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As a marketing agency, a question we get frequently asked is “Should my business be on social media?” The short answer is yes.
Social media platforms can be an effective tool for reaching your target audience(s) and increasing brand awareness. However, the long answer is that you don’t have to be on every platform. In fact, you shouldn’t be on every platform if you aren’t going to have a strategy in place that ensures you’re reaching your target audience with the right message on the right platform for them.
In this blog post, we’ll discuss why being on social media is important for reaching your target audience where they are, how it can help start conversations and build a community around your brand, and how it can lead people from social media to your website to learn more (and ultimately convert into leads or sales).
Reaching Your Target Audience: Why Being on Social Media Matters By Platform
Social media marketing is one of the best ways to reach new customers and establish yourself as an authority in your industry. Simply put, all businesses need and want customers, and social media is the best way to engage with them.
By creating compelling content and leveraging social media platforms to promote it, businesses can showcase the unique value they offer, while establishing an emotional connection with the target audience.
Additionally, social media marketing offers businesses the opportunity to gain valuable insights into customer behavior and preferences, as well as track their interactions with customers in real time which can be used to refine marketing strategies. However, your target audience and social media platform have to match in order for you to benefit from social media marketing.
Use this as your guide as we break down the top social media platforms and the demographics that typically use them:
Facebook:
Demographically, Facebook is used by a wide range of ages, with a majority of users being over the age of 30. It’s great for businesses that want to target older generations, as well as those in the B2B space. Facebook is also great for businesses that want to build community and engage with their audience.
Industries that typically thrive on this platform: fashion, auto, e-commerce, and fast-moving consumer goods (FMCG) companies.
Instagram:
Demographically, Instagram is used by both men and women, but leans more heavily towards women. It’s also popular with younger generations, especially millennials and Gen Z. Instagram is great for businesses with visual products, such as fashion, beauty, or food, as well as travel and lifestyle brands.
Industries that typically thrive on this platform: fashion, food, travel, beauty and skincare, real estate, and influencer marketing.
LinkedIn:
Demographically, LinkedIn is used by professionals and those in the B2B space, with a majority of users being over the age of 30. It’s great for businesses that want to build their professional network, share industry news and updates, and recruit new talent.
Industries that typically thrive on this platform: technology, healthcare, production, retail, education, finance, and software.
YouTube:
Demographically, YouTube is used by a wide range of ages, but leans more heavily towards younger generations, especially Gen Z. It’s great for businesses that want to create video content and engage with their audience. YouTube is also great for businesses in the entertainment and education industries.
Industries that typically thrive on this platform: gaming, music, beauty, vlogging, fitness and wellness industry, automotive, travel, and technology.
*We don’t typically work on platforms that require multiple posts per day to see success, like Twitter, or require and value non-branded content, like TikTok, Snapchat, etc.
Overall, businesses need to consider their target audience and the type of content they want to create before choosing a social media platform. Each platform has its own strengths and weaknesses, so it’s important to choose the one that aligns best with your business goals.
Building a Community on Social Media Helps Drive More Interaction With Your Brand
Not only should you be using social media to engage with your audience, but you should look for ways to leverage social media to create community around your brand. By creating a space where customers can engage with your brand and with each other, you can foster a sense of loyalty and trust that is difficult to replicate through other marketing channels.
Here are some examples of companies that have created real and interactive communities around their brands:
Peloton
Peloton has created an interactive community around its fitness brand, which includes a cycling studio, a digital app, and a social media presence. Members of the community can connect with each other on social media, share their workouts, and compete against each other. Peloton has also created a leaderboard system that shows the top-performing members of the community, which encourages friendly competition and motivates people to keep pushing themselves.
By building this community, Peloton has created a sense of belonging and camaraderie among its customers, which has helped to drive sales and build brand loyalty.
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Lego
Lego has built a community of fans and customers who are passionate about the brand’s products and culture. Lego has a social media presence that includes a YouTube channel, a Facebook page, and an Instagram account. On these channels, Lego shares user-generated content, behind-the-scenes footage, and product announcements. Lego has also created a platform called Lego Ideas, where fans can submit their own ideas for new Lego sets. If an idea receives enough votes, Lego will consider turning it into a real product.
By involving its fans in the product development process and creating a space for them to share their creativity, Lego has built a community of passionate followers who feel invested in the success of the brand.
Lennox Home Comfort
They have a Facebook page called “Lennox Home Comfort” which has over 80,000 followers. In addition to their Facebook page, Lennox has also created an online community called “My Lennox” which is a forum where customers can ask questions, share tips, and connect with other homeowners who have Lennox products. This community is moderated by Lennox staff and provides a space for customers to get support and share their experiences with Lennox products.
By creating these online communities, Lennox is able to build stronger relationships with their customers and provide them with a space to connect with other people who share similar interests and experiences. This can lead to increased brand loyalty and ultimately drive conversions for their business.
HubSpot
HubSpot is a marketing, sales, and service software company that has created a strong community of marketers, sales professionals, and entrepreneurs on social media. They have a blog, social media accounts, and an online forum where members can ask questions, share their experiences, and network with other professionals. They also host events, webinars, and conferences to bring their community members together in person.
This community has helped HubSpot establish itself as a thought leader in its industry and has driven conversions by creating brand loyalty and word-of-mouth referrals.
As you can see, there are multiple ways to build a community around your brand. By building communities around their brands, these companies have been able to engage with their customers on a deeper level, foster loyalty and advocacy, and ultimately drive conversions.
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Leading People From Social Media to Your Website
Finally, social media can be used as an effective tool for driving traffic back to your website where visitors can learn more about your product or service offerings.
One of the primary goals of being on social media is to drive traffic to your website. However, this is easier said than done.
Here are some tips and tactics we use to increase clicks and lead potential customers and clients from social media to your website:
- Include links in your social media posts: This may seem obvious, but it’s essential to include links to your website in your social media posts. Whether you’re sharing a blog post or promoting a product, make sure to include a link to your website where people can learn more or make a purchase. The more specific the link is to what you’re talking about in the post caption, the more likely someone will take action; making it as easy as possible for them is key. However, it’s important to note that every platform is different and some will actually penalize you for using links in your posts (and Instagram doesn’t even allow you to put links in your posts!) So be sure to look at best practices by each platform for how you drive your audience back to your website before going too link crazy!
- Use compelling calls-to-action (CTAs): To encourage people to click through to your website, you need to use compelling CTAs. Instead of using generic CTAs like “Click Here” or “Learn More,” use CTAs that are specific to the content you’re sharing.
- Create shareable content: One of the best ways to drive traffic to your website is to create shareable content. This can be anything from blog posts to infographics to videos. By creating content that people want to share with their followers, you can increase your brand’s visibility, reach, and drive traffic to your website.
- Leverage social media advertising: Social media advertising can be a great way to drive traffic to your website, but it’s also rooted in strategy. Learn more about social media advertising here.
- Engage with your audience: Engaging with your audience on social media is essential to building relationships, increasing loyalty, and driving traffic to your website. By responding to comments and messages, you can build trust and loyalty among your followers, which can ultimately lead to more clicks on your website links.
By implementing these tips and tactics above, you can increase your website traffic and ultimately drive more conversions for your business.
The Verdict Is In: Social Media Marketing for Your Business Is Beneficial
Although it is not always a direct path, social media is a crucial tool for businesses to reach their target audience and drive conversions. Each social media platform has its own unique strengths and weaknesses, so businesses need to choose the platform that aligns best with their goals, industry, and target audience.
By creating compelling content, building a community of loyalty surrounding your brand, and using social media to drive traffic back to your website, businesses can establish themselves as an authority in their industry and gain valuable insights into customer behavior and preferences.
As a marketing agency, OTM can help your businesses identify the right social media platform, create engaging content, and develop a strategy to effectively leverage social media to drive conversions and grow your business. Learn more about our approach to strategy-first approach to marketing.