I’m about to tell you some old, but still timely, news in the marketing world – social media is EVERYTHING. In our parents’ and grandparents’ time, it was a big deal to advertise in the first few pages of the newspaper – you’d made it as a business to be able to afford those prestigious spots and the largest number of readers saw your advertisement.
Yawn. Now, in the world of social media, a business can get exposure to hundreds of thousands of people daily, with these being a specialised audience – one that has an interest in what you’re selling. Social media marketing is crucial in whether your business sinks or swims. Let’s have a look at why.
The growth of social media.
As of 2021, there are 3.96 billion users worldwide. Let that sink in for a second; that’s roughly the entire population of Australia one-hundred-and-fifty times over, or, about triple the number of times you’ve stepped on a piece of Lego (validity of statistic pending). Given these insane numbers, your business has to be on social media to survive. Gone are the days when your only customers were those living geographically close to you.
Know your platforms.
So, what’s the first step to being a social media mogul? In one word: knowledge. Know the type of customer you’re trying to attract and invest your time in getting to know the various social media platforms – learn how they operate and what sort of users they attract. This will give you a clearer idea of which platforms to target. Here are a few examples:
Instagram – A visual platform that promotes user and business interaction. One-billion active users make it one of the largest platforms. It’s great for businesses that rely on visual aids for the consumer, such as apparel and make-up.
Facebook – Content-driven platform with 2.6 billion monthly active users. Businesses can create profiles that give their company validity as well as an area to share news with clients.
Pinterest – Another visual platform that thrives as a creative hub. People use the app for inspiration in their various creative endeavours. An effective marketing tool can be to demonstrate how your product can assist in these activities.
TikTok – The youngest demographic of the platforms, this fast-moving, endless scroll app gives a company the chance to build creative video content that can be seamlessly integrated into a user’s feed. TikTok is more effective for branding than for direct selling, as you can’t click onto a company’s website from an ad.
Social media is the street-cred for your business.
Now that social media is embedded in the way we live, one of the essential reasons your business needs a social media presence is for validity. When someone is told about your company, the first thing they’ll do is search for your business online and if they don’t find you, they’ll dismiss you.
Having a social media presence, with a cohesive brand identity, makes it easy for potential customers to connect with you and verify that you’re a legitimate business that sells the amazing products they need.
It’s all about the connection.
When you go on a date with someone, you’re looking for that ‘spark’, aren’t you? That feeling of human connection draws you in and gets you excited. It’s the same for a customer. Social media is the bar where the two of you are having a drink; you’re interacting and your business is putting itself out there, trying to create that connection.
Clear branding and a cohesive social strategy help make it easier for you to attract the right audience. If used well, your business is able to cultivate a persona that people will connect with and which will jolt back into their minds.
The tip of the iceberg.
Social media marketing is a diverse and continuously changing field. We’ll be exploring the topic more in the future, but if you’re still thirsty for marketing knowledge, have a look at how to improve your copywriting.