This post was updated on October 29, 2018.
In today’s day and age, for you as a marketing professional, it’s hard to believe that anyone wouldn’t they need to be on social media and you need to explain to your clients.
Many people in many industries feel that social media is too time-consuming, and provides too little ROI, despite the massive amounts of potential customers they could reach on Facebook, Twitter, LinkedIn, Instagram and other social media platforms.
But, when you present people with certain key pieces of information, they will see that they need social media as a part of their marketing plan. Here are some ways to explain to your clients why they should start selling on social.
Show Them Their Competitors Are Successful on Social Media
One of the easiest ways to convince your clients that they need to be present on social is by showing them their competitors are not only on social media channels but they are successful here.
Surely, you can’t show your client the accurate competitor’s ROI unless you research for an interview about the competitor’s social media strategy. But you can show them things about their competition’s social audience, like the number of fans and followers they have and how much engagement their pages have.
Utilize TwitterCounter to show the competitor’s follower growth for a span of up to three months.
Use Facebook Insights to show the competitor’s public insights data by clicking on the number of likes for their page.
Most business owners, when presented with the cold, hard fact that their competition is already active on social media, will realize that they need to get with the program.
Show Them That Their Audience Lives On Social Media
According to a handy infographic with the latest social media statistics of 2018 by Top 10 Website hosting, there are 3.1 billion active social media users worldwide.
Facebook boasts 2.2 billion monthly active users, adding 6 new profiles every second. Twitter has 336 million. LinkedIn has 467 million, Instagram had reached 1 billion and still rising.
With all those people active on so many social media channels, why wouldn’t a brand want to engage with them?
Show your client these statistics, and then break down which channels they should be using based on their target marketing demographics. For instance, if they target baby boomers in their advertising, show them how many people between the ages of 60 and 69 are active on Facebook. In a survey conducted by DMN3, 82.3% of their respondents were Facebook users. When they see that social media is where the business is, they will get on board.
Show Them How You Can Help
When your clients understand the importance of social media for their business, they’ll want to know how you can help them out with everything.
Craft your proposal that depends on their needs. For instance, you can include these services:
- Build a social presence on relevant social platforms
- Generate new customers
- Create valuable content that will educate your existing and potential customers etc.
Share your previous success cases and reviews from satisfied clients. It will help you gain new clients’ trust to convince them you can do these things.
Show Them The Potential of Viral Social Media Content
You create a post. The post gets liked. It gets shared. It gets shared A LOT. All of the sudden, thousands, if not millions of new people are exposed to the post. It’s a branded post. Those people now know about the brand. Some of those people will click on the call to action. And some of those people will buy. The more people that see a post, the more potential business. Show your client some examples of viral social media campaigns to drive the point home. Then show them how you plan to create contextual, viral content for them. PromoRepublic’s layered content calendar will help you prepare sample posts that are sure to wow.
Show Them How Cost-Effective Social Media Is
Social media marketing is, in fact, one of the least expensive, most effective marketing methods. Media buys are particularly expensive. A national TV spot can cost as much as $400,000, and 30 seconds of radio can run you $50-$100 if you’re lucky. And, TV and radio aren’t as effective as they used to be. With DVRs and iPods, people manage to skip over ads altogether. Traditional media, even print, is priced based on demographic reach. That’s why the cheapest TV spots are in the middle of the night, the cheapest radio spots are when nobody is listening, and the cheapest print ads are tiny. Social media, on the other hand, has an amazing reach. It’s free to have an account, and it’s always there. The only cost you have is the social media marketing manager (aka, you), and any advertising costs you incur through Facebook Ads or other social media marketing ad platforms.
Show Them How Easy It Is To Measure Social Success
Facebook Insights, Twitter Analytics, and other non-native tools can give you all the information you need to show how social campaigns are going. The most effective way to show clients this up front is to show them redacted analytics of some of your other clients’ accounts. If this information isn’t available, or you aren’t permitted to show someone this information, you can show them examples online. When they see how easy it is to measure the success of a post or an ad, they’ll understand better why it’s worth it to invest in a social media marketing plan.