30Nov

Using Social Media to Strategically Connect

At face value, a social media presence seems like something that a small business can take or leave. After all, who can compete with those larger, seemingly ubiquitous brands?

In actuality, social media is a vital part of any marketing strategy, and all businesses can benefit from it. Here’s why:

Connect with Customers – Social Media is great way to build a brand because it allows consumers to get to know a business’s “personality” through its social media posts. In addition to updating customers on products and promotions, a business can show that it’s part of the community by posting about the local sports team. Or it can use humor in its posts, and customers will share the content if it’s funny or relatable. A business that can show it understands its customers through social media can expect to see more customers coming through their (sometimes virtual) doors. Not convinced? Here are some helpful statistics:

• 80 percent of social networking users prefer to connect with brands through Facebook.
• 74 percent of people who follow small and medium-sized businesses on Twitter do so because they want updates on products.
• 70 percent of Twitter users will retweet a business because they like the content the business provides.
• 59 percent of social media users think that businesses that are active on social media are more approachable.

Customers will connect with potential customers – Social media is first and foremost about connecting with other people. This means sharing the (mostly) good things that happen in your life with your network of friends. Oftentimes, this includes posting positive experiences with brands and products. Those posts make a difference, as does the customer being able to link to the business’s social media profile. In our ever-connected world, people are using social for information about everything, and people are more likely to trust information when it comes from a friend or an influencer.

• 50 percent of consumers have made a purchase based on a recommendation from social media.
• 86 percent of Twitter users are more likely to visit a business that’s been recommended by a friend
• 84 percent of Twitter users who interact with or follow a business will mention a business to share a positive experience

Improve Customer’s Mobile Experience – With the rise of smartphones, the customer’s mobile experience is more important than ever, and that doesn’t just mean having a site that’s easy to navigate on a smartphone. The average person spends at least 20 minutes on Facebook daily, which allows for multiple advertising opportunities. A social media profile can provide a customer with necessary information while also giving the customer a thorough look at the brand itself.

Meet Customer Expectations – We’re living in a digital age, and as customers turn to social media for everything from news to how a friend’s day went, they expect businesses to follow along. Not only are most consumers using social media on a regular basis, but 85 percent of them also expect a business to be active in social media. A business without a social media presence is blocking itself off from a large customer base.

Using social media to strategically connect can improve your relationships with your existing customers and create new opportunities and leads for customers in the future. Why not review your strategies to include this important distribution channel?