It might be surprising for some, to be asking this question in 2022. Believe me, when I say this, worldwide, and specifically in Bulgaria, a lot of businesses are still asking themselves whether they should start using social media channels as part of their marketing. A lot of people still do not understand the potential of social media marketing or how it can help their business. So if you ever get asked this questions, or if you’re a business owner that is asking themselves this question, this article can serve you as the answer to why you need it, and how can you leverage it.
*Statistics, taken out from “Social Media Marketing Benchmark Report 2022”
The digital marketing world has been on the rise for some time now. The turning point of the industry, though, came with all global COVID-19 lockdowns in the beginning of 2020. Having so many physical locations closed, naturally, turned people to online shopping and spending even more time on social media channels. And nothing was the same ever since.
E-commerce has skyrocketed, users are more engaged with brands’ social media than ever before, customer service has shifted from phone-lines to Facebook and Instagram chats. The economical shift influenced all industries, yes, some less than others, but influenced them nonetheless.
If that economical and market change did not influence you to start using social media marketing… here are some other reasons why.
Social media marketing is used for brand awareness in the majority by big corporations and companies with big marketing budgets. Usually, small and medium businesses tend to invest in social media with the sole purpose of sales, not having the budget to “waste” on brand awareness. What is fundamentally wrong in this type of thinking is that investing in brand awareness is a waste of money. Every marketing funnel starts with awareness, and if you do not apply this basic marketing rule on social media, you have to be prepared to not reach your goals, KPI’s, sales and new clients. Every strategy starts with introducing your brand, business, product, service to a pool of potential consumers. But with today’s oversaturated market on social channels, it is not enough to simply put one ad to sell your product. Users are way more focused into researching your brand first, before buying. If they go on your Facebook page, where you have 50 page likes and no posts at all, or zero engagement on your posts, for a user, that might be considered untrustworthy. Focus on building your credibility on social media first, and then work your way down the funnel. The beauty of social media marketing is, that, no matter how small your budget is, you still achieve brand awareness and grow. It will be slower, the lower the budget, but social media marketing is a long-term investment, not a way to get quick money! It just doesn’t work like that anymore. Building a solid brand identity and trust in your business before bombarding users with promotions is crucial.
If your business needs a very thorough and in-depth market analysis, in most cases, you would have to pay quite a sum to a specialised company or professional. If you want to do a very brief and quick survey on your audience and get instant feedback from your market – social media is the way to go! Not only such posts and stories can increase your popularity on different platforms, but this way, users feel more involved in your business. They feel like they are part of your company, not just another number in the accounting books for you.
Since marketing means basing your decisions on reliable data, you can even use social media channels to dictate the way your products and services evolve into in time. The simplest example of this strategy being put to practice is with influencers. You can always see them posting stories on Instagram with polls and open questions, asking their audience if they want to see more pictures of outfit of the day or more travel photos or whatnot. Their audience votes, they take into account the result and start producing more of that type of content, generating higher engagement and more interest on their profiles, growing organically on each platform, with the help of their own followers.
Another great reason to use social media marketing for your business is to gather leads. If you’re planning an e-mail campaign, or have an active promotion going on, that users can sigh up for, having social media ads gathering people’s names, email addresses, phone numbers and other information, will definitely bring you the results you seek. With social media lead generation ads, you get the opportunity to reach more people faster and to build long list with data of potential customers, that you can later use in e-mail marketing campaigns, retargeting ads and more.
If you have a blog you want to popularise, or an online shop and you want to bring more customers to it, social media marketing is the cheapest and fastest way that you can grow your website. From Google Search and Display ads for bringing traffic to your website, through Facebook posts, Instagram stories with link stickers and more. Social media channels can provide you with different techniques and tricks on how to popularise your website and bring in more traffic. And I’m not talking only about paid ads, but also some organic tactics that you can use as well. The social media landscape is vast and full of opportunities to get the right people to your website, regardless of the industry you operate in. And the great part about paid advertising in this case is, that you can advertise
Regardless if you’re feeling services or products, social media channels are a great way to boost both. With carefully crafted content creation with a combination of targeted ads, your business has great chances to achieve a higher number of sales, using social media marketing.
Although, take into consideration that this objective is a bit more long-term and requires patience, a lot of testing, and a well-developed brand identity and image. Sales do not increase overnight with one ad.
Social media channels are also a great way to boost your sales with an active promotion, and give you a lot of creativity in the campaigns that you can set up. With special discounts, for example, for Instagram followers, promotional codes for users who have commented under a post on Facebook, or even limited-time targeted ads on Google – your options are endless and the only limit is your imagination.
And if you don’t take my word for it, then trust some of the biggest names in the industry – take a look at the media outlets and resources I follow, and check out what they have to say on the topic in “My top social media marketing resources”. Or better yet, take a look at my portfolio to see what I have been able to achieve alongside my clients and partners with various social media marketing efforts.
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