June 17

How Important Is Social Media in Marketing

When starting out, many small businesses turn towards social media for their marketing. How important is social media in marketing your business, though? Depending on what you do, there’s a chance it shouldn’t be the focus of your marketing efforts. Controversial, we know!

So, how important is social media in marketing, really?

In an increasingly competitive business space, having a social media presence is important. You should absolutely have active social accounts on the channels that your customers hang out on. It creates another touchpoint to help conversions!

Yet, your time and budget are probably limited. So, you might be considering where to allocate your time and money most for best results. To know how important social media is in your marketing, the first step is to identify your marketing goals. Once you have established your goals, it’s time to assess what the best marketing channels and strategies are to achieve them.

A list of the main digital marketing channels:

  1. Email marketing
  2. Search Engine Marketing (i.e. Google Ads, Bing Ads, SEO, etc.)
  3. Online display advertising (across various sites on the web)
  4. In-app or in-game display advertising
  5. Social Media (Facebook, Instagram, Snapchat, TikTok, LinkedIn, Pinterest, YouTube, Twitter…)
  6. Inbound/content marketing (blog posts, educational videos, podcasts…)

How important is social media in marketing – for YOU?

Within social media, there are many platforms and strategies to choose from. There are paid ads, but also community marketing, such as creating a Facebook group.

To advertise your product, you could leverage paid ads or collaborate with an influencer, for example.  Or, you could grow your organic reach through the production of quality content and engaging with your audience.

Here comes the but – these strategies might not be effective in producing actual sales and leads for some businesses. Especially for trades and service-based businesses, search engine marketing is much more effective. It also works great for product-based businesses by targeting customers who are in the consideration phase of the buyer cycle.

And what about larger brands that can afford marketing across many channels? You’ll want to create a tailored combination of SEM, socials, email marketing and more.

Your marketing plan should not be limited to social media

Here’s the deal: if you’re only on social media, you’ll only  reach your customers while they’re on social media. So, while it’s all the rage right now, social media marketing makes up just one side in the wide world of digital marketing.

Here are a couple of interesting stats:

  • The total Google search volume grows by roughly 10%–15% per year.
  • Google handles more than 2.5 trillion searches per year.
  • Google has 95.65% of mobile search traffic and 87.37% of desktop/laptop search traffic worldwide.

Need we say more to convince you that you should also have a plan to catch your customers on Google?

Social media is here to stay

In conclusion: social media is here to stay, and it’s without question a huge part of our lives. With 3.8 billion people around the world using it, social media allows you to connect with large chunks of your customer base. Yet, it might not be the ideal main focus for your marketing.

Feeling like you still have no clue where to start? Why not leave it to the experts? Get in touch with our team at Gordon Digital for a free 30-minute digital strategy session, no obligation. We can take the marketing workload off your shoulders and free up your time to focus on the other sides of your business. As an agency offering both social media services and SEM, we can tailor any strategy to your business goals.

about the author

Jessica Gordon