A significant number of UK businesses still do not use social media in their marketing strategies. Statista found that only 68.4% of companies in the UK have social media profiles.
This figure has almost doubled since 2012 when only 37.3% of businesses had their own social media accounts. The research carried out across 10,000 businesses also revealed that only 61% of companies had a website. Interestingly, it doesn't seem to matter whether a business is small or large, as the percentage of small businesses with a social media presence is relatively similar to the rate of large businesses with a social media presence.
But how can you be in business if you ignore an entire method of reaching out to your audience?
The fact of the matter is, your business can't afford to ignore social media.
Forbes magazine suggests that social media marketing should be considered a business-critical component of your strategy.
Why is social media advertising so important, and what are the benefits?
Engagement
In the era of the Internet, consumers don't want their relationship to end at the point of sale. They want to feel connected and want direct engagement. The best way to keep existing customers and attract new ones is to develop brand loyalty.
A strong social media presence is necessary for this goal. Customers who can interact with you by giving feedback or interacting publicly are most likely to keep buying and recommending your brand.
You need to be active. Don't just read what your customers say online. Respond quickly and professionally. Doing this will encourage consumers to sense your active engagement with them, building consumer trust and generating more business.
Education
The UK is ranked 18 for engaging social media users. With 66% of people in the country having social media accounts, you can instantly educate your customers about your brand. The only thing you need to think about is which platform will cater best to your target market.
Consumers want to know about your company and its products. They want to see pictures, videos, and stories. Up-to-date information will help attract new business and keep current clients happy. Your content should be easy to read and engaging. Graphics and video are just as important as the text in conveying your story.
Targeted advertising
Paid social media advertising is an inexpensive way to reach out to new clients. With the right strategy, these ads can be used to target specific audiences based on location, age, interests, and connections. It's also a great way to try out new demographics and see if you can connect with them!
But, just because you're spending a minimal amount of money on your ad campaign doesn't mean you can't get maximum bang for your buck. Here are a few tips to ensure that your social media ad campaign is a success:
Create a Plan/Strategy
Before you fire up your ad, make sure to create a strategy for your campaign. Plan out the course of your campaign, how much you want to spend, and how you want to measure your success.
Set Specific Goals
Having specific goals help you focus on what you want to achieve. The more specific you are, the better you'll be able to track your campaign performance. For example, if you want to increase your store's Facebook likes, then track that metric.
If you want to capture the attention of new customers, then track that goal. If you want to drive people to your store, look at the number of clicks, phone calls, and emails.
Know Your Audience
One of the most important things you can do with your ads is to know who you're targeting. You'll want to think about who your audience is, what they want, and how they talk. What are the topics they like to talk about? What language do they use? What kinds of phrases do they like to use?
When targeting audiences, focus on audience interest. For instance, if you want to target people who like watching basketball, don't just target "basketball fans." Target "pro basketball fans" or "college basketball fans."
Digital marketing isn't always easy. It can be challenging to know which social media platform to create content for. Our team of experts can point you in the right direction and help you make the most out of this important marketing medium.