It’s nearly impossible to walk down the street and find someone who isn’t staring at a cellphone screen. It’s even more difficult to find someone who isn’t on at least one social media platform. According to Statista, the number of worldwide social media users reached 1.96 billion and is expected to grow to some 2.5 billion by 2018. That large number should tell you that you should (if you haven’t already) add social media into your content marketing plan. And if these stats don’t convince you, research shows that 93% of B2B marketers list social media as one of their top five content marketing tactics. Did we persuade you now?
Content marketing and social media marketing go hand in hand. There are a lot of ways that social media can benefit your content marketing efforts, but here are our top 5 reasons why you should use it:
1. Increases brand awareness
Posting your content to a social platform means creating an opportunity for current and potential customers to connect with you. The more your posts are shared and retweeted, the more they will pop up in newsfeeds or time lines of people who aren’t current customers.
2. It’s visual
When you get on social media, what catches your eye first? The lengthy post that your friend’s mom wrote about her day, or the meme that everyone is tagging their friends in? With social media, you have the opportunity to be visual. Summarize your blog posts through the use of an infographic or video to switch up your content up. Create a gif and encourage followers to tag their friends. All of these things help draw attention to your brand and make you stand out.
Take Nike's Instagram for example. Rather than shoving its product in your face, it embraces lifestyle. There is a variety of content including: Motivational quotes, videos, inspirational captions, and captivating pictures. Nike does Instagram marketing right because they speak to everyone, whether you're a professional athlete or have never worked out, there is content for you.
One of the great things about social media is that it’s free for almost all social networking platforms. Using social media is one of the most cost-efficient ways to market your brand. And, it’s in real time so you can reach your audience at any time, anywhere. Who doesn’t love to save money on advertising and gain a higher ROI in return?
4. Humanizes your brand
On social media, you’re able to express your brand voice and shy away from being so “salesy.” The more customers can connect with your brand on a personal level, the better. Wendy’s Twitter account is the perfect example of using its humorous brand voice to speak to customers.
5. Increases web traffic
The goal of having a social media page should be to showcase your product and drive traffic from social media to a website. A way to get followers from your social account to your website would be to have a sale, a cliff hanger, news, or a new product. If your social media page is effective, your followers should be taken through a sales funnel, where they will (hopefully) make a purchase.
Embracing your visuals doesn’t mean you need to be on every social platform there is. Find out where your audience is and what will appeal to them. From there, you can begin creating a content calendar. Happy socializing!
Lauren Manecke, Branded Content & Social Media Strategist
As the team’s social media strategist, Lauren manages, creates, and publishes content for a variety of clients in order to achieve their marketing goals. When Lauren isn’t scrolling through social media, you can find her at home binge watching documentaries on Netflix.