RGC Digital Marketing

By Kieran Frank

Is Social Media Marketing Really Worth It?

In a world where scrolling and liking have become second nature to most of the population, social media has woven itself into the fabric of our lives. Its influence on consumer behaviour and brand visibility has never been more pronounced, and that’s why 77% of businesses use social media to reach customers. 

Blue, pink and white graphic indicating almost 8/10 businesses use social media to reach customers

But despite its prevalence, social media marketing isn’t without its sceptics. The journey from crafting posts to converting followers into customers has become a subject of contention, and it’s left many wondering whether social media marketing, and indeed specialist agencies in the field, are worth investing in. 

The topic will forever be up for debate, but we’ve shared our insights to help you understand why social media marketing still presents game-changing opportunities that your business shouldn’t miss out on.

Understanding Social Media Marketing 

At its core, marketing is about forging connections, and social media marketing is no exception. It allows businesses to form these relationships in a way like never before, and that shouldn’t be taken for granted. 

Unlike traditional marketing, which often presents a broad message, social media allows businesses to speak directly to their audience. It’s an interactive, two-way street of communication that aims to build a community around a brand, foster loyalty, and ultimately drive sales.

Blue, white and pink graphic indicating the power of social media for businesses

These communities are informed by tools that segment customers based on distinguishing factors, from age and location to interests and behaviours. This level of targeting means that your messages will reach those most likely to be interested. It’s basic, but without these fundamental building blocks, it’s difficult to deliver an efficient and effective marketing strategy.

But why social media? The true value of these platforms goes beyond their vast reach; it’s in the way they allow businesses to humanise their brands. Tailored social media content gives companies a voice and personality, transforming them from faceless entities into relatable characters that share insights, deliver industry news, and offer behind-the-scenes glimpses – all of which contribute to a richer brand story. 

Social media marketing, therefore, is not just about the ‘what’ of a business. It provides the ‘who’ and ‘why’ for consumers to connect to, making it an invaluable tool in any modern marketing arsenal.

So, Why The Scepticism?

Social media marketing sounds very attractive for business, right? Well, this optimism isn’t always shared. Why is that? 

An inherent belief of social media marketing is that it simply takes too long for businesses to see results from these efforts. While this approach isn’t a quick fix, it’s because its goals simply cannot be achieved overnight. The real power of social media lies in building a loyal community that trusts and values your brand, setting you up for sustainable success over time. Engage your audience today, and they’ll repay you tomorrow.

Graphic showing a thumb representing engaging and a graph indicating financial returns

Another common criticism is the perceived lack of tangible return on investment. However, social media marketing isn’t just about immediate sales; it’s a deeper process of drawing customers further into the sales funnel. The initial focus is on building a community and compelling followers to emotionally invest in meaningful interactions. 

But don’t forget, over 80% of consumers use Instagram alone to find new products and services, and nearly 90% of them take a specific action after seeing this information. Clearly, this emotional groundwork paves the way for financial commitment, turning followers into loyal customers. You just need to stay consistent and bide your time.

Sceptics also focus on the issue of content saturation. With so much content out there, how can you be sure that yours will stand out? This is a challenge because unique, authentic content that resonates with your audience doesn’t grow on trees, but it’s the bread and butter of many digital marketing agencies. If you’re stuck for ideas, they’ll only be too happy to help.

Blue, white and pink graphic indicating that 80% of consumers use Instagram to find new products and services

The Real Benefits You Can Expect 

Despite its criticism, concerns and misconceptions, social media marketing has great potential for businesses of all sizes with tangible and intangible benefits to enjoy. But what exactly can you expect if your business invests in these efforts? 

Well, social media can dramatically enhance brand visibility and recognition. In an era where digital footprints can define business success, having a robust social media presence places your brand in the daily lives of consumers. This constant visibility is invaluable in today’s fast-paced digital world.

Plus, social media marketing provides a dedicated space for personal interaction with your audience, fostering a sense of community and loyalty that’s rare in other forms of marketing. These relationships, cultivated over time, often translate into a loyal customer base.

Black phone home screen showing a social media notification

The targeted and personalised nature of social media marketing also can’t be underestimated. It means your business can deliver content that resonates with specific demographics, ensuring your marketing efforts hit the mark more often than not. This precision not only increases engagement rates but also enhances the overall effectiveness of marketing campaigns.

Finally, businesses can expect to encounter almost unparalleled cost-effectiveness and accessibility when investing in social media marketing. It’s universally accessible, and in some ways, it levels the playing field, allowing smaller businesses to compete with larger corporations while offering a high return on investment that is both measurable and impactful.

Ready To Get Started?

Social media marketing does more than just populate feeds; it builds brands, nurtures lasting relationships, and drives business growth. It’s a strategy that adapts, evolves, and consistently delivers, making it an indispensable tool in your business’s marketing toolkit.

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