Social media has matured from a space for interaction to a powerful marketing tool for businesses of all sizes, becoming a must for businesses wishing to compete in the digital marketplace.

But whilst it has become a prosperous commodity, it can be difficult to interpret exactly how social media services benefit smaller businesses.

The biggest advantage? Raising brand awareness.

Social media enables businesses to share updates across platforms and create a consistent and unified look, feel, and voice. Consistency is the foundation for a reputable business.

We live in a world where users expect instantaneous responses to their queries, and social is a great avenue for meeting demand – enabling businesses to communicate, proactively or reactively, with followers in real-time.

When users comment or ask questions and a business responds in a timely and knowledgeable manner, it conveys dedication to customer satisfaction and the user experience. This kind of engagement goes a long way in fostering loyalty and solidifying a positive impression.

Small businesses with constrained budgets are always on the hunt for low-cost marketing efforts, and social media fits the bill: it’s free and so many organisations have grown exponentially through organic social marketing.

By taking the time to understand your audience and tailor your content to their needs, you can quickly grow your following and encourage conversions.

Once you’ve got the above nailed down, you can focus on the impact social media can have on your website and search engine rankings.

On most profiles, businesses can list their URL, so a visitor need look no further than above the fold to find a link to their website.

Beyond the bio, your posts also afford opportunities to add valuable links to your website. The most effective Twitter posts, for example, include an image, snappy copy and a URL to a contemporary landing page.

Remember, the more clicks your site receives, the stronger the chance of visitors converting. It’s a formula that applies to every social platform.

Interestingly, social media also affects your search rankings. Activity helps search engines discern that your website is reputable and should rank for specific keywords. As we know, Google’s algorithm is continually evolving to weed out suspicious websites and appropriately rank legitimate websites. By incorporating social media into your digital marketing strategy, you can positively influence your positioning on search.

For small businesses, leveraging the power of social media is a clear investment. A major component of credibility comes from creating a stable identity. Whilst other marketing materials, such as a website or newsletter, have long been the go-to, social media should now also join the major players in your marketing essentials roster.

We are Connect – an award-winning digital technology agency. Connect with us to discuss your social media requirements.

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