Did you know 84 percent of Canadian adults use Facebook? Almost 60 percent are on YouTube. Use of other social media platforms is quite widespread too.
What’s clear from these numbers is Canadians love their social media. Your business should too. The ability to reach your audience with social media marketing is the best reason for adopting it.
Even knowing how much of your audience is on these platforms, you may have questions. Just how does social media help businesses anyway?
Let this guide shed some light on the situation.
Social Media Marketing Connects Your Audience
Before the Internet, marketers had to use what was called “broadcast” techniques. These tactics relied on sending out a message to as many people as possible.
Broadcast techniques are still used today. An example would be a TV commercial or taking out an ad in a magazine.
One of the challenges with this type of marketing is its focus on reaching the broadest audience. That means it’s not necessarily finding people who are interested in buying your product. People who see your messages may not be ready to sign up for services.
Broadcast techniques also address a passive audience. People can’t interact with these marketing techniques. They can watch an ad, but that doesn’t mean they’re engaging with it.
Social media marketing is different. First, you can tailor your audiences so you can focus on the people interested in what you have to say. The lower costs make it easier to talk to particular niches.
Second, social media is interactive by nature. People not only see an ad, but they can interact with it. Your audience connects with your brand.
Building Your Brand
Another reason why social media is important for business is that it allows you to build your brand.
Today’s buyer is more skeptical than ever. Social media marketing gives you the time to get to know them and connect with them.
It also gives you a platform to showcase your expertise and show your brand’s values. People value authenticity when they interact with brands.
Social media gives you the chance to build awareness of what your company stands for. Marketing on social media often reaches people at the top of your funnel, which gives you a chance to draw them in.
It also gives you an opportunity to build relationships with customers. Customer loyalty isn’t high these days. Using social media and building relationships improves loyalty.
It’s easy to see why. When a company tells you what they stand for and then backs it up with action, you come to trust them.
These loyal customers then become some of your most enthusiastic brand ambassadors. Satisfied customers will promote your products and recommend them to friends and family.
It Improves Customer Service
Social media marketing can also contribute to your customers’ satisfaction. You might think of marketing on social media as the pay-per-click ads you run.
These ad opportunities are central to your efforts. They’re not all social media marketing has to offer your business though. In fact, every interaction on Twitter or Facebook can be a form of marketing and customer service.
When you answer a customer question on social media, you provide value for other people. They then know they can look to you for expertise and advice. When you deal with a complaint, the current customer should walk away satisfied.
Other customers can see if you’re upholding your company values. They may also see your interactions and applaud your customer service.
Low Costs and Big Payoffs
Another reason why social media investments are important for business involves financials. Generally speaking, marketing on social media is very affordable.
It’s a great way for businesses to scale their marketing efforts in an affordable way. Using a mix of organic posts and paid ads can improve brand awareness. You’ll have an easier time getting your message in front of the right people.
The ability to target ads to specific audiences can also improve your conversions. When people see messages tailored to their interests, they’re more likely to click, watch, or buy.
The relationship-building capabilities of social media are also important. Once you’ve intrigued someone, you can work on crafting a lasting relationship with them.
Remember, it costs more to get a new customer than to keep an existing one. Social media marketing gives you the opportunity to connect with people who already love your brand too. Cultivating customer relationships pays off over time.
Why? Repeat customers tend to increase their spending. The longer someone’s been with your company, the more they likely will buy from you.
Whether you want to get more leads or more traffic, social media marketing could be the solution.
Insightful Data and Better Business Decisions
One of the advantages of social media marketing is often overlooked. It’s the ability to collect data on leads and customers.
This data then yields more powerful insights. Are people more likely to click on Ad A or Ad B? Do you get more engagement on Instagram or Twitter?
Metrics allow you to dig deeper than just follows and likes, though. You can determine where your audience is and who they are. If your ads perform better with one age group than another, your data should show you this.
Armed with this knowledge, you can make more informed decisions. Data insights could tell you what kind of offers your leads respond to. The information could even help steer your marketing messaging itself.
Let the Experts Guide Your Campaign
As you can see, social media marketing is vital for almost every business today. Whether you’re an established brand or a startup, the right ad campaign could connect your audience.
Crafting successful campaigns isn’t always easy, even for marketers who have been using social media for some time.
You don’t need to do it alone. You can get in touch with the experts. With our help, you’ll be well on your way to social media success.