BrightHaus Digital Marketing Agency

The Importance of Social Media in Marketing

November 16, 2015

Whether you’re a business or an online community, you know the importance of standing out from the crowd and creating your own voice. The question is, how is this done effectively today? As the competition becomes tougher, and the market more saturated, new ways to market yourself have become widely used among businesses to achieve growth. Though there may be several new effective ways to do this, Social Media is one of the most effective of these methods.

For years now, businesses have had real success with marketing on social media platforms. Now with almost 2 billion people using social media, there are more opportunities than ever to attract new customers and build a solid online community for your business. Here’s a look at just some of the ways social media can improve your business.

Brand Authority/Loyalty

Having a clear and consistent image of your brand gives you the power to influence millions of people.  As a powerful voice online, you have the ability to attract new audiences and make your brand grow further than what you might have expected. Brand loyalty is positively affected when a company posts consistent, quality content that is relevant and up-to-date, and is shared consistently across all other social platforms. Make sure you have what it takes to be consistent with your social media channels. You might think, what does it mean to be consistent online? There is nothing worse than developing your brand offline, and have nothing to show for your fans. Remember these key things:

  • Create an editorial and campaign calendar for content and schedule social posts to go out using social media management systems like Hootsuite or Buffer.
  • Build a strategy that defines who you are as a brand and what type of message you want to send out. Are you a lifestyle brand catered to outdoorsy men? Are you a luxury brand providing services to young, successful professionals? Understanding who you are will enable you to find a direction for your online presence.
  • Identify your audience using tools like Facebook Insights, Followerwonk, and Google Analytics. That way, you can provide them with content that is relative to your brand but also taps into their interests and demographics.
  • Engage! Write your posts in a manner that is fun and interesting to your readers. The whole point of social media is to share and communicate. Treat your audience as your close friends by connecting with them in a way that they value.

Relationship Building

Brands that are established on social media have proven to have a positive influence on company to customer trust. Developing a well-focused marketing strategy, rather than a broad strategy, will attract the right audience for your brand.  Make the message loud and clear to your target audience. Once you build your message with consistency and truth that holds to your brand’s values and culture, the more trust you will gain from your follower base. However, trust can’t be built overnight.  Success with your customers requires more listening than talking. Things to consider:

  • Experiment with content to see what works and what doesn’t work, and strategize based on that.
  • Get to know your online audience. See what they react to, what they engage with, and research who they are using web-based tools. Knowing is understanding.
  • Be specific and focused with your content. Users want that credibility from you and want to feel that you are taking the time to acknowledge them and developing a community they can feel a part of.

Better Search Engine Rankings

Search Engine Optimization is the best way to catch traffic from search engines, but thanks to Google, the requirements are always changing. Being social is the fastest way to multiply your online presence. That’s what social media is all about– being social! (Crazy, right?) Being active on social media acts as a “brand signal” to search engines that your brand is legitimate, has authority, and is credible and trustworthy. While social media sends important signals that make their way back to Google, it can’t consistently crawl platforms like Facebook and Twitter, just portions of those pages, so likes and shares aren’t really a ranking factor. However, a strong social presence can positively influence your rankings.

Another Window to Increase Conversions

Every post you make on social media is an opportunity for an individual to become a customer. Every photo, video, like, or comment you post equates to brand exposure, which could lead to a site visit and potentially a conversion. Not every status update or tweet results in a conversion. However, positive interaction with your audience creates a humanization element behind your brand. People like doing business with other people, not companies. Your customers want to know that there are people, just like them, hard at work to meet their needs.

It’s no secret that social media will continue to have a significant impact on business owners and marketers in 2014 and beyond. We now have the ability to reach out and communicate with our target audience on a day-to-day basis. This is a game changer for businesses; an approach that has never been done with traditional marketing. Social media, when done right, can lead to more traffic, more customers, and more conversions. What are you waiting for?