Benefits of SMM

TOP 12 Benefits of Social Media……

Knowing these incredible benefits

will make you, your employer

or client increase their social media budget

and help grow your business faster.

Let’s get straight into it.

Social media offers so many benefits that traditional media formats

like television, radio and outdoor simply can’t offer.

If your organisation is able to fully leverage it,

it will deliver increased brand awareness, drive loads of qualified web traffic

and conversions, increase sales leads

and help convert those leads into paying customers.

Let’s look at each benefit in detail.

  1. Huge, global reach

Today there are 3.1 billion active social media users globally.

These are crazy numbers when you realise that social media

only emerged about 15 years ago.

Today 1 in 3 people around the globe are active on social media,

and all you need to reach them is an internet connected device.

Of the 3.1 billions users, about 2.6 billion are on Facebook,

2.1 billion are on YouTube, 1 billion are on Instagram

and 700 million on LinkedIn.

Virtually every business can now find their customers

active on social media.

  1. Pinpoint your target market

Social media channels hold a huge amount of data on their users

that they provide to advertisers to help them make targeted ads.

This includes basic information

like gender, location, age, but also a massive array of

demographic, interest and behavioural data.

Want to target 18-24 year old males

who are single and live in Canada that love dogs but dislike cats?

No problem it’s only a few clicks away.

In addition to basic targeting,

you can also target those who have interacted with your organisation before.

Called a ‘custom audience’, these can be lists of people

who have visited your website, people from your existing email list,

people who have watched a video of yours,

people who like your Facebook page, and much more.

Finally, you can create ‘lookalike audiences’,

which are much larger audiences that have similar characteristics

to a smaller custom audience.

For example, you may have a list of 1,000 people

who have purchased your product,

and ask Facebook to find a larger audience of 100,000 people

who share similar demographics.

Ultimately this means that you’re only targeting people

most likely to be interested in your content,

removing misspent marketing dollars and maximising your returns.

  1. Data measurement and optimisation

On social media you can measure literally everything.

How many people watched your video,

how many people liked or reacted to the video,

how many people commented, shared the video,

clicked on your link, and so on.

Using a tracking pixel, the social media channels

can even record the actions that people take as they travel around the internet.

For example if you click on an ad in social media,

then make a sales enquiry on a website,

this data will be pulled back into the social media channel.

This allows marketers to track conversions and optimise

their spend to increase the return on investment.

The algorithms of the social media channels

also optimise your ad spend to help you achieve your objectives

at the lowest possible price.

They have a vested interested in helping you

because the more money you make,

the more you’ll spend advertising on their platform.

  1. Grow organically

You certainly don’t need to have a big paid ad budget

to be successful on social media.

In fact, there’s many social media marketers who are generating

loads of traffic and making tons of money

without spending a cent on paid ads.

Your organic (or free) reach is the proportion of people

who see your social media posts for free.

It varies between social media channels.

Facebook is down to 2-3%, Instagram is at about 7%

and LinkedIn is still at 10-12%.

If the initial people who see your social media post engage with it,

by liking, commenting or sharing it,

the algorithms will reward that content with more reach,

meaning it will be shown to a greater proportion of your followers

and potentially become trending content,

going viral and generating massive free reach.

Yes, the organic game has got a lot harder and more competitive

as millions of social media marketers vie for the attention of users,

but there’s still definitely a huge opportunity

out there for you to harness.

  1. Engage your audience

Traditional media like television, print, radio and outdoor

are ‘broadcast’ formats, meaning there’s a handful of media publishers

sharing a message that the audience can’t respond to.

Yes, these formats have evolved to make their media more interactive,

however it’s pale in comparison to social media.

With modern smartphones, everyone is a media publisher.

Billions of people can take a photo

and publish it on social media in seconds…

Then there’s billions of other people who can respond.

This unique attribute of social media

humanises a brand by giving it a unique voice,

helping creating meaningful connections with their audience,

ultimately increasing trust.

  1. Increase brand awareness

Search engine marketing, which is predominantly done through Google,

is great because people who search for something have a high purchase intent,

meaning they’re in the mood to buy.

If I search ‘black adidas joggers’

there’s a chance that I want to buy a pair.

However, search is only useful to the extent

that people are aware of the brand.

If they’re not, they won’t search for it.

Enter social media, which offers a huge variety of formats,

in particular video, that can be used to make prospects

aware of your brand for the first time

and then nurture them to become a paying customer.

  1. Drive website traffic

Social media is now one of the world’s largest drivers of traffic on the internet.

This traffic can be from the organic links,

such as the single URL on your Instagram profile

or a link you include on a YouTube video

or a link from a paid social media ad.

Once on your website or landing page,

marketers can invite social media users to take the next step

of the buyer journey by offering lead magnets

  • essentially a high value piece of content that compels users

to exchange their personal information,

most importantly their email address.

  1. Establish industry authority

The sheer speed and ease with which someone can create content

means that you’re able to position you or your brand

as an authority in your industry.

Interior designer?

Write a blog article about the Top 10 Ways to Design Your Office,

or create a video on How To Style Your House for Summer,

or maybe create a Pinterest inspiration board.

Creating content like this and sharing to social media

will demonstrate your expertise and credibility to potential buyers.

  1. Lift conversion rates

Social media users will typically follow a brand for a while

before deciding to buy from them.

They become aware of the brand and with regular content

develop trust that the products or services are high quality

and worth the investment

Called ‘warming up’, this process leads to an increase

in conversion rates on your website once someone decides

to take the next step towards buying.

With retargeting on social media,

you can also ensure that you’re only serving ads

to people that are genuinely interested

and not wasting money on those who aren’t.

Check out a friend’s Instagram feed who is the opposite sex to you

to see just how different the targeted ads are to your feed!

  1. Improved customer service

Nowadays customers don’t want to sit on the phone

speaking to an organisation about a customer service issue they have.

Instead, they turn to social media for help

to instantly speak to someone.

Whether it’s tweeting your electricity company

or speaking to your favourite clothing brand on Messenger,

social media is a fantastic platform for customer service.

  1. Boost search engine rankings

The major search engines like Google now factor the amount of engagement

that a web page, such as a blog article, receives on social media.

Combined with correct keyword optimisation,

this means that social media can deliver your website

more free traffic when people search for the relevant keyword

related to that piece of content.

And last, but not least

  1. Collect reviews and customer insights

Social media is a great place for customers

to provide a review of your product quality,

your price, your customer service, or anything else they like.

These reviews can then be shared with other social media users

to increase brand loyalty and credibility.

The business pages of the various social media channels

also offer a wealth of demographic data

on people who visit of follow the page.

For example, Facebook’s Page Insights show a breakdown

of your followers’ age, location and gender,

helping to understand who’s most interested in your brand

and what products you can deliver to best meet their needs.

So there you have it. Use these 12 irresistible benefits of social media

to convince yourself, your boss or your clients

to increase their budget on social media

and rapidly grow their traffic, leads and sales.