Nearly 40% of small businesses have no social media marketing strategy. According to a 2019 survey from Visual Objects more than one-third of small businesses lack social media accounts. Small and Medium Businesses, as well as government and educational institutions are more likely to think that Social Media is something for personal usage or that only large commercial brands can benefit from it. This is not true, and we will explain below.
Reason 1: The Power of Connection
Connection to your community and the customers you serve is critical for all organizations. Social networks give you the opportunity to interact directly with customers and stakeholders, and likewise give them the chance to interact directly with your organization. Unlike traditional print, tv, or radio media, which only offers one-way communication, social media, if well cultivated, is a two-way street. A robust Social Media Management strategy will allow you to build relationships with your customers and audience and engage with them. This two-way conversation will give you the chance to both manage your reputation and humanize your brand resulting in a higher social and respected presence that translates to stronger brand awareness. Social Media will help your business learn more about your customers and the community you serve, including their needs and interests, which will help your organization make more informed and impactful decisions. Research indicates that maintaining an active presence on Social Media, is now more than ever, a symbol of trust and openness. Social Media is an endless source of inspiration and it will also help your organization to stay on abreast of your clients and industry in real-time.
Reason 2: Real-time Connection
Social Media can help you manage customer service and customer support providing your customers with the possibility to reach out to you directly in a private but friendly way through a medium which is convenient to them. You can provide real-time support and receive immediate feedback if needed. Need send out a time sensitive announcement such as your store is under maintenance or the library is closing early today? A Facebook post or Instagram Story could be the most effective means of communicating that message.
Reason 3: Targeted Advertising
Social media ads are an inexpensive way to promote your business and distribute content and information to reach new potential customers. Social media ads also provide powerful targeting options so you can reach the right audience and make the most of your budget, reaching customers who have a strong affinity towards what your brand represents. Advertising on Social Media is an easy medium to increase the awareness of your brand and drive business growth in a short period. Different Social media can also help you reach different specific audiences.
Katia Sperandio is currently a marketing and communications consultant with extensive experience advising organizations of all sizes on developing and managing effective social media marketing programs. Katia holds a Masters of Arts degree from the prestigious Bocconi University in Milan, Italy which is consistently ranked one of the top international business schools.
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