A report from Leo Burnett/Arc Worldwide found that 95 million Americans use social networks as shopping tools to research products in several different manners. Forty-two percent of all social media users said they regularly consult social content from their friends concerning different companies and products as well as businesses’ social profiles.
With this figure continues to grow as consumers use social more frequently, small businesses have a strong opportunity to improve their visibility and attract new prospects with social media marketing campaigns.
The report detailed six emerging consumer types that are most likely to spend money after being exposed to social content. Some are more likely to broadcast their own purchases on social networks, which can help SMBs use their fans and followers to drive modern word-of-mouth marketing. Monitoring engagement from these users and communicating with them can lift visibility, often in the form of website traffic and conversions.
Others are more likely to respond to the occasional discount or deal offered by an SMB.
Businesses are in a position to reach more users with their social media marketing content, and SMBs must ensure that they are capable of leveraging the channel to drive traffic.
ContentLEAD recently reported that social’s growth has made newer platforms more valuable for SMBs. While Facebook and Twitter continue to be the most popular networks for marketing, Tumblr, for example, has picked up steam in recent months – especially among small businesses with a local focus.