When it comes to marketing your business, the truth is that you have many priorities. Content marketing is essential. Email marketing is effective and necessary. Then there’s local marketing, mobile marketing and of course let’s not forget social marketing. But how important is social networking and should it be a priority?
Let’s look at the Facts.
While social networking used to be for the young, it has now reached into the middle-age population and older. According to State of Search, the fastest growing segment of social media users is now adults aged 45-54 and more than half of this population has a profile on at least one social network. So whether you market to teenagers or the middle agers, there’s an audience on social media.
According to TECHi, half of all social media users under age 35 follow their online friends’ product and service recommendations. This means that your influence on social media has a much broader reach than you may realize. If you have a favorable impact on ten of your followers, that may expand exponentially and reach 100 or more people. Social networking can build strong relationships and a large community and following.
There are also numerous studies and statistics that demonstrate that consumers have a strongly favorable opinion of a company if the owners and upper management are present and active on social media. Perhaps it demonstrates authenticity and transparency which have become buzzwords but are both clearly important to consumers.
And if all of that isn’t enough to convince you, maybe the “everyone else is doing it” argument will be persuasive. According to e-Strategy Trends, 92% of small businesses maintain that social media is an effective marketing technology tool, saying that it both helps attract new customers and engage existing ones.
Your Action Plan
Where do you begin then if you’re just getting started with social networking? Most experts agree that Facebook is the ideal location to begin social networking for business. Studies have shown that Facebook users prefer to connect with brands and that Facebook interactions actually do influence buying behaviors. However, Facebook isn’t the only network to consider. For example, if you market to professionals then you must consider LinkedIn. And if your audience loves a constant stream of timely information, then Twitter may be the site of choice.
Whichever site you start with, the first step is to build a solid social networking strategy. Decide what your goals are, how you’re going to differentiate yourself and provide value, and what you’re going to publish. Social media is a powerful tool to market your business. Begin crafting your strategy and make it a marketing priority.