Social Media Strategy: Why You Shouldn’t Operate Without One
Social Media Marketing Strategy: Why You Shouldn’t Operate Without One
Although it was once thought to be a passing fad, social media has become a valuable tool that helps businesses leverage online customer interactions and build a more robust online presence. Coupled with powerful data mining and statistical insights, the benefits of using data drawn from social media, and of implementing a strategic plan that makes use of that data, are many. Here we’ll talk about some of those benefits.
Every time you post something on any one of your online portals, because your posts are delivered directly to the news feeds or dashboards of your online followers, every post is an opportunity to find new customers, revisit recent or older customers, and interact with all sorts of people who are interested in the line of work you are in. Although conversions don’t necessarily mean direct sales, more interactions mean improved chances of actually closing a deal. Beyond conversions, you’ll also develop a richer and richer database of customer information, allowing for further improvements in how you engage your customers, leading to improved conversion rates as time goes on.
Compare a company that does not post anything online, does not follow up with customer queries, and does not stay up to date with industry news and developments with a company that not only constantly produces relevant, informative, and up-to-date content, but speaks with users, follows up with them, and engages different people in different, meaningful means. The second company will become a go-to thought-leader whenever customers have questions on mind or are interested in making a purchase, and the other will fade from memory.
Being competitive isn’t just about having a great product or selling at a great price; staying relevant and constantly being in the minds of customers is just as important. Having a finely-tuned social media strategy that can regularly produce content, engage with users, learn from them, answer questions, and promote products and services on a regular basis is one that will win you big dividends in the long run.
Gaining customer insights.
Likes, tweets, shares, and other interactions may look like one-off responses from users to different online media, but when looked at in aggregate, they represent an invaluable pool of information. If broken down and used the right way, this kind of data can help you learn a lot about what kinds of things your users like, how they interact with different ad types, how they behave on different social platforms, how much time (and money) they spend on different online portals, and what they are looking for or need. All of this information can be used to guide your marketing strategy, and will help you make smarter business decisions.
Run relevant, targeted ads.
Social medial ads are a cost-effective way to promote your services and distribute your content. They can also be used to target the right people, in the right way, at the right time. Because you can segment users based on factors such as location, age, gender, interests, and more, your ads will be more relevant and effective ads, thereby saving on your marketing budget. Detailed campaign stats also allow for running improved campaigns in the future. In short, you’ll know where every dollar went, and how it contributed to improving your customer reach or sales figures.
Improve customer experiences.
Not on social media? You should be! Your customers will probably expect you to! Roughly two out of every three consumers now go to social media for customer service, and they expect round the clock support, and short response times. Reach people looking for answers more quickly, and they’ll keep coming back. Eventually, you’ll be able to close the ones who are farthest along their product or service search.
Increase website traffic.
This is a big one: your social media strategy plays an instrumental role in improving and increasing your website’s traffic. More traffic, likes, links to, and relevant links from your page, the better your search ranking will be as well, further improving your traffic numbers.
Share content faster and more easily.
Social ads can be developed, launched, and approved within minutes. Shorter times to market for your ads, and the instantaneous results that they bring in, will allow you to pivot your ad if necessary, and to make other business adjustments as soon as responses start rolling in.
In summary, although social media in itself does not mean sales, it does an unrivaled job of promoting your business, increasing your brand awareness, helping you learn more about your clients and users, and improving engagement and customer connections, all at very low costs. All of these things together will improve the pool of your leads, eventually leading to higher sales.
Remember, though, that social media on its own does not guarantee business success; it must be integrated into your overall marketing strategy and, if you do things right, the benefits above will have your business improving right from Day 1.