In today’s world – and following the events of 2020 – we live and breathe social media. It has become integral to our daily lives – from where we travel, to the clothes we wear, to the food we eat. As of 2021, 4.48 billion people actively use social media in the world. That is more than half of the world’s current population. It is also reported that 55% of consumers learn about new brands on social media, as opposed to traditional marketing strategies, where the value for radio and television ad spots are deflating. People are shopping online more than ever before, and this acceleration is not due to stop anytime soon. Despite this, there are still so many businesses out there that are on the fence about social media advertising.
Make the most of influencer collaborations
There is no doubt that people tend to buy from people they like, relate to and are inspired by. One post – sponsored or not – from one of their favourite influencers can drive somebody to purchase an item – even if it isn’t something that they would usually go for. Those opting to choose traditional marketing methods over the likes of social media marketing are underestimating the ability that influencers have in helping drive more people to their products and services. Influencer collaborations bring you many things: such as brand recognition, an increase in conversions, an enhanced reputation and audience engagement. All of these are crucial in surviving as a brand in 2021.
Build and maintain relationships with your audience
On top of this, having readily accessible and monitored social media accounts helps you create an intimate and unique 1:1 relationship with your audience and potential customers. This means that you no longer have to rely on a monologue on a television advertisement or the radio to win over a customer. In fact, the more likely your audience recognises your engagement with them and others, the more likely they are going to want to do business with you. In turn, your social media pages can then function almost like an online shop front, where you can both engage with your customers and allow them to peruse your products or services.
Be available and approachable
Engagement with your audience also allows room for improvement and feedback: 2021 statistics reveal that most people research items online before they buy, whether that be digitally or in-store. Being available to and transparent with your audience provides potential customers the reassurance that you are reachable and are there for any of their wants and needs. Social media also provides a platform for brands to assert their brand’s values and join in on political or ethical conversations, and lets your followers know that you are also a member of the community, rather than a faceless brand online. However – with that being said, it is important that opinions and thoughts spoken on behalf of your brand must be spoken politely and professionally, and of course, represent your brand’s values.
Keep your content relevant and stimulating
Though it may be tempting, try to refrain from posting promotional sales and offers all of the time. Social media is ultimately about being ‘social’ – so it is important that you try to be helpful and engaging as a part of a broader community. People enjoy interacting with relevant content and prefer to see interactive and stimulating content saturating their feeds – not promotions. However, today it is unlikely that you are willing to come across overly pushy with your advertisements on social media. With the likes of Instagram, Twitter and Facebook, social media ads now live in a social stream that look almost identical to the content that we consume from others. Perhaps a steady mix of the two?
Make it easy for users to navigate your site(s)
One of the best things about social media is that it acts as a call-to-action to your website. You can use it as a tool to drive people to your website, like from Instagram, for example. When filling out your social media bios, it helps a lot to ensure that there is as much promotional information in there as possible. A fab tool for Instagram bios or TikTok pages is Linktree (https://linktr.ee/), which is a landing page that allows you to exhibit all of your brand’s associated webpages in one place. It can be effective to have ‘pinned’ posts at the top of your socials, too. Pinned posts instantly show new people important information or updates about your brand, without them having to spend too much time navigating your page.
Pay attention to in-app data
Social media advertising is also a great way to generate leads for your business. Indeed, most social networks offer advertising formats that are designed solely for generating leads. People share a lot on social media – so this is a great way to learn about your customers. There is a lot of helpful data on your target audience that social channels can show you: for example, what your customers are looking for and how to reach them. This type of advertising also gives you a way of studying your competitors and helps you stand out from the crowd. Did you know that some channels allow you to track mentions of your competitors so you can always gauge what their next step is?
There is a huge range of benefits to social media. Don’t know where to start? Contact us and request a consultation so we can flourish your online identity today!