1. Create Brand Loyalty
In a recent interview, actor Will Smith spoke about the huge shift in Hollywood created by social media. In the past, it was part of an actor’s appeal to be a total blank canvas, stay hidden and out of the public eye and create this aura of mystery around them, so people had to go to the movies to see their favorite celebrity. However, now, fans want to feel connected with these personalities and will show up to movies featuring actors whose stories they feel a part of.
The same line of thinking goes for your brand. In order to create engagement, people need to feel connected to your product/service. They need to see it live in action; see the faces behind the scenes and the stories behind the brand. Connectedness goes a long way in building brand loyalty. And brand loyalty plays a huge role in the longevity of your business.
2. Free Market Research
Companies used to invest a lot of time, and pay thousands of dollars on focus groups, and research trying to figure out where to direct their efforts. Thanks to the poll feature embedded in both Facebook and Instagram stories, you can gain valuable insight into the mind of your consumers in under a day.
Besides polls, you can also see trends in what type of content your audience appreciates, the comments and reviews they leave on your products, receive immediate feedback and keep up to date with emerging trends in your industry.
As we’ve said before, knowing your target audience helps you craft your message, and align your resources.
3. Build Trust
A recent PWC survey found that trust in a brand has a strong influence on where consumers decide to shop. 14% of respondents said brand trust was the main influence in their decision to shop at a particular retailer, and 35% of respondents said ‘trust in brand’ was among the top three reasons they would make a purchase.
In order to build trust, you need to provide content that adds value to the lives of your audience and that establishes you as an authority or thought leader in your field, that way when people think of whatever your niche is, they think of your business.
4. Saves on Marketing Costs
Hashtags are an easy and free way to get your content in front of as many eyes as possible. Social media also makes it possible to piggyback off of big advertising.
Small Business Saturday (the Saturday after Thanksgiving) is a day established in 2010 by American Express that promotes small businesses across the nation. With #SBS, businesses can piggyback on nationwide social media marketing courtesy of American Express. American Express makes huge strides to advertise the day and get people to buy from small businesses. Since your customers already recognize the nationwide event, it’s easier for you to use social media to your advantage.
Another event to keep on your calendar is Amazon Prime Day the annual shopping holiday that’s exclusive to Prime subscribers. If your business sells on Amazon, a quick blast on social media promoting a deal you’re running on a holiday Amazon is already pushing is a great way to get some free marketing as well.
Done correctly, social media ads are a targeted, non-intrusive way to effectively reach your audience.
5. Drive Sales
Social influencer marketing is a popular and effective marketing strategy where companies leverage the follower base of a social media influencer to sell their products. A social influencer’s followers intentionally choose to follow them because they want to see their content, and in most cases already feel a sense of loyalty and trust towards them. They believe in the person they are following, and they trust their advice and recommendations too.
Small businesses can see a good return on investment using an effective content strategy with a trusted, coupled with a coupon code as a call to action towards a purchase.