No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand. Some people still dig in their heels and say, what is social media marketing going to do for me? Do I really need it? Yes. Yes you do — and here are some of the most compelling reasons why:
The Importance of Social Media for Web Traffic
1. Social media posts can be used to drive targeted traffic. Creating a new page on your site is like taking a really great selfie. You want the world to see it and bask in its brilliance, but you don’t want to beg for attention (or worse, pay for it). That’s why for selfies and landing pages, well-placed social media posts can make all the difference. We’ve seen a single link on Reddit drive over 20,000 visitors in one weekend and links submitted to StumbleUpon can take a page that was consistently earning a handful of visitors a day and increase that number to hundreds. Who wouldn’t want to capitalize on that?
2. Using social media for business boosts your site’s SEO. Search engine crawlers know which pages are consistently earning traffic and which are just floating out there, forgotten and ignored. A killer content strategy for SEO is the most important part of earning top spots in search engine rankings, but driving traffic to your optimized pages will cause them to climb much faster in the search engine results pages (SERPs). Social Media is THE BEST Tool to Connect with (and Learn from!) Consumers & Industry Leaders.
3. If you’re doing it right, social media will lead to real relationship building. Part of what makes things like Twitter and Instagram marketing so cool is the interaction you get to have with your customer base — you can read their tweets and status updates to get insights into their daily lives (and maybe adjust your marketing strategy as a result). What products are they buying and why? What are they doing on the weekend? What kind of posts do they love to share, and from what websites?
You can also use social media as a tool for connecting with complementary, non-competing businesses, thought leaders and tastemakers in your space, as well as journalists who cover your industry. Sometimes, becoming besties starts with a simple retweet.
4. Users are receptive to your messages. People view Twitter and Facebook as social networks, not marketing machines. As a result, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. This translates to serious web traffic when you link to your site and posts that market themselves as your friends and followers share what you’ve posted.
5. Social media ads allow targeting and retargeting. One of the reasons social media is important is because of the highly customizable nature of social media ads. Facebook ads, for example, allow you to target users by things like location, education level, industry and even purchase history and the pages they’ve liked. You also have to the option to install a Facebook pixel on your site and use it to retarget the users who visit you — these people are far more likely to convert into solid leads and sales!
6. Social media can help you get noticed at events, and even generate earned media coverage. Whether your business is sponsoring a charity fundraiser or attending a major trade show, there’s no better way to leverage your presence than with the help of social media.