Businesses of all sizes are constantly being told to be on social media and market themselves on Facebook, Twitter, LinkedIn, and Instagram. However, little see evidence that social media marketing is indeed an effective tool.

While social media isn’t the be-all and end-all of online marketing, it is arguably the most effective tactic. For small businesses, this certainly means getting involved without spending large sums of money. Whether it’s a company selling software, SaaS services, or a blog about online casino games or sports, marketing on social media can produce results.

Understanding that you should be on social media is one thing, but knowing why you should be there is important. By 2020, an increase in social media and so-called influencer marketing has taken over the way companies sell to customers.

Of course, marketing is about getting in touch with customers, readers, or fans in order to sell your service, business, or yourself. Marketers stay up at night trying to answer some basic questions: How can a successful social media marketing campaign be driven? And what are the customer to customer and brand to brand success metrics?

Being on social media is something most companies should be doing, be it as the core of their marketing or just as a complement. If you’re not on social media, you’re missing out. Almost half of the world’s population (that’s 4 billion people) is on social media and adoption continues to rise.

Consumers are now responsible. Sure, the “customer is always right,” companies have said in the past, but the truth was that consumers were rarely in control of the markets. This is not the case in 2020, when customers are better informed than ever, more demanding and now want what they want.

It is also good for the consumer that the internet has opened up a world of choice. If your business can’t deliver what a consumer wants, they have plenty of options elsewhere. In terms of marketing, this is a difficult situation. For many companies, the archetype consumer no longer exists. Following an expensive conventional marketing strategy is a risky endeavor, even for large companies.

Because of this, Microsoft, Apple, and other giants are just as likely to offer a new product or service through social media as are TV commercials and other traditional avenues. Social media marketing offers two ideal benefits: first, it’s inexpensive, and if you’re smart enough it may not cost anything at all. Second, you can experiment and get creative by raising awareness about your business.

Social media marketing is the ideal platform to sell yourself and your business as it is affordable and consumers love to see engaging content online.

It should be noted that despite the benefits, social media marketing is not easy, even if it sounds like it on paper. Indeed, running a successful social media campaign can depend on luck. That said, there is a tight rope that businesses can run to succeed. A mix of customer loyalty (brand recall), strategy, and content can appeal to an audience. Finding the balance between these core elements is the hard part.

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