Can social media marketing really help my business?

Simon Arseneau
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Social media marketing is now an essential way for all businesses to get their names out there. Gone are the days when the only options were ads in newspapers or on giant billboards. The ideal situation is for a business’s products or services to be shared multiple times on social media platforms by millions of interested customers following a well-thought-out marketing campaign.

Let’s look at some of the ways social media marketing can help grow your business.

You can save money

Whether it is on LinkedIn to share business information or on YouTube to post videos, building social media profiles is free. Once your profiles and pages are set up, you can start posting ads, business updates or product photos without being charged for marketing fees. You have the option to use advertising tools for a fee, but it is still cheaper than paying for a billboard in downtown Toronto.

How much you spend on social media advertising depends on which tools you use and your budget. For example, Google AdWords is the search engine’s advertising system in which advertisers bid on certain keywords for their clickable ads to appear in Google’s search results. If a company’s ad campaign is properly set up, it has the potential to send extremely targeted leads to their website. (1)

You will improve how you rank on search engine results

Having a website is essential but having a social media marketing campaign increases your chances of people finding your website.

Google is a platform that has some seniority amongst Internet search engines. It makes it a very recognizable brand that is used by people around the world when they are searching for answers or new products. Thousands of companies use their AdWords system to promote their businesses and using it could help you get to the top of the search result page.

As mentioned, with AdWords the higher the bid for clicks on ads, the higher the placement of the ads The platform allows users to create ad campaigns that can be either text ads displayed on search results of a Google results page, video ads that appear on YouTube or display ads on web pages within the Google Display Network (GDN). The GDN is a network of websites that provide space on their webpages for Google AdWords, whether they are text-based or image ads. (1)    

You will increase your brand awareness

It helps if your potential customers know what your brand is all about. By setting up your business profile on social media platforms, users will have access to basic information about your products or services, the location of your main offices or stores, and the web address for your company website. The more time your page is shared, “Liked”, or clicked on, the more people are aware of your brand.

You can reach billions of potential customers

For anyone who still thinks social media is a passing fad, it is turning out to be a very popular fad with many loyal participants. According to statistics database Statista, as of April 2020, Facebook had 2,4 billion active users, YouTube and WhatsApp were tied at two billion, and Instagram had 1 billion. The platform with the lowest number of users was Pinterest with 366 million, (2) which is still higher than the entire population of the United States.

Even if you only manage to catch the eye of a tiny fraction of those users, that is still a huge number of potential customers. The site also states that as of 2019, “the average daily social media usage of internet users worldwide amounted to 144 minutes per day, up from 142 minutes in the previous year.” (3) This gives your business plenty of time during any day of the week to target your customers and let them know why they should be using your products.

You can target and retarget specific customers

Supposing your business sells nail polish and data shows certain customers are very interested in your product. You can target these customers by making sure they see ads on their social media platforms for this desired nail polish or by asking them if they would be interested in receiving emails with good offers. Platforms like Twitter and Instagram allow you to create targeted ads that give the consumers the option to directly purchase the product they see in the ads.

You can easily see what your competition is doing

One of the great things about information on social media is whatever is posted is usually available for the world to see. If your competitors have a marketing campaign to launch a product, you can get notifications letting you know as soon as it happens. You can also see what approach they are using and if it is possible to use a similar approach for your business.

If their tactics are working and you want to implement them, do not simply copy their strategies. According to a 2019 article by The Telegraph, a major study suggests using the internet is “physically changing our brains so that we have shorter attention spans and worse memories.” (4) This makes it more challenging to create ads that will not be ignored. Be more original than your competition so you can capture audience’s attention.   

You can encourage good engagement between your brand and your consumers

Social media bridges the line between consumers and the providers. If consumers are unhappy with a service, they can say why on many platforms. Fortunately, it also works the other way around.

If a celebrity with a strong social media following has a bad experience on a flight, it’s bad for business if they write about it on Twitter while directly mentioning the airline. If the airline is smart, it will directly respond to apologize for the bad experience and make sure it will never happen again. If they are even smarter, they will do the same for anyone who writes bad reviews about them online or offer an apology on all their platforms as soon as possible.

Resources

1. “Google Ads – Get More Customers With Easy Online Advertising.” Google, Google, http://bitly.ws/8xIV.

2. Clement, J. “Global Social Media Ranking 2019.” Statista, 24 Apr. 2020, www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/.

3. Clement, J. “Global Time Spent on Social Media Daily 2018.” Statista, 26 Feb. 2020, www.statista.com/statistics/433871/daily-social-media-usage-worldwide/.

4. Zolfagharifard, Mike Wright; Ellie. “Internet Is Giving Us Shorter Attention Spans and Worse Memories, Major Study Suggests.” The Telegraph, Telegraph Media Group, 6 June 2019, www.telegraph.co.uk/technology/2019/06/06/internet-giving-us-shorter-attention-spans-worse-memories-major/.

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