Social media for businesses can serve as an extraordinary tool for driving web traffic, conversions and valuable customer interactions. Despite this potential, the effectiveness of social media outreach is often blunted by common mistakes and misconceptions, leading some firms to conclude that social media is simply about “vanity metrics.” When leveraged correctly, however, social media can generate revenue and valuable customer insights.
According to our findings, social media drives nearly twice as many leads and enjoys a 13 percent higher conversion rate than trade shows, direct mail, pay-per-click campaigns and telemarketing. Additionally, effective social media campaigns provide access to valuable customer insights and play an important role in your firm’s market research. These insights prove critical in developing offerings tailored to your customers’ needs, and when guiding product or service development based on organic feedback.
To take full advantage of the possibilities social media for businesses offers, your firm must move beyond solely using social media platforms as a broadcasting tool. While there is always a time and place for company news, the primary purpose of a social media initiative is to form bonds with your firm’s customers and prospects, build brand loyalty and prevent customer attrition.
While it is important to understand both your customers and the communication platform used, businesses must focus on avoiding many of the most common social media faux pas. By following social media best practices, your firm can take advantage of the unique benefits offered by a robust social media presence.
At Walker Sands, our social media experts can help you take customer engagement to the next level. From integrating social media into existing marketing initiatives to building a personable, credible social media presence that attracts target audiences, Walker Sands offers a range of social media services tailored to your unique business requirements. Call us at (312) 235-6173 to learn more about how we can help grow your social media presence.