It’s a big decision when you decide to launch new social media channels or campaigns for clients. Social media is time-consuming and results are far from guaranteed.
On the flip side, there are great and organic rewards on offer for businesses that get it “right”. Record traffic figures, huge engagement with current and potential clients and delighted customers with excellent and publicly visible support are just some of the great benefits of social media.
We take a look at the top 5 reasons why we love using social media at NPD.
- It’s free
Social media can cost nothing in terms of ad spend if the business you’re representing isn’t convinced to invest budget here. While ad spend will help get you to your goals faster, copious amounts of budget are often also wasted on social media, while decision-makers might not be convinced that social provides a return on investment.
It doesn’t matter. You can drive and demonstrate success through social media organically, provided you take some intelligent tactical approaches. Make your posts the very best they can be by tailoring messages for each social media platform, use unique images and videos, do Facebook Live, invite your email leads to like your page. Use social media to develop meaningful partnerships and to support your wider outreach strategy by showing some love to key influencers and complementary businesses. Join Facebook and Linkedin groups to see what your potential page followers are talking about, create content that adds to the debate and share it in the group.
Encourage your growing community to share your content, and if you keep getting it consistently right and investing time and effort, you will start to see the benefits of social media. It might even help you create a compelling business case to decision-makers or your client to invest a little budget in social media to help boost your rate of growth further.
- It’s fun
If you don’t enjoy creating social media posts for your audience, how can they possibly enjoy consuming them? You might not be fortunate enough to be managing social media for an obviously exciting brand, but if your thought process is along the lines of “how the heck do I make my insurance company appealing on social media?”, there’s plenty of similar businesses that you can take inspiration from. Look at what your competitors are doing, and other brands in similarly “boring” verticals, then ask what you can to do make it more fun and accessible.
- It’s both the present and the future
Social media is everywhere. Facebook recently announced they had reached 2 billion users, while Whatsapp crossed the 1 billion mark in 2016. There is quite simply no other medium that will enable you to reach this many people, including Internet search engines. Social media is also a future-proof channel for your marketing; it’s currently almost impossible to foresee a world where social media isn’t a major marketing channel.
- Search Engine Optimisation (SEO) boost
Social media, and particularly shares, have grown to become more valuable in an SEO context over time. On page SEO signals and content that receives a high number of shares can provide websites with great rankings boosts on those pages, which could be the difference-maker if you’re in a competitive vertical.
Furthermore, receiving great engagement for your blogs and content on social media will drive more users to click and read your blog through social proofing. If your social media posts are relevant to the content, your website has a healthy technical foundation and your content is strong, your users from social media will further feed your SEO by registering long sessions on your website, and visiting multiple pages.
- It will become a stable source of traffic
Even if it doesn’t start out that way, as your social media grows and your content becomes richer, more and more people will begin to trust your brand, share it and recognize it as awesome stuff. As your back catalog of content and your number of followers grows, you’ll naturally find more referral traffic coming to your website from social media. It’s a great metric to track over time, as it’ll help convince anyone who isn’t sure about the benefits of social media.