Communication is essential in companies, as it is one of the essential factors for it to function properly, and it has positive effects such as improving competitiveness and positioning a corporate identity.
Now, the digital age is part of fast and immediate communication through social networks, whether to entertain or inform us.
But really, do we know what social networks are for in companies?
Digital communities have taken over the business world and you need to be there.
This will be the topic we will address in this blog.
Let's get started!
Impact on business success: what do networks offer us?
We are going to see social networks from a different perspective, not from a personal point of view, but to see them as something essential to growing your business.
Before, companies did not have a way to contact their audience or find out their opinion, but now networks allow them to get closer and closer to users, offering a series of positive aspects.
So, what do social networks offer us? What are those positive aspects?
- They are an excellent means to display and position the brand image.
- They are a marketing channel with a very profitable economic system.
- At the business level, brands use social networks to interact with the audience.
- They allow a company to reach a global audience, increasing brand visibility.
- They offer options to build and reinforce brand identity such as creating and publishing consistent and relevant content.
- They build an online community, of passionate followers. The advantage of this aspect is having natural brand advocates and promoters.
Tip: Keep in mind that it is not feasible to use all social networks, but rather to have those that most connect with the purpose of your company.
Other reasons why you should use social networks and achieve that impact on business success are:
- Build user loyalty through marketing actions.
- They are a channel that helps spread content.
- They are an excellent source of traffic for the web.
- They encourage communication between customers and the brand.
- Generate relationships of trust between client and company.
- They are platforms that are constantly innovating.
Small and medium-sized companies must necessarily have a presence on social networks. Especially if they want to position themselves or be successful in such a competitive market.
Clear objectives and effective strategy
Knowing the benefits and advantages of these platforms will completely change the path of your marketing strategy.
Each network has its objectives and functionalities, so the task here is to establish clear and realistic goals.
Ask yourself: What do I want to achieve with my business' presence on social networks? Then move on to creating the objectives.
Some objectives that can help you:
- Create a community: get a group of people or companies to become your fans, since it is not enough for them to follow you, but also for them to participate and share your content, to strengthen a bond between user and brand.
- Inform: digital platforms serve to exchange information and be informed in real-time, which allows for generating many beneficial options for the company.
- Increase brand visibility: using networks to publicize or position the brand is one of the first objectives to “pimp out. ”
- Generate leads and conversions: social networks serve as one of the best channels for attracting potential customers.
- Sell/Buy: Preferred channel for online sales and purchases. Establish relationships that eventually lead to the sale.
We cannot forget that social networks are an alternative format not only to entertain yourself but also to learn, connect with other people, to create and share content, among other actions.
Therefore, continue with the creation of the strategy to achieve and fulfill these objectives. The center of this effective strategy must be the client, since analyzing very well what the user thinks, knowing their interests, and habits, and making a segmentation will be essential in its development.
Connection with your Audience: use social networks
We begin this chapter with this interesting phrase; “Social Media is about people, not about your business. Provide for the people and the people will provide for you.” Marc Goulart.
The great power of social networks is to connect, to create connections in a direct and personal way, which is why it is a key element for companies.
So let's look at some methods to achieve a proper connection:
️ Pay attention to online conversations where your brand is mentioned, this will help you understand the needs of your audience.
Show the human side of the company, and humanize the brand, you can do this by sharing content about the company's day-to-day life, this will generate an emotional connection in the audience
Encourage users to interact with publications through questions or surveys; active participation increases brand visibility on social networks.
Fact: the audience connects and adapts to the new communication dynamics of social networks, therefore, it is of utmost importance to include them in the social media plan.
On the other hand, social networks have become the voice of brands, therefore, reaching a specific audience will depend on the activities you carry out.
How to use social networks for other business purposes
Surely you have already started with some steps on the path of using social networks, but here we present other business purposes that you can contemplate with your team.
Social networks are versatile tools, they can be used for other reasons beyond marketing, for example:
- Competitor Research: Social media can be considered to track competitor activities. With this, you will be able to obtain valuable information on market trends.
- Talent recruitment: for the human resources area, platforms such as LinkedIn are very valuable for finding qualified candidates to be part of the company.
- Highlight the Corporate Social Responsibility plan: through social networks, the activities and efforts of this project, which are so important for companies, can be promoted and communicated, achieving the construction of a responsible image among Internet users.
- Strengthen and marketing (internal marketing): this institutional marketing strategy is aimed at internal actions, which seek to improve the company's image among collaborators.
But how do social networks come in here, if they are for customers? Collaborators are also customers and brand ambassadors. Therefore, it is essential to include them in the social media strategy as one of the target audiences, making them part of the massive interaction of digital platforms.
Social networks are appropriate for companies but with a solid strategy.
Examples of success: 4 companies that take advantage of social networks
Examples of success are an excellent way to male what is out thevisible re and how to get inspired.
Small, medium, and large companies take advantage of the advantages of social networks not only to promote their products and services or start conversations but to bring users closer, to make them fall in love.
4 Motivating Cases:
Starbucks: more than a brand, it is a lifestyle. It was one of the pioneers in building customer loyalty through campaigns on Twitter (now X). It also encourages the participation of its followers through contests and challenges. Its target audience: young people.
Coca-Cola: being the third most successful brand in the world, it has positioned itself on social networks not to sell, but to connect with the audience through global campaigns and sharing attractive content on YouTube and Facebook.
Social media also offers significant opportunities for SMEs to expand their reach.
Kanguritos: the education and child care services agency in Colombia, is an inspiring example of the management of content marketing and relationship strategies based on a digital transformation plan.
The optimization of their website and the paid campaigns carried out in Google Ads, Facebook Ads, and Instagram achieved an increase in lead capture.
Emotiva Bodas: a company from Mexico, dedicated to organizing weddings, with a relevant digital presence, thanks to the use of its marketing automation tool, where its focus is strengthening the community on digital channels.
They decided to create organic content, specifically on TikTok, a social network focused on lifestyle and entertainment, a very viral platform.
Investing in paid ads was not an option as it involved additional investment.
So they decided to start building a plan where their main objective was to learn how to use the marketing automation platform and create organic content to increase the acquisition of new customers.
These last examples mentioned in Latin America have used marketing strategies through social networks to obtain greater traffic, be able to connect with their audience, promote their products/services, and build an online community.
The most important thing is that they have adapted to the evolution of communication through digital platforms and the creativity that they bring, and the use of automation tools is key to the process.
¡Bueno!
Now that you are convinced of being in the digital world, because you know the benefits and what social networks offer, encourage yourself to strengthen your marketing strategy, manage and manage these channels.
Good practice!
