Nearly 50% of the world’s population uses social media.
Social media offers rich opportunities for both B2B and B2C organisations of every size and in every industry. Unfortunately, many of them mistakenly assume that social media marketing is only about likes, shares and retweets. Nothing could be further from the truth.
The truth is that most people follow brands on social media because they’re looking for relevant content that addresses their needs or challenges. What they’re not looking for is yet another promotional or self-aggrandising post from yet another out-of-touch company. So if your brand’s social media marketing is not getting the traction you hoped for, the solution lies in one simple word – content. By creating and sharing quality content on social media, you can achieve great long-term results that transcend short-term likes, shares and retweets.
Here are 5 powerful reasons your brand needs great social media content.
1. Connect with and grow your audience
Platforms like Facebook, Instagram, Twitter and YouTube are now part of everyday life for millions of people. Because of their reach and proximity, these channels can often prove more effective than classical advertising. By regularly creating and publishing useful content here, you can provide value to your users that goes beyond simple monetary transactions. This can keep them engaged with your brand for longer. Over time, you can grow your audience and establish meaningful connections with them.
2. Promote your brand
The high degree of interaction on social media can be a boon for your brand with high-quality content that’s carefully directed towards the right audience. Users can ‘like’ specific content and give direct feedback by commenting on it. In addition, by sharing content, they provide ‘social proof’ about the content’s usefulness, relevance and/or quality. The more people that share the content, the stronger this proof. This enables brands to profit from ‘word of mouth’ promotion, and communicate their identity and values to build ‘brand affinity’.
3. Increase conversion opportunities
High-quality content is a great way to pull audiences to your website or eCommerce store. By creating social media posts that link to a fresh article or landing page on your blog or website, you can get a ‘captive audience’ of readers, increases your traffic and generate new leads. Moreover, if you optimise each post according to the social media channel, it can boost your traffic, engagement and conversions even more. Finally, with the help of tools like Google Analytics, you can analyse your visitors’ data to create ‘remarketing’ lists and prospects who are on the verge of making a purchase decision. By keeping your business in front of such prospects, you can increase conversions, revenues, and ultimately profits.
4. Establish thought leadership and industry authority
Sharing relevant, accurate and fresh content on social media gives your brand an amazing opportunity to establish thought leadership, especially if you can address specific subjects from different point of view. With eBooks, videos and tutorials that offer unique insights or useful information, you can demonstrate your expertise in a particular area. Of course, it can take time to build this momentum so it’s important to create content that’s honest, authentic and credible, and not just another means of covert advertising.
5. Tell your audience you appreciate them
Social media is a wonderfully appropriate way to thank your supporters, customers and fans. You don’t even have to create your own content all the time. User-generated content (UGC) is a great trust-building exercise that works in many different ways. One way is that it promotes trust between your brand and audience. Furthermore, because people tend to trust other people, the reviews, reactions and shares on your content are more organic and therefore more likely to build even more trust in your brand.
A final word A whopping 90.4% of Millennials and 77.5% of Generation X-ers are active social media users. And what they’re all looking for is great content. Get to know them, design a solid strategy and create content that resonates with them. If you find this prospect overwhelming, Inscriberz can help! We create all kinds of social media content including eBooks, Facebook and LinkedIn posts and ads, tweets, etc. Our content is high-quality, well-researched and always aligned with our clients’ business goals. Contact us to know more.