The importance of social media in internet marketing is now more obvious than ever, with Facebook overtaking Google as the most popular website in the US. The search engine giant is also losing its market share to other social media platforms like Twitter, LinkedIn, and Pinterest. Though Google is still a leading driver of organic traffic, there’s no denying that social media is closing in. Businesses are starting to rebalance their internet marketing portfolios, giving a larger part of the pie to social media.
Why Should You Take the Leap?
According to Forbes, over 90% of larger corporations use social media, and 85% of these industry leaders claim that doing so has given their business more exposure. Even small businesses are taking the cue, and it has been observed that 73% of them are now using social media to reach out to customers, both potential and existing. In 2013, almost 40% of marketers acquired customers via Twitter and LinkedIn, and over 50% via Facebook. Here are some of the many reasons why you, too, should make social media a crucial component of your internet marketing campaign:
1. It is effective and inexpensive.
Social media can reach highly targeted audiences very quickly and without a hefty invoice. The expenses you incur are also comparatively less than what you would spend on traditional advertising methods. You can reach a thousand of people for a few dollars.
2. Social media allows you to tap a huge market.
Studies indicate that there will be over 2.13 billion social media users by 2016. Almost half of the world’s population is registered to a social media platform, so the chances of acquiring targeted customers are fairly high on these websites. A Nielsen study also reports that 46% of internet users consult social media when making purchase decisions. A study says that 50% of shoppers bought items and services based on the recommendations found on a social network.
3. Social media allows direct interaction with your market.
Some 53% of online marketers claim to use social media as an engagement and two-way conversation tool—and they are right to do so. Through Facebook and Twitter, it becomes very easy for businesses to interact with customers directly. You can also use these platforms for interactive Q&As;, polls, etc.
4. It generates more sales/leads.
Did you know that 71% of social media users probably buy products from brands that they ‘like’ or ‘follow’ on social media websites? A HubSpot survey also reveals that social media produces generates double the leads than other marketing methods, and that lead-to-close rates are 100% higher.
5. Results are readily measurable.
Social media platforms like Facebook displays right away how many people interacted to your post, so you can spot trends, realign campaigns, and take action as necessary.
Strategies to Use Now
If your social channels have developed cobwebs over the past year, it’s time to give them a boost. Here are six strategies to get you started.
1. Create a game plan—and execute it.
Set a goal on how many Facebook posts and tweets you need to publish every week. You can adjust this number as needed, but the point is to set an achievable goal. Strive to be active, though not overly so. Try to notice closely on how many posts your competitors publish, and accordingly set your target too. It also helps to create an editorial calendar. Social media management platforms such as Hootsuite, TweetDeck, and Buffer can help you schedule posts and monitor your social feeds.
2. Never ignore a comment, whether critical or stellar.
If a customer tweets or comments on your Facebook post and does not receive a response, there is a great chance that you lose that customer’s trust. The customer, dissatisfied, might turn to one of your competitors to seek answers, resulting in loss of customers. This is why it’s crucial to deliver thoughtful and timely responses to build authority and to humanize your brand. You should also address negative feedback with respect and patience.
3. Track your progress.
This process doesn’t have to be tedious or time-consuming. Simply set aside an hour or two each month to review your social media metrics: the number of posts you have made, follower growth, page views, clicks to your products or website, likes and shares, etc. You can use free social media tools such as bit.ly and Hootsuite. The goal is to determine which types of content bring in the most return on your investments so you can tweak your social media marketing plan for efficiency.
