Social Media Marketing - are there any benefits ?
By Oxana Martynova
It’s big,
it’s bad and it’s bold so when it comes to social media marketing you could
easily be forgiven for wondering “Where do I even start?” Everybody and their
granny has socials these days. In fact, I would bet my right arm that people
are more social online than they are in real life. Obviously there are
downsides to this and I’m sure all the psychologists, psychiatrists and all the
other –‘trists, would tell me as much, but right now I would like to talk about
social media marketing and the benefits it brings to your business.
So, let’s
start, what is social media marketing? Well, HubSpot defines social media
marketing as:
“The process of creating content for social
media platforms to promote your products and/or services, build community with
your target audience, and drive traffic to your business.”
Duh, Hubspot…Obviously!
Now, knowing this it seems easy – create content, publish, target the right
people, ask them to give you a like and a follow and et voila! Well, I wish it
was that simple, but let’s say you have hit the nail on the head and your
social media platforms are thriving, you’re doing everything right. What
benefits does this bring to your business?
Let’s get
into it:
1. - It can be as cheap (even free) or as expensive as you want it to be. Which is great for small gyms around the country who have a small marketing budget. Availing of this form of marketing is something even your stereotypical gym-loving meathead can understand.
2. - You can have a sneaky nosey at what Ben
Dunne down the road is up to (because he is literally everywhere) and get a one
up on him by tailoring your content. Staying ahead of the game.
3. - Engaging content, creates engagement
with followers which in turn creates a little community and loyalty and that’s
what you want – commitment to the gains, muscle or otherwise.
4. - Your brand isn’t just a logo or a
building with equipment anymore, good social media content will give your brand
its own personality.
5. - Social media will drive traffic to
your website (see more on SEO here).
6. - Analytics on social media platforms
can help you learn more about your audience and what they want.
7. - Word of mouth from current customers
is great but the proof isn’t in the pudding anymore but in the content you
share on your socials.
Now, of
course, there is plenty more benefits when it comes to social media marketing
but I believe the above points are the most important.
You won’t
see your granny there but I’m sure she can give you a like and follow anyway.
Better than lighting a candle or sharing a story about a missing pet on another
continent.
Great blog post, Oxana! Great call out at the beginning, it's easy for newbies to feel overwhelmed with the idea of social media marketing but this post is definitely a great place for them to start! Helen made a similar point on keeping an eye on competitors' social media pages - what a great way to keep your enemies close, huh? Commenters are bound to highlight issues in the comments and this is where you can come in and get a leg up by offering this in your own space. Above all else, the reach is massive and the costs are low with social media marketing - why wouldn't small businesses take advantage of this?
ReplyDeleteI wish it was that easy “create content, publish, target the right people, ask them to give you a like and a follow and et volia!” It is easy to get bogged down in thinking about what is the right content and what platform should you be on and is it really worth it. All the benefits you listed definitely outweigh the risks and it can be a great and inexpensive way to engage with customers. They will be quick to post the good, the bad and ugly in the comments section so it’s a great listening tool. As long as your Granny is giving you a like on your social media you might as well have her light a candle as well. Sure, you never know. - Helen Mc
ReplyDeleteHi Oxana, I liked your point about social media marketing being as cheap or as expensive as you want it to be. Although I imagine it's incredibly difficult for small gyms to compete with the chains of big gyms, etc, across the country, a social media nosey, as you mentioned, means the small guy can steal the odd tip here and there and sure you wouldn't begrudge them that! Also, your point about your brand not just being your logo, or bricks and mortar set up is very true. Your brand needs to be cultivated and constantly nurtured and social media allows businesses to do that. The more you adapt the more chance you have of staying relevant and retaining customers.
ReplyDeleteOxana, this is a great guide for those setting up a social media account for a new or existing businesses. I agree, cost is a massive factor for small business such as gyms so by using social media as part of a marketing plan, you can keep the cost as high or low as the business can afford!
ReplyDeleteI also can appreciate it can be hard for small gyms to find their lane next to all these big gym brands such as Flyfit and Energie Fitness but you know it is possible to build a community of your own with social media with the right content and marketing techniques! On that note I will pop over to your SEO blog post and check out your SEO tips!
It sure is big, bad and bold! I’m sure there are a lot of businesses that find it very daunting as to where the hell they’re supposed to start. Finding the time to create content, post constantly and keep up to date with your customers on your social platforms may seem exhausting to some but at the end of the day, it’s so worth it! It’s free to set up and post, so it’s an excellent form of advertising for small businesses. Great point about keeping an eye on what your competitors are up to and staying ahead of the game! Your list of benefits is endless and very encouraging for any business that isn’t on social media to go straight away and set up their page!
ReplyDeletegreat post
ReplyDeletegreat tips and some excellent takeaways and food for thought.
Caitriona