5 main benefits of social media networks for your businessDid you know that 78% of businesses now have dedicated teams for their social media? This is up from 67% in 2012, demonstrating that increasingly, organizations are acknowledging the power of social media network marketing to attract and engage customers. Below we explain 5 key benefits of social media for your business:
Increased Brand RecognitionThe use of various social media networks has a positive correlation with the number of users being aware of your business and their products or services. Businesses can utilize different ways of business advertising, including the creation of a business page and launching paid ad campaigns. If your potential customers will see your business on two or more networks, they will remember and recognize your business in the future, when looking for that particular product or service you offer. According to statistics, people spend on average 2 to 5 hours per day using social media networks, indicating that this is a great marketing channel. By offering them a perfect combination of engaging information and branding content, you can achieve significant growth in your lead generation. One of the interesting examples of how social media has become the main contributor to brand awareness and brand recognition of the company is the Youtube campaign by BlendTec.
The viral video efforts of manufacturer BlendTec gave the company a huge return-on-investment in terms of its worldwide brand recognition and sales. Blendtec founder, Tom Dickson, debuted on YouTube marketing channel in 2006 to promote his premier blender and prove that it could blend just about anything. Known as one of the most successful internet marketing campaigns in history, Will It Blend? garnered six million views in the first six days. Dickson has since uploaded over 150 videos blending marbles, Apple products, glow sticks, neodymium magnets, Bic lighters and many more. "I started Will It Blend? with just a $50 budget," said Tom Dickson, Founder, Blendtec. "The results have helped propel Blendtec onto an international stage where our blenders have been showcased for their powerfully advanced technology and premier blending ability."
Improved Customer InsightsSocial media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening. For instance, you can monitor user comments to see what people think of your business directly. You can segment your content syndication lists based on topic and see which types of content generate the most interest—and then produce more of that type of content. You can measure conversions based on different promotions posted on various social media channels and eventually find a perfect combination to generate revenue. Bora says the unstructured data on social media contains countless insights that can help an organization to understand its customers. However, to engage with this information in a tangible way, it is essential to have the right methodology, technology, and expert assistance to provide the structure and insight.
Improved Customer LoyaltyAccording to a report published by Texas Tech University, brands who engage on social media channels with their audience enjoy higher loyalty from their customers. The report concludes “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.” Another study published by Convince & Convert has also found that 53% of American citizens who follow brands in social are more loyal to those brands. TVibes is a unique company that allows customers to create their own TV channels using their own mobile videos (stored in the cloud). They’ve come a long way since their humble beginnings back in 2014 (they launched a successful iOS app in 2015) and are best known for allowing users to choose their own audiences to view the channels.
The main target is to establish loyal and engaged app users. The goal of the TVibes campaign was to encourage customers to use their app for mobile video storage. Since Facebook is an intuitive platform for lead generation, the founders of the company used the social media giant to try and gain more sign-ups and get more followers. Uri and Gilad - the founders of TVibes - instinctively knew they should integrate a social site like Facebook into their social app. This made it easy for followers to create accounts, log in and explore channels created by their acquaintances, all done conveniently from their Facebook home pages. To help encourage signups based on targeted audience groups, the founders made use of mobile app install ads. By sorting their audiences based on reactions to video ads and with the clever use of lookalike audiences, they had a brilliant strategy of optimizing their campaign. What were the results?
- 50% of new app installs driven by Facebook
- 10% higher loyalty and conversion from those Facebook-driven installs
- 20% higher engagement rates from Facebook user
Improved Search Engine RankingSEO is the best way to capture the relevant traffic from search engines, such as Google, but the requirements for success are always changing. It’s no longer enough to regularly update your blog, ensure optimized title tags and meta descriptions, and distribute links pointing back to your site. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media. As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy. That means, if you want to rank for a given set of keywords, having a strong social media presence could be almost mandatory.
Richer Customer ExperienceSocial media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media networks is an opportunity to publicly demonstrate your customer service level and enrich your relationship with your customers. For example, if a customer complains about your product on Twitter, you can immediately address the comment, apologize publicly, and take action to make it right. Or, if a customer compliments you, you can thank them and recommend additional products. It’s a personal experience that lets customers know you care about them.
With more than 4 million followers on Twitter, to say Nike has a huge social following is an understatement. The company recognizes just how important customer service is, especially on social media, which is why Nike created a separate Twitter account just for responding to customer inquiries and issues: @NikeSupport. Nike Support is dedicated to all things customer service, making it easier for customers to reach out when they have a problem or a question they want answered. And Nike Support is very active, and like other companies with great social media customer service, very quick to respond. If you look at the account's Twitter feed, you'll see replies every few minutes. This shows customers that they can trust Nike to provide them with the help they need, when they need it.