As a small business owner, it’s essential to understand how social media marketing works. When I first started my own business, I was active on social media platforms, but I quickly learned that there was more to these platforms than just self-promo.
I began to realize that I could use my social media accounts to build stronger relationships with my customers. And not only that, but social media could also help me learn about what my customers wanted and needed from my business.
Since then, I have seen how social media marketing can affect a business. In this post, we’ll explore the good and the not-so-good aspects of it.
How Social Media Affects Business
Social media sites like Facebook, Twitter, and LinkedIn allow companies to advertise their product or service to a much larger consumer base. They also allow business owners to interact with their target market and receive direct feedback from their customers.
Using social media, you can build brand awareness and a community of loyal customers.
How Social Media Has Changed Business
The statistics surrounding social media use are staggering, and there’s no doubt that it has changed the way we do business.
The most popular way people spend their time online is on social media, and 22% of this time is spent on Facebook, Instagram, and Twitter.
Two-thirds of Internet users regularly use social networks online, and within these social networks, consumers share or obtain information on products and services.
As the evidence continues to mount, businesses are taking notice and increasing their presence online. In fact, 91% of experienced social marketers have seen improved website traffic as a result of their social media campaigns. This shift is one of the most significant changes to business in the 21st century.
Social media has completely changed how businesses interact with their customers.
This is a phenomenon that is still growing and changing as more age groups start to use this tool. Social media demands attention because it gives people the freedom to control the information they consume.
If you were born between 1978 and 1994, you’re the first generation to be raised “on the internet.” You probably expect to have information at your fingertips and the freedom to control the information you consume.
This group doesn’t appreciate traditional marketing methods like television advertisements or cold calls at dinner time. Businesses must adapt their marketing strategies to cater to this demographic, which is predicted to equal or surpass the baby boomers.
Social media has the power to accelerate business growth, while businesses that fail to embrace this new technology risk being left behind.
The importance of lead generation, relationship building, and defining a brand are still important goals for companies.
The approach used to reach them must be different.
Using social media for business allows you to forge closer relationships with your target market.
Social media allows businesses to connect with their target audience, gather valuable feedback on their products and services, and generate new sources of traffic and revenue.
How Social Media Has Transformed Businesses and Organizations
Social media platforms have revolutionized the way we communicate with others. They allow us to connect, no matter how far away we are from one another.
Now, with direct response marketing, you can reach out to your customers in a more direct and personal way than through traditional methods of advertisement.
Companies are building relationships with their customers on social media. Customers can provide feedback about products and brands can respond.
If customers complain, you can respond quickly and resolve the issue to retain the relationship.
Social Media Is a Public Forum
Social Media is a platform for people to share opinions, ideas, and thoughts.
The best way for a consumer to trust your business is by allowing them to interact with your values.
Consumers today want to align themselves with socially responsible companies.
This is where social media marketing comes in.
Both the public and private sectors use the internet to engage with their public and stakeholder groups.
This tactic helps engage people and connects them to your mission. It works well for both public and private companies.
Here’s an example: Software company Aurigo has started using social media to crowdsource feedback.
Its engagement software, Engage, helps governments collect feedback about concerns related to road maintenance, highway repairs, water system management, public transit, and municipal building upkeep.
This software platform, instead of town hall meetings, gives citizens a voice on infrastructure project proposals that will impact their communities.
Getting the public involved is incredibly important because it directly impacts how tax dollars are spent.
Social media is a valuable tool in holding stakeholders, citizens, and consumers accountable for their actions.
Brands can solicit feedback from their customers through a variety of methods, including social media. This can be accomplished through something as simple as a Facebook status update or as involved as creating a customer community.
How Social Media Affects Branding
Before the rise of social media platforms, most consumers thought of companies as faceless, uncaring, and unresponsive.
Social media has completely changed how companies can interact with customers. Customers who engage on social media platforms can influence how other consumers perceive a brand.
For instance, if your company specializes in selling sporting gear, you’re more likely to get calls from younger folks than older folk.
Sales and Social Media Marketing – Key Metrics to Follow
Despite the difficulty in measuring social media’s impact on your sales, some tools make it easier to do so. Some important measurements to track are:
- Click-through rates
- Email sign-ups
- First click attribution
- Converting click attribution
Click-through rates are measured by how many visitors are driven to a site through shares on social media platforms.
Tracking email signups allows you to measure how effective your social media posts are at generating new subscribers.
The first-click method determines which link was first clicked by a new visitor, helping marketers determine where visitors enter the funnel.
Knowing what links on social media sites lead people to buy your products is conversion tracking.
Each of these metrics can help you determine whether or not your social media campaign was worth the investment.
Overall Impact of Social Media on Business
The benefits of social media reach beyond simple clicks and conversion.
Social networking is a valuable tool in establishing a presence on the internet and guarding your online reputation.
Not claiming your social profile leaves your business vulnerable to being hijacked or losing out on connecting with potential customers.
Businesses in a variety of industries can no longer afford to ignore social media marketing.
While social media profiles are great for generating new traffic, they also provide a ton of great content for search engines to index.
Deciding which social media platform is best for your brand is the most important factor when developing your social strategy.
Don’t let yourself be intimidated by the sheer number of social media platforms out there. Just focus on a few that makes the most sense for your brand and target audience.
A local auto repair shop might not need to set up a Tumblr account, but maintaining a Facebook business page that shares updates about hours and lets users leave reviews could be a useful marketing tactic.
Social media cannot simply be measured with numbers. Establishing a social media presence for your business can help improve your visibility and protect your online reputation. As a small business owner, you must understand that social media marketing can directly influence your profits. Thanks for reading!