Who isn’t using social media these days, right?

According to Statista, over 3.6 billion people worldwide were using social media regularly in 2020, and that number is projected to reach nearly 4.41 billion in 2025.

The influx in users of all ages is both a blessing and a curse to business owners. On one hand, it is now easier than ever to meet consumers where they are, leveling the playing field in a lot of ways for businesses of all sizes. On the other, we are at a point where it’s just not enough for your business to have a profile only for it to be inactive, inconsistent or unappealing.

But, is it really that important for your business to invest in a solid social media strategy? You know I’m going to say YES! Here are three reasons why.

1. CONNECTING WITH YOUR AUDIENCE

Social media isn’t just a way to connect with old friends, it’s one of the most effective ways to connect with your audience.

Let’s look at some stats.

According to Sprout Social, 67% of consumers on social media are more likely to spend money on a brand they follow. That’s especially true for millennials; 84% are more likely to support a brand they follow by spending some cash. Plus, a whopping 78% of social media users say they will actually go in and visit a brand they follow in-person.

2. BRAND AWARENESS

One of the biggest reasons businesses, emerging ones especially, use social media is to build brand awareness.

The benefit with social, is that it lets you have a direct conversation with customers and prospects when, where and how they want. In other words, you are able to meet your audience where they already are and communicate in a genuine way.

But, awareness doesn’t stop at your profile’s existence. Your audience should be able to understand your message at first glance — and most importantly, recognize who you are.

The way you set up your page — including your profile pic and your business bio — will influence how well you are recognized.

Consistent messaging and branding is essential in making your page instantly click. A clean logo is a great place to start for your main image. Use that to make it clear who you are and add in an engaging banner photo that speaks to what you stand for.

3. DRIVE LEADS

You shouldn’t be tossing all of your marketing eggs into the social media basket, but social platforms are an incredible way to boost your other marketing efforts and stretch the reach of your content.

With social media, your ideas have the chance to gain a wider audience, and most importantly, the right audience.

Business owners may feel tempted to say everyone is the right audience for them. However, that’s not going to be helpful for your ROI. Your best bet is to find your niche, understand it deeply and, ultimately, dominate it.

Narrowing your scope and targeting an audience that is already searching for exactly what you provide makes it more likely they will take action.

More than 65% of small businesses are using social media to try and increase leads, the Social Media Examiner’s 2017 Social Media Marketing Industry Report found. However, finding quality leads has proven to be a major obstacle.

So, how can you make your social profiles work for you?

Paid ads can be super effective at targeting a specific audience and expanding your reach. But, if you’re on a budget, organic traffic can be just as useful in growing your brand and establishing it as an industry authority.

Combining content that is entertaining or useful with best marketing practices can not only help with audience growth, but with audience retention.