One of the questions we revisit with our clients on a regular basis is, “Why are we posting on social media?” Of course, we have a strategy for using social media and other marketing channels, but it’s important to regularly take a step back and ask yourself, “Why?”. That’s because audiences change, the social channels evolve, your products and services mature, and your marketing needs change as well.
We recommend social media marketing for most of our clients, but the strategy and tactics differ depending on the goals. A few of the more common reasons to be active on social media are:
Brand awareness – This is often simply getting your brand name and product/service mix in front of as many people as possible. It’s a touchpoint, and the goal is top-of-mind awareness so that your other marketing efforts are even more effective.
Personalize the business – People prefer doing business with people, not brands. If you can personalize your business, you will create stronger emotional reactions. Celebrating employee milestones, sharing behind-the-scenes activities, showcasing team members and similar tactics are all important in personalizing your company.
Sell or generate leads – Whether organic posts or paid ads, for many companies, social channels are an effective way to generate leads or direct sales. These include tactics like trading content or products for lead information, pushing channel-specific special offers or discount codes, and utilizing individual platform sales tools like TikTok Shop.
One often overlooked aspect of utilizing social media is the need for meaningful, branded content. It doesn’t make sense to try to personalize your business if you don’t have the resources to consistently obtain employee photos or if your culture isn’t employee-focused. That’s one of many reasons why it’s important to partner with an experienced marketing agency that can guide you to the right strategy and tactics for your business goals, drawing on their depth and breadth of experience across multiple channels.
So why is your business on social media? What have you found that works particularly well for your goals? We’d love to hear from you – tell us your story!
