Whether we like it or not, social media has well and truly made its mark in the business arena and contrary to what many believed initially would be a short term hype or ‘novelty for the kids’, the act of communicating socially is now an essential part of every successful business communications strategy.
Business owners studying the basics of search engine optimisation (SEO) will be aware that on-page SEO (typically their website) accounts for just 25% of search engine positioning and off-page SEO (inbound links from other authoritative websites) contributes a huge 75% to the final search result. With this in mind, the answer to the question as to whether social media can increase your online exposure is a no-brainer, but if you’re going to take the plunge and invest vital time and money into understanding this area, how else can your business benefit?
In contrast to one-way messages pushed onto mass audiences via traditional marketing methods such as TV and newspaper advertising, social marketing creates a two-way conversation, enabling the customer to choose the brands they follow and to compare experiences with others before they purchase. This shift in customer control, providing your product/service is good, means social marketing increases return on investment (higher customer conversion rates, lower cost per customer) plus complete transparency of customer behaviour as you are able to monitor the results.
Other key reasons to ‘go social’ are to build or join a community to encourage customer loyalty in your particular field, to nurture relationships by engaging with existing customers and to share news and updates real-time with immediate effect.
When you do commit to the concept of social marketing and decide to take the plunge, just how do you sort the social media from the social mayhem? Is Facebook really a one-fits-all solution? A subject we will cover in our next marketing update…