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17 Benefits of Using Social Media Marketing for Your Business

what are the benefits of social media marketing 1

There are now more than 3 billion people around the globe using social media.

And almost every single one of these people is using social media to interact with businesses.

Social media marketing has the potential to improve almost every aspect of your business. If you’re not taking advantage of this worldwide phenomenon, you might be wondering: what are the benefits of social media marketing?

Here are 17 concrete benefits that using social media marketing will bring to your business.

1. Increased brand awareness

Posting on social media gives you the ability to boost your brand awareness amongst your target market. While brand awareness is a concept typically associated with large corporations, it plays a role in the success of small businesses too.

Here are a few concrete ways that increase brand awareness can help your business:

  • It makes consumers confident they’ll have a good experience.
  • Over time, customers will become loyal to your brand.
  • Developing and spreading awareness of a distinctive brand will attract consumers looking for a particular image.

boost your brand awareness

2. Faster communication

Short of giving out your cell number, using social media is the easiest way for customers and prospects to get in touch with your business. There are a variety of reasons people might want to contact you ‒ and all of them are important enough to warrant a faster method of communication.

  • Scheduling an appointment without the hassle of a phone call.
  • Reaching out for customer support.
  • Asking a general question about your business.

3. More inbound traffic

According to these inbound marketing stats from Invesp, inbound marketing is the most cost-effective type of marketing you can perform.

  • Inbound leads cost 61% less on average than outbound leads.
  • Businesses that rely primarily on inbound marketing save more than $14 for every newly acquired customer.
  • Properly executed inbound marketing is 10x more effective for lead conversion than outbound.

If you’d like to up your inbound marketing game, social media is one of the best ways to drive consumers to your website or business. Sharing videos, blog posts, infographics, and other relevant content on social media can bring people to your website or YouTube channel ‒ both of which can help convince visitors to book an appointment or buy a product.

4. Better search engine rankings

While posting your website’s content won’t directly affect your SEO, it can provide an indirect boost to your search engine rankings.

One of the metrics Google uses to rank content is the number of visitors a website gets. Content that gets shared on social media will inevitably drive at least some traffic to the host website ‒ and this social-driven traffic boost can also help your odds of landing that coveted first search result spot.

Another metric Google uses is the amount (and quality) of the backlinks going to your content. If there are a significant number of links coming from various social media profiles, it’s going to bring some benefit to your SEO.

On Social Media: Get in, make your point, and get out

5. Better B2B networking

Marketing on social media is an excellent way to connect with other businesses. There are all sorts of partnerships and referral arrangements you can set up with other businesses that complement your niche ‒ but you can’t build these relationships if these businesses don’t know you exist.

Building a following on social media will help attract these mutually beneficial relationships. It will also provide some social proof that you’re an influencer in your space, which will help to convince businesses that partnering with you is a valuable and profitable idea.

6. Higher conversion rates

More visibility means more conversions. If your business is active on social media, you’ll automatically have significantly higher visibility than competitors who aren’t ‒ which also means you’ll

And if you’re good at being active on social media, you’ll likely have a substantial following who genuinely care about the content you post. Having this dedicated following is worth its weight in gold, as everything you post about will reach their eyes and help them along your sales funnel ‒ no matter where they are in the Buyer’s Journey.

7. Increased organic visibility

There’s nothing better than free traffic. By using posting high-quality content to a devoted following on social media, you can substantially increase the number of people your business is visible to ‒ all without spending a penny.

8. More actionable customer feedback

Having accounts on all of the major social media websites makes it easy for customers to leave you feedback.

Instead of forcing your customer to find your email address or phone number buried somewhere on your website, they can navigate to one of your social pages and message you from there. This creates a significant friction reduction in your customer service system.

create customer feedback

9. Less negative reviews

How much does a negative review really affect your business?

Well, according to BrightLocal... quite a lot.

  • A single negative review can drive away 22% of potential customers.
  • Consumers spend 31% more on products/services from businesses with great reviews.
  • 57% of customers won’t use a business that has fewer than 4 stars.
  • If your negative reviews show up when people search for your business on Google, you can lose up to 70% of future customers.

Fortunately, being active on social media can help with this. Having active social media accounts on the most popular platforms ‒ Facebook, Instagram, and Twitter for B2C and LinkedIn for B2B ‒ can help divert negative reviews toward your social inboxes and away from a permanent spot on your Google or Yelp profile.

When many people leave negative reviews on Google or Yelp, they often just want a way to vent their frustrations about an experience they had involving your business. They aren’t necessarily looking to hurt your business in the long run ‒ even though that’s exactly what a negative review will do.

However, social media isn’t a perfect solution to the negative review problem.

Angry customers can still leave comments on your posts or in relevant Facebook groups ‒ exactly where your target market will see them. While this might protect you from some permanent negative feedback on one of the review aggregation sites, the bad taste left in your followers’ mouths by a negative post is something that will be hard to wash out.

That being said, an angry post on social media is still better than a negative review on Google or Yelp. The fast-paced nature of social media means that the post will quickly be buried under all of the new content you and others post. But a negative review will affect you for years to come.

10. Increased brand authority

When I talk about “brand authority,” I’m really talking about how much people trust your brand. When your target market thinks about your industry, do they consider you an expert?

If they don’t, proving your expertise over social media can help to change their opinion.

Here are a few easy ways to use social media to increase your brand authority:

  • Share blog posts you’ve written. If you haven’t written any blog posts, write some and then share them.
  • If you offer a service, shoot a video showing you or your team in action.
  • If you sell a product, shoot a video where you explain in-depth how the product addresses one of your audience’s pain points. You can also talk about how the product is manufactured.

Want to learn how Dr. Moss was able to increase patient revenue?

11. More brand loyalty

According to Fundera, 43% of customers spend more money at brands they’re loyal to. They also say that 65% of a company’s business comes from existing customers.

Given these statistics, it’s evident that building brand loyalty is an important part of any marketing strategy. And social media is probably the best tool you have in your loyalty-building arsenal.

Here are a few actionable tips you can use to build brand loyalty on social media:

  • Respond to followers. When an audience member engages with you on social media, you should respond if at all possible. It’s tough to respond directly to a like, but you should directly respond to each comment left on your posts or profile.
  • Create a community. Humans evolved to live in tribes. If you can successfully create your own tribe by fostering a community spirit amongst your following, their collective loyalty to the community leader (you) will result in more conversions and sales.
  • Focus on customer service. Making your customers happy should be one of your top priorities. Using your social channels to help customers with problems is another way to improve brand loyalty with the customers who engage with you most.

improve customer service

12. Low-cost advertising

Social media advertising is one of the cheapest advertising options out there. You can test out a promotional idea for as low as a couple of dollars ‒ good luck finding that kind of a bargain on a non-social platform.

To give you a better sense of how cheap social media ads can be, here’s a rundown of average ad costs on the major social platforms:

  • The average CPC for a Facebook ad is $0.27.
  • The average promoted tweet on Twitter costs $1.35.
  • The average cost per thousand views on Instagram is $6.70.

13. Better marketplace insights

Some of the most ignored benefits of using social media are the incredible insights they give you on your target market. By building and engaging with a following, you’ll get a front row seat to everything you’d want to know about your target market:

  • The content they like best
  • The vocabulary they use
  • Their hobbies and interests
  • Their typical ages and genders
  • And much more

14. Generate more leads

Lead generation is one of the most important parts of the online marketing process. Some of these stats collected by Jumplead and Ringlead serve to accentuate the importance.

  • Approximately 96% of website visitors aren’t ready to purchase ‒ making it extremely important to capture their information and follow up via email.
  • 85% of B2B marketers say lead generation is their most important content marketing goal.
  • 63% of consumers requesting info on your company won’t purchase for at least 3 months.

Alright, you get it ‒ leads are important.

Social media gives customers a simple, accessible way to show their interest in your business.

One feature in particular that can help you with this is Facebook’s lead ads ‒ an ad format designed specifically for generating leads. It consists of an image, some ad copy for persuasive purposes, and a Sign-Up button to take them to the information input form.

The best part about generating leads with Facebook ads is that you don’t need a sizable following to start. Facebook will place your lead gen ad directly in front of users who have never interacted with your business before, allowing you to turn ice cold prospects into toasty leads with a few clicks of your mouse.

Facebook’s lead generation ad format is so powerful that Renault UK, a French automotive company, used lead gen ads to bring a 7.9x lower cost per lead (compared to regular Facebook ads linking to a lead form on the Renault website).

generate leads with Facebook ads

15. Make your brand more human

The web presence of many businesses can seem robotic and artificial, especially if they weren’t put together by someone who doesn’t understand the power that a touch of humanity can bring to a marketing strategy.

But even if your website has the overall humanity of a refrigerator, social media will change that overnight. Here are a few post formats that will build a strong emotional connection between your business and your followers:

  • Post employee features. These basically involve posting pictures of your employees with little blurbs or stories about them.
  • Post about your personal life. If your business revolves around a specific person ‒ like a chiropractor, for example ‒ you can turn your business page into a part business, part personal page. Post about your off-work life, and your followers will feel like they’re connecting with you on a personal level.
  • Be funny. If you’re a genuinely funny person, you can post comments and content yourself to get some laughs and likes from your audience. If you’re not a natural comedian, that’s okay ‒ you can share industry-relevant memes and funny content that other people have made.
  • Share user-generated content. If any of your followers take pictures or make videos relevant to your industry, share their content! The person whose work you share will be ecstatic about the recognition, and the other members of your community will appreciate that you’re recognizing a member of the group.
  • Tell authentic stories. If you have some interesting or unique stores about your company’s past, share those stories on social media. Video format and text format will both work ‒ just use whichever you’re most comfortable with. This kind of personal content will cut through the noise that typically fills most people’s feeds, and you’ll probably get some significant engagement as a result.
  • Tell your customers you appreciate them. People like feeling valued. By showing your appreciation for customers with promotions, free stuff, and simple thank yous, you’ll make your brand seem more human.

Bringing out the human side of your brand is especially important for local businesses. Consumers typically feel a stronger emotional connection with a small business in their town than they do with large multinational corporations.

This is because they can relate to the small business owner more than they can relate to the 1,000+ employee corporation with a millionaire CEO. You deal with many of the same problems as your consumers do and reminding them of your brand’s humanity will only further encourage them to do business with you.

16. Make your brand a thought leader

By posting helpful content on a regular basis, you can use social media to establish your brand as a thought leader in whatever industry you work in. If you consistently show your followers that you know what you’re talking about ‒ and consistently offer innovative solutions to their problems ‒ they will start to trust you as a true authority in your niche.

Becoming a thought leader isn’t about stroking your ego ‒ it’s one of the best ways you can build consumer trust. According to LinkedIn, more than 80% of buyers said thought leadership builds trust. And having an audience that genuinely trusts you is one of the most valuable things your business can have.

17. Stay on your followers’ minds

According to the Pew Research Center, the vast majority of social media users log into their accounts at least once per day. The most active platform was Facebook, with 74% of users visiting the platform at least once daily. The least active was YouTube, which still came in at a respectable 45%.

By posting, commenting, and liking every single day, you can stay at the top of your followers’ minds daily. This consistency will eventually pay off the next time one of these consumers needs your product or service.

Shawn Manaher - Owner of Ignite Marketing
Shawn Manaher
Shawn Manaher is the founder and CEO of Ignite Marketing. He's one part local business growth specialist, one part campaign strategizing ninja, and two parts leader of an awesome nerd pack. He won't eat pancakes unless you call them flat waffles.

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