Why Building Social Media Presence Is More Important Than Ever In 2020

By Matt Bertram

By Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is a nationally recognized expert in SEO and the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing." Author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers with contributing articles in Forbes, Search Engine Journal and numerous other publications pertaining to digital marketing.

The line between people’s digital and physical lives aren’t as separated as they used to be. Around 5.2 billion people now have phones, and 4.5 billion people have access to the internet. Of these, 3.8 billion are on social media. This alone is a good reason to establish a social media profile. Want to reach your customers? Then you must chase after them. They won’t be the ones to adjust to find you. Building social media presence for businesses is even more important now. More than half of the world population will likely be on social media by next year.

So, don’t wait around and let your competitors pass you. Take a look at the following reasons why you need to do it now.

1. Social Media Has Billions of Users

Facebook alone has 2.26 billion users as of 2019, with YouTube following at 1.9 billion and Instagram at 1 billion. Tumblr, Twitter, and Pinterest also have millions of users.

Building social media presence allows you to reach this many people. Having an account also means they can find you where they a good chunk of their day. Wherever they’re looking, you make sure you’re there.

Now, your platform of choice depends on your target audience and brand personality. Nonetheless, the number of people you have the potential to reach through social media is still higher than other advertising channels.

2. Consumers Want to Find You on Social Media

People tend to visit a brand’s social media account first before visiting its website. Around 58% of consumers have this habit.

This explicitly tells you that you need to have a social media presence. If not, you lose authenticity points in the eyes of the consumers.

Who doesn’t have a social media account nowadays? If that’s you, then you risk losing customers only because they can’t find you. While a website works in looking legit, there’s nothing quite like a verified account on social media.

Because majority spend most of their time on social media, they should be able to find you there. If they need information, want to talk to a customer representative, verify your legitimacy, they’ll search for you on social media. When they look, you want to be there with all the information they need.

3. It’s a Direct Connection to the audience

A website is helpful, but it lacks the connection that social media can give you with consumers. The way it works is simple.You post something, and your followers engage.

They can like a post, share it, or comment on it. You can then interact with them through the comment section. Additionally, they can interact with your other followers, too, boosting the engagement on a post.

Of course, you also have to encourage them to participate in your post. You can use CTAs like “tell us in the comments below” or ask questions like, “what do you think about this subject?”

What’s good about social media is it also has tools that promote engagement. An example is the Top Fan feature—a badge you can give to your followers who interact the most on your account.

Another way they can connect with you through social media is via messaging. They’re free to message your account, which then allows you to address their concerns in private.

Platforms also have tools to help businesses on this front. For example, you can use bots to address common questions or specify what kind of help they’ll need.

Social media has many tools to encourage engagement, including live streams, stories, and such. These are tools you won’t find elsewhere, and to be honest, they won’t be much use outside the userbase of social media.

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4. Social Media Allows You to Provide Great Customer Support

People don’t like calling anymore. They don’t have the time to try to get through a lasting hold without reaching a real person.

That’s why they prefer texting, chatting, emailing, or messaging a business instead. This gives them control over their time and helps them avoid speaking.

Having social media allows you to provide customer support over such platforms. Like we said above, you can utilize the tools provided by social media to elevate your service.

This also allows your representatives to handle several cases at once. Your customers won’t feel neglected, and they won’t even notice the wait, unlike with phone calls.

5. Building Social Media Presence Helps You Look More Authentic

You can take advantage of the many features of social media to look more authentic. For instance, you can treat the audience to some behind-the-scenes snippets or introduce them to your team via Facebook Live.

This makes you look more relatable. When they see real people behind a brand, they’re less likely to see you as a corporation whose only purpose is to get their money.

Social media is also a great way to show off your brand voice. Are you informative yet friendly, or are you more humorous and witty?

Whichever it is, show your true personality through your posts. It makes you look more consistent, giving the audience a better idea of who you are. They’ll engage more, knowing they’re talking to real people, and have a better experience with your brand.

6. You Can Tell Your Brand’s Story via Social Media

Building social media presence provides an easy way of telling your story. It keeps your followers updated on what’s happening with you.

Reached a goal for your community? Make a post or a video about how everyone helped with that goal.

Have you got positive feedback from a customer? Share it with your followers and explain how your product helped other people.

These are only some of the ways you can tell your story. This can be as simple or as detailed as you want, whichever you think is more effective.

You can even use the platform to raise awareness for the causes you care about, too. If, for example, you’re an environmentally conscious brand, you can direct your followers to recent environmental issues and news.

7. Your Competitors Are on Social Media

Again, who else isn’t on social media? Your competitors are already there, connecting with customers and building trust. Having no social media presence means you’re falling behind.

If a potential customer can’t find you there, they’ll likely go to a company that’s already there. So if you’re looking for any other reason to get on social media, getting ahead of the competition might be good enough for you.

However, don’t rely on having an account alone to keep your customers. They have to engage (see above) and get a positive experience from your brand’s social media account. If your competition is doing these things better than you, you still risk losing your customers to them.

A social media presence isn’t only about having an account. It’s also about establishing your brand and maintaining a constant presence. A business profile with regular updates tells them you’re active.

8. It Increases Brand Awareness

As the audience is more exposed to your brand, the more they’ll become aware of it. And the more they’re aware of it, the more likely they are to trust it and become loyal customers. It’s also a great way to get them to buy your product if they haven’t yet.

Even when they aren’t thinking of your brand, one post from you will get them to look at you on their feed. Consumers are very likely to buy from a brand they recognize. Take advantage of this fact by placing your brand everywhere (to a reasonable degree).

You can put your logo, colors, or other elements of your brand in all your posts, for instance. That way, you can plant your brand in their subconscious.

9. Building Social Media Presence Increases Customer Loyalty

Brand awareness leads to brand loyalty, especially if they like the content they see on your page. Around 53% of Americans who follow a social media page are loyal to that brand.

If they’re interacting with you, that means they enjoy your brand. Use that to your advantage and keep them engaged to earn their loyalty.

They’ll also give you their loyalty by showing you appreciate them. Thank them for their patronage and repost feedbacks from your followers.

Also, make them feel heard by replying to their comments. Don’t use cookie-cutter responses, but personalize your replies.

You may also give away some of your products or branded marketing items, like USBs, mugs, shirts, hats, and other inexpensive trinkets. It doesn’t have to be expensive.

Anything will go a long way with building brand loyalty.

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10. It Increases Traffic to Your Site

If you’re trying to bring traffic to your site, consider setting up a social media account. You can use it to post content that directs to your site. You can also post ads that have a CTA button leading to your website.

The more web traffic you get, the more you get leads and conversion opportunities. You have to make this traffic count, though.

The type of content you post matters as much as your landing page. Your social media will only bring in the traffic, one step in a sales funnel. Your website must be ready to receive traffic and convert visitors.

11. You Can Take Advantage of Viral Posts

Sometimes, you don’t need to post an ad to reach people who aren’t following you. You only need to rely on likes, shares, and comments. Whenever someone interacts with you, that will show up in the feed of their friends and followers, too.

When you have a post that goes viral, you get to reach more people for free. You can introduce your brand that way, especially if you put your branding (however subtle) in the post.

If you’re asking us what types of posts are likely to go viral, though, that’s a whole another subject. But, in general, people eat up posts that appeal to their emotions. It can be a funny video, a heartbreaking story, or a post that tugs at their heartstrings.

12. It Helps With SEO

Social media doesn’t directly impact SEO, but it does have some benefits that will help you rank higher. Increased traffic is one such benefit. More people visiting your website means it’s a reliable source of information in the eyes of Google.

Backlinks are another benefit. Let’s say you shared a blog post on Facebook. Five thousand other people then shared your Facebook post. This creates 5,000 more inbound links to your site.

While social media shares aren’t a signal to search engines, the inbound links are. It will improve your credibility because it signifies you have great content.

Don’t forget that Google also now displays relevant tweets and YouTube videos. If you’re on these social media platforms, consider this when creating your SEO strategy.

13. Social Media Marketing Is Cost-Effective

We’ve established by now that a social media presence is a must, but is it worth it? Of course. Even small businesses will find value by having an account. It’s practically free, anyway.

Signing up is free, uploading posts is free, responding to messages is free, almost everything is free. You can grow your brand without spending a dime on social media.

If you want to level up your game, though, you can try advertising on these platforms. A paid ad is also a part of any strategy, so you’ll have to do this at one point. However, even that is affordable as it’s easy to customize your campaign to suit your budget.

If you do it right, you’ll have a greater ROI than in any other marketing campaign. It doesn’t matter how small your marketing budget is, social media gives you a chance to see higher returns.

Learn More About Building Social Media Presence

Building social media presence comes with a lot of benefits, but it’s not an easy road. You still need to strategize to come out on top. With millions of competitors, a single mistake could set you back for weeks or months.

That’s why you can count on us. Don’t walk the path of digital and social marketing on your own! There’s a lot to learn here, so don’t hesitate to contact us if you need any help.