Sprout Social recently conducted a survey of 1000 people to uncover their viewpoints on the social media activity of businesses. You can click here to read more about their findings, which reveal the content strategies that make customers disconnect. For us at Fresh Figs Marketing, the results were not too surprising. When brands approach their social media presence by ignoring what and how their customers want to hear from them, their customers leave. Posting too many promotions too often, trying to pull off an inauthentic voice, ignoring comments or questions, or not posting anything at all keeps your target market from interacting with you. Brands need to remember that there are people on the other side of the screen who want to be respected and delighted.
Perhaps the most interesting statistics from Sprout Social’s study were:
75% of the respondents made a purchase because of something they saw on social media
57% of the respondents were more likely to buy from a brand they follow on social media
These findings reinforce the value of offering your customers a positive experience with your online profiles. Your social media marketing plan must both reflect the characteristics of your target market and remain true to your company’s values that make them want to do business with you in the first place. Understanding these essentials means taking the time to create a robust digital marketing strategy, rather than throwing content into the “internets” and seeing what sticks.
Before you launch your 2017 marketing efforts in January, investigate what has and what has not been working with your social media strategy. Is your engagement growing? Are you increasing your referral traffic to your website? If your followers are not enjoying what you are talking about, it may be time to adjust your content. Let us know if we can help!
