What’s it All For?

So far, we have discussed marketing principles as well as the impact of social media on marketing tactics. You may often hear that businesses ought to invest in social media marketing. With this constant reminder, you may wonder why marketers emphasize social media marketing so much when there are many alternative options available. So, let’s dig deep and find out the importance of social media for businesses.

In social media marketing, stories matter more than the product you intend to sell. So, there is no better way than social media posting to tell your stories and spread your brand message.

You can create videos or image content regarding the background of your business, teams, and products. Customer testimonials act as a great tool to capture attention. You can post the right content to build a brand reputation.

A major benefit of social marketing is that it’s cost-effective when compared to traditional marketing methods. It’s not easy for small and even medium-sized businesses to compete with big names mainly due to limited financial resources. You may hesitate when it comes to investing in advertising or else your expenses may shoot up. But thanks to social media, you can now promote your brand without breaking the bank.

Businesses post on social media to keep followers engaged. The more they are engaged and respond to your content, the easier it will be for you to retain them as loyal customers. In fact, they may turn into promoters and refer your products to their friends if they are highly satisfied with your products as well as customer service.

Paid advertising on social media is useful because of its several targeting options. When you create an ad campaign, you can specify the target audience. This way, you can rest assured that your investment won’t go in vain and the ads will reach Facebook, YouTube, or other social media users that have an interest in your offers.

Another exciting feature of social media advertising is retargeting options. Do you visit a website through the browser and then see the ad for the same website when you visit your social profile? This approach is referred to as retargeting.

Social platforms are aware of your online activity. Based on this information, they display ads of websites you recently visited. You can make the most of this feature to advertise your products.

For instance, an internet user may view your eCommerce store and view products. However, they may not always buy it after viewing it only once. By showing them the ad for the same product at a later date, you can convince them to give it a try. But don’t bombard them with the same ad multiple times a day, or else they would get irritated and may end up blocking you. You should use this advertising feature carefully to expand the customer base.

SEO (Search Engine Optimization)

Creating paid ad campaigns is good for promoting your business online. But it’s equally important to focus on increasing the organic traffic. The better your website is optimized for search engines especially Google, the more it will benefit your business in the long run.

Increase Website Traffic

Who doesn’t want to increase traffic to their official business website? With SEO, your website will appear among the top search results when users search for your target keywords. This will drive more users to your website.

Remember that visitors who access your website through a search engine are likely to be interested in your products or services. If your website offers a good user experience, they would stay around and browse through product categories. Once they find the products they are looking for, they may place the order.

So, we can say that SEO doesn’t only increase website traffic, but it actually increases quality traffic that can be converted into customers through some effort.

Decrease Customer Acquisition Cost

Every business aims to increase customers. But you can’t afford to do so if the cost of acquiring a new customer is too high. If you don’t want to exceed your budget, then SEO is the right choice for you.

It takes time before SEO activities start showing the desired results. But with regular efforts, you can increase visibility through optimization. Since it’s much cheaper than paid advertising, you can gain customers at a fraction of the cost.

Moreover, the SEO strategy works 24/7. You don’t need to stay online to promote your brand. With a good search engine ranking, potential customers can view the website any time of the day and make buying decisions without the need for salespeople.

Direct to Consumer

Dell is a reputable computer manufacturer that has its customer base around the globe. Initially, they used to sell their products via independent channel members, but they adopted the Direct-to-Consumer model in the 1990s. They eliminated third-party businesses and now sell their systems directly to users.

So, what made them an aspiration for other businesses?

Selling products directly to consumers isn’t as easy as it seems. You need to build a strong team that can manage a myriad of operations. You may also have to compete against stores that have been in the business for a long time and have a loyal customer base. You also need to ensure that the product reaches customers without delays.

However, you can adopt this model to enjoy its never-ending perks. Direct selling gives a better chance of establishing relationships with customers. You can know their concerns and suggestions to improve their experience on an on-going basis. Since it eliminates the need for distributors, retailers, and other channel members, you can reduce pricing due to relatively lower costs.

Social media marketing is extremely beneficial to meet this goal. You can promote products directly to consumers through social platforms and deliver orders at their doorstep once they place the order.

PR Brand Awareness

PR refers to deliberately spreading the news about a business with the help of media organizations to build a positive image of the firm.

You can’t pay media organizations to assist you in this regard. However, TV channels, radio show hosts, and popular blog owners contact entrepreneurs on their own that have made their name in the industry. You can also create press releases to inform the target audience about events, activities, and developments within your organization.

PR campaigns are fruitful since they improve customer perception of your business. When the media they trust says good things about you, there’s a good chance they would want to learn more about your business.

You should plan events for the well-being of the local community to give back to society. For instance, you may arrange an event to give school supplies to needy kids, arrange charity drives for the poor, or organize blood donation drives. When local newspapers, magazines, and news shows cover these events, you will gain good publicity.

PR efforts not only bring results, but they don’t cost anything in most cases. So, if you want people to think about your business, raise awareness about your work, then PR is one of the best options for you.

Lead Generation

Digital marketing helps businesses grab attention and increase customers at a reasonable cost. But in order to achieve these goals, you should rely on lead generation tactics suitable for today’s customers.

Lead generation campaigns can be carried out via social marketing, PPC search advertising, blogging, etc. This approach introduces your brand to the target audience. When they know about the products you offer, they may look for your website or social accounts.

These campaigns are good for your business because they let you collect the information of potential customers in a legitimate way. With their consent, you can later use this contact information for email marketing and SMS marketing to share brand details, discounts, and deals with leads to convert them into customers.

Lead generation works best when your audience willingly shares their information with you. You can offer them incentives for this purpose. On the basis of this information, you can engage them via tailor-made content that suits their preferences.



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Intro to Social Media by Cheryl Lawson is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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