Social media marketing has changed the way that businesses advertise online. Many marketing departments now include a social media manager. Campaigns include updates and postings to social websites that drive customers towards products or services. The initial costs of entering into the social media marketing arena are very low. The ongoing cost of maintaining the campaign, however, can increase over time. There are several reasons why a business should invest in social media marketing.
Companies that communicate with customers through social media are able to engage in a very unique way. Existing and potential customers can feel as if the business is speaking on a very personal and informal level. The answers to questions like ‘what is the best credit card‘ will seem much more genuine when coming through interactions with a business through a social channel. The mechanism of social media also provides customers with a ready outlet to respond directly to the company.
The return on investment from social media marketing is usually positive. The underlying costs of maintaining a profile or website is generally very low. Marketing campaigns that overlap into the social realm are developed in tandem with existing marketing efforts so there is no added cost. People online might also tend to gravitate towards the social page of a business without any active marketing effort simply as a result of an experience with the company elsewhere.
The marketing content that is developed for a social media page can be of great value because it is persistent once it has been posted online. This type of reusable content has a higher return on investment than an email campaign that is sent out to customers once and then fades into the archives. Persistent content can also become important if a video, posting or image happens to spark a viral response. This can then draw attention to the business for no cost at all.
Advertising programs that are offered by social media companies can be far more effective than other types of traditional campaigns. The media company already has customers segmented by a number of different variables. A credit card company has a good chance of being able to target marketing efforts directly at users who have been looking for a business credit card offer. This type of marketing power is unique considering the low cost of entry into the field.
The importance of maintaining and promoting a social media presence online can be seen with search engine rankings. Cultivating a good relationship with customers can lead to a proliferation of links that can drive up the ranking of a business within search engines. Investing time and money in social media marketing will also inevitably benefit companies as new technologies and online services emerge in the future.