Social media has created different channels for all business sizes to excel online. About 90% of marketers claim that social media generates immense exposure for their company. Brands that successfully master social media strategy incorporate organic and paid content ensuring that they undergo planning and optimization at every stage.
Most social networks are an important part of everyday marketing strategies. From promotion to increase visibility and launching a new product, social media platforms help with every aspect. According to an estimate, more than 3.8 billion people are active on social media around the globe. Just imagine the kind of reach social media platforms have.
The Reach of Social Media
If you don’t use social media platforms, you’re missing out on exceptional marketing opportunities which are cost-effective. These platforms play an essential part in marketing and convert leads to sales. It can be overwhelming to decide on the right channel to market a product for new business.
Some professionals are unsure which tactics to apply to get a good response on social media channels. The reach of social media depends on the techniques you use for marketing a brand or product. To reach the right audience, you will need to implement the correct techniques. It is important to know the advantages of social media marketing to get the most of it.
Advantages of Social Media Marketing for Your Business
1. Increased Brand Awareness
By implementing different social media strategies, you can increase your brand awareness. It will help you engage with a broader audience set. When you create social media profiles, you begin to interact with others. Interaction increases your brand awareness and builds your business reputation.
The post is shared with the new network of the audience, which can lead them to become potential customers. All social media platforms have a user base that creates the potential for every kind of business. With brand awareness, you can create lead generation, which is another advantage of social media marketing.
2. Higher Conversion Rates
With increased visibility on social platforms, your business can gain more opportunities for conversions. Every blog or comment may lead to your company’s website. More than 50% of marketers claimed that taking out the time to develop a relationship with consumers showed great results.
The better the impression you make on a visitor, the better it is for your brand or product. According to an estimate, social media has a 100% higher lead to close rate, which is much better than outbound marketing. When your brand is interactive, consumers follow your brand, and it increases your business credibility. Visibility makes sure your brand reaches the right people, which will improve conversion rates.
3. Increased Traffic and Customer Insights
Social media helps to increase your inbound traffic. More than 80% of users claim that social media has helped them generate more traffic to their website. Facebook is number one as it helps to generate an average of 64%. Every social profile has a potential path to reach your site and provides a new opportunity to connect with new people.
Active users generate a good amount of customer data when they use social media. Through social engagement and social listening, you can learn about what your customers need. You can know where they like to spend their time, their interests and what they think about your brand or product. It can engage them more effectively with your business message and advertising.
4. Better Customer Satisfaction and Improved Brand Loyalty
When you interact with customers on a one-to-one basis, it makes them loyal, and they may stay longer with you. Social media platforms allow them to know you and connect with your brand better, which enhances customer experience. When they have a query, or they’re stuck with an issue, they have an option of contacting you through social media.
Social media allows you to address the issue using interpersonal dialogue, so this will be viewed positively. Interacting and engaging with your customers develop a strong bond, which helps to create brand loyalty. More than 53% of social brand followers are likely to be loyal.
Marketing on social media channels is not only cost-effective but also time-saving. You can start by creating profiles on Facebook, Twitter, and Instagram. It is free, and you don’t have to pay to set–up up a marketing campaign. Marketing on social media retains a bigger share for other offline promotions and business functions.
Also, if you decide to use paid or sponsored ads on social media, you can always start small or on a budget. Once you are comfortable, you can fine-tune your marketing ways or increase your budget.
6. Gain Marketplace Insight
Social media marketing is the best platform to gain complete marketplace insight. You not only plan but also change your marketing techniques based on the interests and likes of the audience. By monitoring regular activity on your profile, you can see customer’s interests and opinions. Social media acts as a research tool that helps you gain information that will aid you in understanding your industry way better.
It provides the ability to segment the content syndication based on different topics. The insights help you to know which content generates the most impression. The tools measure conversions based on posts on various platforms that help you generate revenue.
7. Multichannel Campaigns
Buyers move quickly between different social media channels today. They move from one website to another and from one platform to a different one according to their need. While social media has a great effect on business, it plays an important role in marketing techniques on different channels.
Multichannel campaigns provide you with an opportunity to reach your audience wherever they are irrespective of location. You can create marketing campaigns based on platforms – one for Twitter and one for Instagram.
When you create a social media campaign, always remember these five important factors – Strategy, Planning, Engagement, Analytics, and Advertisement. The strategy helps define your business goals using the SMART guidelines, and planning lets you create your content well in advance. Engagement uses social listening tools to monitor your keywords.
Analytics tracks your performance over time using different metrics, and advertising lets you set budgets with market segmentations. Social media marketing is a constant process, so you need to update with new trends to get the best results.
Snapchat Publishes New Report into the Importance of Privacy Tools in Facilitating Online Sharing
Snapchat has published a new report which provides some deeper insight into the importance of online privacy, and the key concerns that users have in regards to the content that they share online.
The report, based on a survey of over 13,500 people in 11 markets, uncovers some valuable considerations for both platforms and marketers, and reinforces the logic behind some of the latest social app developments, in regards to increased user control, encryption, and more. It also sheds light on how such controls – or the lack of them – can influence people’s behavior online.
It’s an interesting overview – you can download Snap’s full, 28-page report here, but in this post, we’ll take a look at some of the key points.
First off, Snap notes that both Snapchatters and non-Snap users are concerned about online privacy, with 81% of respondents noting that online privacy is important. At the same time, only 65% indicated that they’re satisfied with their current privacy options.
That’s a key gap in the current digital connection process which underlines the need for increased control measures on this front, and more options, like private messaging and audience controls, to help reassure users.
Which is the next key point – the report highlights the three key benefits of digital privacy, based on responses.
Each aspect facilitates more open communication, and without relevant measures in place, social platforms are not able to cater to these needs.
Self-expression is one of the most important elements, with users feeling more free to communicate when they’re comfortable with the available privacy tools and options.
Indeed, the majority of respondents indicated that privacy concerns impact what they share online, and how they communicate.
It’s an interesting consideration – originally, with the arrival of MySpace, Twitter and Facebook, there was a new sense of freedom and capacity to share your voice, and connect with like-minded people around the world, based on shared interests. Over time, that’s gradually shifted, as more controversies and concerns have arisen from over-sharing or past post insights, which has seen more people become more enclosed once again, and shy away from public sharing.
Which makes sense, but it also means that what we see online is often not representative of the breadth of views out there, because many people are concerned about what sharing their thoughts and opinions could mean, and how it could potentially be used against them. Which is why more privacy controls can open up greater levels of expression and engagement, and why more people are looking to advanced tools, like messaging encryption, to gain that extra level of assurance.
Which is also why Snapchat has been able to maintain and grow its audience, despite rising competition in the space.
Snapchat has always presented itself as a key alternative for more intimate, private discussion, a place for friends to connect, not to broadcast your life to the world. And while that is also more restrictive, in a content sense, Snap’s approach has clearly resonated with a lot of people, and enabled it to carve a niche in the broader social and messaging space.
The report also goes into depth on the full reasons that influence how and why people share on social, and the tools that people rely on to enhance their experience.
There are some interesting insights and considerations here, which, as noted, largely reflect the latest social media innovations in improved audience controls, evolving private messaging tools, safety functions, reporting and more.
Without these elements, people simply won’t share, and won’t engage online at the same rate. And as we move into the next stage of digital connection, where we’re likely to spend even more time online, and potentially expose even more of ourselves, such measures will remain critically important in order to keep people safe.
You can read Snapchat’s full ‘Global Perceptions of Privacy’ report here.
New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers
To glean some insight into the shifting state of customer expectations, Qualtrics surveyed 9,000 consumers, across a breadth of age brackets, to measure the variance in importance on a range of measures between Gen Z, Baby Boomers and everything in between.
The findings highlight some key considerations for all brands – first off, the data indicates that Gen Z is the most likely to be upset by a negative interaction with a company.
“Gen Z is the generation least likely to report being happy with their customer experience (on a scale of upset to delighted). Gen Z was the most upset by their interactions with federal agencies (only 13% gave a positive rating), followed by investment firms and airlines. Gen Z gave the highest ratings to social media and retail stores.”
Gen Z consumers have grown up with social media and eCommerce, and they increasingly expect brands to cater to their specific needs, while they also know that they have both the means to publicly criticize a company due to negative interactions, and the capacity to easily switch, with a simple online search providing a range of competitor brands.
That’s increased their expectations around customer service and response, and it’s important for brands to consider this in their engagement and actions.
Younger consumers also value public health response, with Gen Z respondents twice as likely as Baby Boomers to stop purchasing from a brand because they felt their safety measures were insufficient. Which also works the opposite way too.
Gen Z consumers also put more emphasis on brand values – potentially a side effect of the social media era – with younger shoppers almost three times as likely as Baby Boomers to say that they were very familiar with the brand values of the products they choose.
With brands now able to communicate more about their business online, that’s opened up more capacity for consumers to also get an understanding of their stances and approach, and that expanded capability to connect with a brand on a deeper level can be a very powerful draw to generate stronger bonds and business.
Indeed, for Gen Z consumers, maintaining a social media presence was the second-highest ranked way for brands to maintain relevance. No other generation ranked social media presence in the top three.
If that insight doesn’t underline the importance of building and maintaining a social media presence, I’m not sure what will – younger consumers want to feel more connected with every business that they buy from, and social media is the key linkage that facilitates such for this group.
There’s a range of additional insights in the full report from Qualtrics, which you can check out here. Some key considerations for marketers, especially those looking to connect with younger audiences.
Instagram Adds New Stickers and AR Features to Celebrate Lunar New Year
Instagram has added some new features to help users celebrate Lunar New Year, including new, themed stickers and a custom AR effect.
As you can see here, the new stickers commemorate the Year of the Tiger, with art by Hong Kong-based Ophelia Pang. The stickers provide a simple way to mark the event, which will be celebrated from January 31st to February 15th.
In addition, Instagram’s also added a #MyLNY2022 AR effect, which provides another way to engage with the celebration.
There’s actually a range of Lunar New Year effects available in the app, which you can find by using the search option at the end of the effects carousel.
Instagram released a similar set of Lunar New Year tools last year, which is part of its broader focus on maximizing engagement around cultural events.
As explained by Instagram chief Adam Mosseri:
“When it comes to celebrating cultural moments, we want to be a platform where creators showcase their work.”
Showcasing creativity is where Instagram is increasingly looking to align itself, as it works to differentiate the app from TikTok, which is more based on communal expression and meme-based sharing. If Instagram can put more focus on creative output, specifically, that could be a way to lean into the rising Web3 movement, in which, theoretically, creators could be better rewarded and celebrated for their work.
These Lunar New Year tools showcase the art of some creators, but the larger vision for Instagram is that it may be better placed to provide a platform for more artists in the same way, which could help it regain its momentum in the face of the TikTok challenge.
You can check out Instagram’s Lunar New Year tools in the app.
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