The debate is over. Small businesses are missing a huge opportunity if they aren’t on social media.
“Social media hasn’t worked for me in the past.”
“It’s too late to start.”
“I don’t have time to add anything else to my to-do list.”
If any of those sound familiar, it’s time to reconsider social media as a vital piece of your digital marketing plan.
Here are six reasons why:
Social Media is the most powerful way to build brand loyalty among your customers.
Your customers are on social media, so you should be too. Social media offers a unique opportunity to build relationships with your customers or clients, wherever they are. If you’re a brick and mortar store, social media allows you to connect with your local customers AND with customers who may have stopped in on vacation. Sell your product online? Social media is the new storefront, where you meet and engage with your customers.
The relationships you build with them will keep them coming back, back to your store or back to your website. Plus, customers who have positive interactions with businesses on social media are likely to recommend the products or services to friends and family.
Social media can tell you a LOT about your customers.
You many not understand just how much Facebook knows about you… or you may not want to. Regardless of how you feel about Facebook knowing about YOU, think of it in terms of how much Facebook can tell you about your customers. Just a glance at Facebook’s analytics tool in Business Manager can tell you how your customers are interacting with your site, the products they are viewing, where they live, how old they are, when they are visiting your site and interacting with your posts, and where their journey on your site ends.
Facebook’s Pixel can tell you about your customers’ cart abandons, calculate conversion rates, give you a Lifetime Value of your customers (LTV), tell you how users are filtering through your ad funnel, and more.
Using what you’ve learned from Facebook’s analytics tool, what you already know about your ideal customer, and what Facebook knows about their users, you can use targeted ads to get in front of new customers.
Social media is an incredibly efficient way to get your product or services in front of your ideal customers.
By now I’m sure you’ve had this experience. You google ‘best mattress’ and suddenly you’re being bombarded with Facebook ads telling you why memory foam mattresses are the best, or why eco-friendly mattresses are the best, or why… well, you get the point. You are getting those ads because Facebook collects a lot of information about all of us, like it or not. If you hover over one ad for a mattress, Facebook puts more mattress ads in front of you. If you visit the website for a mattress company, Facebook knows (thanks to the power of the Facebook Pixel, which you have on your site, right?) and starts showing you mattress ads.
The best part for a small business? You can use what you know about your ideal customer and what Facebook knows about it’s users to get your ads in front of the right people. (And if you don’t know how, just ask us about our target social media ad services.)
Targeted social media ads allow you to get your product in front of a specific audience AND offer a measurable ROI.
When is the last time you knew exactly how many people saw your ad in a print publication? Local newspapers and magazines charge a pretty penny for ad space and can only offer a rough estimate of how many people will see it.
Social media ads offer clear and concise analytics tools that will measure the ROI of your ad spend. You can A/B test your ad creative and placement and apply that information to your next ads. You can create automated ad sequences that move users through your ad funnel and measure where users drop off, edit that piece of the funnel, and increase conversions.
Print ads aren’t completely outdated but if you have a limited advertising budget, social media ads are a far wiser use of a limited resource.
Social media levels the playing field for small businesses.
True, you may not have the budget to run a $10,000 ad campaign for each new product but what you DO have is far more valuable to the average social media consumer—authenticity. 86% of consumers feel think transparency from businesses online is more important than ever. 53% of consumers are more likely to buy from an online business they feel is authentic and transparent and more importantly, 86% of consumers are more likely to buy from a competitor if they feel you aren’t transparent.
Genuine authenticity and transparency is a much easier goal for you to reach than for a large business. Followers know they are talking to you, not a bot, and through you, learn about your product and services. Don’t underestimate the value of relationships with your customers!
Just look at the numbers.
- More than 1 in 3 customers report turning to social media to learn more about a product or service.
- More than 50% of businesses that have been using social media for 2 years have reported an increase in sales.
- 97% of consumers between 18-34 years of age read online reviews to judge a local business (so those relationships you’re building with your customers sure do matter, don’t they?).
- 71% of consumers who have had a positive interaction with a brand on social media report being likely to recommend the brand to friends and family.
Need I say more? Social media is important. Your customers are there. Potential customers are there. Your competition is there.
Just because your competition is already there doesn’t mean it’s too late for you to start. I can guarantee that while they may have a few accounts, it’s very likely that your competition isn’t approaching social media with a well thought our strategy or calculating their user engagement each month.
So, with all of that said, are you ready to dive in to social media? Learn more about out social media strategy consulting services.