Content marketing and social media have grown a lot of traction in recent years and for good reason.
Consumers now prefer this type of marketing than direct advertising.
According to this study, content marketing and social media generates over three times as many leads as outbound marketing and costs 62% less, however, it is a long game.
It is so important that new businesses and startups have a content and social role early on in their business as it can play a crucial role in building the business personality, raising awareness and building a long meaningful relationship with your target market.
You can’t sell products and services if people don’t know who you are
As mentioned earlier, we have seen a shift towards the way people view brands and what they demand and have come to expect of them rightly or wrongly.
For example, 94% of people are likely to be more loyal to a brand that is completely transparent. This has caused many brands to change tact and those that haven’t, have often been left in the dark while the other businesses boom.
Social Media is a great way to raise awareness of your brand and what you are about. You may want to share advice and helpful tips from yourself or others or you might want to motivate your audience and connect with them on a more personal level.
With the call for companies to be more transparent and consumer’s needs to see right through a business, social media has come a great place for sharing behind the scenes insights with your potential customers.
Having a social presence early on will raise brand awareness and give people an insight into what you are about and the ‘vibe’ you give off as a company.
An impressive statistic from Tubular Insights found that “64% of consumers purchase after watching branded social videos”. If that doesn’t encourage to get on social then I don’t know what will.
Content marketing can be far more effective than you think
As you may know, content marketing is not about being salesy but rather building up interest in your product or service in an indirect way.
Content marketing also allows you to assert an expertise ore relevance in the market- again without being salesy.
This may be done through a blog, infographics and interesting articles you may share.
In a recent study, it was found that white papers affected the B2B purchase process by (82%) and blogs (66%). Content marketing is you providing them extra value which in the long run will enable them to see the value in purchasing from you or at least in supporting you and recommending you to others.
Social Media has a large role to play
Social media should not be used by businesses as a selling tool but it is about “making Emotional connections through positive customer experiences, exceptional service and engaging conversations” (Social Media Examiner).
71% of customers who have a good experience on social media service experience are likely to recommend that brand to a friend.
If you do not start building an active social media presence on social early on in your startup then you are missing out on potential: awareness, engagement, leads, inspiration, and relationships with consumers.
Having a potential customer come to your website and discover you have no social channels will find it hard to find out more about you as a brand.
A content and social media strategy might not have the immediate impact of an additional sales role, but it will stand you in very good stead as you grow. You will be able to build a presence online, a community and most importantly a brand personality that defines your company and your messaging.