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Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.
Here’s a look at just some of the ways social media marketing can improve your business:
1. Increased Brand Recognition. Every opportunity you have to syndicate your content and increase your visibility is valuable. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed. Or, an otherwise apathetic customer might become better acquainted with your brand after seeing your presence on multiple networks.
2. Improved brand loyalty. According to many published reports, brands who engage on social media channels enjoy higher loyalty from their customers. These reports also con
clude “Companies should take advantage of the tools social
media gives them when it comes to connecting with their audience.
A strategic and open social media plan could prove influential
in morphing consumers into being brand loyal.” Another
study found that 53% of Americans who follow brands
in social media are more loyal to those brands.
3. More Opportunities to Convert. Every post you make
on a social media platform is an opportunity for customers
to convert. When you build a following, you’ll simultaneously
have access to new customers, recent customers, and old
customers, and you’ll be able to interact with all of them. Every
blog post, image, video, or comment you share is a chance
for someone to react, and every reaction could lead to a site
visit, and eventually a conversion. Not every interaction with
your brand results in a conversion, but every positive interaction
increases the likelihood of an eventual conversion. Even
if your click-through rates are low, the sheer number of opportunities
you have on social media is significant. And as I
pointed out in my article, “The Four Elements of Any Action,
And How To Use Them In Your Online Marketing Initiative,”
“opportunity” is the first element of any action.
4. Higher conversion rates. Social media marketing results
in higher conversion rates in a few distinct ways. Perhaps the
most significant is its humanization element; the fact that
brands become more humanized by interacting in social media
channels. Social media is a place where brands can act
like people do, and this is important because people like doing
business with other people; not with companies.
Additionally, studies have shown that social media has a
100% higher lead-to-close rate than outbound marketing, and
a higher number of social media followers tends to improve
trust and credibility in your brand, representing social proof.
As such, simply building your audience in social media can
improve conversion rates on your existing traffic.