Have you ever wondered why some Social Media Marketing campaigns are hugely successful, while others just flop? If you’re facing this problem, it’s probably because you’re approaching engagement all wrong. Luckily, there’s an easy fix!
1. Social Media Presence Alone Isn’t Enough
Companies and brands are discovering that the marketing techniques and communication methods that once served their purposes, are quickly becoming obsolete. Many businesses are realizing the need for social media strategies and increased focus on their internet presence. However, without an understanding of the dynamics of interaction on social media networks, they often fall short of their desired objectives. Businesses focus on increasing their online following, without putting the necessary effort into building a lasting community of potential customers on their networks.
47% of Americans say Facebook is their #1 influencer of purchases. (Jeff Bullas)
2. Engagement Turns Likes Into Leads
When approaching a social media management strategy, it is important to remember one thing if you want to be successful: engagement should be your company’s top priority. The bottom line is that large following on social media doesn’t necessarily translate into a larger number of potential client leads. Companies often misplace their focus on generating a large following, rather than taking the time to cultivate quality followers and grow a community of relevant users.
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)
3. Quality Content Marketing Grows Influence
If followers and fans have no intention of buying your products or utilizing your services, then they are not serving much of a purpose in your Digital Marketing Campaign. Your goal should be to generate leads through custom content that not only engages your followers, but entices them to buy your products.
61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company. (Custom Content Council)
4. Engagement Creates Valuable Insights
In addition, increased interaction with your customers allows you to hear feedback about the products or services you offer. Customer engagement can offer valuable insights into how a company can better meet its clients’ needs. Asking customers for feedback or suggestions on social media demonstrates you care about their opinions. Answering questions users post on your social media pages also sends a positive message–not only to the person asking, but also to the potential clients who are able to see that positive interaction on your page.
71% of consumers receiving a quick brand response on social media say they would likely recommend that brand to others. (Forbes)
Get Results from Your Social Media Strategy
The days when having an internet presence was enough to generate sales are over. Potential customers are looking to build lasting relationships with brands they can trust. The good news is: the sooner you start engaging with your audience, the sooner they’ll start engaging with you!
SMB marketers identify the top three benefits of social media marketing as increased exposure (89%), increased website traffic (75%), and access to marketplace insights (69%). (eMarketer)