Social media has a tremendous influence on consumers’ buying habits and where they choose to shop. Although many independent retailers recognize the need for a social media presence for their business, developing an effective strategy is often a process. Yet small-to-medium-size businesses that make a concerted effort can use social media platforms and current technology to build a robust online presence and become skilled in digital marketing. Why does it matter? Because there are 5.7 billion social media users worldwide and 300.8 million users in the U.S.
It’s Worth the Effort
Store owners already have a full plate, and adding another task related to digital marketing may be a low priority. People often feel they don’t have time or enough information to create an effective strategy to achieve tangible results. The impact of digital marketing will continue to grow. Operations that put forth minimal effort, or none, have already fallen behind competitors who recognize the power of online communications and take action.
- Search engines drive Ninety-three percent of all web traffic
- Eighty-two percent of people use their phones to search online before purchasing at a store
Focus on the Benefits
It’s critical to keep an open mind about the process and focus on long-term benefits rather than short-term inconveniences to businesses. Platforms are designed to engage in communications, sell products, promote a cause, or get personal. There is a list of reasons small businesses should commit to digital marketing. Here are just a few ways companies can benefit.
- Flexibility to target specific customers
Digital marketing allows you to deliver personalized messages to specific customers. Perhaps you want to alert customers who purchase lawn and garden products about an upcoming gardening event or sale. Every campaign should have a strategy and pre-determined objective to verify that the outcome achieves the goal.
- Identify the specific audience
- Determine the subjects that will appeal to this audience.
- Is the content available, or does it need to be created?
- What social media will be used to deliver the message?
- Cost-effective way to communicate
The customers that buy your goods and services are on social media. Businesses need to be online to identify the best methods to communicate with them. Do customers prefer receiving communications via Facebook, Pinterest, Twitter, Instagram, or a combination of networks? It’s essential to understand the best ways to engage each audience and the requirements for each platform. This information can help you determine how to market your business offerings. Digital marketing doesn’t require a big budget, and it’s easy to start or change course in a different direction. - Generates More Conversions and Revenue
Research indicates companies that incorporate social media into their marketing strategy generate 78 percent more business than companies that don’t do so. Additionally, the conversion rate for subscribers who become customers is significantly higher. Exposing a broader audience to the goods and services offered also increases revenue. - Achieve Measurable Results
Digital marketing uses analytic tools and digital resources to enable you to measure the results of each platform. You can quickly see what campaigns are working or if it’s time to return to the drawing board and develop something new. Many automated tools are available to make your digital marketing journey easier. You can plan, create, and schedule posts weeks in advance.
How often Should You Post?
The platform you select, and your goals will determine how often your business should post online. While there are general guidelines, it is better to focus on the quality of your content rather than how frequently it is refreshed. However, if the content is outdated or no longer relevant, it should be removed and replaced with fresh information to keep consumers engaged and connected. Remember to regularly update the content on your website since search engines identify updated content as being new information.
- Facebook: Post 1-2 times a day
- X (Twitter): Post 2-3 times a day
- TikTok: Post 3-5 times a week
- Pinterest: Post once a week
- Google My Business: Post at least once a week
Buying and selling are at the heart of every business. When these things are done well, companies continue to grow and serve more customers. The digital world is vast and getting more sophisticated by the day. The more often your business engages customers on social media, the easier it becomes to use the platforms effectively.
