It goes without saying that social media has become an effective tool for brands to build a two-way street when it comes to communication with your audience. Whether it is with customers or prospects, social media is undoubtedly a means to communicate quickly to your audience. It has also become a marketing channel that helps humanize your brand, connectivity and helps potential customers move down the purchasing funnel. But, what does that all mean? And, what is social media marketing anyway?
Social media marketing
Although in the past, social
media marketing was simply “the process of gaining traffic or attention
through social media sites”, it has evolved to incorporate a two-way exchange
between the brand and the consumer. It is defined as the use of social media to
facilitate exchanges between consumers and organizations.
In a recent article, I described how social media can help foster a tremendous amount of growth for brand awareness and lead generation. These exchanges can be about just about anything but connecting to your audience is far more important than collecting audiences. If your audience feels a one-to-one relationship with your brand, they are more likely to engage and ultimately buy. In a report from Sprout Social, consumers that not only follow a brand but also the brand produces content that is relevant and using current events has a 77% more likely to acquire a product or service.
Although those numbers seem high, with nomophobia on the rise and haloing into different generations other than Generation Z, consumers are more connected than ever to social media and their mobile devices than ever.
When it’s all said and done, social media marketing is about fostering connections. It allows brands to connect to your audience on a whole different level. People liked to be talked to not talked at. Remember, keep the conversation going and make it reciprocal by humanizing the brand and conversation. Make it real.
Any ideas on two-way conversations on social media? Share your thoughts and comment below. And don’t forget to read up on other marketing-related geeky stuff on my blog.