Is Social Media Really That Important? The Data Behind It
I see so many businesses wasting opportunities by not focusing efforts on social media. They have an amazing product, connections, and service but when I look at their presence online, it looks amateur and the lack of effort is noticed. They think that just because they are B2B or are already having good sales, that they need to place less importance on their social media. This could not be less true. Accepting social media as a top priority is something that all successful brands are doing because that data is clear:
Even something as simple as answering a customer’s question on social media prompts 48% of consumers to make a purchase or convert in some way. (Neil Patel)
Digital consumers spend nearly 2.5 hours on social networks and social messaging every day.
69% of U.S. adults use at least one social media site.
The average American Internet user has 7.1 social media accounts.
More than 40% of digital consumers use social networks to research new brands or products.
Builds trust and authority - Your company comes off as more professional and establishes authority. Position yourself as an industry expert by consistently posting organic and informative content and people will be more inclined to trust you. You come off as invested in your company, capable, and trustworthy. 54% of social browsers use social media to research products and companies (GlobalWebIndex, 2018).
It helps your SEO - Google is king. If you want to show up in google, you have to have not only a website, but also social media and a blog. These tasks may seem tedious, but you are actively improving your search ranking by doing all of this. It’s not as simple as just keeping it updated either, it’s a mix of quality content, backlinks, etc. so it’s important to have an actual strategy behind it.
Can attract new clients - If you are only relying on foot traffic or word of mouth, you are losing so many potential new clients. Social media is not just for millennial clients either. To break down it down, 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social media users (Emarketer, 2019)
Reach a specific audience - Want to target the college crowds for your friday night live music nights at your cafe? Want to target solar homeowners or business owners? Social media and targeted ads is the only way to target such targeted audiences. If you have an upcoming event, campaign launch, etc., using social media is the best way to gather an interested audience.
Quality content can foster client relationships - Retaining clients you already have should be a priority. Establishing communication and trust with your clients through social media will keep them as clients. 48 percent of Americans have interacted with companies or institutions on at least one social media network. Customer satisfaction depends on your level of communication and having that extra platform can make a world of difference in that client’s eye.
Free Advertising - It’s 2019, everyone is on social media. You’re losing a ton of prospects if you’re not on it. One of the biggest B2B lead generators is Linkedin. For B2C, not being in the social media conversation where your clients are is throwing away hundreds, if not thousands, of possible sales. Why would you not use free advertising opportunities? If you’re not taking advantage of free ads, you might have to resort to paid advertising when a quarter goes badly. 73% of marketers believe that their efforts through social media marketing have been “somewhat effective” or “very effective” for their business (Buffer, 2019). Here’s 4 Things To Do Before You Invest In Paid Ads.
Written by Catherine Williams, Founder of Terra Digital Media
Terra Digital Media creates personalized digital marketing packages for small businesses & organizations that are changing the world. Many small businesses and organizations don’t have the resources to hire full-time staff to help achieve their marketing goals & mission. This is where we come in! We create a personalized digital marketing package to help achieve your organization’s needs.