Think Social Media isn’t Working for Your Business? Think Again.
Even in this digital age, we still hear businesses question whether or not social media is really something that deserves their attention. We mostly hear this from small businesses that have limited resources and must put their time and budget into practices that deliver a sound return.
Some businesses go through the trouble of setting up a Facebook page, an Instagram account, a Twitter feed, etc. and don’t see the engagement they had hoped for. That’s when frustration sets in and the questions come out.
While we completely understand the frustration, we can say with the utmost confidence that having a social media strategy is not just worth it – it’s necessary.
Social Media is for Building Relationships
You must have realistic expectations about what a social media strategy can bring your business. Social media is for building relationships, not selling, so you must understand that posting something about your product isn’t going to have everyone running out and buying it. That said, you need customers to buy your product, and social media is where you get them.
Not Having a Social Media Strategy Can Hurt Your Business
Rather than discussing the benefits of having a social media strategy, let’s talk about how not having one can hurt your business.
Your customers may think that you don’t want them to access you.
Today’s consumers expect brands to be online. People are digitally connected (and digitally obsessed), so your customers are more likely to connect with you on social media as opposed to picking up the phone and calling you.
Additionally, not having a social media account means that you can’t assist customers with questions, concerns or feedback. People don’t like to search for answers, so they’ll move on to the next company if they can’t find what they’re looking for.
Being on social media means you’re there. If nothing else, customers know they can get in touch with you.
Your SEO strategy can take a hit.
Anything that boosts your SEO strategy is worth the time, and social media does this. Content is very important to search rankings, and people discover plenty of reading materials through social media.
By distributing your content on your social media channels, you can attract more visitors to your website, demonstrate authority and send social signals – all things that are good for SEO. Even social media profiles rank in the search engines, so not having a profile can cause your rankings to suffer.
It’s much more difficult to retain customers.
When you work hard to gain a customer, you don’t want to lose them. But this is much more likely to happen if you don’t have a social media presence. The two big customer retention tools that you have are email marketing and social media.
By being active on your social media channels, you can influence repeat business. For example, you can segment your customers and send certain groups a coupon code or reminder that they have items in their cart. In the end, social media is a great tool for keeping customers engaged, interested and happy with you.