Updated: Aug 6, 2020
We often get asked by clients, does my business need a social media presence?
Our response, without fail, is ABSOLUTELY.
Let's get straight to the facts. In this day and age, a social media presence is ESSENTIAL for your business. Whether you run a small business or a large national corporation, social media should be an integral part of your marketing strategy.
If you are yet to jump on the bandwagon, you are seriously missing out on an efficient, effective, and inexpensive ways to reach a local and global audience. And it won't cost you a cent to create a business profile, so you have nothing to lose.
Why is social media so important?
We've said it before, but we'll repeat it, with 18 MILLION Australians online and more than 3 BILLION people around the world using social media every month, it's the perfect place to reach new and potential customers.
Being active on social media will:
Drive awareness of your business's brand and build relationships with people interested in your services.
Allow you to reach millions of potential customers with targeted messaging in an extremely cost-effective way
Build your social currency. In a world where customers are increasingly aware and discerning of the businesses they support, showing your organisation is trustworthy, knowledgeable and approachable is critical
Break down the barriers of tedious communication. Developing a reputation with responsive, and caring customer support is crucial, and offering this service through social channels is a fast and straightforward solution sought by many customers
Provide a communication platform to engage with your audience on a personal level.
Now that we've unpacked the basics of the WHY your business needs to be present on social media, let's delve deeper into HOW to market your service.
It’s NOW more complicated than you think.
Back in the day (in social media time that’s less than a decade), creating compelling social media content and pressing "post" would suffice. In today's social landscape, you'll need to be MUCH savvier. Your social media strategy not only needs to consider engagement and an authentic online presence but should also cover the full consumer journey from customer acquisition and remarketing to retention and service. To achieve this, understanding the difference between paid and organic content is imperative, and implementing a hybrid strategy of the two even more so.
Social Media Vocab 101
"Organic" content? "Paid" social? What's the difference? Let's take a moment to understand the terminology.
Organic content describes your free social media content and refers to the number of people who come across your content without paid (including boosted) distribution, i.e. people who are scrolling Instagram and see your content naturally. They might find it through their feed, by following you, via hashtags, locations, or see it shared by their friends. Paid or 'promoted' social means you voluntarily boosted the reach of your content or advertising by using one-time or on-going payments.
Organic content should be:
HOWEVER, social platforms use algorithms to ensure the most relevant content is shown in people's feeds, so organic channels are NOT the place for a hard sell. If our clients have something they really want to promote organically, we recommend the Rule of Five, meaning you can have one sale orientated post to four that fit the above bullet point attributes. In a perfect world, the sales-oriented post would still fit the organic content formula, and we'll guarantee the post will perform better if It does.
Social media advertising is how you should be selling your product or service to your customers. It is incredibly targeted, allowing you to tap into your ideal audience's geographic, demographic, and psychographic behaviours. Facebook alone has literally THOUSANDS of targeting options from consumer interests to relationship status, to past online behaviours. Your message can reach customers that are the most likely to be interested in your product and service, giving you complete control over the traffic you get and also where you direct them.
With paid advertising, you can test multiple creative messages to the same audience and monitor which performs best, or you can target different creatives to specific audience segments of your choice. From there, you can retarget and use lookalike audience tools to give your message that extra boost.
Lookalike audiences reach new people who are likely to be interested in your business because they're similar to your best existing customers. Retargeting focuses your spend on people who are already familiar with your products or services and have recently shown interest in purchasing.
Organic vs. Paid. Which is better?
Paid and organic strategies are not mutually exclusive; they work best in tandem. Social media advertising performs best when combined with a robust organic content strategy to simultaneously engage and nurture followers while extending your business's reach to a broader target audience.
And we're not just talking about Facebook and Instagram advertising. There's also LinkedIn, Pinterest, YouTube, and even TikTok, to name a few, so no matter your business type, there's a social media platform that's perfect for reaching your ideal customer.
More than ever, the landscape of social media is changing rapidly. The COVID-19 pandemic is fast-tracking the digital world, and businesses are being pushed to think more strategically about their digital capabilities and social media activity. Combing the power of paid and organic social strategies is an incredible marketing opportunity for your business with proven profitable results that won't break the bank.
So, what are you waiting for? Debut or ramp up your organic social media presence, implement a targeted paid advertising strategy, and watch this cost-effective marketing channel take your business to the next level. Need some help? Get in touch with us here.