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Given our limited movements under COVID-19, social media has become an even more crucial outlet by which people keep in touch with their friends and loved ones. Of course, social media use is nothing new. But according to the Pew Research Center, roughly 7 in 10 Americans used these platforms in 2021 — making for a whopping total of some 230 million social media users across the country.
With so many people now relying on this form of connection and communication, social media has also become an indispensable tool for today’s marketers as they hope to establish reach for their campaigns. However, it can also do more than expand reach. Increasing evidence points to the fact that using social media strategically can also lend your brand more credibility.
Here’s a bit more on why this is the case.
It helps you find the right audience
Digital marketing professionals are in increasingly high demand today. That’s because the majority of these experts have a comprehensive background in marketing that holistically tackles both the basics of marketing and the latest industry trends. Consequently, they have experience in the field and are educated in crucial aspects of digital and interactive marketing. Many of these trained professionals also know how to maximize one particularly crucial component of social media: the algorithm.
The algorithm behind any given social platform utilizes user information like age, location, and browsing behavior to customize the content they see. Such metrics are perfect for whittling down your target audience so you can release content that’s more relevant and engaging to the people you hope to attract. You’ll also appear more trustworthy if you use social media platforms that are frequently visited by your target audience –– like TikTok or Instagram for millennials and Gen Z, for instance.
The better you’re able to meet consumers on the terms they prefer, the more credible your outreach appears.
It enhances customer relationships
Once you’ve found your target audience, you can use social media to improve relationships all along the customer journey. As mentioned above, targeted ads can build relevancy and credibility to boost customer engagement. You can further foster loyalty by consistently engaging with customers on your official social media accounts.
Opening hashtags, polls, contests, and even just simple conversations with social media users will build personal connections that help customers feel valued –– and encourage them to purchase your products or services. You can also openly respond to customer concerns to increase the transparency and thus the credibility surrounding your brand in the long run.
It provides opportunities to release quality content
Content creation remains a significant component in social media marketing. The reach social media provides gives you the opportunity to create quality content that shows that your brand is credible and trustworthy.
Citing sources for claims you make in your posts is one thing you can do to prove that your brand is reputable. Another is explicitly stating if any of your content is sponsored or paid for. And above all else, make sure your content is actually worth paying attention to! Customers find interesting content more engaging than direct sales pitches or similar posts. To help you in this regard, we’ve previously recommended outsourcing content needs to professional creators in order to generate high-quality content that will increase your credibility without breaking the bank.
It allows you to be consistent
Social media also helps you to prove to consumers that you provide consistently stellar — and thus trustworthy — products and services. Simply posting quality content on a regular basis tells customers that you care about engaging and connecting with them. Including positive testimonials in your content will also help let them know that your products or services have been tried and tested and are thus worth giving a go. And finally, following a consistent theme in all the content you post gives your audience a clear thread to follow, and helps them better understand your brand identity.
Experts even point out that a user needs to see a post more than seven times for your brand messaging to stick. This means that consistency not only makes your campaigns more credible, but more effective as well.
Social media is undeniably a powerful yet cost-effective marketing tool that can help expand your reach and build your credibility online. In today’s cutthroat digital marketing industry, taking steps to increase customer trust in your brand will only help you in the long run.
Author: Riva Jane
Riva Jane is a freelance business consultant and a former digital nomad. She has since settled down with her family and does most of her work online. She helps small businesses and startups develop relevant brand strategies and business plans. On the brief occasions that she is not in a remote meeting with clients, she enjoys doing yoga and going on fitness runs with her husband and kids.