However, it's also not uncommon to be feeling frustrated that you may not be getting the ROI from social media that you had hoped for at this point in your marketing strategy.
There are actually several hidden benefits of social media marketing. Let's take a moment to outline a few of these so that you hopefully feel encouraged that your social media marketing efforts are working better than your realize:
1. Cultivates a community of brand advocates.
Whether you realize it or not, all of the hard work that you've put into earning legitimate followers on social media has yielded you an online community of people that are passionate about your brand.
You have instant access to tap into this audience of people to find out about challenges they are dealing with relevant to your industry, how they feel about your products and services, the type of content they want to see from you, and much more.
Considering that social media has become the modern day word of mouth, you can also identify your biggest brand advocates in your online community and use them to your advantage. Run social media campaigns to encourage your fans to spread the good word about your business across social media networks.
2. Offers validity and credibility for your business.
Simply having an active social media presence is step one in establishing credibility with your audience.
Another seemingly hidden way that social media is benefiting your business is through the customer reviews and comments that are shared on social media. Did you know that 88 percent of consumers today trust online reviews as much as a personal recommendation from a friend?
So, if someone is singing your praises on social media, your business will be earning validity and credibility within that person's entire social networking circle.
For this reason, encourage your fans to share positive experiences with your brand on your business's social media pages. A customer testimonial can go a long way!
3. Gives you a competitive advantage.
While most businesses today have a social media presence, the majority of them don't do social media particularly well.
Focus on developing and maintaining an active social media presence complete with engaging, value-added content and you'll be 10 steps ahead of many of your competitors.
If you are always looking for ways to engage your social media audience, you'll demonstrate to your existing and prospective customers that you're with the times and take pride in your business.
4. Provides repeated exposure to your brand.
We've all heard the old marketing saying that it takes 6 to 8 touches before a customer will agree to make a purchase.
Social media is an easy and effective way to keep your brand in front of your audience to get this repeated exposure.
If you take advantage of retargeting, you can more specifically target members of your social media audience that have visited your website, but have yet to make a purchase. As you can imagine, this is a very effective tactic for improving your conversion rate.
While these "hidden" benefits of social media may not be immediately obvious, they are doing wonders in helping you to accomplish a strong social media marketing ROI.