(This article, written by me, was originally posted on another site which is now inactive. I am reposting it here because it’s great advice!)
Since the dawn of the internet, the way people communicate has shifted. Platforms that began as a way to interact with close friends and family have morphed into an online nexus of business listings, advertisements, product galleries, and customer reviews. Thanks to social media, businesses now have several more potential avenue streams available to them, but not everyone has taken advantage of these new tools. With time and money in short supply these days, it can be difficult for the average small business owner to make the leap into the social media world. Are you still on the fence? Here are 6 compelling reasons why your business needs a social media presence.
1. It Builds Credibility
People are wired to trust other people. That’s why you’re more likely to buy a product online with five-star reviews than one poorly rated. Likewise, people are more likely to buy from you if they can see other people liking, sharing, and talking about your business. When you post regularly about a topic you’re an expert in, you’re actively establishing yourself as an authority on that topic. That increases customer confidence, which leads to higher sales over time.
2. It’s Cheaper than Traditional Advertising
Back in the day, traditional methods of advertising were the only way to reach an audience. That meant eating the cost of running ads in the local paper, hiring a production crew to film commercials, printing promotional materials, and even the postage required to mail them. That all changed with the internet. With the rise of social media, suddenly businesses have another way to reach people, and they can do it for much cheaper. Since then, the share of revenue spent on traditional marketing has dropped while the amount spent on digital marketing has increased, and it’s no secret why. Social media gives you 24/7 access to your potential customers, with near unlimited reach. That means more avenues for growth for less money. In fact, if done correctly, it can save you money and even pay for itself!
3. You Can Reach Your Target Audience Directly
Connecting with your potential customers through traditional means is difficult and impersonal. Social platforms allow you to reach your customers directly while also allowing you to gauge their reaction to your campaign, giving you invaluable customer insights. It also gives you the chance to create a meaningful dialogue with your customers and foster personal relationships. Answer questions, reply to comments, and prove to your audience you’re listening by catering your content to their likes and dislikes. By establishing a bond, you increase customer confidence and grow brand loyalty.
4. You Can Easily Track Your Success
Not all conversions are measured in sales. They’re also measured in clicks, likes, shares, follows, reviews, and comments. By tracking the amount of engagement you get on each post, you can measure the effectiveness of your social media campaign over time. It’s a great way to see if you’re really resonating with consumers. See which posts connect and which miss the mark, so you can strategize better ways to improve your messaging and expand your online following.
5. It’s a Great Way to Offer Customer Service
Did you know 72% of millennials would rather text than call? By offering another platform for your audience to ask questions or book appointments, you are giving them customer service opportunities they might not otherwise pursue, and that brings them closer to purchasing or using your services. People also like to see you engage with customers online by answering their questions promptly and respectfully. When they see you respond to others, they are more likely to use your services, and that establishes brand loyalty.
6. Your Competitors are Doing It
With the unprecedented rise in social media, it’s never been more imperative for businesses to stand out online, and that means outshining your competitors. Unfortunately, the competition is fierce. A whopping 71% of small-to-mid-sized businesses use social media to market themselves. That means businesses who neglect social marketing will at best stagnate, and at worst decline. Most can’t afford to miss such a ripe opportunity. And being on social media is good for more than just getting followers. It’s also good for keeping tabs on your closest competitors. See what they are doing and do it better to gain an edge.
Recap: 6 Compelling Reasons Your Business Needs a Social Media Presence
Don’t get left behind. Social media is an essential tool for businesses to build credibility, connect directly with their audience, and provide cost-effective marketing while tracking success and fostering customer loyalty. With most competitors already leveraging these platforms, a strong social media presence is crucial to stand out and thrive in today’s digital landscape.
