Why social media should underpin your digital marketing strategy

Social media gives customers access to brands in an instant, allowing them to share and engage with content 24 hours a day, seven days a week.

A recent study found that although 97% of small businesses use social media to attract new customers, a whopping 85% of them aren’t sure what social media tools they should be using. These are alarming statistics, when 63% of consumers who search for businesses online are more likely to buy into brands that have an established and active social media presence[1].

Our Social Media Manager, Hannah, explains the benefits of using social media to underpin your digital marketing strategy…

Cost-effective advertising

Social media marketing is considered the most cost-effective way to incorporate advertising into your digital marketing budget. It enables businesses to monitor the return on investment in real-time, allowing you to add spend as you go. With over 91% of marketers claiming that using social media increases their brand visibility, it is no wonder that brands are starting to reap the benefits of paid social media[2].

Boosted brand loyalty

The more you communicate with your audience, the more likely you are to build brand awareness and increase sales conversions. Allowing for a two-way flow of communication between your brand and your customers makes them feel listened to and appreciated, establishing a positive view of your brand in the minds of consumers.

Customer satisfaction typically lends to brand loyalty, with approx. 50% of customers who follow their favourite brands on social media being more loyal than those who don’t[3]. It allows you to learn more about your customers which is essential to developing a bond with your customers through positive social media interactions.

Increased web traffic and conversions

Using social media platforms to direct customers to your website is a sure way to increase conversions and brand awareness. Without social media, visitors to your website will generally be limited to those who are already familiar with your brand or have found you through SEO rankings.

But, simply optimising your website keywords and updating your blog is no longer the only way to appear higher up in SEO rankings. Sharing content on social media using the appropriate keywords and hashtags is one effective way to boost your SEO ranking, driving leads to your website.

Reputation management

Consumer word of mouth is a powerful tool that can build or destroy a brand’s reputation. One negative interaction with a brand on social media can change a consumer’s entire perception. Social media gives people a voice, whether it be positive or negative, meaning all information available is entirely transparent. It is therefore important to consider the response that your social media content may receive, and to monitor comments accordingly to ensure you are not left with a disgruntled customer trolling your page.

However, sometimes a bit of wordplay to incite a fuelled response isn’t always a bad thing! It can increase conversations and engagement with your brand – and isn’t that the whole point?

Here is a classic example of a brand that used a play on words to get customer’s attention…[4]


No matter what stage your business is at, developing a social media strategy should always form the basis of your digital marketing objectives.

#socialmediamarketing #contentmarketing #digitalmarketing #marketingstrategy

[1] https://www.lyfemarketing.com/blog/effective-social-media-marketing-strategy/

[2] https://www.digitaldoughnut.com/articles/2018/february/7-reasons-why-social-media-marketing-is-important

[3] https://medium.com/@digitalfreakau/why-an-effective-social-media-marketing-strategy-is-important-19faa222ed49

[4] https://www.smartinsights.com/social-media-marketing/social-media-strategy/social-media-strategy-planning-essentials-6-reasons-need-social-media-strategy/