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5 Reasons Why Social Media Is Important For Any Business

10 minuteminutos readde lectura
Emily Lyhne-Gold
ByPor Emily Lyhne-Gold

Emily is a content specialist and social media manager at WebCreek. With experience in branding, copywriting and journalism, she's particularly keen on subjects like AI, design, and marketing techniques.

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The world of today isn’t just online. Humans are social creatures. That’s why businesses which have successfully merged social platforms to build themselves up are smart thinkers. But if you’re not convinced, let the statistics speak for themselves. Around 46% of shoppers rely on social media to make a purchase, and around 80% of consumers contest that they use social media to make a purchasing decision. So, not having any social media presence at all is almost like throwing money down the drain. Truly.

Even if you don’t feel that you can offer an avenue for new business generation, the odds are that at least some of your existing customers will already have active social media profiles, which means you have a chance of encouraging more business with your existing clientbase. If you’re not digitally savvy, picking up the basics is relatively straightforward. Ultimately, social media allows you to create and maintain relationships with people, which should be a core strategy for any business.

1. Your business will be found better on search engines (SEO).

Search Engine Optimization is not just about incorporating key phrases or words into your posts and articles. Fundamentally, the more fields that come up relating to your business will lead to more traffic to your site. It’s therefore critical to link all your social media pages to your website, so that when a user searches for you, your social media profiles come up as well. SEO also grows with your audience: as followership increases, your ranking will too. So don’t feel too bad if your Twitter account doesn’t immediately come up on Google twenty minutes after you’ve set it up. Take some time and patience to nurture.

Remember, social media channels are also search engines in themselves. This means your appropriate tagging will contribute to internal searches. If you’re active on Twitter, it’s possible that someone can discover your new content distribution app after searching for marketing related tweets, for example.  Ergo, you’ve got in-house social benefits with SEO as well as the benefit of broader search engines.

2. Engagement can generate more interest in your brand.

Engagement within social media refers to retweets, replies, likes, comments, shares and interactions: the people who actively respond to you. This doesn’t always necessarily measure your marketing success, but it will establish who is interested, and perpetuate a relationship with your followers. If your engagement activity is high, maintaining and responding will demonstrate that you care about your audience. Received a mention? Hit reply. Been asked a question? Answer as quickly as you can. If you’re responsive, you’ll demonstrate high quality customer care on these public profiles.

Boosting engagement often works when implementing things like contests, where your audience is rewarded for sharing your original content. Analyzing tools such as Google Analytics can help you unearth when your customers are most active: who’s responding where and when. Then, you can cross-respond to these active users by posting offers, trends, and links, which will allow ample opportunity to drive traffic back back to your site.

3. You can build your brand reputation through content-based platforms.

72% of marketers think branded content is more effective than advertising in a magazine; 69% say it is superior to direct mail and PR. So, when it comes to social media, you want your audience to be part of the brand experience. They want updates on new products and sales, and they want to be able to easily access it. Blogging is a useful outlet to achieve this. Content should be comprehensive and easy to understand, and the writing of a high standard, with a clear direction.

Why should they be interested in your product? How does it fit in with the industry? What are the trends going on right now?

If you have call-to-action options to complement these sorts of ideas, it can turn your blog traffic into leads for purchase. Additionally, having blogs as a means of branding will mean one more indexed page on your website, which is one more opportunity for you to show up in search engines, therefore driving traffic to your website organically. Regular blogging shows that your website is active, encouraging users to check in on fresh content, and therefore your products.

Sharing non-sales content is an option for some channels. Since these platforms are inherently sociable, the content doesn’t always have to be strictly business-related. If you’re going to use GIFs of funny clips, that’s fine, but make sure it’s relevant to your company ethos in some way. Sharing news and stories shows you’re not just interested in yourself, but that you’re part of the digital community.

4. It’s the most enterprising way to recruit new talent.

As well as reducing cost to hire, social media can be effective in sourcing new talent: 70% of managers say they’ve successfully hired with social media. LinkedIn is often the first port of call to do so, merely because it’s the most professional social media platform. You should demonstrate that you’re actively recruiting within the first 200 characters of your summary, as those who don’t use LinkedIn yet can only see the immediate parts of your company profile.

Using social media to recruit employees is also another way to let them know who you are as a brand. You can invite your current audience (who’ve already shown an interest in you) to be part of the team, as well as expanding your outreach with those who might not necessarily know who you are yet, but have found you on search engines. And, you can experiment with your recruiter angle in a creative way. What’s it like to work at your organization? What makes your company culture unique? Can you offer development training? How do you fit into the industry around you? These are notions to intrigue potential candidates, making your company interesting and modern – somewhere you’d want to work.

5. It ignites interest for investor relations.

Although not as publicized as the successes of social media for marketing and PR, some 80% of institutional investors regularly use social media. As a business, you want to give the impression that you’re informed on the same issues that your investors are, which should give you the right direction for campaigning new content. Social media is an excellent source to do this. It’s important to consider all other stakeholders who could potentially have an impact on your reputation, such as regulators and journalists. If you use monitoring analytics to follow what they’re posting, you’ll never be out of the loop.

As we’ve mentioned already, LinkedIn is the ideal channel for sharing your most corporate content. As a result, managing your strategy for business-related posts can establish a following of professional investors. Twitter, on the other hand, is great for live-earning posts, such as Q&A sessions, which can point followers to investor-related corporate announcements.

In the end, utilizing these (free) digital platforms will enhance your business, if done well. Whether it’s driving traffic through SEO or finding new employees, the majority of businesses around the world are discovering uses for social media as a contributor for success and growth, and you can too.