13 February 2021

How Social Media Marketing Can Benefit Your Business

By Beth Graham

Social media marketing refers to the general use of social media networks and sites to promote a service or a product. Though the terms digital and e-commerce marketing are often dominant in academic circles, social media marketing has become increasingly popular for researchers and practitioners alike. Social media has allowed many business professionals to interact with their peers on a more personalized level, and as such has been used to enhance many businesses both large and small. The increased focus on social media marketing in recent years has brought forth several questions about the future of this industry, and specifically about how it will impact traditional marketing strategies. In order to better answer these questions, we need to take a comprehensive look at how social media marketing can change marketing.

One of the most fundamental changes in a social media marketing strategy is the increased emphasis on customer interaction. The days of the static website are gone, and today’s marketers are now taking full advantage of social media to engage customers and clients on a more personal level. While customers will likely be concerned with how well a website or app performs search engine optimization, many are also concerned about what others are doing with their time. By regularly updating and interacting with customers on various social media networks, marketers can ensure that they are not wasting their customers’ time. By providing timely answers to questions or sharing interesting content, marketers can also cultivate a relationship with their customers that is beneficial to long-term business development.

Perhaps the most important factor to consider with this new form of marketing involves the need to maintain an interactive tone with an audience. Though marketers will want to maximize the effectiveness of their efforts, they must remember to keep the tone of communication fresh and unique, and always offer something that is both new and cutting-edge. This combination of an interest in the audience and a willingness to engage can make social media marketing one of the most successful and profitable strategies for any business.