Monday, 21 March 2016 - 12:07
Benefits of Integrating Social media into your marketing strategy


Evolution of Social media and growth in mobile internet  has resulted in the need for  marketing  strategies to  change . The image below shows the growth of social media channels and messaging  apps.

Above states the huge potential on  selected  social channels  and messaging apps have to reach your target audience , create brand awareness , engage and generate leads  for conversion.  Further Facebook owns whatsapp , messenger and Instagram .

If you take the overall global  snap shot  there is huge potential for future growth of internet penetration and use of mobile which will be the  primary source  to seek information and reach your customers.

Ts a no brainier that marketers need to rethink there overall marketing strategy and adopt  social media channels into overall communication and engagement plan. Why its simple you need to be in the right channel where your customer is mostly  active on sharing timely relevant content that will create a call to action .

Gone are the days when marketing was a one way communication tool and today due to advent of social media , messaging apps and internet accessed thru mobile your customers want real time interactions and responses . Hence  your social media strategy  needs to be integrated  to  engage with your prospects , customers beyond likes and shares.

State below few benefits of integrating  social media into to your overall marketing strategies .

The ability to build long lasting  relationships .

When you start marketing through  social media platforms you create relationships with customers and ability to engage more frequently  and stay connected  enabling your product ,service to carry our two way communication and feedback .  Its easy for your customers to  engage with your brand and seek further information prior to purchasing.

 The customers can also  share or talk about your brand on their social feeds thus creating user generated content that reaches to  audiences you will not reach or new audiences which amplifies your  brand further .

Your product or services is accessible to customers .

Your customers can now access your company  real time 24/7  through social media or online chat service  . If your company provides  customer service  via social channels this can provide  a great customer experience and result in better sales , referrals online to  your brand .  you can earn more free media publicity  .

You can engage your target audience through social channels

One of the  key benefits of using social media compared to traditional is the engagement that can be measured . If you use print or television ads its hard to measure the engagement unless you track calls to your hotline or call center which is offline .

On social channels  the engagement can be measured real time and response can be given as well.  Based on analytics and audience insights which are available  on social media  tools you can create relevant content preferred by your audience and create engagement . To be effective in engagement on social media one must clearly understand the preferred social media channels of  your customers and how they access same.

You can carry out targeted advertising on social media at a lower cost 

The cost to reach  your customers on social media  is far lower than traditional advertising    and can be measured , tweaked  real time . Further  social channels such as FB , Instagram , Twitter , linkedin, youtube or any other emerging channels such as snapchat, printerest  have  tools to  carry out hyper targeting and your content can be optimized to be relevant to each  segment thus you can generate leads to convert to  your sales teams or business .  

These channels have tons of data and high capability to provide you real time information of customers you intend to reach  thru your message. One could use images , videos , GIFs  to reach and engage with relevant  messages that can create action .  Further you can experiment and split test your ads and analyse what works best thus enabling further optimization .

Content that are  posted on social channels is shareable 

The content that is posted on social channels can be created by you or user generated .  Your customers could be converted to content providers or you can  create timely relevant content based on personas of users that will be shared across and increases reach organically .

Advantage here is  your customers sharing content increases viral reach for which  you do not pay . Creating videos that talks about your product , or customers talking about your company  can easily go viral and the ability to now post direct to multiple social platforms  enables cross channel marketing .

You can capture customer information and generate leads 

By carrying out promotions on social channels  , you can capture your customers information such as mobile number , email address, profession etc and use such data later for re-targeting  or re-engagement  which can result in new business or  increase in businesses . By capturing  leads based on relevance  you can share such information to  your sales teams to  convert to business.

The cost of such leads , leads converted can be measured thru online CRM tools and enable marketing automation.

Social media allows  your company to create user generated content and earn loyalty  over time . The info graph above explains the overall snap shot of marketing channels and activities  .

We need to accept the fact that  social media is here to  stay and will continuously  evolve to remain relevant with customers . These channels will disrupt traditional mediums and create challenges for marketers in the future due to its overall scale and capabilities  which makes it very easy to reach and create awareness  in a cost effective and accountable manner.

Companies and marketers that accept and evolve will be in a better position to capture attention of prospects and customers.

Article by: Dinesh Jebamani

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