Facebook, Twitter and LinkedIn are the most common social media platforms that marketers use but how effective are these platforms in achieving business goals? Will Facebook continue to dominate as a marketing platform in 2015 or do marketers need to change their current strategies? Researchers at Princeton University suggest that Facebook has reached its peak and will start to decline. There is also great of concern among marketers because they have to pay for reach. However, recent statistics do not support the suggestions that Facebook marketing is on a decline.
- 47% of Americans say that Facebook is the number one influencer of purchases
- 70% of marketers use Facebook to gain new customers
- 36% of adults use only one social networking site with 83% using Facebook and 8% using LinkedIn.
- Ironically, the most followed brand on Twitter is Facebook with more than 13 million followers
On the other hand, LinkedIn is the top social platform used by B2B marketers (83%) in distributing content with more than half of the vendors generating sales through the platform. In fact 91 of the Fortune 100 companies use LinkedIn for candidate searches. Retailers and restaurants are the most engaging industries in Twitter. 34% of marketers use Twitter to successfully generate leads from its 550 million registered users.
How to use social marketing to improve conversions
Social media platforms are channels for content so that your business becomes more accessible to new customers. For example, a frequent Twitter user can find specific businesses for the first time just through their news feed. For example, a potential customer for a kitchen fitters business can be better acquainted with their brand after viewing their business presence in different social media sites, even if they weren’t initially interested in kitchen remodeling. A report published by Texas Tech University indicated that the advantage gained from social media is being able to connect to customers. Brands that engage through social media enjoy increased customer loyalty. Every post on Facebook, Twitter or LinkedIn is an opportunity for conversion. When the business builds a following, it also provides an opportunity to gain new customers because share is a chance for someone to react. A reaction can result into a site visit and eventually into a conversion.