If there was ever a marketing channel worth mastering, social media marketing would be it. Marketers, brands and consumers all over have taken a front row seat to its rise and success.
So what key benefits are there to a marketing channel that spans across different technology platforms and varies in use? We’ve written a list of five noteworthy perks that you’ve likely experienced with your social media marketing, and we’re here to help you understand how to make the most of them.
Take a look below:
1. Insight on consumer behavior
Staying relevant in the minds of your customers requires you to monitor what’s working and what’s not; social media provides you with data — demographics, interests, potential trends — that can help you understand what fits into each category. This data can also help you to identify what content best fits your customer base and therefore will best benefit your brand.
In all that you do, you want to be sure that you’re providing value to your customers. Think of social media analytics as something to help inform your strategic marketing decisions.
Learn more about the benefits of utilizing data analytics here.
2. Audience expansion
Social media usage by consumers is growing rapidly, offering more and more opportunities for you to get the word out about upcoming events, new brand campaigns, and valuable products and services.
If your consumer base is spending time on apps like Instagram and TikTok, or scrolling through posts on Facebook, broadening the amount of people who recognize your brand and consider it a leader will rely heavily on your social media presence.
Consistently promoting your marketing content on social media will heighten the chances that interested users will see it and engage with your campaigns.
3. Brand humanization
What’s contributed to social media’s huge surge in popularity? Is it the trendy material or the funny content? The heart-warming moments or the shared access to lived experiences?
While it might be difficult to pin down one surefire answer, most would agree that the personal, social aspect of our favorite apps is what draws us in over and over.
It’s also the same thing that causes many consumers to support the brands they love: a human touch. In marketing, it’s called brand humanization, a strategy that incorporates human-like traits into marketing campaigns.
Social media allows you to do this through the use of video, audio and written content. It gives your brand personality and creates space for your customers to feel better connected with the subject matter you produce. The more your customers relate to your brand, the more likely they are to picture it as a staple fixture in their lives.
4. Conversions
Over 3.6 billion people use social media globally, and while even one marketing lead is worth celebrating, there’s no denying that making contact with thousands of people sounds pretty great.
Part of getting conversions is about diversifying your reach, and with so many platforms to choose from, social media provides you multiple ways to do that. Social media also utilizes tons of mediums that are attractive to the human brain — remember that mention of video, audio and written content? You can circulate all sorts of brand messages on both your traditional brand channels and on social media, increasing your chances of acquiring all sorts of conversions from consumers, old and new.
5. Collaborations
It’s physically impossible for you to be in multiple places at once. And while social media can help your brand reach more consumers than it might by itself, you’re still going to need a little help from time to time.
That’s where social media influencers come in. As social media users themselves, influencers are often experts in the latest trends, technological changes and marketing strategies. They’re also people with engaged followers who care to hear what they have to say. Collaborations with influencers can place your brand in front of consumers who may not have heard of it or weren’t currently looking to purchase anything. It’s another way of placing you top of mind among your consumer base, showing them real-world use of your products and adding a personal element to your social media marketing.
Social media is an intricate communication tool, and its benefits are well worth the investment — but you already knew that.
