Are you wasting time on social media?
Yawn Marketing – No Boring Answers
Social media can be a time consuming business. And it isn’t always worth it.
We come across a lot of businesses with active accounts on every mainstream platform but with only a handful of ‘likes’ to show for their effort.
Perhaps someone in your team spends time each week posting regular, thoughtful content and building a following for your brand. But how do you know it’s time well spent? And, if it isn’t, how could you improve?
Does it make a difference?
If your aim is website conversions, then it’s pretty easy to see how much your social media content is actually contributing.
With Google Analytics installed on your site, just check the ‘All Traffic’ report in the ‘Acquisitions’ tab. You don’t even need to go to the effort of setting up conversions to see whether anybody is actually getting to your website from social media. The figures might surprise you, particularly if you are spending lots of time getting the content perfect.
And if website conversions aren’t your main aim, that doesn’t mean you shouldn’t post at all.
You may be surprised to hear that 52% of online brand discovery happens in public social feeds. That makes social media an important channel, even if your only aim is to show that the lights are on in the office.
what more could it do?
If your posts don’t make a big difference, why not explore what more your socials could do for you?
If you’re part of a close-knit industry, it can be beneficial to build a community presence. Sharing industry knowledge and establishing a personality for your brand can help to set you apart and develop memorability.
Make your socials more personable, if selling isn’t your sole aim, then use social media to break down barriers between your brand and the customer. By sharing images and stories of your team, you put a face to a name and make your company more approachable, which can help to encourage unsure customers to make initial contact.
Similarly, socials can be a great tool for customer retention. If your audience has bought from you before then they might not need to be sold on your product, but they could need encouragement to stick around and repurchase.
It’s worth creating a feed that is interesting to those looking to buy from you, but also those who are simply interested in your business or industry. Consider which types of business accounts you personally follow and why – can you take inspiration from any of these?
Lastly, by using your socials to present your company as approachable, or to showcase your work culture, your online presence can have a positive impact on recruitment.
When it comes round to hiring a new member of staff, they will likely search you online to research the office culture and to get a more personal insight into the company. Make sure the first impression is a positive one!
Social media can almost certainly contribute to your company’s marketing strategy, but don’t assume that this contribution will be to sales only.
Author: Grace Appleby