Arguably the most important reason to use social media for your digital marketing strategy is brand awareness. Remember, there are 2.23 Billion active users in 2018 on Facebook ALONE (Yes, that’s billion with a B). Chances are, a sizable chunk of that number is an audience either looking or ready to discover your products and/or services.
This creates an enormous opportunity to not only connect with the customers that are already on these social channels, but additionally, generate new leads. Every piece of content you release, every image, video, text all become discoverable by someone new – and if your material is good enough, your brand might just leave a positive mark.
Another important facet of using social media for your Digital marketing strategy is having the resources to engage with customers 24/7. Providing a place for your customers to have a voice, knowing that they will be responded-to with warm regard – rather than an automated message, drives positive customer satisfaction. It also adds a level to humanizing your social media pages, by not presenting themselves as a bland static cut-outs.
Considering traditional marketing platforms (direct mail, broadcast TV, Magazine, radio, etc…) social media is by-far one of the most cost effective ways to market your brand. Creating profiles on social media is free. Creating paid advertising campaigns of course isn’t free, but your ROI compared to Direct mail for example, speaks for itself. If reaching 1000 potential customers is $50 – $60 through direct mail initiatives, then to reach those same 1000 potential customers will cost you $2.50 to $4.00 on social media.
Seeing as social media is a communication platform, it becomes an invaluable solution to understanding your customers needs and wants. Facebook, from a paid advertising perspective, allows anyone that advertises on their platform to have access to audience insights. This provides you with highly valuable information regarding customer demographics, activities, locations, etc. Thus, allowing you to better target, and retarget audiences.
Depending what social media platforms you’re active on, your audiences will vary. Chances are if you’re on Pintrest and Linkedin, you’ll be looking at quite a differing audience. The benefit here is that you can effectively target your marketing campaigns from channel-to-channel. This allows businesses to more efficiently nurture leads, and provide you with a higher ROI. Take a look at this infographic from leveragenewagemedia.com to get a better idea.