Effectively the fundamental function of any advertising, be it on social media or other mediums, is to drive brand awareness. By virtue of people being aware of the brand, it is more likely that sales will happen. It’s like having the best product in the world, but if no one knows about it then no one is going to buy it. Rightly so, a mediocre competitive product might just gain more sales thanks to a great marketing plan, and even so just by pure brand awareness.
Marketing and PR are only the tip of the iceberg when it comes to the functionality of a well-executed social media campaign with brand awareness often-times being the start of the sales funnel.
Ultimately, every business wants to drive sales and in all cases potential clients require between 6 and 8 brand touch points in order to gain trust and convert to a paying customer. Social media is not the silver bullet in speeding up a sales cycle or marketing campaign, however with multiple touch points, digital strategies allow for a more organic sales cycle as opposed to a linear process, meaning that potential clients at any point within their journey could slot into your sales cycle.
With this in mind, sales is not always the only measure of success and it is key for businesses to identify where within their customer journey there are areas where they can drive conversion.
Social media has the ability to underpin and support the entire customer journey and with the added benefit and ability of razor focused targeting, your brand is able to speak to the right person at the right time with the right message.
A data footprint is collected online and everything can be tracked from impressions, to clicks to conversions making social media the best way to measure success of campaigns, it really comes down to what the objective is.
Whatever your business objective whether that growth, maintain or sustain sales we are able to assist with a tailored digital solution to support this.
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There is a fair chance that that statement is true and that your client isn’t on social media. We agree, social media isn’t always the silver bullet and is not in every case the answer to all marketing woes. We also understand that there is a good portion of the population that aren’t enslaved by their phones, chasing likes and trawling through feeds.
With that said, we also cannot ignore the absolutely stunning statistics that could favour the fact that your client might very well be on social media. Let’s break it down.
Currently, there are 57,82 million South Africans, alive and living in our beautiful country. Of those 57 odd Million people, an impressive 37,49 million of them are active internet users. This means that around 65% of the population trawls the internet to one degree or another.
Furthermore there are currently 19,69 million active social media users in South Africa meaning that approximately one in three people have a social media account and are actively checking back, posting and updating their profiles.
To that point, it is also important to note that currently there are 17,04 million South Africans who are under the age of 14. This is relevant since according to Facebook, users are only legally allowed to have a Facebook profile once they turn 13. We could assume then that roughly a third of our population isn’t on social media since they are too young and therefore giving better odds to your client contributing to the 19 odd Million who are active on social media.
Data can be used to measure statistics and probability of success, however with these numbers in favour of the internet and social media it is fair to say that at least one person per household is actively posting to their Facebook, Twitter, LinkedIn or Instagram account.
With innovative strategies you can reach you can reach your ideal customer.
If you are interested in talking more on this, feel free to reach out. We would be delighted to hear from you and strategise how we can find your ideal client via social media. Get in touch with Social Media 101 CLICK HERE.