Social Media offers businesses the potential for development being an environment in which consumers are present on a daily basis, on a regular basis. It is also a challenging environment due to the continuous change it is going through and its tendency to be overcrowded by an ever-growing number of brands.
It can be difficult for a brand to keep up with every trend, which is why more and more companies that offer business to business (B2B) services are strategically active in the online environment.
On the other hand, it is very easy for a user to feel overwhelmed by the presence of companies that promote themselves through a social network, be it Facebook, Instagram or Twitter. In this context, content is the differentiating element that manages to capture attention.
There are multiple types of Content Marketing that provide good engagement in Social Media. According to marketinginsidergroup.com, the top are: written articles (27%), videos (26%) and images (24%). When it comes to capturing the user’s attention, the most important aspect of these types of Content Marketing is quality and not quantity. If original content intersects with proper design, GIFs, memes, and viral videos are born.
Phrasee.co shares with its readers the results of a test conducted with content for Facebook Ads generated by two sources: Natural Language Generation versus a copywriter. The images or videos were identical, and the percentage with which the click-through rate (CTR) increased was 40%.
Social Media supports the interaction between users and brands and facilitates the establishment of the relationship between the two parties. A Facebook Ad, for example, can spread online without being controlled by anyone and thus influence the purchase decision of hundreds of users that the ad would not have directly targeted at the time of implementation. Thus, although Social Media is not a science-based medium, it has a strong impact on the purchasing decision-making process. For example, a Facebook Ad can cause a potential buyer to place an order a long time after a campaign ends.
Social platforms are environments where data collection and control can be easily carried out, as the path taken by a buyer can be defined with the help of tools. Thus, the effectiveness of the content shared on social networks can be translated into numbers.
This environment is one in continuous development that is increasingly adapting to the user’s lifestyle. Thus, the business that has a strong presence in the online environment has chances that both the level of engagement and the conversion rate will be higher, compared to one that does not exist in Social Media or that does not have proper communication.
Below we offer you some food for thought:
The 3 most common difficulties encountered by a business in Social Media are:
- allocation of human and financial resources,
- creating a marketing strategy suitable for the objective,
- increasing the community of followers and influencers,
Social Media in numbers:
- 52% of marketers believe that social media positively influences a company’s profit;
- The most important metrics for a company are: engagement (36%) and conversion rate (35%);
- About 80% of companies share original content on the social networks where they operate.*
*clutch.com in collaboration with smartinsights.com conducted research to determine the role that Social Media plays in the marketing sphere.
