Failing To Use Social Media Could Actually Harm Your Business

use social media

I’ll be honest with you – I wasn’t a big social media person a few years ago. In fact, I actually detested the use of it since I’m quite a private person. However, my mentor actually highlighted that my negative attitude toward social media was hurting my businesses.

By not using this huge distribution network (most of them FREE by the way) I wasn’t getting the added exposure (eyeballs), the benefit of SEO juice, or the ability to reply to my clients if they had any issues. I didn’t see this as a problem until it was explained to me in the simplest way. In essence, I was harming my business by being stubborn and not being forward thinking.

Online marketing moves at light-speed and if you don’t get on the train, I’m afraid you’ll get left behind. Your competitors are constantly finding ways to get ahead and adapting digital marketing strategies to keep costs down and improve ROI. Social media is one of the components you need to master as a strategy going forward.

Now, you may have dabbled in the past (you know who you are), posted a few blog posts on Facebook and tweeted opening times, seen no response for a few weeks and then given up. Yep, I’ve been there, done that. However, by clearly crafting your objectives and coming up with a battle plan, you’ll get there with a bit of persistence and belief.

Gigantic Audience (eyeballs on your business)

get more eye balls on your business

Not convinced? Here are some eye-watering stats:

  • As of the third quarter of 2016, Facebook had 1.79 billion monthly active users
  • As of the third quarter of 2016, Twitter averaged at 317 million monthly active users
  • Instagram, the mainly mobile photo sharing network has reached 500 million monthly active users, up from 400 million in September 2015.

Now, I don’t know about you but I’m pretty impressed with those numbers and I have only chosen 3 of the biggest platforms. There are literally thousands of social media platforms you could choose to use. This is just a taster.

Do you know what I really like about social media? People keep coming back to it minute after minute, hour after hour. On Christmas morning I watched my wife, father-in-law and mother-in-law all on their tablets or mobile devices checking the latest news, watching a YouTube video or finding out what was on TV that day (all at the same time).

It was really funny to watch but even more interesting to observe. I realised that this was probably going on up and down every street in the UK. My thought was: “That’s A LOT of eyeballs” 😉

Brand Building

If you want to get your brand name out there and really publicise your business, posting things on social media is the gateway to lots of exposure. Done correctly, you’re able to brand-build at a relatively cheap cost. The only thing it will take is time.

Investing that time in building relationships, replying to tweets, joining discussions in private Facebook groups will take up a lot of your time BUT I guarantee it’ll be worth it.

Great For SEO (regular updates helps)

We advocate businesses use 4 different tiers of marketing: Paid ads, SEO, social media and content marketing. That would be a perfect mix for any business, large or small. Adding your website to the profile within these platforms informs Google and other search engines that you regularly update and produce new, fresh content. If your competition isn’t doing this, your SEO efforts will be boosted two-fold.

Social signals is just one out of several ranking factors that the search engines take into account. If a lot of your articles, blog posts, pages and videos are shared by your readers, this gives a clear indication that your content is worth looking at.

We go as far as to refuse to work with companies unless they have or are willing to embrace social media – it really is that big of a deal!

Lead Generation (getting that phone to ring)

Our businesses live on lead generation (my favourite term is “making the phone ring”). If you’re phone isn’t ringing, you aren’t doing enough or your marketing mix isn’t working. Either way, we can always make improvements by A/B testing headlines, testing the speed of our landing pages, changing pictures or simply just doing more things to increase the amount of leads we receive.

Getting your message and your content out there is a major way of collecting more leads. The more people who see it, the more people will travel through your funnel. Social media is just one of the tools that allows you to do this.

marketing funnel

 

More Distribution For Your Articles

Showcase Your Content

Posting articles on your website is one thing. How are people actually going to see the content if it isn’t shared? Unless you have several thousand visitors to your website daily who are happy to tell other people about you via word of mouth, your brand-new shiny post is gonna feel kind of lonely sat there on its own…

Sharing it to Facebook and Twitter is just the start – why not produce a separate YouTube video of that very same content and maybe split the audio into it’s own mp4 file for readers to download or stream?

To be honest, there are multiple ways you can showcase your content and social media is simply the start of that very lucrative journey.

 More online exposure

Similar to the last point, the exposure your post and website will receive is exponential. If it is constantly retweeted and re-purposed, your potential clients will be seeing this content for years to come. Pretty powerful stuff for a free marketing channel, right?

Speak Directly To Clients

speak directly to clients

 Here what they have to say

This is often overlooked by many business owners and marketing staff. Your clients are using social media every day. If they’re not happy with something, nine times out of ten, their first port of call is normally social media. Qualifying that last statement, most people will either call or email first and if they don’t get a timely response, they then hit the social networks.

This isn’t always a bad thing – in the good ol’ days, clients used to call to register a complaint and if they couldn’t get hold of you, the first thing on their mind was to refund whatever product or service they had purchased. Social media gives them a voice to try and get your attention in another way.

 Respond to what they have to say

Social media allows you to respond to both the nice testimonials and also any complaints. A lot of people think this is a bad thing and simply ignore it. In this time of open transparency, be grateful that you have the ability to reply as future prospective clients will also be reading this and waiting to see how you respond.

Hopefully, if you offer great products and deliver a great service, you won’t get too many of these. Nice to have the option though, eh?

 Build relationships

If you use something like Twitter, your clients can start to follow you and, in turn, you can follow them. Now and again, take a look at their profile and see what they’re talking about. There’s no problem of you weighing in on the topic and even retweeting something so that your followers can also see. This goes a long way in building strong and meaningful relationships with your clients, kind of like an open dialogue that continues over a period of time – pretty powerful stuff…

 Increase loyalty

When I use the word loyalty, what I actually mean is LTV –  LTV means Life Time Value of a client. If you can improve this metric, your business will make more money.

Not convinced? Let’s take a look at some subscription models. How about Sky and Netflix? I’m personally subscribed to both companies and have paid silly money over a period of time into their coffers. On average I pay around £70 to Sky for my house broadband, TV and phone. Multiply that by the amount of years I have been a customer and you can see that it soon adds up.

That’s why these companies pay so much upfront to get you as a new user (I must get a leaflet through my door about twice a week). This costs them millions… However, once they have you as a customer, they know that the LTV will pay them back in spades.

Conclusion

As you can see, there are plenty of reasons why you need to be using social media for your business. Don’t do what I did and completely neglect it due to plain old stubbornness.

You don’t need to sign up to every single platform going – check what platforms your competitors are using regularly and start there.

For most businesses, Twitter and Facebook are the bare minimum of accounts to set up. I only say this since these are two of the largest social media platforms and normally the first port of call if your clients want to carry out some market research on your company (other than your website).

Are you using social media in your business and how are you getting on? Having problems and need some suggestions to correct them?

About the author

Des Dreckett is the Marketing Director of XenMediamarketing.co.uk: a writer, blogger and a paid media specialist. Writing content to help you grow and build your business.

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