We’re at a point in time now where choosing to ignore social media is laughable. Without it things look very bleak indeed..
The reason is simple – it’s a marketing avenue where even the nichest of audiences can be found, one that facilitates brand awareness and advocacy on a herculean scale whilst also granting access to intuitive and measurable advertising.
When we talk about social media marketing we can all benefit from recognising that we’re no longer referring to a new concept. Social media is now about what we do not what we could do. This means that businesses who now engage in social media marketing (which should be absolutely all of them to one extent or another) can do so with a complete understanding of what each network can (and can’t) viably achieve, hence the possibilities become achievements and the future becomes the now.
The numbers are still significant and still growing – average daily social media usage among internet users reportedly amounts to 118 minutes this year, up from 109 minutes daily during 2015. The idea of pulling the plug on it needn’t bear thinking about – but just in case you are, here’s what happens when you ignore social media marketing.
Web traffic slows down and your content has very little impact
Because so much of our daily internet usage is taken up by social networking, a significant chunk of discovery for external sites comes from there. Opting to rely wholeheartedly on traffic from your blog and organic clicks from search engines will undoubtedly result in a noticeable slowing down of web traffic.
Social media isn’t about blindly posting your brand in front of random people, it’s about distributing the expert or entertaining content from your website to those who are likely to have use for it. Figures released last year suggested that Facebook now accounts for more traffic to news sites than Google. Content marketing is pretty useless without a clear social media distribution strategy; in order to increase your chances of your content getting noticed, shared and curated by influencers, you need to make sure it is sufficiently published.
If you aren’t noticing a high level of engagement or clicks on your content, it’s likely to do with how it is optimised for that particular network. Not one site is the same, so be aware of what performs well wherever you are posting and ensure your content is suitably tailored to each.
You risk being seen as the friend who never comes out and brand awareness significantly drops
Social media is integral to building awareness of your brand by real people. Social media brings with it something of a label that validates your business among the 24/7 culture of the 21st century. When you aren’t remaining active on there you risk losing that potency.
Remaining active on social media is about positioning your business beside users’ personal life; sooner or later you are likely to be integrated. As those discussions grow, so can your audience. When you are nowhere to be seen, people start to forget about you and instead turn their focus to those that are there; your competitors.
Your industry stops appreciating your voice and you lose customers to competitors
This is particularly significant for those in a B2B industry. Utilising content marketing alongside social media marketing is the perfect way to develop and expert, a professional voice that builds trust and awareness in your brand. When you let that slip often those in your industry begin to forget about you.
On social media your audience expect to be listened to. Regardless of whether they have something positive or negative to say about your brand, they expect a response. By not remaining reactive and retaining your professional online voice your risk alienating customers and losing them to your competitors.