What is the Role of Social Media in Marketing?
With the rise of handheld technology like smartphones and tablets, access to the internet and online applications has never been more convenient. The concept of marketing to customers with catchy copy and an appealing image isn’t new; however, unlike traditional marketing efforts, social media marketing meets your potential customers on their own device. You won’t have to hope your target audience turns on their radio at the right time or looks up at your billboard on the way to work in order to catch their attention. As these apps and websites become something people around the world use each day, social media offers a variety of benefits that your business can’t go without.
Increase brand awareness
Websites are no longer the only way for online consumers to see what your business has to offer. Relevant social channels serve as platforms to both display your product offerings and attract new business. This way, your business can stay top-of-mind for existing followers while maintaining a reputable online presence when new ones come your way.
Build customer trust and loyalty
Social media not only humanizes your brand, it also allows you to quickly engage with customers in a way that wasn’t possible before. Replying back to comments and messages, sharing photos of customers using your products/services, or showing off your own staff and business through social media can help form a relationship with new customers while maintaining a positive relationship with those who are already active customers.
Establish industry authority
You know you’re the best at what you do, and social media helps customers see that as well. Build up online authority with personal connections who may have previously interacted with your business in person. Use these platforms as a way to offer tips, education, and more to customers to not only help them feel like more informed consumers, but also to showcase that your business has experience and valuable information that they need to tap into.
Generate leads and increase website traffic
At the end of the day, you want to make sure your marketing efforts and money are going toward more leads for your business. Social media channels are additional avenues for potential customers to learn more about you and what you offer that they may not have been able to find otherwise. Sharing specific products, services, or educational information from your website gives your social audience a taste of your business with an easy way to view your website for more information.
Build a Social Media Marketing Strategy to Fit Your Goals
An effective social media strategy is so much more than just posting pictures or updates to your page when you remember to do it. Every business is different, which is why you’ll need a tailored approach to help you achieve social media success. Let our social media experts get to work on creating an engaging social media strategy that personifies your company and gets your name and services in front of audiences who will take action.
Social media management and strategy
Instead of focusing solely on organic content or paid social media advertising, we like to use a mixture of the two to generate an online audience that engages, shares, and coverts. We’ll sit down with you to discuss the goals you want social media to help you achieve. Are you a new business that wants to get your message out there? Are you an existing business that wants a way to interact with a new demographic of customers? Do you want to use social media channels to funnel clients to your website or storefront? These are all items we take into consideration when putting together a customized plan for your business.
Organic content creation
Perhaps the most time-consuming part of running a social media account is curating and scheduling posts. You have plenty of ideas, but not enough time to worry about it along with the duties of your full-time job. Our content creators at Webspec know how to write posts that not only adopt your brand’s voice, but include engaging content and calls-to-action to help guide your audience toward their next step. We’ll collaborate with your team to gain ideas that evolve into a social calendar outlining key themes for each month, dates for posts, content, and visuals; all you need to focus on is reviewing and approving what we create.
Organic content can only go so far, and competing for space on the timeline between businesses and personal users alike makes it hard to guarantee your posts are getting seen by the right people. Monthly ad spend allows your business to boost posts to new and existing users or target people who may have interacted with your business page or website but have yet to convert. It can also increase brand awareness by showing you off to people who may have never been able to hear about your business offerings organically.
Custom audience creation and retargeting
Ah, the ones that got away. Do you ever think about how many people found your social media and then visited your site, scanned the services page, clicked on a product, or went to fill out a contact form, but for one reason or another didn’t pull the trigger? You’re in good company. This type of audience is especially important, because they are already aware of who you are and have interacted with your business—they just need a little help to make the jump. Tracking pixels allow us to see what users do on your site once they leave Facebook, and we can then allocate ad spend to create engaging ads that nudge these users toward converting. We’re believers in making sure each piece of your overall marketing strategy works in tandem, and pixels help us bridge the gap between your social media and your website so no potential customer is left behind.
Chatbots and communication preferences
In the modern world, people are used to getting answers fast. It’s almost a necessity at this point. However, you’re busy running a business! While you want to make sure they get their questions answered, you can’t sit by your computer or phone all day replying to messages. Enter your new best friend—social chatbots. If you have a business page on Facebook, then you already have access to Messenger. You just need help getting it all set up, and that’s why we’re here! Think about some of the reasons people reach out to your business with questions. Is it your hours, a menu, prices, or information on a specific product or service? We can set up a greeting, responses to FAQs, and personalization elements so customers can get what they need while gaining a sense of trust and goodwill toward your business in the process. People expect you to be online and available for them when they need it, and we’ll help you make sure you can manage that expectation.
Social media audits
You may know your social presence could use some work, but with everything else going on, you’re likely overwhelmed with where to start. We don’t blame you! Social media audits are a great way to take a detailed look at your current strategy, trends in your industry, and what your competitors are doing through the lens of a digital expert. We’ll report our findings to you along with what we think your business will need to prioritize in order to meet specific goals.
Profile creation and branding
Don’t worry about spending time creating your social presence from scratch—we can take care of it for you! We’ll determine what platforms your target audience spends the most time on; create profiles, bios, and highlights; and follow key accounts to establish a solid social media foundation. We even have an in-house design team that can give your logo and branding a facelift so you can give the best first impression possible when you enter into the social media world.
Consulting and employee training
Oftentimes, you won’t be the only one using or analyzing your business’s social media. Schedule a consultation or employee training session with one of our social media experts and we can guide your team through best practices, industry trends, answer any questions your team has about the social media world, and make recommendations on ways to engage with your target audience! Additionally, as we work on your campaign, we’re always here to answer any questions you may have to help you better understand how to market your business online.
Monthly and quarterly reporting
Accountability is important to us, and we want to make sure the strategy we are using for your business accurately meets the goals we’ve established with you at the beginning of your campaign and is bringing in business. You will receive monthly and quarterly reports to showcase the growth of your accounts, see how your audience is engaging with different posts, and determine what themes are leading towards conversions and which aren’t. We use these to keep you up-to-date on what’s happening with your campaign, and to give us insight on how to pivot our strategy so that we’re maximizing your ROI.