Now that we are over a year and a half removed from the first reported cases of COVID-19 in the United States, we are looking back at the huge impact that it has had on our relationships, jobs, schools, businesses, finances, and society as a whole. And we can’t help but think—ok, now what?
Many business owners are thinking the same thing, especially regarding their online social marketing presence and ad spend from this past year and a half. Most have likely had no other choice but to move from a well-known brick-and-mortar establishment to the online space to not only keep their businesses afloat but to simply pay their monthly bills.
But now, as the pandemic is hopefully coming to an end, should these businesses move away from building a strong online presence? Or should they return to the past marketing engagements of a typical brick-and-mortar establishment? Sure, the traditional route may have worked until last year, but we’ve never had a year like 2020 in the history of our country, so was that an anomaly for social media marketing, or is this the new norm?
The answer is an astounding yes—the online world makes the rules now, and social media marketing is here to stay. So, it only makes sense for you to include it in your strategy for growth and success moving forward.
The pandemic has shown consumers how easily they can make buying decisions, quick purchases, and have those products sent directly to their doorstep—and they’ve never left the couch during the entire process! Once the world has discovered the convenience of online shopping, there’s no going back.
It goes without saying, but if you want to continue growing in the immediate and near future, you have to keep up with your customers’ evolving demands. And what better way to do so than by meeting them where they are with your messaging and offerings? As previously mentioned, they’re still on the couch, but they’re online, too. So, join them.
Which social media platforms should you be on?
Now that we’ve established that your business will undoubtedly benefit from a social media and marketing presence, you should decide which platforms are the best fit for your business, where your target audience is most concentrated, and where your customers are most accessible.
Let’s take a look at some of the most popular, well-known, and up-and-coming social media platforms and their advantages.
Facebook—an ol’ reliable
YouTube—yah, kitty videos!
Instagram —say cheese!
Facebook is, by far and away, the most popular and universally utilized platform. What makes Facebook one of the most lucrative social ad platforms is the fact that businesses have the ability to directly target an audience that is most likely to buy their product or service. Thus, enabling them to get their ads in front of the right people at the right time.
For those B2B online advertising campaigns, LinkedIn is the perfect match. Its simplistic usability is also a key advantage for a small business that does not have someone on staff that is well versed in digital marketing or social media.
With over a quarter of the world—yes, I said a quarter of the world—accessing YouTube on a monthly basis, marketing here is a no-brainer. The conversion rate on YouTube is also one of the highest among all platforms because it allows businesses to proactively target new customers when they are most likely to convert.
When putting your digital marketing campaigns into practice, Twitter is the perfect place to do so, as it allows your business to target a very diverse audience. This enables you to reach customers you wouldn’t consider otherwise.
As a visual and engaging platform, Instagram’s benefits allow a business to tell its story with unique images and videos. Another huge benefit of utilizing Instagram is that the majority of users also have their accounts linked to their Facebook profiles, providing greater awareness as to what they post, share, like, etc.
Ready to get social?
As we come out of the pandemic, businesses need to realize that social media marketing is here to stay. However, new platforms come and go every day, so a very organic marketing approach is your best bet. Your audience’s engagement levels and times that they are online are also changing as businesses, restaurants, schools, and other facilities are opening up for business.
Bottom line, sitting around waiting for your customers to walk through your door is not a realistic marketing approach in this day and age. You have to go out and make your presence known through various social media avenues. The more you get your brand out there, the closer you are to meeting your customers where they are.