digital marketing

Why Is Social Media So Important? If Your Business Isn't on Social Media, You're Missing Out

It seems that social media is constantly on the news, especially lately with Facebook’s Cambridge Analytica scandal.

But despite the current bad press, a large amount of consumers are still on social media, as well as most businesses.

 In fact, 71% of small businesses are on social media, according to recent research from Clutch.

Of the businesses that use social media, 86% use Facebook. Facebook is the most popular social media platform because it has been in the market longer than most. It also helps that Facebook has a larger audience than other social media platforms, at more than two billion users.

Facebook is so successful that 58% of businesses plan to increase their investment in the platform in 2018, according to recent research from The Manifest.

Businesses love this because they can use this tool to reach the most people with the least work 

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Millennial-Owned Businesses More Likely to Use Social Media

Millennials live and breathe social media already – they grew up in the social media world, and it’s a daily part of their lives. It makes sense that 79% of millennial-owned businesses use social media versus 65% of businesses owned by older generations. 

Business owners run their companies with what they know. Millennials know that social media is a crucial part to a successful business in this day in age. With the growing amount of consumers and a business’ competitors getting on social media, it makes sense that these businesses start too.

 

Businesses Post Social Media Content Regularly

Most s mall businesses see the importance of publishing social media content on a consistent basis with 52% publishing content every day, and 79% publishing weekly.

It’s important for businesses to post regularly on their social media channels with high-quality and valuable content. If their social profiles’ most recent posts are from several months ago, they don’t ask questions, and don’t provide value to their audience, no one will engage with the content or profile. You want to be visible and become a leader in the industry to your followers and potential customers. By creating a social media presence, you’re showing them just that.

 

Businesses Post a Variety of Content

Since most of these businesses publish content daily, what do they publish?

Businesses publish a variety of content on social media, but the most popular type is images, by 54%. These photos posted onto their social media can include their products and services, the business’ team, the community, or any type of entertainment that the business’ audience would want to follow and like. 

Humans are visual beings. High-quality images appeal to consumers when they are scrolling through their newsfeeds. Using visual content helps companies stand out on social media because their consumers want to engage more with images that seem more professional and valuable.

 

Engagement Is Small Businesses’ Most Important Metric 

Businesses publish a variety content regularly because it leads to increased engagement. 20% of businesses agree that this is the most important metric so social media.

Businesses value social engagement because it shows if the content they are sharing is doing its job. Is the content reaching who you are targeting? Is it creating a greater following? Is it creating a ROI? If no one is reacting to, following or sharing your content, is it really worth your time?

Engagement is also an easier metric to track than others because it’s easy to see how many people have liked, commented on, or shared your posts.

Conversion, revenue earned, and ROI from social media are also important but are harder to track, which is why companies don’t always see their value.

 

Half of Small Businesses Pay for Advertising on Social Media

46% of small businesses buy advertising on social media, something that is becoming more essential.

Social media has become a pay-to-play game, and the reach of organic content has decreased. For a business to reach more consumers, it should use paid social advertising. Even a small social advertising budget can reach more consumers than organic content.

Although just half of small businesses use social advertising according to the survey, that number should be 100%.

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The Increasing Importance of Social Media

Social media is here to stay, so businesses need to invest time and money in this technology. In fact, of the businesses already using social media, 92% plan to increase their social media investment, indicative of social media’s staying power.

Businesses need to invest in social media. It spreads brand awareness, keeps followers interested in your business, and leads to sales.

It’s 2018. If your business isn’t on social media, you’re missing out on one of the most successful marketing tools possible.

Looking For More Engagement on Your Social Media? Here Are 2 of the Best Social Media Contests That Work!

Contests are proven motivators. Running contests on your social media can help you grow your followers, likes, interaction, engagement, and build email lists in a short period of time with little effort.

According to research, social media accounts that hold Instagram contests grow their followers 70% faster over three months on average, than accounts that don’t. That’s a big deal. If you’re not running at least one or more of these contests on your business’ social media, you are a part of that 30% not growing and engaging with your potential followers.

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So, we decided to give you three of the best contests that you can run to boost your social media for your business.

Follower Giveaways

People LOVE free stuff. One of the best ways to run a social media contest is to give away a prize or product to one of your followers on one of your social media platforms. The best platforms to use or this contest is either Facebook or Instagram and run the contest at random because it’s where people are most interactive. When posting this contest on your social media, the most successful way to get people engaged with your social media is to make specific rules for your contest.

Let’s say Shirts and Skirts, a young, female based retail store, decided to run this campaign. A great way for them to run it on their social media would be to post a high-quality photo of the item or prize, let’s say that it is a floral shirt, that Shirts and Skirts is giving away to one lucky follower. They may want to write something on the post like the example below:

“We LOVE #flowers! We’re giving away a floral shirt to ONE lucky winner. Be sure that you’re following us, like this post and comment your favourite flower emoji to be entered to win! Winners will be messaged this Friday at 11pm!”

You can also run variations of these posts. Other examples of is doing this includes “12 day giveaways”, “Repost this photo and tag us” types of giveaways. Giveaway contests are great for generating more followers, likes on your posts, and creating more engagement on your social media resulting in more leads.

Challenges

This contest can be both a long term or short term challenge, but is slightly more work than just doing a giveaway. A great thing about challenges is that your followers can participate in them and feel connected or a part of your brand/business.

The most important part of this contest is to think about how you can offer people ways, even small, to achieve success. What problem can you solve in their lives that this challenge can help solve and will result in moving them closer to buying your product? This challenge should be to inspire your followers to take part of this challenge for self-fulfillment. To let people find what your doing on social media, hashtag your challenge on every post.

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As an example, let’s say “Jenny’s Gym” wanted to run a challenge contest all over her social media platforms (Facebook and Instagram). Jenny decided she wanted to help people get more into shape this summer, but also while promoting her gym. To do this, Jenny posts a high-quality photo with the caption:

“This year is the year! We have officially kicked off our #FitForHawaii weight-loss challenge! We’re giving away a trip for two to Hawaii! Between June 1st and July 1st we want to see you get that summer body. Visit our website for details!”

On her website, people can sign up for the #FitforHawaii challenge to receive weekly emails of ways to win at that challenge and weekly motivation. During the month of June, Jenny posts updates or motivation to continue and not give up and do a draw from the participants to win the trip.

By creating this, Jenny’s gains more followers, likes, builds an email list, testimonials, Jenny is promoting and providing a place for the participants to come and complete their challenge.

When Running a Contest, Remember…

Before you run a contest on your social media, always do the following:

  1. Set objectives/goals

  2. Check out other contests (even your competitors’)

  3. Choose the type of contest you want to run

  4. Pick a unique hashtag that relates to your contest

  5. Decide on the contest prize

  6. Choose which platforms you want to run your contest on

Most importantly, have fun with it!