When it comes to social media marketing, there's a lot of misinformation, and a ton of unrealistic expectations set as a result. Luckily, marketers are blessed with a massive amount of data from social media activity, so we can course correct misnomers which may lead to disappointed bosses and upset clients.
A recent study conducted by Sprout Social surveyed both marketers and consumers, in order to help identify key challenges, and offer insights on what users expect when it comes to social media marketing. After all, if your strategy isn’t meeting their needs, it will fall flat.
Here are eight key stats of note from the data, which may help inform your strategic approach.
1. "47% of social media marketers say that developing strategies which support business goals is their top challenge"
First off, I want to be direct in an observation on this point. If you're not strategizing against what matters the most for your business, and working towards achieving that outcome, you're not marketing. You're just “doing the things”.
Too many seem to believe that having an iPhone and access to Instagram are enough to make them marketers. It's not.
The very first step in getting any true business value from social media marketing is understanding exactly what you want to achieve. Do you want more website traffic? Are you pushing to generate leads? Is overall brand awareness important to you?
All of these are critical questions which will help you start developing your strategy.
2. "71% of social media marketers say that they are able to provide consumer insights from social media channels to other departments"
Everything users do on social media channels creates data, and that data is the perfect fuel for almost every aspect of digital marketing.
You can analyze the demographics of an email list by running it through Facebook Audience Insights to better understand a subset of consumers. Want to see more information on the referral traffic visiting your website? Install social pixels and you’ll get it.
3. "77% of consumers say they are more likely to buy from a brand they follow on social media over one they do not"
Since the dawn of social media, people have been statistically more likely to spend money with brands they follow.
Historically, this is because following the brand/s meant that they would see their content, however with the decline of organic reach, and increasing competition in feeds, ads have made following a brand social account less impactful.
Regardless, if you can get people to follow your accounts, they are still significantly more likely to buy from you. Social proof and brand affinity are still important.
4. "67% of consumers say that they are more likely to increase their spending with a brand they follow on social media"
Not only are consumers more likely to buy from brands they follow, they statistically spend more too.
Be sure to grow your communities and nurture them accordingly. With a proper strategy, you'll be able to convert some of those followers into buyers.
-- To Be Continued
Credit to 8 Social Media Marketing Stats You Shouldn't Ignore, Social Media Today