Even if it doesn’t result in a same-day sale, social media can be an important part of a customer’s decision to purchase.
In a recent Manta poll, 45% of small business owners said they invest marketing dollars in social media. Social media marketing can help you build awareness and engagement with customers by posting interesting content on popular platforms like Facebook, Instagram, Twitter and others. But can social media marketing really help you increase sales?
The short answer is yes, social media marketing can help small business owners and contractors increase sales, but it often takes time to see positive effects.
“Social marketing efforts that are done consistently over time will absolutely generate business, but it’s not an overnight thing,” said author and small business expert Melinda Emerson. “It takes at least seven and as many as 21 quality interactions to turn an online connection into a paying customer. Social media credibility must be built over time.”
Business owners often get frustrated trying to calculate the elusive ROI of social media. Tools like Google Analytics can help you better understand how social media is (or isn’t) leading to sales, as well as which platforms and posts are most effective.
“Make sure you understand what role your social efforts play in your customer’s path to purchase,” said Brian Jensen, CEO of Congruent Digital. “We’ve found that for many industries, social plays more of an assist role, or acting as a touch point during either the awareness or consideration phase.”