Maybe you’re a social media specialist in desperate need of reinforcement. You’ve answered, “What’s the value of social media for our company?” one too many times – this week.
Or maybe you’re a CMO or the VP of Marketing struggling to understand the real value of social media marketing. You’ve fallen asleep trying to calculate the ROI from social media marketing efforts.
Regardless of your position or your brand, everyone reading this has one big thing in common: Your customers must journey to reach a conversion.
The client’s journey is why it’s important to view social media from a people-centric lens, because that’s what the social media landscape is made of – people. These people – who may also be your customers – are the main reason why you should be leveraging social media for your brand. Here are the six benefits of social media marketing.
The customer journey starts with brand awareness. Once consumers are conscious of your brand, they can begin the journey down the funnel to purchase. Until that moment, your company doesn’t exist in a consumer’s world. Social media is a fantastic place to build awareness, because of the number of users and the bang for your advertising buck (CPMs are typically lower than traditional advertising).
Pro tip: Your brand doesn’t need to be on every social media platform. If you’re building your brand from ground zero, focus on the social media platforms that your target audience are most likely using. If you don’t know which platforms your target audience is using, Sprout Social has a demographic breakdown of popular social media sites.
What says ‘spam’ louder than an email subject line that starts with “100% free…”? A business or brand with zero social media presence. No matter your company or product, you can be sure that people are searching for your brand or engaging in conversations about your industry on social media.
They’re also using social media as search tools. In 2016, Facebook received 2 billion searches a day. Own those brand touchpoints.
You can’t click on a billboard or have a conversation with a magazine ad. Well, you can, but people might start looking at you funny. With organic social posts or ads, consumers and potential customers have an opportunity to “bump into” and engage with your business during their prime time and at their convenience. Your store doesn’t have to be open, and it doesn’t have to be during live chat hours. With social media, your brand is always on and available to customers.
Social media platforms house a lot of personal data. Facebook, for example, provides insightful data about your audience, including the ability to compare how your followers’ demographics or behaviors measure up to all Facebook users.
Using Audience Insights to dive into Volume Nine’s Facebook followers, we see that they’re more likely to like a page, comment, react to a post or click on an ad, than the average Facebook user.
For more details about Facebook Audience Insights, visit Facebook’s blog.
Social media platforms are another outlet for consumers to link back to your site. As an added SEO bonus, quality traffic from social sites sends positive triggers to Google, which means increased organic exposure.
In this client case study from Vitamin World, we amplified branded blog content to a targeted audience on Facebook and Instagram. We saw high engagement on both social platforms and an 89% increase in site traffic.
You’ve shared your brand story through a Facebook post, you’ve targeted your customers with a well-crafted blog article that’s right up their alley, and now they’re visiting your site. Use your social media marketing to seal the conversion deal through a retargeting ad campaign optimized for conversions or an organic post with a direct response focus. The opportunity to get your message in front of people in the final stages of their journey is available to you on social media. Use this power wisely.
Hopefully, these benefits have informed and inspired you! Want specific examples of how social media marketing can help support your business goals? Contact us today!