Social Media is one of the most diverse channels when it comes to tools to grow your business. There’s so much activity it can be hard knowing where to start. If you aren’t convinced Social Media is the right tool for your business, then take a few minutes to read this blog. We’re going to highlight 5 of the most important reasons you should be using Social Media and how you can utilise them in your marketing plan.
Social Media is a marketing channel that’s always growing. Every year the number of active users on platforms increases, and as of October 2018 Facebook had 2 billion active users. With such a large number of people are using just one social media platform then it would be unwise to not make use of it.
There are now 65 million local business pages on Facebook all hoping to increase their brand awareness by targeting this ever growing audience. But how can you differentiate your brand from others?
One of the main things that makes up your social media is your content. 61% of marketers prioritize posts that teach and 58% focus on posts that tell a story. But this isn’t actually what consumers want to see. 73% of consumers want to see posts about discounts and services and 60% want to see posts about new products.
Social media should be used as an opportunity to promote your business to a highly engaged group of people which is why we think it’s a great idea to treat them like VIPs. Show them products before they go out on the website, give your followers exclusive discounts or competitions that can take part in. Content that is purely exclusive to your brand is going to be noticed and engaged with as it will be different to what they’d normally see. You should also stick to using your brand colours and logos in your content as well so that you can give your audience something they can identify you with.
As your social media grows and you gain more followers and engagement, you’ll start to learn more about your audience. You may gain insights into demographics like age and gender as well as what fields of interest they have. By gaining more insight in your audience, you should be able to tailor your content to them.
A great way you can learn more about your Facebook audience is by using their Audience Insight tool. It allows you to see the demographics of your Facebook Page or as well as competitors Facebook pages.
You’ll be able to see if the majority of your audience are men or women, what the most popular ages are, if their married or single and even what level of education they have. It then moves on to show you the most popular job titles for these people and you can also see what other pages they’ve liked, where they are in the world, and what device they use when they view your content.
Seeing what Pages your audience like is a great way of getting insights into your competitors. It’s more than likely if they like your business, they’re going to like businesses that are similar. If you wanted to use Facebook Ads, people who have liked those pages would be great to retarget.
The most common reason Consumers reach out to brands on Social Media is because they have a question or an issue with a product or service. 45% of people said they’ve taken to Social Media when they want something resolved.
No one wants to have a negative impression of their business on Social Media as it can affect others opinions of them. So if a business receives a post from an angry customer, they’ll be quick to resolve it. This is why it’s a great way of building trust with your consumers. If you respond to comments, answer questions and resolve issues quickly, others will see you have great customer service.
Trust is also built by having brand consistency. If you have a website someone hasn’t heard of before, they need something to show them you’re a legitimate business. One of the easiest ways of checking this is by looking at your Social Media. When they do so, they’ll be looking for a few things like your logo and brand colours, the same products, contact information and engagement from others. If all of these are consistent across all Social Media platforms it shows that you mean business and want to promote your brand.
Another reason why Social Media is popular for businesses is because of how it can increase awareness. Instagram is a great example of this due to the expedited growth over the last few years. Did you know 2 billion Likes occur on the platform every day? Or that Instagram Profiles saw a follower growth rate of 17-33% during 2018? This huge amount of activity means that your content is more likely to be seen and shared. But there are also a few ways you can increase your own brand awareness.
One of Instagram’s best features is Hashtags. Hashtags allow you to tag content with a word that is relevant to it. For example, if you posted a photo of some sunglasses you may tag it with #sunglasses or even tag the brand you bought them from. But how do you decide which hashtags are best for you?
There are a number of free tools online you can use, but actually one of the best things you can do is look at Instagram itself. If you choose a hashtag you know you definitely want to use and search for it, you’ll see at the top of the page it will recommend other hashtags that are relevant to it. This means they’ve either been posted together or users have looked at both hashtags. You’re allowed 30 hashtags altogether so make sure you use all of them so your post is seen in as many categories as possible.
Believe it or not Social Media is great for driving traffic to your website. You can do this with your organic posts and links to your website, or use paid marketing like Facebook Ads to retarget those who interacted with your Facebook page or Instagram Business Profile.
However without paying for marketing there are a few things you can do to help drive traffic. First of all, make sure you connect your catalogue with your Facebook page. This will allow you to setup a Facebook shop where people can browse and buy products through your Facebook Page. You can do this easily by installing the Flexify app on your Shopify Store and syncing the data source with your Facebook Page.
Also make sure that your Instagram account is connected to your Shopify store. By doing this you will be able to use Shoppable Instagram. This is where you can tag products in your Social Media content, which link straight to the product on your website. This will make it easier for consumers to look at or purchase products they see on your Social Media.
21% of consumers are more likely to buy from brands they can reach out to on Social Media and this is because of the reasons explained above. Your social media builds trust with consumers as it shows you’re a reputable brand. You can interact and respond to queries and problems far quicker therefore improving your customer service. All the while you’ll be providing consistent and relevant interactions which with help potential customers decide if they want to purchase from.
If you want to find out our best practices for driving traffic with your social media, then check out blog here.
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