The digital presence of a business has become an indispensable tool for understanding,
engaging, and connecting with customers. Now, the consumer buying process has become
highly competitive, as it allows shoppers to browse the internet and conveniently compare
products and services across several platforms. The second quarter of 2024 reports that
the average daily time spent online by internet users worldwide is 6 hours and 36 minutes,
an 8.4% increase since 2013. Out of those 6+ hours, the average person spends 2 hours
and 24 minutes on social media each day. Small business owners may feel that they do not
need to engage with their customers digitally, but neglecting this audience is a disservice to
any business in the modern world. In this post, we will discuss ways small businesses can
leverage social media marketing to increase engagement rates and draw more traffic to
their website.
Since the average time spent online is increasingly high, it is likely that your business’s
target audience will have been active on the internet at some point during the day. With
that information, it is important to post content about your business, even if you are not
participating in e-commerce selling. Having a digital portfolio, otherwise known as content
marketing, is a great way for your audience to engage with your brand. The rise of digital
technologies and the necessity for innovative digital marketing strategies have become a
prevalent part of today’s business landscape. If you are a small business owner, you know
the importance of reaching your target audience and nurturing leads into loyal customers.
A great way to achieve this is by interacting with your target audience through digital
platforms to connect on a broader scale. What you may not be aware of is the importance
of reaching your target audience through an effective social media marketing strategy that
could reach your audience at a calculated time with a powerful, tailored message. Firstly, it
is important to understand what social media marketing is to determine how it can be used
effectively. Social media marketing is the practice of using social media platforms such as
Instagram, Facebook, TikTok, Twitter/X, LinkedIn, etc., to promote a brand and engage
customers. It is a tool businesses can use to not only build an online community but also to
drive sales through content creation and promotion.
Let’s discuss the ways your business can utilize social media marketing to meet
advertisement objectives.
Platform Selection
Your company can determine which social media platforms to use by primarily considering
your target audience, your marketing goals, and the various features of the platform to align
with your marketing objectives. Conducting research through customer segmentation can
allow your company to uncover factors such as demographics, preferences, interests, and
location, which are all essential components that make up your target audience.
Examples of How Different Social Media Platforms Cater to Different Audiences and
Objectives
Facebook:
Facebook’s primary audience is men between the ages of 25 and 34, who make up 17.6%
of global users. However, Facebook is known to have a broad reach and is beneficial for
general brand awareness and sharing longer forms of content.
Instagram:
Instagram allows for a high volume of visual marketing and the ability to engage customers
through showcasing products and services in an appealing way. Businesses can
implement targeted ads to reach a large digital audience and leverage user-generated
content. Another rising incentive of Instagram is influencer marketing, which allows
businesses to partner with micro-influencers and influencers with a large following to
promote their brand through their social media pages. Instagram allows companies to
build brand awareness, create engaging content, and track analytics to reveal campaign
performance.
Twitter/X:
Twitter, AKA X, allows for real-time updates, news, customer service, and speedy
interactions. You can also run paid ads on Twitter to put your brand in the newsfeed of
people interested in what your company must sell.
TikTok:
TikTok is considered short-form video content that is a great tool for reaching a younger
audience and having the potential to create a viral trend or video. TikTok provides a unique
opportunity to reach a large audience and when done well, create incredibly engaging
content that can gain significant organic reach. This is especially true if a company
leverages popular trends or audio on the platform.
LinkedIn:
LinkedIn is a platform business can leverage for professional networking and recruitment.
This platform can be used for B2B lead generation and job postings to collaborate with
other business professionals and candidates.
It is important to choose social media platforms that align with your company’s marketing
objectives and target audience so that you can optimize your reach.
Not only does social media reach a large audience, but it is also a cost-effective marketing
strategy that connects your business with customers and potential leads, ultimately driving
sales.
If you’re interested in learning more about the value of social media marketing, Sentinel
Solutions can help. We have experts who will evaluate your marketing strategy to ensure
you are optimizing every dollar invested in your marketing plan.
Give us a call at 603-352-5896 or send us an e-mail
to advertising@SentinelDigitalSoutions.com if we can be of help.
