We all know that having a social media presence is good business, but with 71% of brands still listing “brand awareness” as their primary social media objective, it’s clear there’s a struggle to tie social into bottom line results. It’s time to convince your boss to move beyond thinking of social media as a modern day yellow page listing and to tap into its real business potential.
Here are 6 things you can say to get the green light to up your social media game.
- It’s about more than presence. Sure, it’s important to be on social platforms, but the value comes when you are able to engage and connect with your community. To do this you need a strategy that shows you’re invested in your customers and followers. Taking what you know about the needs of your buyer persona you can create content that they’ll find educational and entertaining. By creating a connection with your content, you’ll already be on their radar when it’s time to make a purchase decision.
- It’s supercharged word-of-mouth advertising. Recommendations and endorsements have always been the most effective form of marketing. It’s trusted in a way that a billboard or commercial just can’t be. With likes, shares, and retweets you no longer have to wait for someone to pick up the phone to endorse you. But, you do have to provide content and offers that excite your community to act.
- It’s the New Age revenue driver: Social media influences more buying decisions than any other channel, including your company website. Combine this influence with the tools social networks have implemented to merge the social and sales experience and you have a new storefront. Users can shop while they scroll. This integration also comes with better targeting and data collection that can help your brand have a better understanding of buyer behaviors.
- It’s the chosen Customer Service channel. Customers are no longer limited to sitting on hold for hours waiting to talk to a CSR. They now choose when and how to connect and social networks are the space they are turning. By being there and ready to respond you don’t just keep a customer, but you also show that you care about their experience. Which is key to turning an angry customer into an advocate.
- It’s where the conversation is happening. One of the huge (and often overlooked) benefits of social media is the ability to listen in on the conversation around your brand and industry. Brands who utilize social listening are able to gather insights on customer needs, budding trends, and competitor offers. This information can help organizations respond to market needs more effectively saving time and cost.
- It’s not going away. Social media is now a marketing, sales, and customer service channel. So learning how to optimize it is no longer good business, it’s essential for business.