Does Social Media Help You Meet Your Bottom Line?
Between Facebook, LinkedIn, Twitter, Google+, and Pinterest, most marketing directors would agree that maintaining a strong social media presence has become a time consuming endeavor. According to Hubspot, the majority of marketers devote 6 or more hours to social media each week.
You may feel like a hamster on a wheel just trying to keep up with competitors on the numerous social platforms. In the midst of your daily tweets, shares, pins, and likes, you may ask yourself, “Is all of this really helping my business in any measurable way?”
To answer this question, it’s helpful to ask: How do professional services buyers decide what to purchase these days? What are the steps you take before reaching out to a professional services firm that influence your purchase decision?
If you are unfamiliar with the market, you may search a few keywords related to the services you are looking for on a major search engine. In all likelihood, you click one of the links on the first page of the search (75% of users never scroll past the first page of results). The homepage loads and in a few seconds you have made your first impression of the firm based upon the page’s layout and content. You may also visit the firm’s social media pages to view their content and assess whether they seem credible. At some point, you may proceed to make a purchase, but the marketing foundation was in place for the successful firms before you even searched the first keywords – and social media is a part of that winning strategy.
Here are five benefits of social media that can help you meet your bottom line:
Search Engine Optimization
How did a firm get to be one of the top search results? Search engines give higher rankings to websites that have more backlinks to their site across the Internet from credible sources. Having active company social media profiles with plenty of links to your site is a great way to boost your search engine rankings, so that prospects will see your site at the top of their keyword searches.
SEE ALSO: Building a Better SEO Plan
Increased Site Traffic
Social media postings can also help drive referral traffic to your site. Google Analytics allows you to track the number of visitors from social platforms, so you can measure the inbound web traffic from social media sites. If certain types of posts generate more traffic than others, use this information to inform future posts.
Building Email Lists
If your firm has additional content, like a blog or whitepapers, a social media post can also be used as a tickler to drive followers to read a more comprehensive piece of content. This is also a great way to build up your email lists, if you require users to enter their information before downloading these pieces of content.
While you do not want to seem overly self-promotional on social media, the occasional promotion or offer can drive increased engagement and awareness across your networks. As a rule of thumb, social media postings should follow an 80/20 ratio, with 80 percent of postings about other people’s content or industry-related news, and only 20 percent of postings related to your firm.
Over time, your firm’s voice will emerge on social platforms. Successful brands create a compelling narrative around the issues that their clients and prospects face and position their brand as a trusted expert and in turn will be top of mind when those prospects are ready to make a purchase. In essence, social media should be an integral part of your brand strategy.
Social media is a long-term commitment to educating and engaging with influencers, prospects, and clients. It's just one piece of the marketing puzzle – and the advantages of online marketing with social media integrated are endless. Incorporating social media into your digital marketing efforts is an effective way to increase traffic to your website and establish online visibility, in turn leading to new business.
Check out our free social media guide to learn more best practices for each social network.
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