Social media has remained an important aspect of corporate marketing, and its share of the marketing pie is only getting bigger. If marketers haven’t fully embraced social as a marketing toolkit, they should do so immediately to avoid being left behind in the battle to build digital connections.
It’s challenging to think how different the last two years would have been if not for social media. According to “About three-in-ten U.S. adults say they are ‘almost constantly’ online” by Pew Research Center, around one-third of people say they spend their time online almost constantly.
This kind of persistent high connectivity should not be overlooked, especially by organizations looking to strengthen their customer ties. However, knowing how to make the most of social media sites can be tough for business executives.
Also Read: Leveraging Data to Power Personalization in B2B Marketing
In 2022 and beyond, here are a few ways that social media can help people interact online.
Social media are supplanting the traditional website
In many ways, social media pages have taken over the work of conventional websites. As a result, it’s critical for advisors to keep their social media accounts up to date. Prospects can review advisors’ posts, connect with them, read reviews, and watch videos.
This type of casual “social investigation” helps potential clients decide whether or not they wish to connect. Many prospective customers become clients after they like what they can see on an employee’s social media sites.
Marketers must devise a strategy to keep up with the changing nature of social media outlets. They also need to keep a watchful eye on more traditional outlets like blogs, as well as emerging social apps. According to marketers, all customer-facing personnel should be encouraged to publish at least once every few days.
Also Read: Six Common B2B Social Media Marketing Mistakes to Avoid
The importance of video and social makers as marketing partners
Today’s marketers see video as a primary driving force behind social media. Video platforms are heating the social environment. Brands may use videos to engage individuals based on shared interests to common goals. In addition, video may have paved the way for a new social phenomenon: the creator economy.
The rise of the creator economy represents a change away from what was previously known as influencer marketing. An influencer endorsement arrangement can no longer provide brands with a genuine significance. In 2022, a new emphasis will be placed on creators who exercise creative liberty with their work and use it to foster genuine connection.
Social selling is a must-try
People purchase from people. In the context of social media, this indicates that in order to be successful, brands must use social media to activate their most essential assets.
According to the Social Selling Index by LinkedIn, sales agents who prioritize humanizing connections through social selling strategies have 45% more possibilities. As a result, they are 51% more likely to attain their objectives.
Marketers, on the other hand, can’t simply raise the number of posts they make and attribute it to social selling. It’s not about sharing amusing or entertaining content on social media. It necessitates tracing each client persona’s digital path across the marketing funnel. Some of the targeted social involvement, for example, will be used to raise awareness. Other forms of involvement may be more effective at generating leads. As a result, marketers will require a comprehensive plan to maximize the impact and benefits of social selling.
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