By Crystal Lengua
Using social media marketing as a business tool is no longer an option. Whether social platforms are managed in-house or a third-party communication sub-contractor is used, it is important for the business to be present in this space.
The sign industry has an undeniable advantage when it comes to social sharing as its projects appeal to the masses and deliver quintessential content—not to mention installation videos, before and after project visuals, and so much more. Social media marketing also provides businesses with quantifiable data that can help shape their marketing and advertising efforts through (mostly free) analytics and digital insights that are readily available on all social platforms.
Some benefits of social media marketing for business include:
- Increased exposure/brand awareness.
- Marketplace insights and consumer purchasing data.
- Search engine optimization (SEO).
- Increased inbound website traffic (which is how sales are increased).
- Higher sales conversion rates (this means taking the time to develop long-lasting relationships with consumers can show positive results in sales).
- Industry and consumer perception (i.e. the business becomes an information hub).
- Competitive analysis/research.
- Cost-effective advertising with audience targeting capabilities.
- Communication and feedback.
- Recruitment for employment.
The main social platforms for business are Facebook, Twitter, Instagram, YouTube, Pinterest, and LinkedIn. Being active on all these can be beneficial, but only if a business has the resources to stay active on all of them. If a business does not have the time or content to post frequently, it runs the risk of appearing indolent or unsuccessful. In fact, it may even appear as though a company is out of business.
Remember, social media is a communication and conversation tool; therefore, it is a good idea to practice the 80/20 rule. Eighty per cent of all posts should be industry related and beneficial for the business’s audience, while the remaining 20 per cent can be used to promote the business. Few people will stay engaged with a brand that is constantly pushing purchases on them—people want information that is beneficial, interesting, and meshes with their lifestyle.