The Importance Of Identities In Social Media

A recent study estimated that 74% of consumers use social media to inform themselves about products and services before purchasing. If your business does not have an identity on social media, it’s not influencing consumers as well as it could be. You could also be missing out on a golden opportunity to elevate your reputation and build credibility and trust.

Why Have Social Media Identities?

Having a website is still an important part of your branding. However, it’s not at all the only part. Today, more people are using social media than ever before. With so many potential customers flocking to Twitter, Facebook, Snapchat and Instagram, not having a presence at one or more of these means that potential thousands of customers don’t get to learn more about you and your business.

Better Conversions

When your business is on social media, it is more accessible. Fans and customers can visit and interact through contests or a social media product launch. This tells visitors that there are humans behind the name that want to connect with customers. The numbers don’t lie; social media has been shown to produce lead-to-close rates that are a whopping 100% higher than those realised with outbound marketing.

Better Relationship with Search Engines

When a business is active on social media channels, it tells search engines to pay attention. The more active you are, the more helpful, credible and trustworthy to users you appear, and that means a drastic improvement to your search engine rankings.

Improved Understanding of Customers

Social media is all about communication. This makes it an ideal channel for providing customer service, which can get you some valuable insight about what your customers do and don’t like about your business and its products. It also provides a golden opportunity to address any problems immediately, rather than the standard “3-5 business days”.

Higher Traffic to your Site

Nearly all marketers are singing the praises of social media because of its effectiveness for generating traffic to their web sites, yet another reason to get on board. The ability of social media to increase customer accessibility means that it is a direct line to your web site; no longer do you have to rely solely on purchases from those who already know your company. Instead, you can use social media to educate those who are new to what you’re selling.

Consistency is Key

Having a presence on several social media channels is a good thing, but consistency is often difficult to achieve, because each platform requires a different strategy. However, it is not impossible; in order to excel on multiple platforms, you must understand your audience and know why they have chosen to follow you. You must also be aware of the value your business has for them.

Mind your Audience

It’s important to note that the audience will differ for every platform your business is a member of. Some social media sites are more professional, while others offer users a casual distraction. That being said, your communications on these sites must be in line with the mind set of the audiences who frequent them.

Appearance

Consistency in terms of appearance is also important; if you have several social media channel memberships, items like your profile image and bio information should be the same at each. Where ever possible, your social media accounts should be consistent with the look of your website as well.

Voice

Every brand has a voice, and that voice must also be consistent across social media channels. If you don’t have a voice, or it’s been some time since you’ve considered it, it can help to take inspiration from other business sites you admire.

Consistency also extends to how frequently you post. If it’s been weeks since your last update, your customer will be out of luck if they visit your page for current information, and may leave due to the assumption that you’ve abandoned your page or worse, your business.

If you don’t yet have a social media presence, there’s no better time than now to get one and deepen the relationship with customers and prospects.