Your Audience Is On Social Media
70% of the U.S. population has at least one social networking profile. (Statistica)
If your audience is young people, that number is even higher! Can you think of any other place that contains so much of your target market? Your audience can't buy from you if they don't know you exist, and the easiest (and cheapest) way to get visible is on social media.
Social media is the broadest marketing tool for small business owners, and you can do most of your marketing on them for free. Do you really want to miss out on a huge, free market?
Your Audience Uses Social Media to Get to Know Brands
In 2015 Facebook influenced 52 per cent of consumers’ online and offline purchases, up from 36 per cent in 2014. (Source: The Drum)
More and more people are using the internet to research brands, and the more they see their friends and family engaging with your business online, the more likely they are to buy from you. Customer support has always been a cornerstone of building a loyal fanbase, and social media makes it easy to communicate with your customers. And if that communication is public and professional, others will see that and think better of your business.
Images Catch Attention
Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source: HubSpot)
As I mentioned in my Design Tips to Rock Social Media post, social media users skim information. Having an eye-catching image in your post makes it more likely for your viewer to stop and read the post, instead of just scrolling past. It's also easier to build up a recognizable brand on social media by using consistent imagery and layouts for your posts - people will begin to recognize your content by sight.
A Cohesive Strategy Requires Branding
Consistency breeds familiarity. Potential clients have to be exposed to your business multiple times before they're ready to buy. By staying on brand, potential clients will connect all of the posts they see from you back to your business.
It's not enough to be just consistent. You also need to be aware of what you want to be communicating to your audience, and how your social media content reflects that in copy and image. This clarity should be overflow from your core visual brand - what you do, and why it matters.
Combining on-brand consistency and clarity helps you build a well-rounded impression.