Navigating the social media landscape can be tricky when marketing your brand online. The number of social media users continues to rise, but the impact of social media marketing is far less effective than it once was. Why? What was once a simple equation of running a targeted ad campaign to increase revenue is now much more complicated. Social media has benefited marketers for years, but the payout has declined. Increased online saturation, new privacy laws, and the rising cost of impressions have made it challenging to identify and connect with potential consumers.
Though some may view the effectiveness of social media as wearing thin, it remains a valuable player in marketing strategies. You just have to know how to leverage it. Check out these tips for how to best navigate social media for your business and why it continues to serve as a valuable marketing tool.
Rethink Your Social Media Use
Social media users don’t want commercials – they want connections. Companies tend to approach social media as an advertising tool. Instead, they need to use social media as an opportunity to connect with their audiences authentically. Consumers use social media to connect with friends and family, and they want the same experiences with brands. It’s time to move from traditional push advertising to engaging, meaningful content that connects with the audience.
Social Media as a Supporting Role
When brands successfully use social media to build authentic connections, they are not looking at it to close a deal. Social media should be a part of your marketing plan, not the entire strategy. By leveraging it in a supporting role to create touchpoints through positive experiences, brands are more likely to stand out from competitors. According to this Sprout Social report, 77% of consumers are more likely to choose a brand over a competitor after a positive experience on social media.
Consistent Social Media Content Builds Credibility
Social media marketing is a powerful tool for building brand trust and credibility. Since consumers use social media as a source of information, it is often the vehicle that drives their decisions. When a brand lacks trust and credibility, it lacks consumer engagement. According to a 2022 global survey from PwC, a consumer’s confidence in a brand is one of the top three influences in their purchasing decisions. Through consistent social media content, brands can establish authority, build transparency and deliver valuable information, all significant factors to form consumer trust and ultimately build engagement.
In marketing, brands and businesses need to meet consumers where they are, and that’s on social media. Social media marketing may not look like it once did, but it still packs a powerful punch. At JCW Creative, we create marketing experiences that connect businesses with their audiences through creativity, strategy and passion. Start reimaging your social media strategy today!