The Benefits of Social Media Marketing

A shroud of mystery sometimes surrounds social media marketing. Traditional marketers and companies are not always aware of how to employ social media to benefit their business. Some may question its efficacy and even the more faithful may fail to measure their social media campaigns and how they assist the company's sales performance. Yet, businesses that recognize how to use the power of social media are quick to declare its benefits. No matter your perspective, it is clear that social media is embedded into the modern social and business spheres. Social media is here to stay and businesses must learn to use its power (for good of course!).

Businesses must foremost understand that social media is used to engage and connect. It allows businesses the opportunity to directly interact with fans/ followers resulting in the exchange of ideas and information. This results in a number of benefits for the business spanning promotion and even market/ consumer insights. For instance, a business may receive feedback on a new product or idea.


Let's consider further some of the benefits of social media marketing:

Sales Growth
Studies have shown that social media, particularly when used over time can help bolster sales. For many, this may seem the only benefit worth discussing. After all, what is the purpose of marketing if not to sell? But, more than ever, consumers do not like to be sold and are disenchanted with advertising blitz. Marketing in today's climate is more dimensional and dare we say meaningful. Effective marketing is about creating relationships, generating word-of-mouth so that a company can share its value. It is this value that enriches lives and society as a whole. The social media platform is a great way to develop such relationships and these relationships ultimately beget increased sales activity. Examples of relationship building through social media may include direct fan interaction over Facebook or creating strategic alliances or client relationships through LinkedIn. Increased sales are also connected to other benefits imparted through social media which we will discuss below.

Increased Exposure
By expanding your social media following, you will invariably increase the exposure of your business and build brand recognition. By creating worthy content, you will also encourage followers to share information with their friends and family not only through social media directly but through their actual in-person interactions. This word-of-mouth proliferation helps to generate exposure and galvanize buzz about your business.

Strategic Alliances/ Partnerships
More and more, businesses are using social media to create new business partnerships. Such partnerships may help you expand your product/ service offering, save costs within your supply chain, become an outsource agent for similar or complimentary businesses and so on. The point is, social media can be used for creating relationships not only at the consumer level but through B2B channels as well. 

Increase Traffic/ Search Engine Rankings
A social media presence can improve your business' online presence and help bolster search engine rankings. Both through improved search ranking and through the fan base you establish, you can generate more traffic to your website, augment email subscription lists, etc.