In an increasingly digital world, social media for business is no longer optional.
In their 2021 Global Report, Hootsuite revealed that there were more than 4.2 billion active social media users across the globe. With half of the world being active on at least one platform, businesses not yet using social media channels are missing out.
Adding social media to your digital strategy is a highly effective way to reach many people. Let’s take a look at some (but not all!) of the ways that social media can help your brand connect and engage with your target audience and, as a result, grow your business.
1. Increase your brand awareness.
It goes without saying that building your brand presence on platforms such as Instagram, LinkedIn or Twitter naturally results in great brand awareness. According to Statista, the average social media usage of internet users globally is more than 2 hours each day as of 2022. Many people check their social media multiple times a day; if you’re posting regularly, your followers will be consistently exposed to your content, keeping your brand front of mind.
But don’t think that people only connect with brands they already know!
Think about how often Google has redirected you to a YouTube video, Pinterest page or blog article to answer your searched question. Or you may have even used social media to research a product before buying it through reviews, demonstrations or livestreams. Social media platforms serve as an ideal stage to reach new and targeted potential customers. Your brand can meet them where they are searching for solutions, rather than waiting for them to find you.
2. Connect with your consumers
Unlike traditional media, social media is a two-way street. Social networks allow businesses to interact directly with customers; in return, customers can interact directly with a brand. This back-and-forth can also help you humanise your brand.
One of the most significant benefits of social media for businesses is the ability to create actual human connections rather than just being a brand name and product/service. From Introducing your followers to the people who make up your company to showcasing how existing customers are using and benefiting from your products, consumers can really connect with the people involved with your brand.
Of course, if you want your followers to be engaged, you must be engaging. Be active, post consistent, high-quality content and respond to comments and questions on your posts in a way that authentically reflects your brand.
3. Learn more about your consumers
Social media is not just a marketing tool but a means to learn more about your current and potential customers.
Every digital platform can generate useful demographic data about your customers in real-time. This data can be used to help you make smarter business moves. For example, knowing that most of your followers are online at a certain time or what kind of content they engage with most on your page allows you to tailor your digital marketing strategy (and even your brand strategy) to better speak to your audience.
There are even opportunities to actively involve your online audience through user-generated content. See what your consumers are saying about your brand and what you offer, share the content people make regarding your brand (and give credit where it’s due)!
A great example is the ‘LEGO Ideas’ campaign. LEGO fans are invited to create an original build and gain public support (similar to crowdfunding). If the creator gets enough supporters, the LEGO board reviews their build and decides whether to make it a LEGO product to be sold worldwide!
This brilliant campaign showcases LEGO users’ creativity and utilises their involvement to share and promote their build and, in turn, share and promote LEGO as a brand. We’ve mentioned the value of consumers in our blog post about utilising consumer insight research. Similarly, the added bonus of having people vote on a new build works as a large-scale survey to show LEGO what its users want to see in the shops. See the ideas that made it and the current builds– some amazing talent!
4. Increase your website traffic
Organic (free) posts and paid ads are vital in driving traffic to your website. Does your website have a blog? Get sharing! Pushing great content from your blog or website to your social channels is an effective way to get readers as soon as you publish a new article.
Make sure to include your website address in all of your online profile bios so that people who want to learn more about your brand and business can do so easily.
5. Generate leads
Social media offers a simple way for potential customers to express interest in your business and your products.
We find that combining social media with attending events is a golden opportunity for generating leads. Attended a great event and spoke to interesting people? Share it on social media and get tagging. Who knows where a conversation from a comment can lead?
Are you thinking about boosting your brand’s social media game? Have an informal chat with us to see how we can help you grow your social media channels.