Social Media Marketing And Why It’s Essential
It’s 2018, and let’s face it—we live in an era where almost everyone lives and breathes the internet. According to Statista, there are over 4.1 billion internet users and 3.3 billion people using social media worldwide. And what’s more, experts say that 63% of consumers who search for businesses online are more likely to engage with brands that have a strong digital presence. Needless to say, social media is an important facet for any business’ marketing strategy, which is why Lúgh Studio places such a large emphasis on social media management (SMM) and visual marketing assets.
Social media marketing is the process of gaining traffic or attention through campaigns on social media platforms, and it’s usually used for raising brand awareness or promoting a particular product. Additionally, it gives businesses the opportunity to build their brand identity. Take the mattress company Casper, who’s seen extreme growth in recent years due to their successful social media strategy. They created an engaging online presence on Twitter and Instagram, which resulted in a large following that eventually led to high conversions. According to Crunchbase, Casper reached $600 million in revenue as of January 2018, just 3 years after inception with the help of some “savvy social media magic.”
There are different approaches in SMM depending on what your business’ goals are, including:
This approach focuses on driving engagement, interacting with followers, and resolving any issues/questions that users may have about your brand. If done well, consumers will see that your brand is active and constantly communicating with stakeholders to provide the best service or product possible. In fact, experts say that 71% of consumers who receive a quick response on social media are likely to recommend the brand to others.
The growth approach focuses on increasing your following, driving traffic, and expanding your social footprint. This can be done through promotions, contests, and giveaways to name a few tactics (on average, Facebook business pages see a 34% increase in new fans from running contests).
Another major growth mechanism that Lúgh specializes in is lead generation, which is the process of optimizing marketing materials and channels to obtain promising prospects. This is done through the use of ‘gated content,’ which are materials that offer valuable information in exchange for contact information and are often shared/promoted on social media. This brings us to content creation…
The strongest brands are those who have a consistent visual identity across all platforms. Research shows that visual content gets shared 40x more than text-based posts, and marketers are investing heavily in social media assets as a result.
Lúgh has experienced the impact of SMM and visual marketing first hand, having designed and managed a variety of social media platforms and collateral. For example, we’ve helped our client Elsevier over the last few years maximize their online presence by creating consistent and interactive digital content, including infographics, videos, GIFs, images and other branded materials, which have been shared across a variety of channels and reached over 30 million customers worldwide. (You can view all of our work for Elsevier here.)
There’s no denying the value that social media brings to a business’ brand awareness and overall marketing strategy. To learn more about the benefits of SMM, check out this Hootsuite article or contact Lúgh Studio today for a free consultation!