When we first heard about “social media marketing,” many people thought it was just another buzzword. A trend that would come and go like all the rest of them. Little did they know that this buzzword would change the way we market our brands. It opened up new ways to sell our products and services. It gave us insights that we never thought were possible. It brought us closer to our customers. It gave the little guys a chance to stand alongside the giants and get the recognition that they deserved. Suffice it to say that the field of digital marketing is never going to be the same again.
We all know how important social media marketing is to our brands and our businesses, but we don’t know why. We see that when most companies start their social media campaigns, they are not sure about it. They resort to guesswork and assumptions and start without planning anything. That is why most of them do not see results at all, or if they do see results, they are not what they expected. That is why businesses must learn what social media marketing is and its role in the digital marketing spectrum.
The Role of Social Media in Marketing
Social media plays a significant role in marketing, whether it is digital or otherwise. The role changes according to your business, products, and services, and what you need from it.
Here’s what you need to know about the role that social media plays in digital marketing.
1. Cost Efficiency
One of the most significant changes that social media brought to digital marketing was lowering the cost. Now small businesses and startups have the chance to stand up to big companies and demand their piece of the pie. Before social media, marketing channels were costly, and only those who could afford it would benefit from it. Ever since social media came into the scene, it gave everyone the chance to connect with the consumers and prove themselves. Now the little guys can hire their own social media copywriter, create stunning and useful posts, and level the playing field.
And although organic reach has drastically decreased in the past couple of years, social media is still the most robust and most economical platform for businesses that don’t have the budget for massive advertising.
2. Connecting With Consumers
As of 2019, there were around 3.5 billion active users on various social media platforms. By the time you read this, the figure could have easily crossed 4 billion. It means that your target audience, the people you want to do business with, are present on those platforms. It gives you the clear advantage of approaching them, connecting with them, and presenting your case. In the beginning, it might have been considered a luxury, but today it is a crucial necessity, without which you cannot survive. People use social media for connection, browsing and shopping, getting information, and so much more. And social media plays an essential role in making up their minds. You can use social media not just to promote your products and services, but to show off your qualities, bring in your customers, and create your brand’s personality.
3. Modern Customer Service Channel
Another critical change that social media brought to the industry was linking the customers directly to the brand. That is an innovation that we never had before. Users would have to go through channels to approach brands. Sometimes the tracks would be so murky that it was impossible to reach them. Now, thanks to social media, everything is transparent and free.
On the one hand, this is an excellent thing as it lets your customers approach you, ask questions, make complaints, and more. But on the other hand, if your products or services are not up to the mark, it allows customers to point out. One way or another, customers can now influence each other’s decisions, reflecting on the brand.
If you respond to complaints promptly and satisfy the customers, there can be nothing better.
4. Gain Customers Insights
Before social media erupted on the scene, most of the marketing depended upon assumptions and guesswork. You would have to create your marketing campaigns based on the little data that you had plus your gut feelings as a marketer. Social media changed all of that. Now you have in-depth and valuable insights about your customers. You can observe their conversations, find out where they go, who they talk to, and more to gain insights into their behavior. You can capitalize on that data to find the best ways to reach out to them and make sure that they interact with you. As you gain more and more data about your customers, your marketing strategies become more targeted and result-oriented.
5. Branding Platform
Social media now gives you the perfect channel to build your brand and show your personality to the consumers. You can easily stand out from the crowd and let your presence be known. You can create awareness and get noticed. If you are consistent with your branding messages, engagement, and relationship building with your customers, you can quickly leave your competitors behind. You can influence your customers’ buying journey and make sure that they become regular customers.
Social media has brought a significant change to the digital marketing field. It has given small businesses and startups the chance to prove themselves. If you play your cards right, you could be sitting at the big boys’ table eating your piece of the pie and enjoying it.