Archives for January 2021

In terms of Return on Investment (ROI), email continues to deliver the biggest bang for your dollar. And in order to get started on your email marketing, you first have to build and maintain your list. The latest webinar from Zoho is part of its Email Marketing Basics series, which by the way are free.

This webinar, which happens to be the second in the series, is titled Building and Maintaining Your List.  According to Zoho, you will Learn how to build, segment, and nurture your email lists to improve engagement and retain quality campaign subscribers. The webinar will provide insights into General Data Protection Regulation (GDPR) with the goal of giving a better understanding of the regulation. You will learn how to avoid spam filters, and the importance of keeping your lists clean.

Email Marketing Basics: Building and Maintaining Your List, will be held on February 17, 2021, from 12:00 PM to 1:00 PM EST.  Have the latest version of Chrome, Firefox, or Opera browsers and you will be ready to join in.

Click the red button and register now.

Register Now

Featured Events, Contests and Awards

Email Marketing Basics Webinar: Writing Effective Copy
February 10, 2021, Online

Want to write impactful email marketing copy that utilizes your unique voice? Join this webinar for tips and tricks! Learn how to establish your brand’s voice, hone in on your goals, and get some campaign ideas.

WEBINAR: Email Marketing Basics: Building and Maintaining Your List
February 17, 2021, Online

Learn how to build, segment, and nurture your email lists in order to improve engagement and retain quality campaign subscribers. In this webinar you will also gain a better understanding of GDPR, avoiding spam filters, and the importance of keeping your lists clean.

WEBINAR: Email Marketing Basics: Automating and Monitoring Your Campaigns
February 24, 2021, Online

Learn how to build, segment, and nurture your email lists in order to improve engagement and retain quality campaign subscribers. In this webinar you will also gain a better understanding of GDPR, avoiding spam filters, and the importance of keeping your lists clean.

WEBINAR: What Business Structure is Right for You?
April 28, 2021, Online

Picking a business structure is usually the first big legal decision for a new business owner and one of the most confusing. However confusing, it is an essential step to protecting your personal assets from any liabilities of the company. In this webinar, Nellie Akalp CEO of CorpNet.com, will share insight on business entities to help guide you to the best decision for your new venture.

WEBINAR: Best State to Incorporate
July 28, 2021, Online

Some say Delaware, others say Nevada while someone else may say your home state. What is the best state to register a business in? What if your business is expanding into new territory? At what point should you Foreign Qualify? Nellie Akalp, CEO of CorpNet.com, will go in-depth to answer these questions and more in this webinar.

WEBINAR: Steps to Start Your Business
October 20, 2021, Online

Starting a business can be an exhilarating time, where everything seems full of potential and purpose. But navigating the logistics of launching a business can be daunting. In this webinar Nellie Akalp, CEO of CorpNet.com, will outline the steps necessary to legally start a business and get up and running on the right foot.

More Events

• neXco National New Chapter Info Session – Montgomery County, MD
  February 5, 2021, Online
• Rail Cybersecurity Summit USA
  February 9, 2021, Online
• neXco National Presents B2B Speed Networking
  February 9, 2021, Online
• AMA: Incorporation
  February 9, 2021, Online
• ProductWorld 2021
  February 17, 2021, Online
• 5th Advancing Project Controls Summit 2021
  February 22, 2021, Online
• Free Thought Leadership Webinar!
  February 22, 2021, Online
• Employee Wellness Summit
  February 24, 2021, Online
• Social Media Strategies Summit | Virtual Conference
  February 25, 2021, Online
• Chief Data and Analytics Officers, Financial Services: Live 2021
  March 2, 2021, Online
• Digital Marketing World Forum – North America Online 2021
  March 24, 2021, Online
• Power BI in 2021
  April 1, 2021, Online
• HR Benefits Conference, April 2021
  April 7, 2021, Las Vegas, NV
• TECHSPO New York 2021 Technology Expo (Internet ~ Mobile ~ AdTech ~ MarTech ~ SaaS)
  April 15, 2021, Online
• DigiMarCon Mid-Atlantic 2021 – Digital Marketing, Media and Advertising Conference & Exhibition
  April 26, 2021, Philadelphia, PA
• DigiMarCon At Home 2021 – Digital Marketing, Media and Advertising Conference
  April 28, 2021, Online
• Sitecore CMS in 2021
  May 1, 2021, Online
• DevOps Engineer in 2021
  May 1, 2021, Online
• DigiMarCon New England 2021 – Digital Marketing, Media and Advertising Conference & Exhibition
  May 6, 2021, Boston, MA
• Marketing Analytics Summit North America – Virtual Edition 2021
  May 10, 2021, Online

More Contests

This weekly listing of small business events, contests and awards is provided as a community service by Small Business Trends.

You can see a full list of events, contest and award listings or post your own events by visiting the Small Business Events Calendar.

Image: Depositphotos.com

Everybody wants a piece of Apple these days. And I’m not talking about iPhones, iPads, Macs or any other device consumers love them for. The folks coming for Apple aren’t folks, it’s companies like Facebook and Google because of the changes Apple is making to allow consumers of apps running on their Apple devices to have more control over the data that gets created from them using these apps.

In response to this move, companies providing ad platforms that use that data collected by mobile apps to connect businesses to prospective customers are feeling the heat, and reacting in a variety of ways. Google announced earlier this week that it will stop collecting Identifier for Advertisers (IDFAs) for the iOS apps that currently use it for advertising purposes, once Apple’s new policy goes into effect. This will allow Google to avoid showing Apple’s tracking permission prompt in its iOS apps.

But it’s Facebook that has been the most visible and vocal proponent of Apple’s policy change, taking out a full page ad in the New York Times, stating that this move would adversely impact millions of small businesses who use digital advertising platforms that run off of the data created by consumers using apps to connect with prospects in a cost-efficient manner. There is even speculation that Facebook might eventually sue Apple for anticompetitive practices.

But are these moves by the tech titans about protecting customers? Or protecting small businesses? Or their own profits and business models? Considering roughly 98% of Facebook’s revenue comes from advertising, where pretty much all of Apple’s revenue comes from selling devices and services. Or does the reasoning behind their positions and moves even matter, considering what’s at stake in terms of how customer data is used?

With all that hanging in the balance, I had a really interesting conversation on what Apple’s move (and Facebook’s response to it) could really mean for small businesses and the consumers they seek to engage with. Raju Vegesna, Zoho’s Chief Evangelist and a leading proponent of customer data privacy rights, and marketing technology expert and industry analyst Anand Thaker, joined me to discuss the issues at length on a recent LinkedIn Live conversation. Below is an edited transcript of a portion of our conversation. To hear the full conversation check out the embedded SoundCloud player.

Raju Vegesna: When I first saw the ad, ironically on New York Times, the first thing that hit me was, “Damn, these guys are endorsing Apple. This is a testament to Apple doing the right thing.” That was the first thing that I felt, because now when an advertising company, and of course Facebook is an advertising company, complains that the new rules imposed by their platform restricts their advertising, then the privacy side of it is done right.

So, there are two angles here. Facebook is taking the small business angle, but Apple is taking the consumer angle. And the consumer is also the consumer for small businesses. Which means, I think Apple is doing certainly the right thing here. It’s actually a simple choice. You pay them for when you buy a product or service, you’re paying with money or you’re paying with data, in either case you’re paying.

Now, what Apple is doing is forcing the apps to ask users to decide how they want to pay. “Do you want to pay with your data or do you want to pay with money?” Currently users don’t have a choice. Apple is saying they need a choice, and I like that option better. Currently it has been an open season of tracking, and now the restrictions are coming in. And the restrictions never existed on the website back in the day. Thanks to GDPR and others, now the vendors or website owners are asked or required to ask users permission on whether they can accept certain cookies, mandatory cookies versus tracking cookies and whatnot. But that option never existed to apps, it was restricted to websites. Now Apple is taking that, bringing in the new option of asking the user whether they can be tracked within the apps. The entire concept is the right move.

I would go one step further and say, every vendor should do it, even for web apps. And currently it is an open season when it comes to web app tracking. And I fully support that model of providing, of letting the user pick the way they want to pay, pay with money or pay with the data. And I think we’ll have to see how this evolves, but end of the day, it is about giving users the choice, that choice that they never had in the past.

Anand Thaker: It’s an incredibly complex situation and not just because of the companies, but how do we as a society decide that we want to dictate that engagement. And there are a lot of stakeholders involved that we can all empathize with. We can empathize with the coffee shop owner that spoke about, “We’re just trying to survive. We’re trying to figure it out.” Facebook happens to be a platform that works for us. And if Apple restricts or creates some gates that we have to follow or maybe more overhead, it could be a challenge.

Apple has been around for decades, and they have always built around what their community wants from them. And they have learned over and over again, what backlash feels like, particularly days of when Jobs departed Apple many years ago, and then he returned, and there was some of the culture they set up from the beginning. But that’s one of Apple’s greatest strengths, is ensuring that people adore Apple because they recognize the consumer or the customer’s preferences in how they do things.

Normally Apple is one to be, “Let’s go for what makes it easier for people to do,” whereas they’re taking a very much of an approach, “We’ll, take something… We’ll add some gates in here because we believe the statement of the importance of privacy regarding customer data.” But again, those numbers really tell everything about why each has taken the stance that they’re taking, even with Facebook heading right into what will potentially be more political and policy discussions they’ll have in front of Congress as they start to settle in and after COVID starts to navigate its way into some level of normalcy, whatever that might look like.

And Apple has already taken that stance some time ago, and now they’re starting to institute this over time. So, it’s not… I just want to share with everybody, this is not easy because there’s so many very important people who are involved, and that’s not including Facebook or, and Apple shareholders or the people that work there, it’s really these consumers and how we want to engage ourselves. What’s important to us to do that.

Brent Leary: Does it matter that Apple may have ulterior motives? If the end goal or the end result is better protection for customer data privacy, does it matter if Apple tends to benefit more than, and may even hurt their competition? Or is it just, it’s the right move to do it because it’s the right thing? Whoever wants to take that.

Raju Vegesna: I think if you’re listening to Apple’s maybe alternative motives and whatnot, end of the day, Apple knows their customers. Take me, I pick Apple because I respect the fact that they respect privacy. And that is the reason I stick with a Mac or an iPhone, and I don’t use any other browser other than Safari. Again, all of these because there’s a privacy angle in there. That doesn’t mean that Apple is right all the time. In fact, I sometimes question their privacy stance itself because they cannot run an ad network like Search Ads that they do, and then claim privacy because inherently, that conflicts with the business model. The moment you do ad network, while it is completely based on tracking an app, you cannot say they are privacy friendly and they respect user privacy, and then run an ad networking [inaudible 00:07:03], and try to make money.

So, Apple is no saint either, but at least among the vendors that currently exist, they have a customer base that is picking them based on their privacy stance. And this is yet another move that helps them keep that current status.

Anand Thaker: Yeah. Their future growth is defined by their culture and what they prioritize. We live in a day where, how you publicly stand as a company, defines whether, what kind of audience you’re going after. And there’s no necessarily good versus evil kind of situation. It’s more of what kind of choices, again, back to the choice of where, which audience are you going to go after? I want to remind folks, I’ve been spending a lot of time trying to empathize what it’s like to be a small business, to try to start up a store, start up a website, honestly it’s been a while. And I’m a bit embarrassed that I’ve had people certainly hired who were far better at it than I am, do a lot of stuff for the ventures I’ve had in the past. But I think it’s incredibly important that there’s going to be so many people who really need to be able to go online. And one of the reasons that so many people can start businesses today is because it is easy to do so.

And I’ll commend obviously, there’s a whole community because it’s one of their core ventures, and I’m not doing this for, to play, certainly to just speak to the community or just kind of enhance everything. It’s true, and there are a lot of other, “I don’t need to code things. I don’t need to necessarily build so many things. I don’t have to have as much technical knowledge, and I can start a business, and I can get going, as long as I have a good idea and I understand how I want to start to engage with these customers.” So, being able to streamline this is very important. And I think both of them are taking two different stances on that front as well, about how do you want to build your business or enhance your business moving forward. And that’s also a different conversation than just, is your privacy policy better than the other ones as well?

Brent Leary: Oh, so let me take the other side and say, what about Facebook and their stance from the small business perspective? We heard from the small business guy, particularly in the current time where a lot of small businesses are struggling to survive. Is this the right time for Apple to make a move like this? Because it is already a tough thing right now, small businesses are going through, adding this onto it at this particular time. Is that something that we should take into consideration and say, “Hey, this might be a good thing in the long run. Maybe we shouldn’t try to do it right now”?

Anand Thaker: I’m sure there’s going to be research from Apple that says Apple’s route is the better way to go. Right, quality over quantity. And then there’s going to be Facebook’s research, which will generalize to say, quantity is better than quality. But I don’t think we really know which way will really enhance a small business who is struggling. Again, Apple has been very good at making things incredibly easy, regardless of what new gates or new obstacles, not obstacles, but new policies that they put into place. Yes, they get criticized, they address them, and they push forward. So, if Apple does make it straightforward in a way for small businesses to provide that permission-based capacity, if you were in love with the brand and you’re in love with your local coffee shop, you’re probably going to go through those no matter what. And if anything, you’re probably building a level of trust in that capacity.

Now, is that the same if a business decides to go to Facebook? Are you bad business because you go to Facebook? It’s not necessarily the case because you could still treat the data that you have in a certain way. So, I almost take it as, is it the platform’s responsibility or how much of the responsibility falls on the platform to enable these small businesses to address their customer data privacy, the way that they would like them to. Is Facebook going to even offer opportunities for someone to say, “You could opt in or out,” and by default maybe say, “Well, you just assume you’re on the Facebook platform, trust Facebook”? And then obviously vice versa with Apple where, “Hey, we’ve got these permissions that you’re required as a developer, but if they love your stuff, they’re going to get through it and we’ll try to make it as seamless as possible while still informing your user base about what’s being collected and how it’s being used.”

Raju Vegesna: And make no mistake, this is not about Facebook standing up for small businesses. It is about money, period. It is about them keeping their revenue and increasing their profits, period. And if that means using small businesses to communicate that because it resonates well, and that’s essentially what’s going on, let’s cut to the chase. Okay. And then it is not about free as in freedom, it is about free as in a business model. And that is also what the discussion was about in the ad in the New York Times. They seem to confuse between the both frees, and maybe deliberately so, but that is the direction Facebook is. And also, there are a lot of businesses that will also claim that the ad prices went up. And interestingly, during the same time, the state of Texas files a lawsuit against Facebook and Google about colluding, and that may have resulted in prices.

Then I’m sure you can find a lot of case studies about advertisers who are paying a lot more and who may have lost business because of those increasing online digital advertising, because of probably monopolies that are there in the industry. So, there are other aspects of it we should not ignore in here as well.

Anand Thaker: If I could respond real quickly to that, right. Not to say that I defend Facebook by any means, right, by stating this, but again, as a small business owner, and I know you know this as well, just because I know I’ve heard you evangelize, I’ve read many of your things. And obviously empathizing with small business or people who are not even ready to be in small business who need to survive on being able to leverage technology. Sometimes it needs to be achievable to even accomplish that. And if unfortunately, or fortunately, if Facebook is an easier route, yes, you’re right. Perhaps Facebook is using that as a business model choice and growth choice with their positioning and Apple’s doing the same thing. And that’s where the war is happening with this that’s coming up.

But a lot of small business users, they don’t really have a lot of understanding about all of these, the nature of a lot of these things. And it’s unfortunate that they’re using small business as an example about why their position matters, but at the same time if we look at the flip side of the coin, they really don’t know. And so, are you going to really fault a company or a small business or a solopreneur or someone potentially surviving or growing to not use Facebook because of their choice or not use Apple because of their choice. They’re going to pick what’s going to be best for them in how they approach moving forward, so. But, yeah. Yes, all of this is about money, right?

Again, go back to those numbers which were striking. You’ve got one company that makes money off nothing but ads, and then, almost nothing but ads. And then you’ve got another company who produces products, which certainly has data components to it. And Apple has had its shellacking for data matters in the past, perhaps why they’re taking these positions as well, but they’re just different business models. And Raju, to your point right there, it’s the way that they’re going to decide to make money while being able to create a competitive situation for the other party.

Brent Leary: So, what role does Apple have in … Let me rephrase it. So, small businesses, we know, we just, part of the survey, you’re looking at just the small business segment, a lot of them don’t have customer data privacy policies to begin with, let alone enforced them and really deal with it. I don’t think customer data privacy has been one of the things that they have focused on in building a business. A lot of them right now is just survival. And I think you see that in some of those testimonials. It’s like, “Hey, we’re trying to survive over here, forget about the customer data privacy stuff.”

What role does the government need to play in this to help put some structure around this? Or what role does a company like Apple have in helping businesses make this transition to this opt in model? Because I think in the long run, yeah, this has to happen, but how many companies have to get hurt or left behind? Is there a way that that doesn’t have to happen? Is there a way to minimize that, so that yes, customer data privacy is withheld up, but small businesses in particular don’t have to be martyrs for it?

Raju Vegesna: The regulation comes through later. Does the government has a role to play? I believe so. And as you’ve seen in the past, it comes in at a later point. Just like you’re seeing a, do not call list, pop up, we need a, do not track list, that consumers should have an option to be there. And once it is there, everyone, but no matter who it is, should respect that do not track list. And that is something that, end of the day, gives the power to the consumer. And now, we know that it doesn’t exist. And now, without that, now it is up to vendors to take a stance on this. And over a period of time, when enough vendors take a stance, and the government will eventually come with it. And of course, there are some governments that are more proactive than others, but, so government certainly has a role to play.

And because there has been significant abuse on the privacy and the tracking part of it, it is important for vendors like Google, in this case, Apple, or others to step up and show the path. Otherwise, it becomes… It goes to a stage where the success of the tracking companies or maybe the technology companies will lead to the detriment of the internet. People will no longer trust the system. And that will hurt us all in the long run, if we don’t put things in place.

Anand Thaker: Yeah, I agree. Government’s going to have to … Once you impact everyday lives, and it’s kind of accelerated because of the elections that have occurred, particularly in the United States where a lot of the data models, the customer data usage has been … That trust has been broken severely and very publicly, right. And impacting publicly in a way that was very shocking. A lot of people did not realize that maybe your loyalty card that you might be signing up for has an incredible amount of data, or maybe we knew it and we didn’t care because it didn’t matter because we got something for it, or we got something useful out of it. But now, when people feel like data is being used in a way that is manipulative, or trying to influence us ways that we don’t like, then that’s when it … Obviously that’s going to become a problem.

And that’s when governments typically step in, or government entities, or watch out groups, or different types of groups like this will start to step in. And we’re going to see that even more so, especially in the coming years. When Facebook and Google decided to fight some of the antitrust laws that are coming on, I guarantee you, straightforward of that is going to be all deflected into the data of it because both of them, well, Facebook more so than Google, certainly has a challenge with that … They’ve backed themselves into, “Advertising is where we make all of our money.” So, they’re going to defend that position to a degree. We’ll end up finding a middle ground, somewhere where consumers will be happy with it and/or be content with it, or have to be happy with it.

And businesses, or the platforms will come to some level of agreement about what the right gates, or privacy matters that you would need to… Policies you would need to implement will satisfy any kind of mandate. So, usually governments play sort of a referee in a lot of this, or watch guard groups tend to do this. And we’ll see some sort of middle ground that no one’s going to be happy with, 100% happy with, but it’s going to take, as I see it and as you follow technology, we always do this in waves, right. We come in and we see someone push the boundaries, then obviously someone has to step in and take it. So, we’re in another round of that from robocall days as well.

This is part of the One-on-One Interview series with thought leaders. The transcript has been edited for publication. If it’s an audio or video interview, click on the embedded player above, or subscribe via iTunes or via Stitcher.

For small business Search Engine Optimization (SEO) can be a challenging digital marketing task. While most SEO experts agree that there are a large number of ranking signals, links are not yet dead according to an infographic by DIRJOURNAL.

Good linking remains an important component to building your website. To rank websites, businesses need links- high-quality links. But surprisingly 94% of websites do not even have a single external backlink.

There are many ways for the website of your business to get links, but not all links are equally effective. Here quality pays off in the long term, and there are large differences in link elements that make some links more valuable than others. This includes anchor text, URL factors, clickability, and whether they are follow or no follow links.

Links Still Matter

Links help Google to associate your website with other concepts and attributes in the niche. According to SEMrush four of the top eight ranking factors are related to link signals. These include total referring domains, total backlinks, total referring IPS and total follow-backlinks. On average Google’s top organic search result has 3.8 times more backlinks and 3.2 times more referring domains.

Linking alone does not guarantee success. Link building and technical optimization are the best combinations for effective SEO tasks. Other non-link related SEO strategy includes direct site visits, the amount of time visitors remain on the site, pages per session, and bunce rates.

How to Build a Better Link Profile

A good link profile requires three key elements: trust, diversity and relevance. Creating great content can help deliver these elements. Long-form content can help get your website 77% more links than short articles. The lure of social media prominence might not always get you the desired results. Having your content shared across platforms is only effective if your strategy incorporates link building as well.

Familiarity matters more, high ranking sites need approximately four times more referring domains for popular keywords than for less common keywords. Your content should also help provide answers to common questions that visitors are looking for. Try to develop ‘Why … ? posts, ‘What … ?’ posts and infographics get more than a quarter (26%) more links than videos and how-to guides.

Image: dirjournal.com

Influencer marketing is making an impact on businesses around the world. And since Asia is one of the fastest evolving markets, it makes sense that companies in this area would lead the way. Kobe is one platform that’s working on this in the Asian Market. In addition to utilizing an emerging marketing tactic, the company uses new tech to set it apart.

Learn more about the company and what sets it apart in this week’s Small Business Spotlight.

What the Business Does

Facilitates influencer marketing campaigns.

Founder Evangeline Leong told Small Business Trends, “We manage end-to-end influencer marketing campaigns and utilise a self-developed, patented Artificial Intelligence-driven platform to pair advertisers with the optimal influencers for their brand.”

Business Niche

Integrating AI into the platform.

Leong says, “Our system maps campaign objectives to a wide array of factors using image recognition and natural language recognition. It then intelligently auto-generates influencer suggestions, along with recommended fees, that clients can then review and select. It is also able to provide strong, quantitative metrics in order to reflect returns on investment for businesses.”

How the Business Got Started

After a conversation with a vendor.

Leong explains, “The name Kobe means ‘word-of-mouth’ in mandarin and was inspired by a humble noodle food stall in Singapore. When I saw the fierce competition and rising costs of operation, I asked the stall owner what his secret recipe to success was. His answer was simple: ‘My word-of-mouth recommendation is good.’ This piqued my interest and got me thinking about how I could scale word-of-mouth marketing for businesses out there in the world.”

Biggest Win

Winning an award.

Leong says, “We very recently won the Gold and Local Hero awards for the Influencer Agency of the Year category in the Marketing Magazine’s Agency of the Year Awards 2020. The awards are a major event that draw in submissions from some of the largest ad/marketing firms in the world.”

Biggest Risk

Starting with no investors.

Leong adds, “Influencer marketing was a very, very new and niche concept at the time. And nobody believed that it would be a viable business model for a marketing agency. I mortgaged my house and sold my car to come up with the venture capital for the business.”

Lesson Learned

Be careful who you work with.

In the company’s first year in business, Leong says they made some poor judgements regarding their team. As a result, they ended up losing a database and access to the AI system they had been developing. However, it worked out in the end.

Leong adds, “At one point, it seemed as though we would have to go to court over the issue. Thankfully, we didn’t.”

How They’d Spend an Extra $100,000

Supporting the team.

Leong says, “I would invest that into people – helping our current employees to grow and rewarding them appropriately for their work.”

Team Motto

Fail fast, learn fast.

Leong explains, “Everyone is encouraged to raise suggestions and try out new things. We avoid hierarchy, so everyone takes charge – and ownership – of their own tasks in the company.”

Favorite Quote

“It’s the questions we can’t answer that teach us the most. They teach us how to think. If you give a man an answer, all he gains is a little fact. But give him a question and he’ll look for his own answers.” – Patrick Rothfuss.

* * * * *

Image: Kobe, Evangeline Leong and Cha Lin

Did you know that the ad spend on Facebook grew by almost 30% in 2020? According to the same report, the trend indicated that budgets were tightened but more budget was allocated to digital channels and social media.

Furthermore, the trend is set to continue in 2021.

Image via Socialbakers

If you are still not investing in social media marketing, it’s time to get on board with the trends. 

Still on the fence about the role of social media in growing your business? 

Here are the benefits that you can get from it:

1. Boost Brand Awareness

One of the biggest advantages of having an active social media presence is that you can increase your brand awareness. Social media gives you a platform to reach out to users who may not have even heard about your brand before.

What’s more, social media platforms enable you to send targeted ads. When you send relevant ads based on a user’s tastes and preferences, they are more likely to be interested in your content. 

Additionally, you can also target ads based on location, gender, age, and other criteria. All in all, you can boost your brand awareness among your target audience more easily. 

2. Increase Website Traffic and Leads

As more people get to learn about what you have to offer, you are likely to see a surge in website traffic. Since you are reaching out to a targeted audience, you are also likely to see more traffic coming from qualified leads. 

This, in turn, can give a boost to your lead generation efforts. Not just that, you’re also likely to see a boost in other metrics like average time spent on a website.

Pro Tip: To keep track of your leads coming from different platforms, use an advanced program specially designed for lead generation.

3. Improve Your Brand Recall

Don’t you want users to think of your brand first when they think about your niche? Of course, you do! A memorable social media marketing campaign can go a long way in creating a lasting impression in front of your target audience.

It’s okay if users don’t purchase your product right away. If users can recall your brand easily, you can move them down the sales funnel with a few more touchpoints.

Social media helps you boost your visibility and improve your ad recall. If you run a social media campaign for a long time, you can make sure that you are reaching out to more people and improving their ability to recognize your brand. 

For example, LA CREMERIA, a Malaysian ice-cream brand, leveraged Instagram to run influencer campaign campaigns with popular celebrities. As a result, they were able to get a 5.6 point lift in their ad recall in the age group of 35-to-40-year-olds. Their ad recall among women saw a 4.5-point lift as well.

4. Get More Brand Credibility

Social media enables you to work with influencers to promote your products on different channels. Not only can you boost your reach and get more engagement, but also boost your brand credibility. 

Not sure how?

Well, social media influencers work really hard to build a rapport with their followers. Because of their expertise, they also have a certain level of credibility in their field. In fact, their followers wait for their recommendations and advice. 

When they vouch for your products, their followers may tend to establish some trust in your brand. It’s almost like you are piggybacking on their reputation. 

 In addition to influencer content, other sponsored content can also help you establish your brand as a thought leader in the industry. In fact, roadmap software company, Aha!, were able to leverage LinkedIn to gain audience trust by creating meaningful content on the platform.

5. Get More Engagement

When you upload content on social media that resonates with your audience, they are likely to respond to it. You’ll get more likes, shares, and comments if it strikes a chord with them. This, in turn, can boost your overall engagement.

What’s more, you can also host contests, create polls, and publish live videos to keep your audience entertained. In a nutshell, social media enables you to create content that can engage them. 

Why does it matter?

Before you can turn a prospect into a customer, you need to keep them engaged. It’s a stepping stone in the right direction.

6. Get Detailed Customer Insights

One of the biggest advantages of advertising via social media is that you can get access to customer insights. All social media platforms collect user data. From user interests to demographics, these platforms record all kinds of behavioral data. 

When you run an ad campaign, you can also get insights into how people are engaging with your content. This data can help you figure out which content your audience resonates with the most. Based on that, you can create a more robust content and marketing strategy. You can also use specialized tools for social media management to get detailed insights.

What’s more, this data can help you learn how to get the most out of your ad spend. In the long run, it can help your business save money and get the most out of your budget through campaign optimization.

Once you have data on what works, you can leverage retargeting to follow up multiple times with users who may be interested in your brand. This, in turn, can help you boost your conversion rate.

Conclusion

Regardless of your industry or business size, social media can be a powerful tool to grow your business. It can help you get more visibility, reach out to a broader audience, and generate more qualified leads. 

Not only can it help you increase your sales and revenue, but it can also help you create more cost-effective campaigns. You can leverage social media to gain more credibility and improve your brand recall value.

By tracking your campaign results, you can optimize future social media campaigns for better results. All in all, it has multiple benefits, so you shouldn’t miss out. 

Are you ready to create a social media strategy to grow your business?

Do you have any questions about the role of social media in growing businesses? Please feel free to mention them in the comments section.

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