Does Social Media Marketing Really Work?


October 14, 2014 By

Cheryl Dykstra

 

Brands and marketers alike have constantly questioned the effectiveness of social media marketing in their overall marketing strategies. While a Gallup poll report states, “A clear majority of Americans say social media have no effect at all on their purchasing decisions,” there are a few factors that discredit this statement and prove that social media marketing can, in fact, have a positive outcome in your marketing strategy.

Here are a few factors to remember:
 

1. Perspective

The Gallup poll shows that 35% of Americans say that social media actually does have some influence on their purchasing decisions. However, Americans generally claim that traditional advertising has little effect on their purchasing decisions as well. If traditional advertising’s percentage was around 35%, then social’s low percentage is not nearly as dire as it may seem.


2. Active Audience

While not all people are on social media to shop or engage with brands, as is shown in the poll results; there are exceptions to that. There are millions of people on Facebook, Twitter, and LinkedIn who seek out brand pages to follow and interact with. This active audience is searching for information and content provided by brands to either help persuade a purchase or to reassure them of their purchases. By ignoring social media, brands are losing out on opportunities to gain new customers and to engage with their core brand advocates.


3. Your Marketing Goals


Looking at your business and marketing goals is a way to analyze which of those goals social media marketing can achieve for you. Some companies’ marketing goals include; completing an online purchase in their virtual marketplace, having customers join a mailing list or complete a download of information, or perhaps make a donation (if it’s a nonprofit).These types of online, actionable items are goals more attainable by social media.

On the other hand, brick-and-mortar locations looking to bring online consumers into their physical locations will have a harder time using social media marketing to complete those goals and be able to effectively track it. It can still, however,influence the decision to research further into the company’s website or continue the sales cycle with high-quality content.


4. Search Engine Optimization

At Sales & Marketing Technologies, search engine optimization (SEO) is one aspect of Digital marketing that we focus highly on. Ensuring that your website is ranking highly in search engines, such as Google, Bing and Yahoo, is one of the most important aspects of getting your business found online. Even though social media may not be driving direct sales, the additional traffic and links to your website that it provides can boost your SEO rankings, which can then lead to those sales.


5. Subliminal Decisions

While people in the Gallup poll may not admit that traditional or social media marketing influences their purchasing decisions, that doesn’t mean they are immune to it. Continued exposure to a brand could lead to a subliminal desire to purchase. This idea may mean social media’s power to influence purchase decisions to be more significant than we realize.


Sales & Marketing Technologies is the most established Digital marketing and web development company in Central Florida. We’ve created and enhanced thousands of websites and have helped to grow businesses by unlocking their potential to thrive online. To see what strategies we can implement for your business, contact us today.

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