The Business Game-Changer: Why You Need A Social Media Presence

I don't remember Instagram first launching, but I do remember being adamant I had to have an account. And I definitely remember making collages for all of my posts because there wasn't a carousel option. I remember people doing TBHs and Woman Crush Wednesdays and repurposing Tumblr quote posts unironically. Those were the days...

Through the years, social media has evolved from a space for sharing casual pics and memes to... ahem... still sharing casual pics and memes... But it's also one of the most powerful tools in a business's arsenal. These platforms aren't just for connecting with friends—they're marketing machines that serve as digital storefronts and networking hubs, with billions of active users scrolling daily.

I've seen plenty of businesses that either don't understand why social media is worth prioritizing, or they're using it but barely scratching the surface of its potential. Maybe they post once in a blue moon. Maybe their content feels more like an afterthought than a strategy. However, social media should be a long-term investment. So, let's break down how it works as a growth engine for virtually any industry.

Make Your Brand Unforgettable

Brand awareness is all about ensuring people know who you are, what you stand for, and what you offer. Visual storytelling is key here. That means using photos, videos, graphics, illustrations, charts, and graphs to create a look that consumers instantly recognize. You need to be consistent with these visuals (along with your associated messaging) for your brand to really stick.

For a new business fresh on the scene, awareness starts with introducing yourself. Show your process and explain what makes you different. For a growing business, it might mean keeping your audience excited with regular updates. They want to know about your product launches and behind-the-scenes moments! As for a well-established brand, it's about remaining top-of-mind. Because why would you allow your customers to drift toward competitors? In all of these cases, social media is where you grab attention.

Turn Your Followers Into Fans

People love having direct access to businesses. It all comes back to how we want convenience at the tip of our fingers. Social media offers that convenience factor, whether someone comes across your beautiful images on Pinterest or educational guides on YouTube.

When customers can comment, DM, or vote in a poll, they feel heard. Same goes for when you respond with appreciation or answer their query. That interaction, as small as it may seem, brings them one step closer to brand loyalty. After all, no one fully connects with a company that's faceless. If you engage through your profiles, your audience recognizes that they are supporting people rather than a product.

Another great aspect of social media is that you have access to valuable analytics about your followers. By seeing what kind of posts or topics they interact with the most, you can improve your marketing decisions across the board.

Your Roadmap To Traffic & Sales

Every post should have a purpose. You should never be posting just for the sake of posting. There's no value in that. So, when you have a post with a purpose, make it clear. Why do you want people to do business with you? What's in it for them? Why should they care about you, not just now but well into the future?

If you sell products, shoppable posts and product tags make it easy for people to buy directly. TikTok Shop, in particular, has been stepping up its game, letting even the doomiest of doomscrollers make impulse buys in a few taps.

You can also link consumers directly back to your site through your social media. Drop links in your Instagram and Facebook Stories, and put a Linktree with all of your brand's pages in your bios. Paired with limited-time, social-exclusive offers, you create a sense of urgency and point them down a simple path to learn more. Get them to your website.

Don't Let Anyone Steal Your Spotlight

Your competitors are already on social media. Go ahead and check right now, if you don't believe me! They are working to grab the attention of the same audience you want. That's because they understand that staying active means staying relevant, and monitoring trends enables them to join conversations while they're still hot. Being silent gives someone else the upper hand.

Social media is one of the most budget-friendly marketing tools you have at your disposal. Organic content can go far if it's strategic, with an audience-first mentality. And if you choose to invest in paid ads, you can target with pinpoint accuracy, making even small budgets work hard for you. Again, your competitors may already be doing that.

5 Things You Should Consider

• Use high-quality visuals. Otherwise, it distracts from your message. You don't necessarily need to invest in a professional photographer or videographer, but you do need even your smartphone content to look sharp.

• Mix up your content formats. Be willing to experiment with how you display your visuals to keep your feed fresh. Variety helps you reach audiences who might prefer consuming content in one format over another.

• Create a content calendar. You should be posting relatively consistently, not just when you have an "Oh crap! I forgot!" moment. Planning ahead gives you time to produce better-quality content instead of rushing at the last minute.

• Test different times of day for posting. You're going to find tons of sites out there that encourage you to post at X time or X time on Y day. But it's best if you track your personal analytics to align your posting schedule with REAL audience habits.

• Change what just isn't working. Social media isn't set-it-and-forget-it. Be open about testing different hashtags, calls-to-action, and (as previously mentioned) content formats so that you can spot trends and make data-driven decisions.

Happy writing!

~Meg