Sometimes when you’re running your small business, it seems like there’s a new expense around every corner. From suppliers to employees to insurance to sales commission -- it’s only natural that you’d be looking to cut corners where you can to pay for the stuff you have to.
Do not let social media wind up on the chopping block. Typically, too many small businesses come out strong, but then perhaps due to the less than immediate impact on their bottom line, they shift their time and resources toward other projects that have a more immediate and obvious effect. Here are 5 reasons why you should consider investing in social media marketing as a primary part of your business, instead of an afterthought.
Increased Traffic: The main, and perhaps obvious, point of social media is getting more eyes on your product. A successful social media campaign might bring more customers into your brick and mortar store, but it’s principal goal is website traffic. Even if you don’t have an online marketplace, your awareness depends on a strong presence.
Since people are less likely to trust a company they’ve never heard of, especially if they don’t have a social media presence. A better question might be, why don’t you want to invest in your social media?
Higher SEO Rank: Traffic has the secondary effect of letting Google know that you’re worth paying attention to. Thanks to your Google Analytics, you can give them insight into the exact visitor data from your site, and as you rank higher and you traffic starts to come from their search engine, they even have algorithms in place to measure your website by your sales.
They do this by your Search Engine Results Page (SERP) bounce rate -- how long a user spends on your site before hitting the back button. While simple tricks, like a catchy slogan, might retain some visitors, there is strength in numbers and your social media presence will likely be one of the largest sources of traffic you have.
Stronger Brand: Every time you present yourself to the customer, you are representing your brand. If you’re on point, you’ll present them with a polished, professional brand identity. Neglect your approach, and at best you’ll be giving them a mixed impression. At worst, you’ll turn them off entirely.
The only thing to be feared more than a negative impression is zero impression at all. Negative PR can be spun, shaped, molded. Absent PR can’t be turned into anything, except maybe a click of the back button.
Better Relationships: One of the core components of your social media campaign is your customer engagement. “Social” media requires a certain degree of interaction. This can be you reaching out to your customers, or responding personally when your customers, or just your followers, reach out to you.
The better they get to know you, the more the trust. Trustworthy stores are better for shopping.
Show Your Human Side: The reason that building relationships are so important is that businesses are often so cold and distant. Some feel more like they conduct business from an ivory tower, while others may feel like more of a desperate, money-grabbing, scam-heavy type.
People are going to form an impression of you, regardless, so going out of your way to offer a human face, or at least human words can successfully pluck you from the stereotype in their minds and replace it with a feeling more akin to friendship than business.
About the Author:
Nick Rojas is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for startups. He concentrates on teaching small and medium sized enterprises how best to manage their social media marketing and define their branding objectives. @NickARojas