At the beginning of 2017, the total number of social media users in the UK had reached over 39 million, with estimates going up to 42 million this year. In 2018 social media is now an essential component of any successful marketing strategy.
Social media marketing, when done correctly can gain guaranteed exposure for your company, increased customer retention, traffic and sales with little to no advertising cost.
That's only naming a few advantages social media marketing can add to your company, let's take a look at the other benefits:
Increased Brand Awareness
By investing only a few hours into your social media presence per week, your audience will be exposed to targeted publications from your business, in turn, increasing your brand exposure. Social media can also give your brand a personality, take innocent smoothies, for example, their social marketing efforts are focused on increasing engagement by guiding discussion and replying to comments with a friendly, informal and humorous tone of voice. Innocent is now well known for their high-quality social media presence.
Each post that is shared on your business’ social media pages will be introduced to a new network of individuals, which can lead them to become potential customers, and the more people who know about your business, the better.
There is no doubt that having a social media page for your brand is a great idea, it’s a place for potential customers to see your publications, get in contact with you easily and share their experiences with you using star rated trusted reviews.
Increased Inbound Traffic
Without an active social media presence, your current inbound traffic is limited to your usual customers/people who are already familiar with your brand. Every social media profile you add on different platforms (such as Facebook, Twitter, LinkedIn, Instagram etc.) is another gateway through to your company's website, and every post you publish that displays a link is another great back-linking asset!
Hundreds of companies have experienced retention of a new audience demographic using social media, just by creating a presence on different social platforms. This is because the posts you create on different platforms tend to deliver to a different audience demographic, for instance, LinkedIn is full of thousands of professionals, whereas Twitter's audience is tailored to more of a millennial generation.
Social campaigns can be a fantastic way to gain inbound traffic from users you would not have likely reached before. For example, a competition on Facebook with entry rules such as liking and sharing the post can reach thousands of people, every time an individual likes or shares the post, the post will appear in the news feed of all of their Facebook friends, a whole network of potential customers!
Improved Search Engine Rankings
Social media has more benefits than most would expect, social media also has a beneficial effect on your Search Engine Optimisation (SEO).
SEO is the art of increasing your position on search engines, learn more about SEO here.
Ranking highly for your target words on popular search engines is key to increasing traffic to your website, steering away from clicking through to your competitor's sites. Social Media Examiner states that more than 58% of marketers who have been using social media for one year or longer still see improved search engine rankings.
To gain better ranking on search engines through social media, it's essential to post relevant and regular high-quality content that links back to your website. Gaining reviews on social platforms is also a great signal to search engines that you're a well respected, credible business and that you deserve to rank highly.
Higher Conversion Rates
With improved visibility comes a higher chance of conversions. With your brand now appearing on every-day social media platforms the chance of converting though these means increases 100%.
Creating a social presence also humanises your company, when brands become interactive by sharing content, commenting and sharing posts, people become more comfortable using that brand, and the brand becomes more memorable. This is because people prefer doing business with other people, rather than companies.
Increased Customer Satisfaction
The more time a business spends interacting with their customers and responding to their queries on a public social platform, the more likely those customers will be satisfied with the customer service. Those customers who were dealt with directly will be more inclined to use them in the future.
This will also impress visitors who see your responses on these pages, as they will become more comfortable doing business with the brand, as they know they will get a direct response if anything goes wrong with their purchase.
Facebook remarketing is a great tool to reach people who have been on your website and left without converting. The concept is simple; someone visits your site, they’re tagged with a code you implement to track them, and then while they’re scrolling through their Facebook feed your ad pops up to remind them what they’re missing.
This one of the most cost-effective ways to use a marketing budget, as these people are far more likely to convert. On average the click-through rate is at least 10x higher than an average social media advert. When it comes to Facebook remarketing, if you've got the budget, it would be silly not too.
The beauty of social media is that you only need to pay when you want to. Creating pages and posting online is completely free, but if you want to push that post toward a targeted segment of potential customers, then you will require a small budget.
Some social platforms even give you an accurate estimate of the response you will receive for the spend you choose, so you know if you're getting enough value for your money before you proceed.
Targeted Advertising Platform
Platforms like Facebook, Twitter and Instagram gather a large range of information about their users through their sign up process and the way they interact while on the platform. As a result of this, their advertising platforms offer highly in-depth audience targeting and segmentation. For example, Facebook lets you target users based on interests, employers, and other factors such as if they are a homeowner or if they have home insurance.
With this information to work with, brands can tailor-make the exact audience they wish to reach, meaning companies don't have to waste any money on people who are less likely to be interested in their product or services.
Insights Into Your Market Audience
Another great benefit of using social media is the ability to learn more about the people who interact with the page. Social platforms tend to offer an ‘Insights’ or ‘Analytics’ section on their page, within these pages are insight on the people who have most enjoyed your content, such as their age, gender and location.
All-in-all social media platforms are a marketing platform with many benefits that can help increase your audience and click through right through to gaining you a fantastic ROI.
If you're interested in using social media marketing to push your brand, but don’t have the time or don’t know where to start, give our team a call. Our social specialists have years of expertise in this field and are more than happy to teach you, or manage it all for you!