What role does social media play for businesses as social media platforms decrease organic reach? Social media marketing, even without organic engagement can still provide buyer confirmation and connections to potential customers which makes it valuable for businesses.

Businesses have long used social media as a way to communicate with customers. 

However, organic social media campaigns have seen a drastic decrease in effectiveness. Businesses are now considering dropping social media from their marketing strategies.

Facebook had already announced the decrease in organic engagement as early as 2014.

The decrease in organic engagements is a reason why business owners should continue investing in social media marketing.

Despite this, social media marketing still has value. The top benefits of using social media marketing are:

1. Buyer confirmation
2. Capture audience
3. Ad targeting 

Social Media helps buyers confirm their decision to purchase your products and services

Social proof is still powerfully achieved through organic social media. It can be used to justify purchases or as a positive indicator of purchase intent.

Even in industries where purchasing decisions are not influenced initially by social media (e.g. partnering with a Social Media Marketing Company), buyers can review social media recommendations to validate their decision when it comes time for making a purchase.

78% of consumers agree that social media posts can influence their buying decision. This is where social media content and activity can be crucial in deciding whether or not a sale will go through.

Let’s take Sam, a wealthy new homeowner in Akron, Ohio.

One Saturday morning, in the dead winter, Sam wakes up to find that he doesn’t have hot water. Sam urgently needs a quick solution. To find some solutions, Sam conducts a quick Google Search.

These quick searches lead him to compare two providers and take a look at their websites. Sam is also a social media user. He sees their icons and refers to them on Facebook. He does what he says.

These plumbers can be found easily on social media.

In less than 10 seconds, he can see the frequency of posts and engagement as well as reviews and likes. An account on social media with no compelling content can look outdated and stale, which could impact his willingness to buy from the company.

Social media captures audiences better than other media

Even though there is a decrease in organic reach for businesses via social media, it remains a valuable platform for advertising agencies and budgets. This is because audiences congregate there.

Social media is second to TV in terms of advertising visibility.

Social media ads are visible because they still command a large amount of time from their audience. Social media is more popular than any other task, except television and sleeping.

This type of attention makes it imperative to increase your company’s exposure via social media, even if organic engagement is lower. Social media can be viewed as a media outlet that allows you to stay in touch with your audience.

Social Media Advertising Offers Direct Access To Target Audiences

Advertising has been a key aspect of social media. It is still one of the most important platforms in digital marketing in Las Vegas.

Search and programmatic tools, such as search and programmatic, can target specific customers based on inferred behavior or one-off searches. Businesses can target specific customer profiles through social media marketing companies in Phoenix.

You can extract information from users that have freely shared their data on Facebook and other platforms by using some of the newer features available on Facebook.

• Chats can automatically be set up to collect names, email addresses, and numbers from people who visit your Facebook page.

• The same information can be used in lead-generation ads. With pre-filled information on Facebook, users don’t have to enter their information. Instead, they just need to click submit.

• You can export your LinkedIn profile information

This data can be used by digital marketing agencies in new york or in-house teams to create targeted outreach campaigns and engagement campaigns.

Businesses Still Value Social Media

Instagram and Facebook continue to update their algorithms, putting less emphasis on organic engagement. However, social media is a hugely popular platform that people use to communicate with their potential customers.

You can also motivate potential customers by creating compelling content on your social media profiles and targeting specific audiences.