Benefits of social media marketing

 

Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email based advertising.[80]

Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.[80]

Accommodates personalized and direct marketing that targets specific demographics and markets.[80]

Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.[80]

Ideal environment for a company to conduct market research.[81]

Can be used as a means of obtaining information about competitors and boost competitive advantage.[81]

Social platforms can be used to promote brand events, deals, and news.[81]

Platforms can also be used to offer incentives in the form of loyalty points and discounts.[8

Online methods used to build brand awareness

Digital marketing strategies may include the use of one or more online channels and techniques (omnichannel) to increase brand awareness among consumers.[45]

Building brand awareness may involve such methods/tools as:

Search engine optimization (SEO)

Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries.[46]

The importance of SEO to increasing brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels and local SEO on customer behavior.[47]

Search engine marketing (SEM)

SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions.[48]

33% of searchers who click on paid ads do so because they directly respond to their particular search query.[49]

Social media marketing

70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter and YouTube are listed as the top platforms currently used by social media marketing teams.[50]

Content marketing

56% of marketers believe personalized content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.[51]

According to Mentionlytics, an active and consistent content strategy that incorporates elements of interactive content creation, social posting and guest blogging can improve brand awareness and loyalty by 88%.[52]