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Taking your social media presence to the next level.

Five dollars can make a difference: Using paid posts to help drive traffic and sales for your website.

Restaurant customer using watch to pay for meal on Clover Flex

People today spend an average of 2 hours and 15 minutes a day on social media, more than twice as much as any other online activity.1 And more than 80 percent of customers discover products on social media.2

So it’s obvious that social media should be a key element for small businesses marketing. You can drive awareness and traffic with even a basic profile. But simply having a social media presence is just the tip of the iceberg. By adding paid posts, you can reach a larger audience, which can help drive traffic to your website and take your sales to the next level.

Why should you double-down on social media marketing?

With so many people spending so much time on social media, it’s a great way to raise awareness about your products and services. If you don’t, your competitors will. Ninety percent of businesses are projected to use some form of social media by the end of 2020. Your social media strategy is key for retaining current customers and bringing in new ones. Just look at these figures:

  • Consumers spend 20 to 40 percent more money with companies that they’re connected to
  • 87 percent of eCommerce shoppers believe social media helps them make a shopping decision
  • 40 percent of merchants use social media to generate sales
  • 30 percent of consumers say they would make purchases directly through social media platforms

How to boost your social media effectiveness.

Organic posts are the normal free posts you should be making on a weekly or daily basis. They help people connect to your brand and stay informed. But paid posts can truly help you close the sale. Paid social posts can give you more options for targeting customers, and then re-targeting them again based on their interactions with your original ads, plus the ability to connect with a wider audience. Social can become a direct link between customers and your site.

Paid social can help boost your original content and get it in front of the right faces. Businesses should try out paid social campaigns to push key content like offers or highlight important news. Even a small budget of just $5 can give you a quick impact.

What are the key benefits to paid posts?

Drive Visibility
Paid posts can cut through the clutter. People have massive lists of businesses and people they follow, and paid posts can make certain you get priority and have your message seen. Example: If you’re in the salon business, you can use paid social media tools to target high schoolers during prom season.
Adjustable budget
Since Facebook has a daily minimum spend of just $1 and a recommended duration of four days, you can start very, very small to get familiar with the platform and tools. Most paid social posts operate on a pay-per-click model, which gives small businesses added flexibility. You can cast a wider net, and then invest where you see results. Also with the lower cost and strong analytics, social can be a good place to test new target markets or tactics and see how your product resonates.
Build your brand
Customers who experience positive interactions with your company on social media are almost three times more likely to recommend your brand. Recommendations and online reviews that occur on social media have a much greater reach than simple in-person word of mouth.
Social can close sales.
Seventy-five percent of consumers have purchased something because they saw it on social.3 So social can impact revenue, but it takes patience. People often have to see a product two to four times before they move to purchase it.
Create a new channel of traffic to your site.
Social media profiles can provide an avenue of traffic outside of the usual SEO. Third-party tools and platforms like Linktree can help all your posts direct traffic to an eCommerce site or shop. Once on your website, you can track transactions through your eCommerce gateway.

The bottom line

Investing in social media requires some different thinking than other marketing channels, but it can have deeper payoffs. In the short term, it’s more about connecting with customers and building relationships. But the longer view can lead to much more than just a one-time transaction – you can build highly engaged customers that are more likely to purchase your products.

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