Why you can no longer afford to ignore social media

There was a period of time when you could get away without fully embracing social, but that time has passed. The decision makers of tomorrow have grown up communicating with businesses through social media and are notoriously difficult to engage through traditional mediums. If you want to grow your business, now is the time to start going all in on social media.

Most businesses now recognise the need to future-proof their business and get involved in social media but many still struggle to prioritise social and develop a serious strategy that will lead to business growth.

But how bad will it really be if you keep putting off social?

1. Fail to reach & impact future decision makers 

The decision makers of tomorrow are today’s Millennials and Generations Z’s. These guys want to see social proof; to have confidence in your business or brand through seeing social media activity and a following alongside quality content and evidence of engagement. These factors all influence someone’s perception of your business and will influence their decision to purchase.

This year, Millennial purchasing power surpassed that of Baby Boomers, confirming Millenials as ‘the most important age range for economic activity’.

If you want to be visible to the most influential generation of consumers to date then social is your vehicle to do so.

Already, the majority (63%) of consumers who search online are more likely to purchase from brands who have an established social media presence. And this statistic will grow every year.

You may have a full pipeline or an inbox full of enquiries but, with times moving so quickly, it will be much easier to future-proof your business if you start now, develop a social media strategy and find your digital sales and marketing confidence.

To ‘proof’ something means to ‘withstand something damaging’. So to ‘social-proof’ your business means adjusting to changing societal norms and ways of doing business to ensure your business is around in a few years time.

The cost of inaction?

  • Fierce competition from brands who have already started cultivating a social media presence and following.
  • Increasing difficulty to access your target audience as social networking becomes an increasingly integral part of people’s lives.

Millennials are the new decision makers

2. Massive missed opportunity while Facebook Advertising is so cheap

Facebook Advertising is still massively underpriced.

Yes, the costs have increased over the past few years but, it is still a LOT cheaper than it’s going to be in the future when large brands realise their entire marketing strategy needs to be focused on social rather than traditional media and pushing the cost up for the rest of us.

The huge benefit of Facebook and Instagram advertising is the detailed audience targeting – no other platform offers this level of targeting or complete control over your campaigns.

Love it or hate it, Facebook offers a massive opportunity to reach your current and target customers and clearly measure your ROI.

I’m often asked ‘How much does it cost to advertise on Facebook? And the answer is, the average cost per click, lead, engagement or video view varies substantially between sectors and depends largely on the quality of the advert itself. But we’ve seen campaigns delivering as little as £0.04 per landing page view and less than £5 per recruit. So it’s there for the taking! Check out how Facebook Advertising helped TEDxBrighton sell out their latest event with a 1071% ROI.

The cost of inaction?

  • Inability to target and engage your target customers cost-effectively.
  • The eternal struggle to reach new people with organic Facebook content.
  • Watch your competitors promote themselves to your potential customers by leverage paid social.
  • Pay more in the future when you finally get around to paid advertising – It will never be this cheap again.

Facebook advertising will never be this cheap

3. Lack of valuable data about your customers

Audience data is extremely valuable for a business to understand more about its current and potential customers and help with business development, new products and services, and customer relations.  Data analysis leads to meaningful, actionable insights which drive strategic, cost-effective marketing.

There is a huge amount of data available through social that teaches us where our audience live, how old they are, gender, interests, online behaviour and much, much more. Perfect to help you target effectively through Facebook Advertising.

A simple look at Google Analytics and your social media metrics at the end of the month could provide enough information to make strategic decisions on your overall marketing strategy, adjusting budgets on a campaign and much more. If you have a website and use social media, the data is all there – it’s what you do with it that counts.

The cost of inaction?

  • A knowledge gap when it comes to understanding their customer demographics, interests and behaviours and which products or services will work best.
  • Inability to create quality content that cuts through the noise to engage an already inundated audience.
  • Wasted marketing budget from not learning from social data.

Social media data is available to businesses using social

4. Difficulty attracting talent and retaining engaged teams

Young people now are far more discerning about the kinds of companies they want to work for.

“Companies with engaged employees outperform those without by up to 202%”

Businesses today should be striving to build a workforce who are passionate about what they do; building a ‘brandful’ workforce of engaged employees. Brands whose employees act as ambassadors of what they do generate more trust with consumers.

Employees are trusted 16% more of the time than CEOs – Edelman trust index

Having an iconic face and compelling story behind your business is one thing, but when your team share branded content it receives on average 8x more engagement and is reshared 24 times more frequently. Embracing social into your organisational culture will lead to engaged employees who become brand advocates and build trust and credibility outside of the organisation.

The cost of inaction?

  • A less humanistic approach to marketing leads to reduced trust with prospective customers – people are bombarded with ads these days, without making authentic human connections, you’ll never rise above the noise.
  • Failure to recruit quality staff to competitors who embrace social in their teams and can demonstrate a forward-thinking approach to digital marketing.

Engage your employees with social media

5. A dated approach to marketing with no business ‘personality’

People have come to expect a more intimate, behind the scenes experience from many businesses. Popular, ephemeral content such as Instagram TV, IG Stories and Facebook Live are ideal channels to share your story and make people feel included. 

Many businesses, ourselves included, report that content that lets others get to know the people in the business, their personalities and values, is by far the most engaging.

This type of content, which social media is the ultimate platform for, shows transparency and confidence and facilitates a less sales focused approach. You’ll have far more success selling to someone who already knows and trusts you, rather than interrupting someone who doesn’t – a fundamental social media marketing principle.

The cost of inaction?

  • No format to effectively show your business values, people and personality.
  • Your competitors are building relationships with your potential customers by engaging them with this popular type of content.

The social brighton team

To protect your business in the next few years, whether to have a social media presence is no longer in question. The real question is how well you leverage social to help your business grow.

If you want to start using social media strategically but need a helping hand, please get in touch to see how we can help you.