Those of us who work in marketing and social media don’t need much convincing as to why social media is a critical element of any marketing strategy. But, I was at a start-up networking event last week and discovered quite a number of entrepreneurs didn’t even know what social media is. So today let’s talk about why social media is an integral part of your marketing strategy.
Why Social Media Fits into Your Marketing Strategy
Ask anyone why you need social media, especially as a small business, and you’ll hear a lot of drivel about how cost-effective social media is. Many so-called social media gurus will tell you that social media levels the playing field for small businesses because it has no cost. And, when you compare the cost of social media with broadcast media, the cost is very reasonable. But that’s not the only reason for using social media
Social media is trackable. Set things up right and you can tell exactly which types of content work best with your target audience. You can track what time of day works best, which social platform performs better, and how social media engagement translates into ROI for your firm. Armed with this knowledge, a marketing strategist can more easily optimize their strategy to get the greatest return.
Folks confuse loyalty with repeat purchases. Consumers might buy your stuff over again, but not be truly loyal. Loyal consumers not only buy your stuff, but will resist efforts by competitors to lure them away. So, when your competitor offers a coupon for purchase, many consumers might switch, but loyal consumers stay true to THEIR brand.
Loyal consumers also like to bask in the light of their brand — sharing their love of your brand with their friends.
When businesses talk about their brands, consumers are cynical. But, when their friends talk about the brand, they believe them. Social media works best when firms encourage their loyal customers to share their experiences with their friends. Rather than talking about themselves in social media, businesses should build a community of loyal consumers who share their love of the brand.
5. Make customers partial employees
Customers have great ideas for new products or improvements to your existing products. They can also share things about themselves and their lives that guide businesses in how to best reach them with their advertising messages.