As someone involved in business, you understand the important role social media has in our society. Online communities and platforms are growing and flourishing like never before. Meanwhile, people move online to find connections with each other and with the brands they do business with. Social networks have become just as much a part of most individuals’ daily routines as teeth brushing or showering; it’s where they spend their time and how they stay current with what’s going on around them.
It’s also become an integral part of doing business. More than ever before, the majority of online traffic to business web sites is coming from social media networks. Are you catering to this potential? If not, the time to start is now.
The Statistics
A recent study released by Shareaholic found that Facebook and Pinterest refer one-fifth of all visitors to sites across the Internet in the last month. From direct traffic and social referrals to organic and paid search options, social networks are driving internet use like never before.
It makes sense; on average, Facebook users share 2.5 billion pieces of content — photos, status updates, links and more — on a daily basis. The proof is in the results; 70% of business to consumer marketers and businesses have acquired customers through Facebook.
Furthermore, in January 2013, Facebook drove 15% of all site visits received for online businesses and brands while Pinterest drove nearly 5%. Twitter came in at a close third for referrals. This may be due to increased mobile activity, increased network availability with mobile hotspots like Le VPN or the rising prevalence of social media in general.
How to Cater to Social Media for Your Brand
To start creating a social media presence for your brand, do some research. While the study referenced above indicates that the highest referrers to websites are Facebook, Pinterest and Twitter, that may not matter if it’s not where your target demographic spends time. Chances are, Facebook will be most popular, as it appeals to all ages and genders, but, this does not always hold true. In some cases, Google+, LinkedIn, YouTube or Instagram may be more popular in your audience. Do research about the habits of your target demographic to find out.
Start with a single network and create a brand page. Include contact information, a synopsis of what your brand is all about, photos of your products, service listings and other relevant information. Do this before trying to build a following. From the first visitor to your social media page to the thousandth, you want your page to give a sense of completion and wholeness; it shows you are committed to every follower.
From there, reach out to your existing contact list. Announce your social media page and invite them to follow. Ask for shares; do what it takes to build a community built on interaction and knowledge sharing.
Because the purpose of your social media profile or page is to drive traffic back to your site for sales and conversions, be sure that each piece of information you share links back. Consider sharing special sales and promotions along with tips and tutorials for using your service or product. By doing this, you’re putting your social media followers into the the consumer mindset. Remember, your purpose at all times is to drive traffic to where the potential profit is: your business’s website.
The proof is in the statistics. Now, more than ever, users are finding websites through social media outlets. Creating and posting content that can be shared by users is the fastest way to reach an otherwise unreachable market in a cost-effective and profitable manner. If you have not adjusted your business and marketing plan to cater to social media, the time to do so is now.