Once considered “new media,” social media has been around for over a decade. In fact, Facebook recently turned 10. No longer “new,” social media marketing appears to be here to stay. After all, users continue to flock to social networks, and so do marketers. What’s in it for your business?
- Traffic and exposure – Social media marketing allows you to reach a much wider potential audience as your followers interact with your social profiles. In addition, many businesses periodically and strategically link to their blogs, websites, and landing pages from their social media pages which further drives traffic. In addition, you can keep the majority of your status updates social and informative and then encourage users to opt into an email campaign where you have the opportunity to guide them toward a buying decision.
- Loyal fans and brand advocates – Engaging users on social networks breeds loyalty. In addition, many of your most satisfied customers will share their enthusiasm for your products and services with their own networks.
- Leads, leads, and more leads – You can also use social media to generate leads. For example, you might offer a special report, ebook, or whitepaper on your blog or Facebook page in exchange for an email address.
- Marketplace insights – Some social networking sites such as Facebook also provide you with detailed analytics. For example, you can quickly see the demographic makeup of your Facebook followers. In addition, you can target specific demographics through Facebook ads.
- Improved rankings in search engines – Search engines want to serve up relevant results to their users. Having an active social presence with a great deal of engagement, likes, shares, and comments can signal to search engines that your website is highly topical and authoritative.
- Increased sales – Who doesn’t want to increase sales? Social media with its ability to deliver additional traffic, loyal fans, and leads can positively impact your bottom line by driving sales.
- Lower marketing costs – Social media marketing is not free, but it’s also not overly expensive. For example, you can sign up for Facebook and Twitter for free and then interact with followers without any upfront costs. That said, your time has value, so don’t forget to factor that in. In addition, you’ll need someone to write quality content for your blog, email newsletters, content marketing campaigns, and so on, and you may want to invest in targeted ads to attract the right following. According to HubSpot, inbound leads cost 61 percent less than outbound ones (social media is a form of inbound marketing).
- Business partnership opportunities – Finally, social media is a fantastic place to network with other business professionals in your industry as well as potential partners. Start by joining LinkedIn or Facebook groups and becoming an active contributor.
These are but a few of the many benefits you can expect from social media marketing. Your customers, prospects, and potential business partners are using social media. This means that you should, too!