Social media marketing's increasing significance in 2023

Many markets saw a slump as 2022 came to an end and 2023 opened. Budgets for marketing have been squeezed as a result, which has an impact on martech tools, marketing campaigns, and headcount. However, smart marketing managers and executives understand the significance of social media marketing now more than ever.

Given the current state of the economy, it may be more difficult to attract new clients while also, crucially, maintaining your current clientele. More than merely generating new leads, the goal is to maintain revenue growth on all fronts. In order to engage current consumers, attract new audiences, foster loyalty and trust (which leads to renewals, upsell and cross-sell growth, etc.), and accomplish a host of other goals, social media marketing will be essential.

How come?

Because consumers listen to actual people, not companies, more than they do now. Instead of fancy marketing material, they believe what their peers have experienced in the real world. Authenticity is more important to them than advertisements.

Here's a current LinkedIn example of the same sentiment.

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Social networking sites, like LinkedIn, are essentially online communities made up of actual individuals. It's possible to argue that each and every LinkedIn post is a community unto itself. Individuals gather around those posts to exchange thoughts, offer counsel, respond to inquiries, offer support, and much more.

Do you see anything? Neither initiating nor directing those discussions are brands. It is all human. Therefore, you should definitely combine your social media marketing approach with a customer and employee-focused brand advocacy program.

Both tactics, though, are focused on social media marketing.

What Makes Social Media Marketing Crucial? Creates Communities

Because social media is where consumers and buyers interact, social media marketing is more crucial than ever. In essence, individuals are contacting one another for direction, counsel, knowledge, materials, and a lot more.

Individuals who deliver all of that first establish themselves as authorities on the issue and prominent thinkers. Their viewpoints influence choices. 

As a marketing leader, you want those who are connected to your brand—such as customer and staff advocates—to spearhead these discussions. Getting brand champions to create and lead these social media networks is your aim.

What Makes Social Media Relevant for Your Company? 12 Motives.

B2B marketing is still based on interpersonal connections even though B2B enterprises aim to sell goods to other businesses. Although social media has long been used to foster these connections, its significance increased in the previous year.

B2B marketers required a way to communicate with partners and prospects in the absence of in-person events. And they discovered that social media platforms were the best way to accomplish this.

The Reasons Employee Advocacy Is a Great Social Media Marketing Tool

An innovative approach for businesses to rethink their social media strategy is to create an employee advocacy campaign.

The promotion of a corporation by its employees is known as employee advocacy. When workers are happy with their employer, they will wish to share that happiness with others. And when they do, compared to traditional branding, their views are heard more widely and are trusted more.

Research after research demonstrates the efficacy of word-of-mouth advertising. Employees who post about their experiences increase the likelihood that their social media followers will see it, respond, and regard it with greater trust.

According to a Fleishman Hillard research, customers have three times greater faith in a company's employees than in its executives.

Workers should be incentivized to publish unique content that highlights the business in order to increase organic reach, establish brand trust, and draw in more qualified leads.

Anticipating Social Media in 2022

You can always start developing your social media strategy later on. The significance of social media has increased exponentially, regardless of whether one chooses to start from scratch or encourage staff members to develop their personal brands.

Read our most recent guide to find out who your most powerful staff advocates are.

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