The importance of social media in the digital marketing age cannot be overstated. Businesses that were once hesitant about investing in online marketing are beginning to see the merit in a social media marketing campaign. Many businesses have now established their brand across a variety of social networks. Unfortunately, simply having a presence on social media is not enough to produce measurable results.
Is Your Social Media Marketing Campaign Falling Short?
Even businesses that budget resources social media advertisements are often left with unmet expectations. The problem is even though many businesses see the potential value in social media, they are unsure how to leverage potential into social leads.
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)
So why do so many businesses fail to achieve a positive ROI with social media? The answer is simple: If engagement is not an integral part of your social media marketing plan, your business will never experience the full marketing and revenue-generating benefits social media has to offer. Here are four reasons why engaging with customers online is the key to any successful marketing strategy:
1. Social Media Presence Alone Isn’t Enough
47% of Americans say Facebook is their #1 influencer of purchases. (Jeff Bullas)
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.
2. Engagement Turns Likes Into Leads
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)
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. There are many ways in which engagement can directly and indirectly lead to lead generation. Check out these additional 4 easy ways to generate more leads for your business.
3. Custom Content Marketing Grows Influence
Content Marketing is a marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value. (Forrester Research)
Businesses are beginning to see the value in custom content creation, and it now claims the second highest share of average digital marketing budgets. Your goal should be to generate leads through custom content creation that not only engages your followers, but entices them to buy your products. One such form of content creation is maintaining and regularly updating your company blog. In addition to connecting you business to followers by offering them value, blogging contributes to the organic SEO of your website. If your business isn’t blogging, you’re missing vital opportunities to raise your rank in search engines, and possibly losing out on potential clients.
4. Engagement Creates Valuable Insights
75% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago (DemandGen Report)
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.
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, with engagement as the center of your social media marketing campaign, a positive ROI is almost guaranteed. Growing your online presence with social media will allow you to shape the direction of your brand awareness and define a positive reputation for your business.
Providing quality content to customers and serving as a resource for questions or feedback they may have is more valuable than blindly investing in social media advertising in terms of the results it produces. While paid social ads are a great marketing tool, they are not a shortcut. You must work on building a positive relationship between your business and clients on social networks before you should consider investing in paid advertisements.
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