As marketers, we know the importance of including social media in our marketing mix. In fact, 74% of global marketers continue to invest in social media marketing.
If you haven’t thought about expanding your existing social media strategy, you may be missing out on valuable advertising channels. In this post, we’ll briefly explain the importance of social media to businesses and outline eight ways marketers can use social media to achieve business goals.
Why is social media important for companies?
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Given the sheer number of users (3.81 billion to be precise), sharing business-related content on your favorite platforms is likely to expose you to new customers. A direct consequence of increased brand awareness is increased leads, and 37% of consumers cite social media as the main source of inspiration for their purchases.
By using social media, you can also expand and maintain your customer relationships. Rather than just being a name on their receipts, being active on different platforms allows you to engage with them beyond their purchases to show them that you really care about their business.
With these factors in mind, we’ll go over eight ways marketers can use social media to help them achieve their business goals.
8 ways marketers can use social media
- Learn more about your personas
- Promote content through different channels
- Keep engagement high
- Provide customer support
- Influencer Marketing
- Nurture leads
- Sales prospecting
- Show a new side of your business
1. Learn more about your personas
If your overall business goal is to learn more about your target markets or buyer personalities, using various social media websites can help you with that. Each website has a different demographic user base, so you will interact with different audiences and get deep insights into each of your audiences and how to best market them.
For example, 32.5% of TikTok users are between 10 and 19 years old, while 33.1% of Instagram audiences worldwide are between 25 and 34 years old. If you are a clothing company, you probably sell and create clothing for different ages. Let’s say you develop a marketing strategy for both platforms. If so, you will get valuable insight into how each of these demographics likes to be marketed, engages with, and what drives the most conversions.
You can use social media analytics. This is quantifiable data that provides information about the behavior of your followers and their interaction with your content. You will understand what type of content each audience audience likes and which is getting the most conversions. As you learn more about your customers and what they want, you can more easily create targeted ads that target your existing customers and attract new customers.
2. Promote content through different channels
If your company’s only online presence is your website, you may be missing out on valuable advertising opportunities that can come from social media websites. While websites are great for blog advertising posting, social media can host videos, images, and other forms of unique, high quality content as well. The value of social media advertising is clear, with 58% of marketers saying that social media helped them increase sales.
If you choose to go down this route, there are several powerful websites out there to promote content to keep existing customers excited and attract new customers. For example, Facebook ads can be shown to users who haven’t liked your page or who have ever interacted with your content.
However, it’s important to note that the social media websites you use to promote your content should be relevant to your overall business strategy. If you’re targeting an older audience, TikTok doesn’t make a lot of sense, as the audience is significantly younger than other platforms. On the other hand, if you want to diversify your social media channels and target new audiences, a company with an older user base would benefit from using TikTok to get new leads through promotional content.
In short, if you venture into social media advertising, you can promote your content through as many social channels as you want. You’re not limited to targeting a specific audience if you’re doing email marketing, for example, as social media ads can reach people you haven’t been in touch with or even identify as leads.
3. Keep engagement high
While there are several ways to keep your company engaged, social media is a great channel because these websites have an incredibly active user base. Here are some statistics to watch out for:
- In the third quarter of 2020, Facebook reported nearly 1.82 billion daily active users.
- The number of Monetizable Daily Active Users (mDAU) on Twitter worldwide is 187 million users.
- LinkedIn has 675 million monthly active users worldwide.
- TikTok’s average engagement rate is significantly high at all follower levels. For smaller accounts with 1,000 followers, the average engagement rate is 9.38%.
- On average, users spend 144 minutes a day on social media.
These statistics show that high engagement is possible on all social media websites. Given that these statistics take into account global users, the time zone distribution means someone is always online and someone is always ready to interact with your tweets, Instagram stories, and Facebook posts.
If you are active on your social media websites and carefully follow a marketing strategy that takes the interests of your followers into account, your engagement rates will stay high no matter what platforms you use.
4. Offer customer support
50% of customers buy more from companies they believe offer great customer service. 59% of global social media users see brands that answer questions about customer service on social media cheaper. With this in mind, the benefits of using social media as a means of providing excellent customer service are important to meeting customer expectations.
You can offer customer support on social media channels in a number of ways, such as: B. respond to customer complaints on Twitter or chat with them on Facebook Messenger. Here is an example from HelloFresh, a food delivery subscription service that uses Twitter as a means of customer support.
Please contact our customer service team at 646-846-3663 or send an email to firstname.lastname@example.org so we can assist you.
– HelloFresh US (@HelloFresh) November 16, 2020
In addition to answering questions, you can also use your social accounts to share helpful links to customer solutions. The recent focus of customer service on customer service in crisis management has shown many companies that customers care about making problems known in advance without discovering them for themselves. They value transparency, and social media is a great way to get this information public.
In practice, this could look like telling customers ahead of time about possible shipping delays through a tweet on Twitter or posting an Instagram story letting diners know that you closed your restaurant early due to unforeseen circumstances.
To make sure you always offer great customer service, social media management tools like Sprout Social can make your job easier. The service has a social media customer care feature that allows marketers to track customer support requests on all social media websites. Sprout Social is integrated with HubSpot Service Hub, where you can communicate with service reps and seamlessly pass on customer service tickets. The following image shows a Service Hub help desk ticket that came from Facebook.
5. Influencer Marketing
71% of marketers say the quality of customers and traffic generated by influencer marketing are better than other ad formats. Every dollar spent on influencers has a return on investment (ROI) of $ 5.78.
In a nutshell, influencer marketing is when a business partner posts an advertisement or content with an influencer, or someone their followers generally look up to and trust. The aim of these partnerships is that each party attracts new customers from the other user base and entices followers to take certain actions such as buying a product or service.
While influencer marketing is common on websites via guest bloggers, using social media to get started in the world of influencer marketing is particularly profitable on Instagram. Here is an example of influencer marketing on Instagram with music artist Amine promoting a collaboration with a basketball team.
Although Amine is a celebrity, influencer marketing can be done with micro-influencers, social media influencers, and opinion leaders as long as their interests align with your brand.
Say you’re a beauty company. You want to work with an influencer known in this community such as a skin care expert or a lifestyle blogger. The relationship is contextually relevant and the users who include it on your profile are likely to be interested in your offers.
6. Cultivate leads
Email is what most marketers think about when it comes to lead nurturing, but it’s not the only medium for doing it. Given that 96% of website visitors are qualified not to be ready to buy just yet, social media marketing can vastly improve your lead-generation efforts.
Your social media websites allow you to have a mix of content that engages customers at different levels of the buyer journey. This is the process consumers go through before making a final decision to make a purchase and become a customer.
You can create educational content like short social media posts for top-of-the-funnel customers in the awareness phase and bottom-of-the-funnel content for users in the purchase phase like Instagram videos of product demos.
7. Sales prospecting
After leads are identified, you can work with sales reps on social media to identify prospects from those leads and convert them into paying customers.
You can train sales reps to use social media intelligence tools that allow them to perform social listening for this process. Social listening is the process of monitoring your company’s social media channels for direct and indirect mentions of your brand through relevant keywords. This allows them to collect information that describes how potential customers interact with your social media accounts.
With Oktopost, a social media management tool, sales brochures can be carried out on social media. You can track how potential customers engage with your brand on social media and use the data to create customized marketing strategies. Oktopost can be integrated into the HubSpot CMS. The following image shows an email maintenance workflow for sales that is specially tailored to an interested prospect.
8. Show a new side of your company
If you’re looking for different ways to connect with your audience, take advantage of social media to show an authentic side of your business and post behind the scenes content.
Behind the scenes content humanizes your business to your audience by showing them the life cycle behind the product or service your business is selling. It can demonstrate your brand’s unique personality and give users an idea of who the employees are who make the products they love.
Customers enjoy this type of content, especially on TikTok. The platform is primarily used by Generation Z, who place more emphasis on authenticity in ads than traditional sales to drive the lead model. If your brand or business typically creates sales-oriented formal content, the platform can help you diversify your content type, display a new, creative side to your business, and gain a new user base.
Vintage Stock Reserve, a small fashion brand, capitalizes on TikTok’s interest in behind-the-scenes content and frequently posts videos showing the process of making their clothes. Sometimes they take inquiries and post videos about designing custom garments. Her first video received 39.3,000 views and her most popular video now has over 26 million views. The video below is an example of the behind-the-scenes content.
All in all, there is nothing wrong with the regular lead-style content promoting sales, and marketers know this works. However, as Generation Z grows up and can shop independently, learning to create content that will satisfy them and make them buy can position your business for success.
Using social media can be of great value to your business.
Whether you want to expand your customer support channels or use influencer marketing, there are several ways you can use social media to help you achieve your overall business goals.
If you take the time to develop platform specific marketing strategies, your business will likely take advantage of using social media.