As a digital marketing agency, prospective clients often ask us, “Why does my business need social media?” That’s a reasonable question, especially for certain types of businesses. For instance, you might have a B2B company and your target demo is something other than tech-savvy Millennials. Social media marketing may very well seem like something you don’t need to get into. However, the truth of the matter is, no matter what product or service you sell or what type of industry you’re in, social media is a valuable and powerful marketing channel.
Here are some of the top reasons why:
Reason #1 – People check social media for legitimacy.
The internet is by far the number one source of information for the general public today. In particular, social media profiles have become an easy way for people to determine how “legit” a company or brand is. When a prospect is researching your company, having a thorough and updated social media profile can make you more appealing. Here’s what people typically look for when reviewing company social media profiles:
- Frequency of posts.
- Interactions between the company profile and its followers.
Reason #2 – Social media provides “social signals” for SEO.
When it comes to optimizing your website to be found in search results, Google’s algorithm has over 200 ranking factors that contribute. One of the factors is known as a social signal, which is generated by popular social media platforms like Facebook and Twitter. When a company is active on social media, these social signals are detected by Google, and this can help that website rank higher in Google’s search engine. Social signals may be credited as:
- Engagement from followers.
- Number of profile/platform likes and followers.
- How active the profile is in terms of posts and ad buying.
- Links going back to that site.
Reason #3 – You’re losing opportunities to other competitors.
While you may not think you need social media, your competition may not feel the same way, and this can result in lost opportunities. No one should assume their audience isn’t on social media! Nowadays, most everyone utilizes some form of social media, even if it’s only for personal reasons.
Reason #4 – Social media is an inexpensive way to advertise.
Social media advertising is generally very affordable, and one of the best advertising methods available to connect with specific target audiences. With over 1 billion users, Facebook is king when it comes to online advertising, with relatively low costs.
Reason #5 – Social media is an excellent way to engage with your current clients.
Social media is an effective means of reaching out to your current following and engaging them – asking for feedback, sharing company news, staying in touch, etc., all while communicating in real-time.
Which social media channels should you use?
The long and short of it is this: social media can only help you! But how do you know which platforms are right for your business? Here’s a quick rundown of the various social media channels and how they operate:
Facebook – With over 1 billion users, Facebook is an ideal way to reach a variety of audiences, as well as gather news and information about consumers and businesses.
Twitter – While “tweets” are limited to 140 characters, Twitter is an excellent tool for getting news in real-time and connecting directly with your customers.
Instagram – This social networking app allows users to share high-quality photos and videos from a smartphone, and is perfect for visually promoting your products.
LinkedIn – As the world’s largest social media network for professionals, LinkedIn allows you to post company updates, engage followers, create industry groups and share career opportunities.
Like everything related to digital marketing, it’s not only important to be present and “show up” on social media, you also have to be active and interact meaningfully with your audience, and always keep in mind the “social” part of social media. Having a creative strategy and communicating in real-time will help you do this, and it will set you apart from the competition.