Social media revolutionized the way we communicate and share information. It has also become an essential tool for businesses to connect with their customers and promote their products or services. However, not all social media marketing strategies are created equal. In this article, we will discuss the benefits of social media in 2023. We will also share why it is an essential aspect of any successful digital marketing strategy, backed by studies and experts in the field.
I. Cost-effective
II. Builds Trust and Credibility
III. Personal Connection
IV. Drives Website Traffic
V. Conclusion
Cost-effective
The first benefit of organic social media is that it is still cost-effective. A study by Sprout Social found that organic reach on Facebook had increased by 5.5% in 2018 (Sprout Social, 2018). Basically, businesses can reach a larger audience without spending a significant amount of money on advertising. Fast forward to 2023 and man, things have changed!
Facebook and Instagram have turned into a pay to play for quick reach and exposure. But does this mean we give up on organic social media?
Although, social media has become more of a pay to play, it does not mean you can’t influence and build. Social media is the lifeblood of your business and company culture. It allows you to let your hair down. To your audience to provide entertainment, value and incentives at no cost. Building the audience takes much longer than it did in 2015, 2016, 2017 and 2018.
Building a strong social media account requires the following to be successful:
- Long term strategy
- Keyword research and strategy
- Total awareness of the platforms tools and features
- Utilizing new tools and features in your content strategy
- Repetition and consistency
- Humility
- Patience
Although, it’s not as easy as it once was, using social media every day is critical to your overall marketing success. It takes time, so just like every other thing worth having — don’t give up!
Builds Trust and Credibility
Equally, the second benefit of organic social media is that it allows businesses to build trust and credibility with their customers. A study by Hubspot found that 84% of consumers trust online reviews as much as personal recommendations (Hubspot, 2020). By consistently posting high-quality, relevant content, businesses can establish themselves as an authority in their industry and gain the trust of their customers. Consequently, this can lead to increased brand loyalty and long-term customer relationships.
Accordingly, building trust in 2023 is more important than ever. The price of gas and energy have skyrocketed, consumers and business owners are holding onto their wallets a little more closely these days. Even more of a reason to have a social media page that flexes who you are and what you do. What problems do you solve? Think of your Instagram feed as your boutique. When someone walks in, what’s the first impression they get?
Are you providing solutions and values to problems they have? Are you showcasing your work and services or products? Is your branding consistent with everything else in your ecosystem (website, Google, other social media platforms)? If any of these items do not sync, you will lose trust with the visitor and they will leave never to return.
Perfect example is from Toyota. Managing social media has far less to do with sales and conversions than it does with understanding your audience. Knowing who they are, what’s important to them while maintaining the authority and trust of the brand.
Personal Connection
Thirdly, another benefit of organic social media is that it allows businesses to connect with their customers on a personal level. A study by Hootsuite found that social media interactions can increase customer engagement by up to 28% (Hootsuite, 2019). Social media platforms like Facebook, Instagram, and Twitter allow businesses to interact with their customers in a more casual and conversational way. Undeniably, this can help to establish a more personal relationship with customers, which can lead to increased engagement and loyalty. But brands can no longer stop at posting content.
Another key component to building an audience on social media is responding timely to the comments and direct messages. Besides simply responding, the brand must be authentic in their responses as its an excellent way to build trust. Additionally, building trust with that one user, every user that reads the replies from the brand, also builds trust and engagement.
Drives Website Traffic
Fourthly, the benefit of organic social media is that it can drive website traffic. A study by Shareaholic found that social media drives 31% of all referral traffic to websites (Shareaholic, 2016). By including links to your website in your social media posts, you can drive more traffic to your site. This is especially beneficial for e-commerce businesses as it can increase sales and revenue.
Conclusion
In conclusion, organic social media is an essential aspect of any successful digital marketing strategy in 2023. It is cost-effective, allows businesses to build trust and credibility with their customers, connects businesses with their customers on a personal level, and drives website traffic. Studies from Sprout Social, Hubspot, Hootsuite and Shareaholic have all shown the benefits of organic social media. As Gary Vaynerchuk states, the key to success in social media marketing is to create valuable content that people naturally want to share. Finally, by creating a social media strategy that focuses on organic growth, businesses can maximize the benefits of social media marketing and reach their target audience effectively.
Would you like to learn how you can improve your social media? Book a call with one of our media experts today.
References:
Sprout Social. (2018). Sprout Social Index: 2018.