Whether you own a mom-and-pop store or manage a multinational conglomerate’s marketing division, neglecting your business’s social media presence has become a far-reaching blunder. Here are just some of the most compelling reasons why developing and tending to your professional social media image isn’t only vital but offers opportunities conventional forms of marketing can only hope to aspire to.
Everyone’s Already There
Well, not EVERYONE, but more than five billion people at the time of writing certainly qualifies. The market is gigantic and global, meaning it’s possible to get a piece of the pie whether you cater to a microscopic niche or find local competition too difficult.
Cultivating an active social media presence exposes your brand to exponentially more people than any other marketing channel by default. More importantly, it makes identifying and catering to specific audiences that are already more inclined to be interested in your products easier.
… And That Won’t Be Changing Anytime Soon
Social media has permeated our lives, from entertainment, connections, and shopping to career and business growth. There’s no better alternative, and it’s hard to imagine one, so establishing yourself on social media is a long-term necessity.
This doesn’t mean the social media landscape isn’t evolving, though. Platforms wax and wane in popularity, so keeping up with trends is crucial.
For example, digital marketers hesitated to be active on Reddit due to its anonymous and vocally ad-averse user base. However, a change in the use of search engines and Reddit’s recent partnership with Google have caused interest in the platform to shoot up fourfold, and many users appreciate useful content that saves time for research, like this VPN comparison table. Enterprising marketers will seize this opportunity and reap the rewards, provided they master the platform’s quirks.
Discoverability
The Yellow Pages might be a fossil, but its spirit lives on through social media. Not having a business profile on the platforms your audience frequents means you might as well not exist. Most people, especially younger ones, will research a business online first before interacting with it further.
Yes, your website will tell them about your products and services and impress some enough to become customers then and there. However, many will want to size you up by seeing how active, helpful, and attention-grabbing you are on social media.
Practically No Barrier to Entry
Advertising through traditional media can cost a fortune and yield meager results. While you can spend large amounts on social media adverts as well, being active is far cheaper while delivering better ROI since you’re targeting fewer people more likely to want to use your offerings. Business plans are either free or competitively priced, and you can achieve much just by interacting with fans and producing quality content.
Account security should be your number one priority, as losing official social media channels can be devastating for your brand reputation and data security. Start by setting up a business password manager so all your social media and adjacent accounts become protected with complex and hackproof credentials.
You should also secure them with multi-factor authentication, which trustworthy managers have built-in. Ensure only authorized employees have access to these accounts. Use the manager’s built-in secure sharing if you ever need to extend that access to colleagues.
Unprecedented User Engagement
It’s called SOCIAL media for a reason – users love to interact not only with each other but the brands they’re interested in, too. Using this to your advantage has become one of the most powerful marketing strategies there is.
Post often, but not so frequently that followers feel like you’re spamming. Vary your content, focusing more on posts people genuinely find useful rather than overtly pushing marketing materials. Create a community where anyone can voice their opinion or politely express complaints and receive helpful, professional feedback in return.
Unprecedented Loyalty Potential
Social media allows brands to interact with prospects and long-term customers on a truly personal level. This ties in with consumers’ increased demand for personalized, meaningful experiences that play a major role in brand decisions. Segmenting your audience and running specialized marketing campaigns will get you part of the way there; going above and beyond with customer interaction and support will seal the deal.
The payouts trump the increased workload. Customers who feel you value and understand them are more likely to bring in repeat business. Better yet, they’ll want to share their positive experiences, which can set off a digital word-of-mouth cascade far more effective at bringing in new customers than almost any concentrated marketing effort.
Conclusion
A strong social media presence is now a fundamental part of any successful marketing strategy. Even if you’ve built a formidable offline reputation in the past, not paying attention to its social media counterpart will alienate you from newer generations, which the competition will welcome. You know what’s at stake, so build up your online presence and reap the benefits.
