Social media has completely changed the way that people communicate with each other and spend their time throughout the day. So, of course it makes sense that marketing on social media has become a key component of digital advertising, and it is one that holds a lot of power if you understand how people are interacting with different social sites and how they might come across your business in those interactions.
Why a Social Media Presence is Not Optional for Your Business
You’re probably already familiar with how prolific social media is—there are 2.1 billion active accounts on social media channels like Facebook and Twitter—and that creates a huge potential audience for your business. If you’re thinking “That’s all well and good, but my business is not likely to appeal to such a broad audience,” then consider one of the key features that social media has to offer: Demographic data. When setting up profiles, users share where they live, how old they are, what they’re interested in, and what kind of lifestyles they lead. This is all information that drives targeted marketing campaigns and allows you to better understand who is interested in your products, services, and your brand. If your business is not on Facebook or Twitter, or you have a one-ended relationship with it wherein you are only posting and not engaging with other users or analyzing data related to what you post, then you are missing out on a vital opportunity to grow your brand. There are also some simple reasons to motivate you to build the social media presence of your business:
- Consumers are more frequently turning to social media as a platform to share their thoughts—both positive and negative—about products and businesses. About 90% of consumers use social media to try and get in touch with businesses of all types. If you are not active on social media, you will not be part of the conversation, and that could be detrimental if someone is looking to Facebook to lodge a complaint or tweeting at your company to make product suggestions.
- Social media marketing can substantially drive up your exposure in an increasingly competitive digital marketing landscape. Plus, your competitors are probably already using it.
- Social advertising offers the unique ability to respond to customers and have a two-way conversation while still advertising for your business. No other advertising medium puts that much data in your hands.
How Consumers Interact with Businesses on Social Media
To effectively reap the benefits of advertising your business on Facebook and other sites, you need to know how consumers will encounter your brand on social and how they might interact as a result.
- Organic interactions Organic interactions are those that occur when someone happens to come across your content on social media. This may be through recommended posts, though more often it is from customers liking a business’s page or seeing friends post or comment on a brand page. The probability of substantially growing awareness of your brand through these interactions is low, but there is high potential for improving existing customer relationships by focusing organic interactions on retention and retargeting rather than awareness.
- Paid ads Paid ads may come in the form of sponsored posts, or they may be displayed as ads on the side of a page, rather than in a newsfeed. In both types, ads are shown to users who are likely to want to engage in a brand’s content, and thus, utilize their services. Copy for sponsored posts and ads needs to be snappy and attention grabbing, and it should drive action, so that it not only gets views but goes further with some type of consumer action, such as subscribing to an email list, liking a page, or even making a purchase.