Businesses of any size can benefit from social media marketing these days. When a strong social media presence is combined with a marketing strategy, business owners can effectively set aside other efforts such as outbound marketing campaigns. Online marketing is a lot more than just having a Facebook profile for your small business, though. You have to know where your target audience is concentrated, and how to pique their interest with what you offer. You also have to have a little background in how marketing online works and how search engines will put you at the top. Going in blind can be daunting, but if you know where to start, it doesn’t take too much to get a campaign off the ground. Here are three unexpected benefits of social media marketing that are seldom mentioned or discussed, and some other benefits that can come from having a good online marketing campaign and strategy.
Benefits of Online Marketing
In terms of convenience and cost, online marketing is at the top of the list. Marketing today is always a huge part of any business. Buying ad space, hosting events, providing promotional items, and other methods of marketing can be pretty expensive. Using space online instead is a simple and cost-effective way to get your product and services out to more people more quickly. It is also a great way to give your small business better recognition and personalization with your logo and name. You’ll have full control over your website, social media, and other online accounts. Making sure everything is uniform and similar wherever they appear is a great way to boost visibility and give your brand a better name. Online marketing also gives your business a great boost in outreach. You’ll find so many more clients and customers through the web than just local marketing alone. It’s also a great way to spread your network and get investors interested in what you have to offer.
Social Media Marketing is Good for SEO
Search engine bots and spiders are designed so that social media engagement is a valuable ranking factor. For this reason, search engine optimization (SEO) professionals often recommend social media marketing as a must to their clients. The way it works is as follows: first the homepage and select landing pages are optimized and allowed to be crawled by the major search engines prior to being promoted on major social networks such as Facebook and Twitter; then, tracking code from Google Analytics and Bing Webmaster Tools is added to the website. Optionally, social media posts can be boosted with a paid campaign; this results in a determination by the search engine crawlers that certain pages are popular because they are getting significant social media traffic. This is always a good jumping off point and can make your social media much more valuable to your business.
Social Media Marketing is Great for PR
The advent of online social networks has been a technological blessing for the public relations industry. PR is more than just branding; it is also about demonstrating goodwill and making meaningful connections. According to Hubspot “companies respond to only 30% of social media fans’ feedback.” That means that you can really stand out above the crowd if you engage on social media.
Due to the nature of online social networking as a platform for casual communications, PR professionals can ply their trade with greater ease and effectiveness. In the past, PR was mostly a one-way endeavor; aside from surveys and expensive market research, small businesses could not get a good read on their audiences. These days, however, small businesses can actually follow their fans on social media and see what they like, what they don’t, what they expect, and what makes them tick. If you’re considering pursuing a social media PR campaign, it’s a good idea to hire or consult with someone with a public relations degree to guide you through the process. If you can, take a night or weekend courses in public relations and management to brush up on your skills and to be sure you are up to date on all the latest information.
Social Media as Customer Service
The biggest and most profitable brands in the world are investing considerable resources into augmenting their customer service presence on social media channels. There is a very strong argument in favor of using a social network as a customer service platform: customers have shown a great disposition towards communicating with brands on Facebook and Twitter. Also according to Hubspot, “91% of online adults use social media regularly.” That means that social media is a great way to reach out to a big audience. Some brands are nervous about the high visibility of customer service interaction on social media, but this could actually be a huge plus for a small business that takes pride in treating its customers right. It’s an awesome way to market, target all your audience and get a good reputation from word of mouth.
In the end, the most important benefit of social media marketing is that brands run the risk of being invisible if they ignore this important channel. Make sure your business incorporates some of the above tips and includes social media as part of their overall marketing strategy. The online world is full of potential for your business and offers lots of benefits for those who market online.
Kara Masterson is a freelance writer from West Jordan, Utah. She graduated from the University of Utah and enjoys writing and spending time with her dog, Max.