Social media is so uniformly prescribed to every business these days that it’s easy to forget why we’re all there in the first place. For all the times managers are told that they must develop a multi-platform social presence, some inevitably feel the pressure to do so without fully grasping the results.
But the product of social activity is always better when companies have a clear vision of their goals and how social media utilizes them. Without this understanding, social activity occurs blindly–companies post regularly and follow best practices, but they don’t know what metrics to follow or what their activity even produces. While these benefits are influenced by your strategy–meaning everyone’s results will differ based on their goals–here are the general benefits that make social media such a valuable online campaign.
A Continuous Connection with Your Consumers
Businesses always want to keep a fresh connection with their existing clientele. Email newsletters and other campaigns can help accomplish this, but social media offers a much stronger connection because your brand can reach those consumers on a near-daily basis. And when you are active on social media, your followers aren’t only past customers: you’re also producing content for prospective customers, including individuals following you just out of a general interest in your company.
It sometimes takes weeks, months, even close to a year before your social activity really gains traction, but the value of each additional follow is significant. It gives you another potential consumers–and thus future sales–and it increases the visibility of your brand. For any small-to-medium business, both opportunities are critical.
Strong Brand Visibility
Sales may be more quantifiable, but any good business understands the importance of branding. Great logos, mottos and other branded material can offer fantastic value, but only if consumers get to see that branded content. When you post to social media, you are guaranteed that this branded material is viewed on a daily basis. In a sense, you’re simply using social media to beat your brand into consumer heads. It might sound like a broad approach, but it works.
Referring Warm Prospects to Your Business
Some of social media’s value is the same thing that has helped inbound marketing catch on. To some degree, social networking performs the first steps of a sales pitch. If a consumer comes directly to your business after following you on social media, they’re likely already sold on your brand and your reputation. Content can help direct them to your website or other properties where selling and conversions occur. These warm prospects take much less work to bring them to the point of a conversion. If you employ a sales staff, this reduces their workload and increases their efficiency. And if you don’t, then you’re leveraging social media to provide valuable sales work you aren’t getting otherwise.
For Small Businesses, You Can’t Beat the Price
Money talks, and that’s why social media is great for small-to-medium businesses. If you’re limited in terms of marketing funds, social media campaigns can be run for little-to-nothing. With a little education on social strategy, a business manager can easily handle social responsibilities for about 15 minutes each day. Even if you don’t get the results a social media manager can provide, the returns will be significant since you won’t be spending any extra. Meanwhile, you can test out social strategy, and as the results come in you can decide whether an additional investment might offer even better returns.
Don’t let your competitors pass you by on social media. Talk to DBC Digital today and get started on the path to a winning digital strategy.
Greg Sherwood is CEO of DBC Digital, a marketing agency based in Denver, Colorado. With over 30 years of marketing experience with traditional and inbound (internet) marketing, Greg helps mid-sized businesses get a better return on their marketing dollars.
You can reach Greg at (303) 357-5757 or at dbc@dbcdigital.com
