Social Media & Content Marketing: Is it Good for Small Business?
Did you know that one in five relationships and one in six marriages was initiated online? Over 67 percent of consumers utilize social media for customer service. The average person spends around an hour and 40 minutes browsing social media every day, and the number of internet shoppers in the US will reach 217 million, having spent about $4.846 TRILLION DOLLARS last year.
At this point in the Internet Age it’s evident everyone is pretty much on board with the power of social media in our lives, from dating to shopping to business development.
However, as a small business that caters to the online marketing needs of small and medium sized businesses and organizations I continue to encounter a big disconnect between small business owners and their concept of what social media means to their business. Despite the fact that many of them are certainly part of the statistics mentioned above, they are still reticent about it embracing it as part of their over all marketing mix.
While I do successfully sell clients on the importance of Social Media and Content Marketing… it ain’t easy!
This isn’t to knock all the hard working folks in small business. Not at all.
The fact is, in an effort to save precious marketing pennies, it’s not unusual for owners of small businesses to take a very hands on, DIY approach, to their online marketing. Because we feel we have to.
To save money, we small business people will compromise what’s left of our limited hours in a day, taking great care in where we spend our small, if not meagre, marketing budget, but burning through our valuable time as though it were in limitless supply.
Theoretically, tackling online marketing can seem easy. Most businesses have a Facebook page, after all. but as a result of not having the expertise or adequate time, the activity is approached so casually as to be completely ineffective. This haphazard approach, unfortunately, confirms their apprehension about the effectiveness of social media and they miss a great opportunity to expand the reach of their business, grow their following and properly develop an audience that can offer potential leads and prospective clients.
Here are a few vital reasons why social media should be taking greater priority, and, more often that not, be hired out to a professional. Properly executed social media efforts should:
- Collect valuable customer insights: Through daily active engagement and social listening, you can gather relevant customer data and use that information to make smarter business decisions.
- Increase brand awareness: A presence on social media allows prospective and existing customers to easily find and connect with you. It’s not unusual, even for brick & mortar businesses, to be frustrated by the fact their business, product or service is still yet relatively unknown to a great number of people in their town or city. If yours is an online business, you can count on millions more having no idea you exist.
- Increase your website traffic: Not only does social media help you direct people to your website, but the more social media shares you receive, the more positively your search ranking is impacted. Social media allows you to leverage content to draw visitors from Facebook, twitter or any other channel to your website to learn more about your product or service.
- Establish your business as a thought leader in your space: Social media allows you a free, frequent and far-reaching means to provide the information and resources important to setting you apart from your competition and becoming the ‘go to’ in your space.
To achieve these outcomes, it takes concentrated effort. It’s strategic and done with explicit intention. It’s more than a Facebook post of your product or service when you’re feeling obligated to do so.
If you can assign someone in-house with the relevant interest and expertise, good for you – do that! If you really don’t have anyone, including yourself, that can make the necessary commitment, consider outsourcing to a professional who can fulfill the demands of social media and content marketing in a way that’s going to be meaningful to your business.
Of course, upended creative is happy to take this on for you! Contact us below to learn more about effective content marketing strategy and implementation to help grow your business.