As an entrepreneur or business owner, even before social media marketing, I bet you already know the importance of marketing. It is one aspect of your business you’re not to joke with if you want to create awareness and garner sales for you products or services. It is a very competing market where the best brand gets all the love, do it right and you’ll definitely gain the rewards.
Marketing has always been a strong pillar to hold your business high up, to remain relevant and influence sales. Marketing is no longer what it used to be, it has undergone some dynamic changes. Gone are the days where brands just push out promotional messages, these days there are lots of creative and engaging ways to get words out and drive competitors out of the way.
Just like a lot of processes have changed since internet access became part and parcel of our daily lives, marketing has too. You can further reach and market to millions of people using social media advertising. In 2018 social media has become the crucial part of companies’ digital communications strategy; in fact social media has risen to become one of the best marketing channels. It delivers measurable results in sales, leads, and branding/awareness. It also enables you reach a large number of people at a lower cost, compared to other types of marketing. These reasons and more make social media a good place to focus your marketing efforts on. Of course, I’m not saying you ditch other means forms of marketing, you can still maintain them but don’t sleep on social media marketing either.
Social media is viable because more than anywhere else; it is one place people love to spend most of their time on. By people; that would mean the audience and potential leads you need as a business. There are various platforms with each one having its own unique value; the popular and most used ones are:
With these and more available social media channels your customers can directly interact with your business. Social media marketing is here to stay and has already influenced changes to the marketing game.
Reasons why you should invest in social media marketing
It has the audience
Facebook is in the lead as the social media platform with the most users, as of the fourth quarter of 2017 they recorded 2.2 billion monthly active users. Instagram records over 500 million active users worldwide, Twitter has 330 million users worldwide and Snapchat has 100 million active users. The numbers from YouTube is impressive also with 1.5 billion active users per month.
Now let’s talk Nigerian figures, reports have it that Facebook has over 16 million active users in Nigeria. Twitter has over 3 million active Nigerian accounts, Instagram has higher numbers with over 5.1 million active users. YouTube Nigeria records about 40 million video views and is forecast to hit 47.63 million users by 2020. Snapchat figures for Nigeria is not very clear
Take a minute to understand these numbers and the potential returns you stand to gain if at least 30% see or come across your social media profile and makes an enquiry or purchase. Of course, you’ll need to come correct with a well thought out social media marketing strategy so as to target your unique audience in the most engaging way yet. Also good to note is that with these numbers and platforms, you’re allowed targeting and retargeting. On almost all of the above mentioned social media platforms you are allowed to target users by parameters like location, education level, industry and even purchase history and the pages they’ve liked. These allows you narrow down and find people in your target audience that are far more likely to convert into solid leads and sales.
It builds your reputation
Social media is a huge form of public relations (PR) for your brand. Consistent content creation on your social media accounts as a business influences how people perceive you. It is a fool-proof place to position yourself in whatever way you want to be viewed because your content will go far sometimes.
Screenshot of a YAP&E; a social enterprise organisation in Lagos, Nigeria engaging with followers
Also, by engaging with your followers on social media, you’ll have a chance to build a positive brand image for them to see. The joy of every business is the ability to be seen and heard, this is something that is achievable, provided you employ strategic and creative methods.
It’s in your hands for your followers and potential clients to see your brand/business in the best way possible. A lot of brands have their names imprinted in the hearts of their customers because they’ve gone a step ahead to create an unforgettable impression to the customer. Since they’ve been able to create such an impression they don’t have plans of losing the respect they’ve earned. The first place a lot of your target audience would expect to find you is on social media, before even your website or office location. They do this majorly because they want to have an idea of what you’re about first hand.
It earns you loyal followers
By harnessing the power of social media marketing and providing quality information to your audience, you’ll be able to build more trust in your brand and the kind of followers that won’t hesitate to share your content and comment whole heartedly; how they feel about your efforts and the value you are adding.
CHI Pharmaceuticals shares informative content which followers love to share and comment on
Using quality content on social media earns you the trust of your followers who in turn; convert to potential and then real customers. Every business needs to earn the trust of its audience, that’s something you can achieve with consistent and informative content. You further cement the trust of your followers and potential clients. Make sure you’re publishing content which is useful, informative and entertaining, it will go a long way towards boosting your credentials.
Ability to influence sales
Social media marketing has the potential to get you more sales. Did you know that 70% of business-to-consumer marketers have acquired customers through Facebook? When you’re constantly visible in front of your customer base, they’re more likely to buy from you when they need the products or services you offer.
If you allow your competitors get to your potential customers first, they’ll earn their loyalty and you’ll have a hard time winning customers over. If you blaze the trail first, and you’re active on social platforms it’s your competitors that will be play catch up. No matter your budget, an intelligent strategy and tactical implementation will take you far ahead. Social media marketing not only keeps your company’s name in front of potential buyers, but it also gives you the opportunity to constantly give them incentives to buy.
Try sharing discount codes, or offer a sample product for every order. Investing in social media marketing will help you find customers you didn’t know existed, likewise customers who didn’t know you existed will come across you (and buy from) you. If you want to get lots of traffic and really increase your sales online, you’re going to have to out-perform your competition while offering better-quality products and customer service
Builds Customer Relationship
Social media is an interactive avenue for your customers to reach out via comments and direct message, as long as you are willing to reply to comments and messages, you’re on your way to building warm relationships with your customers. Doing this gives a sense of loyalty towards your brand as people tend to be more relaxed when they can easily relate with a brand they know.
Show your social media followers respect, appreciate their actions when they engage with your content; likes, shares/retweets, comments/replies or tag people in your posts.
Here’s a Slideshare presentation summarizing everything in a couple pages:
Social media is a strong tool for marketing. As a business that is constantly working to stay relevant in your industry and in making sales; you should leverage on this. If you want to be at the level you envision for your business, social media marketing is not one you can ignore, instead use it to amplify your brand’s messages, products and services
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