Why is Social Media Marketing Important to your Business?
In the market today, social media has become impossible to ignore. If your company is not taking social media marketing seriously, then you are missing out on a growing pool of potential customers. The main social media platforms for businesses today are Facebook, Twitter, Instagram, YouTube, Pinterest and LinkedIn. Not every platform is relevant for every type of business. However, it is important to explore each option and decide where your audiences are. If you find a bigger presence on Twitter and LinkedIn, start off there and see what your engagement levels are. There is no one size fits all for social media, so experiment, find out what works best for you brand.
Optimize Content & Build Brand Awareness
- Measure Reach, Engagement, etc.
- Test different types of content that will affect other marketing quickly
- Get your brand name out there through longtail keywords
Understanding Paid vs. Organic Social Media
Organic is free marketing while paid requires a budget to boost your posts. All social media platforms mentioned offer both options.
Pros & Cons of Organic Social Media Marketing
Each decision made on social media comes with advantages and disadvantages. Let’s take a closer look at the pros and cons of both organic and paid social media marketing.
- It’s Free! Mostly: What could be better than free? Organic allows you to spend no money to post your content. However, if you are using a third party social media tool like Hootsuite or Sprout Social you may have to pay a fee for their software.
- Organic Content Provides Your Company More Equity Long-Term: Organic content that uses important long-tail keywords will be more beneficial for your company in the long-term.
- Builds Trust: People want to talk to people and not have spam come across their feeds. Organic content is portrayed less “spammy” and more human to followers. This will increase the overall trust in your brand.
- You May Not Be Hitting Your Ideal Market Or Persona: Pushing out organic content is great. But, it may not be reaching your persona as effectively as a paid campaign would. When you choose a paid campaign you are able to select demographics such as location, age, gender, interests, etc.
- Reaching a Smaller Audience: Even with the use of hashtags your content may not get noticed like paid advertising would.
- Organic Following Takes Time: Organic social marketing takes time, you do not have the same time frame of ROI like you do with paid. Organic content and your social presence takes months if not a year to gain traction.
Pros & Cons of Paid Social Media Marketing
- You Can Easily Target Your Persona: With paid social media you can set age limits, locations, gender, etc. to ensure you are reaching someone who is more likely to convert into a customer.
- Market Insights: Experiment! As mentioned, by using paid media you are reaching your target audience. Find out what they are interested in. Are you blog posts with videos performing better? Use the campaign analytics to determine the type of content and time of day that works best for your persona.
- Build Your Brand: At the end of the day you are paying for your brand to get noticed and that’s exactly what is going to happen. You will see an increase of impressions and awareness, your company’s name will get noticed.
- It’s Not Free: Unfortunately you will need to spend a little bit of money to see an ROI. But don’t worry most platforms will work with your budget no matter how big or small.
- Paid Does Not Guarantee Conversions: While paid will get you impressions and additional eyeballs to
your brand or website that doesn’t necessarily mean you will get conversions. Make sure you have a good conversion strategy once those interested individuals come through the door.
- Constant Monitoring: This market can change daily. Just because you think you’ve selected the best content does not mean it will succeed. You want to constantly monitor your campaigns to see what is performing well and what is not. You may need to sub out underperforming ads.