opportunity to present an integrated, immersive overall customer experience. Not only does social media provide another avenue for entertainment, engagement, and ultimately conversions-but it can even be a form of customer service.
That’s right: your social media presence can double as a form of customer service. By providing a transparent, publicly visible forum for feedback, you provide a better customer experience. Your customers shouldn’t have to look for contact information or ways to give feedback; it should be right there in the open-and social media affords that opportunity. Give your customers the experience they deserve and invest in a fully comprehensive social media presence.
Reason #5: Drive Traffic to Your Website
You want to use your social media presence to pique your audience’s interest. While you may not be able to sell directly through social media (and in some regards you can), you can get folks interested and excited about your product or service. The right social media content can drive more folks to your website, which is a major win-especially if you can turn them into conversions. If you publish a blog, consider incorporating your blog into your social media posts. It’ll drive more people to your site.
Your social media page(s) can also be used to keep your audience up to date with news, sales, promotions, new product offerings, and more. Frankly, there is no better way to make announcements to a larger audience in a shorter amount of time. Be sure to include links where applicable, and make all content easy to share. Don’t be afraid to encourage people to click the link and engage with the content.
Invest in Social Media Marketing Today!
Social media marketing is arguably the best way to improve brand visibility, increase customer loyalty, and drive more traffic to your website. The best part? It’s all in a cost-effective manner. You can interact with your audience, share news, and build your public profile. All of that adds up to a winning formula: more impressions, more conversions, and a higher ROI.
A lot may be changing in the world of digital marketing. Social media marketing remains an integral component of any successful overall marketing strategy. Make 2022 the year your social media marketing strategy excels!