Almost all companies today have a social media content strategy. Over the years, these platforms have become major communication tools and even search engines in their own right. YouTube is in fact the second most popular search engine, just behind Google. Consequently, it makes a lot of sense for a business to plan a social media strategy and invest in advertising campaigns.
Social media is a tool that is being deployed at an ever-increasing pace and you need to keep up to date on a regular basis in order to make the most of it for your business. In this article, our social media agency explains why investing in social media is the key to an effective communication strategy.
What are the benefits of social media?
Social media are very widely used communication tool throughout the world. It is estimated that 3.7 billion people currently use social networks, which is almost half of the world’s population. If you still aren’t convinced of the effectiveness of social networks for your digital strategy, here are a few points that will change your mind.
Social media increases your company’s visibility
The first and most obvious point is that social media contributes to your business’s visibility. Diversifying your online presence increases your chances of generating new leads. After all, it is easier for users to find your company online if you expand your communication channels. Not to mention that by maintaining a presence on multiple social networks, you have better chances of improving your SEO.
Note that it may be a good idea to be active on multiple social networks rather than just one. Each platform has its own features and is intended for a different audience. For example, LinkedIn is primarily intended for professionals, while Instagram is aimed at younger users. Therefore, if you want to reach a wider audience, it is probably better for you to engage with more than one social network.
Social media helps you create a dialogue with your customers
The primary purpose of social networks is to create a discussion between users and build a community. Being present on these platforms will allow you to get closer to your customers and potential prospects, answer their questions and share your news with them. Moreover, thanks to the comments posted on social media, you can get immediate feedback on your content and see what your audience likes and dislikes. This will help you better understand the expectations of your target audience and improve yourself afterwards.
Today, many Internet users regularly check out a company’s social media before making a purchase decision. However, if your company doesn’t use any of them, consumers are likely to favour one of your competitors. Digital communication is essential if you want to promote your business. While search engines are still the preferred means of finding information, social media is increasingly influential in the decision-making process.
Professional social networks are a good way to interact with potential collaborators
Another positive aspect of social media is how it can be used to find new business partners or employees. When someone says professional network, LinkedIn is probably the first thing that comes to mind, and rightly so. With its 575 million users, LinkedIn is the benchmark for online networking and recruitment. Thanks to this network, you can develop your contacts and get in touch with professionals working in your industry, as well as your future employees. In fact, 90% of recruiters regularly use LinkedIn. Why not take the plunge?
Social media is a good way to build customer loyalty
When it comes to retaining your customers and leads, the key to improving your marketing performance is to create a lasting relationship with them. Making contact with your audience on social networks will not only regularly remind your customers that you are around, but also create a dynamic brand image that is attentive to its subscribers.
In addition, the links you share in your social network content strategy will encourage your audience to visit your site and return to it later. Having a presence on social media is a sign of trust and users appreciate that. In addition to showcasing your expertise while meeting the expectations of your subscribers, you will demonstrate that you know how to adapt to your audience, which will encourage visitors to use your services when needed.
Social networks are also a good way to reassure your customers in case of problems. Most consumers will report problems with a product or service on social networks. Being present will allow you to respond to them and implement solutions.
You can monitor the competition on social media
Not only will social media help you develop your brand awareness, it is also a great way to monitor your market and the activity of your competitors. What could be better than a company’s social networks to keep tabs on their news? Studying how your competitors communicate will inspire you to write your content and potentially attract new leads.
Moreover, some social networks, such as Twitter, broadcast information in real time. This means that if you pay attention to them, you will immediately be kept up to date with news from your industry and other companies as well. This not only benefits you, but also enables you to better anticipate a crisis situation.
Why not use social media to sell your products?
Finally, since social media is a great way to communicate about your company’s news, you can also use it to sell your products directly. In recent years, new features have been developed, notably on Facebook and Instagram, which allow you to offer your products for sale directly from your profile. For example, since 2016, Facebook has added an option to create a Store Page for businesses.
Simply put, you can add all your items to your profile, organize them as you please, and most importantly, sell them, which is a big advantage. Indeed, consumers no longer need to leave the platform to make a purchase and these buying methods are becoming increasingly popular. In fact, 30% of online shoppers say they are willing to place an order from a social network. Think about optimizing your profile for selling if you haven’t already done so.
The same goes for Instagram. In November 2016, the Instagram Shopping functionality was introduced on the platform, giving companies the opportunity to promote their products. The concept is for users to be able to directly reference a product by clicking on a photo and be linked to the brand’s website. Instagram Shopping presents quite an important opportunity. According to the platform itself, 60% of consumers discover new products on Instagram. The sales potential is therefore quite significant.
In summary, in response to the question of whether you should invest in social networks, the answer is yes. Social media is a constantly evolving communication tool that brings together the majority of your potential customers. Thanks to their enormous reach, these platforms offer a great opportunity for you to make your business visible and build a solid professional network. However, this doesn’t mean that you should jump in hastily. While it is practically indispensable to be present on social media, adopting a good strategy and, above all, defining concrete objectives is essential.
If you have any questions on this topic, or if you need help developing your online visibility, we invite you to contact us!