Consumers and businesses alike are more active than ever on social media channels. When social media advertising is done right, it can be extremely effective, even more so than many other commonly used advertising mediums. Here are some of the ways Social Media Management can help your business today.
Increased Brand Awareness
Your social media networks are just new channels to project your brand’s voice and shout about your amazing content. Social media management is critical for two purposes. It will make your brand more accessible to new customers. Simultaneously, it will make your brand recognizable and more familiar to existing customers. For example, a frequent Instagram user could hear about your company for the first time, after stumbling upon it in as a paid ad on their feed. Alternatively, an otherwise apathetic customer can become better acquainted with your brand after seeing your presence and content across multiple networks.
Higher Brand Authority
Interacting with your customer base regularly is a show of good faith for other customers. Often when people wish to compliment or brag about a product or service, they turn to social media. When they post your brand name, new audience members will be drawn in and want to follow you for updates. The more people that are talking about you on social media, the more valuable and authoritative your brand will seem to others. Establishing brand presence across different social media channels also gives your brand greater credibility and authority.
Richer Customer Experiences
Every customer interaction you have on social media is an opportunity to publicly demonstrate your high level of customer service and customer engagement. For example, if a customer complains about your product on Twitter, you can immediately address the comment, apologise publicly, thank them for the feedback and act to make it right. Alternatively, if a customer compliments your product or service, you can thank them and recommend additional products. This simple act of communication creates a more personal experience, letting customers know you care about them and that their voice is being heard.
Improved Customer Insights.
Social media also gives you an opportunity to gain valuable information about your customers' age, their rough location and how they behave, via social listening. If you discover that your customer base is of a certain age, you can acquire more information about their lifestyle, whether they have children and additional data which will impact on your social media marketing strategy. Also, you can discover what time of day your posts or promotions receive the most engagement.
By actively segmenting your content lists by topic and reviewing what type of content generates the most interest in your audience (whether it receives more likes or shares), you can produce more in the style of the most popular content. As a business, you can measure conversions based on different promotions posted on various social media channels and eventually find a perfect combination to generate revenue.
Social Media Advertising and E-Commerce go hand in hand
Several social media channels offer a “Shop Now” function, available on content posts and promotions. In 2015 Facebook launched a ‘Buy Button’ on ads featured on the newsfeed. Currently, Facebook has opted for dedicated ‘shops’ on business pages where users can browse for and purchase items, by showing products with their price and ‘Check out on Website’. Asos, the global e-commerce fashion site uses this feature on their profile. Their ‘shop now’ button takes users directly to their app, or via the Apple store to download it and start browsing for the next season's trends.
Similarly, in 2016 Instagram made a huge e-commerce push by introducing ‘shop’ tags in images. These tabs enable Instagram users to view the image and find out even more information about product (the garment, piece of jewellery etc): the name, price, dimensions, related content, and(if they wish to, tap to proceed to the business’ website in order to shop. This tool has also facilitated influencer marketing, allowing influencers to tag their clothes, toiletries or other products, with a direct link to the company’s website also included for users to access. Instagram also includes a ‘swipe up to shop’ feature on stories, once again linking possible consumers with products directly to the relevant business’ website. This makes the customer journey far easier and therefore leads to more conversions.
Want to learn more about Facebook advertising? Read our supporting blog here.
Take advantage of User Generated Content
User Generated Content is any type of content that has been created and shared by unpaid contributors or rather fans. It can refer to pictures, videos, testimonials, tweets, blog posts, and everything in between and is the act of users promoting a brand rather than the brand promoting itself. Part of your social media advertisement strategy should include sharing user-generated content on your social media channels. This will serve to increase your brand's credibility, authenticity and help create an interactive community of customers. Customers are naturally distrusting of marketers but will listen to the testimonials, feedback and comments of fellow consumers.