The importance of social networks in digital marketing

Facebook, Twitter, Instagram, LinkedIn, Snapchat… Social networks are attracting more and more people to the Internet. First related to a hobby, these platforms have become real marketing assets for companies. 

It is now essential and inescapable for the latter to learn how to use it to address new targets and develop their market. This new communication channel not only makes it possible to strengthen the company's presence on the Internet, but also to increase the number of customers and to recruit future employees differently. If for a long time having a website and social networks was a simple plus for companies, it is no longer imaginable today to do without it. Companies that risk ignoring the internet miss the key element of a brand development marketing strategy.

Continued growth

Social networks in particular have experienced exponential growth over the past 10 years. Their major asset is their simplicity and speed. For most users, they are intuitive, require no user manual, and present no difficulty in accessing information. It is enough that a surfer discovers a product, a service or a person who interests him, so that he immediately informs his entire community. The potential of social networks is therefore enormous for companies that want to develop their customer base, their brand image and their turnover. The major advantage of networks is also the possibility of influencing a panel of people according to their interests, but without having the feeling of being guided.

Immediate customer feedback

The main advantage of social networks is the proximity to the customers they offer to businesses. It is a direct communication channel that allows users to share their experience with the product or service. This is an aspect that is not always found on other marketing and communication media. Of course, by exposing your company to social media, you run the risk of negative comments harmful to the brand. It should not be seen as a danger, but on the contrary, the opportunity to bounce back on the negative opinion and to offer an individual solution to the user. Most of the users gladly tell about their misadventures on the internet. As it will be impossible for you to eliminate negative comments present on the net, you might as well control them by responding to complaints, which will be easier if the comments are on your own networks rather than on various consumer forums. In the event of recurring remarks, you will be able to report the problem to your employees and think about how to correct this trend. The general rule is therefore to regulate its networks, without leaving consumers left to fend for themselves. 

Positive opinions meanwhile will enhance the product and indirectly, the brand image of the company. 

It is by remaining attentive to all comments that we can anticipate customer expectations and adopt the best strategy. The latter may concern the innovations to be made to the products or the marketing arguments that will make them a success. In addition, the opinions of consumers are often heard more than the discourse, sometimes deemed too commercial, of the brand. The user feels reassured by the opinions of his peers: if a product is advised and recommended by hundreds of Internet users then it is very likely that it will suit me too.

Your keyboards !

The presence of companies and brands on social networks is therefore increasingly common. These sites represent a communication vector in the same way as conventional media. With two significant advantages, however: lower cost and a very attractive return on investment. As business leaders, whether you run a VSE or an SME, you must therefore create a page in the name of your company. It must contain essential information about your company (name, description, area of ​​activities, contacts, etc.) and will include a link to your official site. 

Social networks must complement a more classic marketing strategy which is centered on the official website. The objective is then to generate additional traffic from these networks and thus to convert these visitors into customers .