You probably use social media daily. In fact, it’s highly likely that you use it multiple times per day. Studies show that internet users are now spending an average of 2 hours and 22 minutes per day on social networking and messaging platforms (GWI, 2019).
If you’re a business owner – or you work in marketing – you’re probably already using social media marketing to reach your customers. Not every business is like you, though.
Studies last year found that only 60% of businesses in the UK used social media in some way. The figures for small businesses are even smaller (57%).
In this hyper-connected society that we live in, it may be perplexing to some that every business doesn’t use social media. But the reality is that some businesses still rely on traditional forms of marketing and advertising – such as print ads, direct mail and telemarketing.
Now there’s nothing wrong with any of those. They are still highly effective, there’s no doubt about it. But in 2019, to reach your customers and attract new ones, you need to have a cross-channel marketing mix that covers the old and the new.
If you’re considering introducing social media marketing to your business, I think it’s a great idea and here are three reasons why:
1. Social media’s scale and the opportunity to target your niche audience
Social media has been growing for the last decade and it will probably continue to grow for at least the next 10 years.
As of May 2019, social media had 3.499 billion active social media users. When you consider that the world’s population is 7.7billion, that number is staggering.
That’s why social media marketing is a no brainer.
Now you’re not going to reach all 3.499 billion active social media users – that would be impossible.
But you will be able to reach a huge number of your current customers and potential new ones.
Take a previous client Clearwell Caves, for example. They’re a tourist attraction and working mine based in the Forest of Dean.
I worked with them to increase their social media presence; putting a strategy into place and executing content across Facebook, Twitter and Instagram.
The results have been positive, with their reach and engagement increasing year-on-year. In 2019, over 26,000 users engaged with Clearwell Caves on Facebook alone. There is no competition for the reach of a platform like Facebook.
What’s beautiful about a platform like Facebook is that you can be as broad or as targeted as you desire.
You can broadcast your message to as many people that want to hear it, but you can also use the platforms advanced targeting solutions to only show your message to a specific, highly targeted group.
Social media expert and entrepreneur Gary Vaynerchuk talks about the benefits of creating highly-targeted segments of your audience and creating content specific to them:
“It’s much more impactful to segment your customer base into 20 – 100 segments, and create content specifically for each of those segments. You’ll be much more likely to get a reaction from your audience if you created content contextual to who they actually are.”Gary Vaynerchuck
On Facebook, this is possible through paid solutions like Facebook Ads, but also by using Facebook’s preferred audience targeting on organic posts.
Takeaway: Social media is effective because it allows you to reach a wide, diverse audience, but also to segment your audience and target them with contextual content.
2. Social media marketing allows you to drive action
Social media ticks a lot of boxes. It’s a customer service device. It’s an advertising channel. It helps build brand awareness. It allows you to engage with your customers.
Most importantly, social media allows you to drive action.
The action can be whatever you want it to be. It could be reads of your blog post. It could be purchases of tickets to your event. Maybe you want people to sign up to your email newsletter.
Whatever the action you choose, social media marketing helps you drive that action.
Social media platforms allow you to get your action in front of the right audience. It exposes your action to a far wider audience.
That’s why it’s important to consider the action you want to drive when starting with social media marketing and always have it on your mind when creating content.
Takeaway: Social media marketing ticks a lot of boxes, but most importantly it allows you to drive your desired action.
3. Social media allows you to show your brand’s voice
Us marketers talk about social media being a congested channel a lot – and it’s true. With 60% of UK businesses already on social media – and more surely to follow – you’re fighting against a lot of competition to be noticed.
That’s why you’ve got to cut through the noise. One way to do that is to show your brand’s voice and personality on social media.
Whether you realise it or not, every brand has a voice. Nike is aspirational. Dove is empowering. Dollar Shave Club is blunt but hilarious.
Think about your favourite brand. Think about how they communicate with their customers. You should notice a tone of voice to their posts and content. They all largely follow the same pattern.
Showing off your brand’s voice, and its personality can bring it to life.
Innocent Drinks is the classic example – and for good reason.
The drinks company are brilliant on social media. Their brand’s tone of voice is warm, funny and conversational. It’s quirky and simple.
They’re consistently funny and they’re customers love them for it.
Take the launch of their new Bolt From The Blue drink. It’s quite clearly green (Innocent: It’s blue), but they’re quirky, humorous brand tone of voice meant that they pushed it out as blue, knowing it would spark a response on social media.
Look at the engagement it received. It was brilliant. Just as Innocent predicted, there were plenty of people saying it was green.
This presented them with an opportunity to show off their brand’s humorous and conversational tone of voice.
It’s a brilliant example of social media marketing and why finding your brand’s tone of voice is really important.
Takeaway: Social media provides a unique opportunity to engage with customers and bring your brand to life. Finding your brand’s tone of voice is vital.
Social media marketing is a must for any business. It gives you the chance to reach new audiences, but also to engage with your current customers.
That said, social media marketing should only be one element of your wider marketing mix. So if you’re focusing on traditional marketing methods right now, consider adding social media to the mix rather than using it to replace other forms.
Need help with your social media marketing? I can help you understand, deliver and measure social media campaigns. I can also run training sessions for your staff on how to maximise your exposure on social channels. Get in touch now to discuss.