Social Media Marketing: Tips and Insights for Businesses
Social media. You might have heard of it. It's the thing that most of us now spend over two hours using every day.1
While social media marketing is hardly a new phenomenon, there are still many businesses unconvinced of its value.
So, could social media marketing help your business reach its targets? Before you decide, take a quick look at these insights and tips.
Social Media Marketing Insights
Not sure of the value of social media marketing, or just need to convince your boss that it's worth using? Here are a few social media marketing stats and insights that might help.
Social Media Marketing Insight #1 | Users
Globally, there are now 4.2 billion active social media users, equivalent to more than 53% of the world's total population.2
While social media use is most prevalent amongst younger demographics - 90.4% of millennials use social media - it's certainly not reserved for the young. 77.5% of Gen X and 48.2% of Baby Boomers use social media as of 2019.3
Since social media now plays a big role in most of our lives, it's easy to understand why so many marketers view social media as an important tool in their marketing strategy.
Roughly 90% of marketers report increased business exposure through social marketing, while 75% have seen an increase in website traffic from their efforts.4
Social Media Marketing Insight #2 | B2C brands
Many B2C brands use social media content to build a bridge between the company and its customers.
It's now commonplace for shoppers to turn to social media to research products before deciding to buy: 54% of social browsers say they've used social media for this reason.5
Increasingly, it's becoming easier to make purchases within social media apps and platforms themselves. Features like Instagram shopping allow customers to buy products without needing to visit a business' website.
Social Media Marketing Insight #3 | B2B brands
Social media is well-used by B2B marketers, too. LinkedIn is the most popular platform for B2B brands, with 96% of B2B marketers using the platform to post organic content. 83% also use LinkedIn for advertising.6
Long-form content engages the most users on LinkedIn. Sprout Social reports that posts with 1900 - 2000 words get the most views and engagement.7
Using LinkedIn, B2B marketers can connect with people who are actively seeking relevant solutions and opportunities.
Social Media Marketing Insight #4 | Influencers
Social media influencers can help businesses to boost their perceived credibility.
Despite the negative news stories we often read about them, 63% of consumers say they would trust an influencer's endorsement. A further 50% of us have bought a product after an influencer recommended it.8
Influencers don't necessarily need to be the kind found sunbathing in Dubai during a pandemic.
There are many social media influencers whose interests range from tech to travel. Working with an appropriate influencer whose audience aligns with your own can help improve the perception of your brand and ultimately, drive sales.
Social media marketing tips
Ready to adopt or enhance a social media marketing approach? Here are some tips to keep in mind that should help you maximise your results.
Social media marketing tips #1 | Accommodate your audience
When you're using social media for marketing, it's important to understand who your audience is and which platforms resonate with them the most.
It's likely that your organisation already has some understanding of its target demographics and therefore the social media platforms they use.
However, things change rapidly on social media, so it's important to be aware of changing behaviours amongst demographics. Facebook, for example, was the social platform of choice amongst teenagers in 2015.9 It's now being usurped by Instagram and TikTok.
As Meghan Keaney Anderson, HubSpot’s former VP of Marketing is quoted as saying: “Don’t push people to where you want to be; meet them where they are.”10
Makeup brand E.L.F applied this principle to great effect when they released their debut TikTok campaign. A catchy song and a complementary makeup challenge were created specifically for the campaign, resulting in 6 billion views through 5 million user-generated videos.11
Social media marketing tips #2 | Focus on the experience
Understanding the type of content your customers like is key to good social media marketing.
It's easy to take a sales-oriented approach, extolling the virtues of your product or service to anyone who will listen.
But that's not enjoyable for a reader. With so many other businesses competing for attention online, you simply won't see the desired results.
As Moment's Campaign Manager Chris Killen recently stated: "Good social media marketing takes people on a journey. It's about creating a satisfying experience through content.
"Get that right, and users are more likely to arrive at the intended destination."
Social media marketing tips #3 | Take part in relevant trends
Keeping abreast of the latest trends on social media can be a great way to gain visibility. By jumping onto a trend, you can interject yourself into a conversation at a time when people are most receptive.
That's not to say that every brand should try to reflect every trend in their content. There's nothing worse than an organisation trying and failing to be 'down with the kids'.
Rather, participate in relevant trends, awareness days or discussions that make sense for your brand.
Social media marketing tips #4 | Build a relationship
You can use social media to build trust in your brand. Often, having an active presence on social media can be reassuring for your customers, as they know they have a sure-fire way to contact you and quickly get a response.
Many brands use social media to respond to questions and direct users to helpful information. Rather than being a hindrance, responding to complaints on social media can actually increase customer advocacy by 25%.12
If you plan to use social media for business in this way, ensure that there is consistency in your tone of voice. Additionally, briefing those responsible for your social channels about your policies and procedures can help to avoid frustration for your customers.
Social media marketing tips #5 | Measure your results
Setting goals and measuring results is crucial to effective social media marketing.
You can use data analytics to gauge the efficacy of your content and adapt your approach accordingly.
Many social media platforms have in-built data insights, but you can also use tools like HubSpot, Hootsuite, Sprout Social and Later to measure the impact of your output.
So, what do you think? Could you use social media marketing to your advantage? If you're still not sure, take a look at how your competitors use social media. Have they identified opportunities that you're missing out on?
Remember, a good social media marketing approach always has a goal in mind, routinely measuring and learning from results.
Need help to get the most out of your social media marketing? Get in touch with the Moment team. We'll discuss how we can help you achieve your business goals.