2B — September 29 - October 12, 2017 — Owners, Developers & Managers — M id A tlantic

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O wners , D evelopers & M anagers By Glenn Ebersole, High Concrete Group Major benefits and power of social media marketing

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ocial media marketing is one of the most powerful tools that businesses are

for marketing purposes. Blogging continues to grow, with over 409 million people viewing more than 23.6 billion pages each month on Word- Press alone. While these statistics show a huge potential for social media marketing to increase sales, it also is very important to know the social media marketing benefits that help achieve those increased sales. Increased and Enhanced Brand Recognition: Your business becomes more acces- sible for new customers and more familiar and recognizable by your existing customers. Your customers and prospects will become better acquainted with your brand after seeing your presence on multiple so- cial media networks. Improved Brand Loyalty: Texas Tech studied brand loy- alty and found that brands who engage on social media chan- nels enjoy higher loyalty from their customers. The report concludes “Companies should take advantage of the tools so- cial media gives them when it comes to connecting with their audience.” Another study by Convince & Convert found that 53% of Americans who follow brands in social media are more loyal to those brands. Increased Customer In- teraction: Regular interaction with your customers is impor- tant. Today people go to social media networks to compliment or brag about a product or service. They post your brand name which provides additional exposure to existing and poten- tial new customers who may be interested in following you for updates. It also provides an opportunity for you to interact with major influencers on social networks and to increase your visibility in the market. Increased Inbound Mar- keting: Without social me- dia, inbound traffic to your business is limited to people who already know your brand and individuals searching for keywords related to how you

are ranked on SEO. The more quality content you provide on social media, the more inbound traffic will be generated. This means more leads and more business. Higher Search Engine Rankings: SEO rankings will be higher when you are active on social media because it increases the probability that your brand appears to be cred- ible and trustworthy. A strong social media presence is a crti- cal success factor in achieving strong effective SEO. Higher Customer Con- version Rates: Social media marketing facilitates higher customer conversion rates. One of the most significant reasons for this is that is that brands become more “person- alized” through interaction in social media networks. Addi- tionally, studies have shown that social media has a 100% higher lead-to-close rate than outbound marketing, and a higher number of social media followers tend to improve trust and credibility in your brand. Gaining Strategic Cus- tomer Insight: Social media provides an opportunity to gain strategic information and insights directly from your customers by “listening” to what they say on social media. You have the ability to moni- tor what is being said about you, your company, products, services and their experiences and use that information to improve your business. The following quote provides great insight about the power of social media marketing. “Social media replaces noth- ing, but compliments every- thing.” Neal Schaeffer, named a Forbes Top 50 Social Media Power Influencer two years in a row, is the creator of Adver- tising Age's Top 100 Global Marketing Blog, and a global speaker on social media. Longtime contributor Glenn Ebersole is a strate- gic business development/ marketing executive and leader. n

using today t o a c h i e v e their market- ing goals and o b j e c t i v e s . Social media ma r k e t i n g ha s e s t ab - lished a pres- ence that is

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Glenn Ebersole

here to stay and the question is howmuch more powerful will it become? It continues to evolve and become more responsive to new technologies, especially related to mobile devices. It also seems to regularly exceed the expectations of users with the development of more and improved features and apps. Amazingly, there still are some people out there that be- lieve social media marketing is a “fad” and has no real practi- cal business advantages and is very complex and difficult to learn how to use. The following statistics demonstrate a totally different perspective. Hubspot indicates that 92% of marketers in 2014 claimed that social media marketing was important for their busi- ness, with 80% indicating their efforts increased traffic to their websites. Social Media Examiner re- ports that 97% of marketers are currently participating in social media—but 85% of participants aren’t sure what social media tools are the best to use. LinkedIn says that 98% of posts with images receive more comments and posts with links have a 200% higher engage- ment rate. 100 million hours of video content are watched on Face- book daily. More than 1 million LinkedIn users have published long-form content, with 160,000 long-form posts being published weekly. And over 19.7 million Slide- Share presentations have been uploaded to the platform. 88% of businesses with more than 100 employees use twitter


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Upcoming Spotlights HEALTHCARE MEDICAL OFFICE - October 27 th Issue PROFESSIONAL SERVICES November - 24 th Issue INDUSTRY LEADERS - December 22 nd Issue If you would like to submit material for inclusion in these spotlights, please call Steve 781-740-2900 or email: skelley@marejournal.com

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