Scope Of Social Media Marketing in India 2020
To begin with, small businesses have a limited marketing budget and they always have to be careful about what marketing strategies they adopt. But with around 351 million people social media users in India currently, this marketing strategy is indispensable and the scope of Social Media Marketing in India has become huge.
Marketing goes hand in hand with advertising and in the era of the Internet, advertising has become way simpler. Brands and businesses can now get access to thousands of potential customers by just a few clicks. A right Social Media Marketing Campaign can increase the customer base of businesses in India by leaps and bounds.
Here are 9 key factors why the Scope of Social Media Marketing in India is Really High –
1. Consumers are more responsive to messages when marketing through Social Media –
Social Media users are open to being engaging with brands on Social Media Platforms. This is usually possible if the marketing strategy of brands is created in a manner that provides entertaining, fun content for customers that not only entertains them but also gives them the opportunity to find out more about their favorite brands. According to MarketingSherpa, online adults are most likely to follow a brand via Social Networking.
The reason this happens is that social media allows brands to show a different side of themselves where they can use stories and engaging content to connect with consumers at a more personal level, unlike what they can do with other marketing methods. Instead of just delivering direct marketing messages, brands are able to establish a connect with their potential customers and leads that proves immensely beneficial to them.
Social Media gives them a chance to create a brand personality as well as demonstrate a brand voice and make authentic connections with their customers. It is a more conversational side of brands and most online adults find themselves drawn to these brands via such social channels. While they may not be using the Social Media platforms for this purpose but if the content created by companies are engaging and fun enough, consumers enjoy the time spent reading more about their favorite brands or looking at all the behind-the-scenes pictures and stories.
This is the reason, it becomes exceedingly important for brands to talk more about themselves than their products on social media and to create a story that resonates with their target audience.
2. Marketing through Social Media can increase your brands recognition –
If a social media user happens to come across a brand on some Social media channel that they have never heard of before, they will obviously have no idea about the products or services sold by the company. But if the social media content and marketing of the company talks about the value that the brand provides, the user can become well-acquainted with the brand in a couple of minutes and can become a potential consumer. Therefore, Social Media increases brand recognition to a new level.
Even existing customers find the prospect of getting to know more about the brands they use on social media interesting and it enables them to become better acquainted with such businesses and also often leads them to become regular customers.
3. It increases inbound traffic to your company’s website –
Social Media profiles provide brands an excellent opportunity to direct new leads to their website and convert them into customers. If the Social Media pages maintained by the brands have relevant and valuable content, it increases the possibility to direct the leads to their website.
However, for this to happen, it is important that marketers ensure consistent publishing of high-quality content that adds value to their target audience and engages them. This social media strategy increases the inbound traffic of websites in no time and if these websites are optimized for conversions, then these visitors can become potential customers.
4. Different Social Media Channels enables you to reach different audiences –
The best benefit of Social Media channels is that they allow brands to target various types of audiences based on demographics, age, gender, or interests. Every Social Media channel has varying types of users, and by making a clear list of their target audience demographic values, brands can strategize their marketing and content accordingly.
So, instead of putting out a message for everyone to see, brands can focus on individual social media channels and curate their content according to their target audience that visits a particular social site.
By creating a clear list and knowing about the interests, hobbies, favorite brands, and likes of their target audience, they can figure out the social media channels they can use to reach them. This becomes really helpful because once brands get a grasp of the content on the basis of their detailed list, the traffic to their pages becomes more relevant and it becomes more likely for brands to improve their conversion rates.
Moreover, different companies experience different amounts of traffic from indifferent platforms and they should optimize their Social Media Marketing based on the platforms they are getting the most traffic from. For example, one company may experience a high level of traffic from Facebook but the other may experience the same from Twitter and not Facebook. So, most brands modify their plans and actions based on these data and focus on those activities and platforms that give them the best results.
5. Advertising on Social Media allows brands to target and retarget ideal customers –
Social Media Advertising can complement the organic campaigns that brands carry on their social media profiles. By using Social ads, brands can use specific target capabilities and target ideal customers that eventually increase their website traffic.
Social Media platforms like Facebook allow brands to serve their ad content to people who display the same type of interests and take the same actions that their target audience makes. So starting ad campaigns on such Social Media pages can help brands to identify new potential leads by defining their ideal customer.
Instagram ads also provide a similar opportunity to brands whereby they can create ads based on their target audience demographic values and focus on their users who use that particular platform.
6. Social Media Marketing is cost-effective for small businesses –
Marketing through Social Media is 3x less expensive than advertising through traditional media. Unlike the traditional methods of marketing, Social Media Marketing only requires investment in a good Social Media Marketing Expert or Agency, while advertising on Television can mean Local TV stations charging from Rs. 1 lakh to 10 lakh for creating a 30-second commercial. Television advertising agencies can take crores of rupees depending on the budget of the advertiser, to produce national commercials.
Therefore, Social Media Marketing experts can invest their time and expertise to curate, create, and publish content that resonates with your brand’s values and attract new leads and customers in half of the cost. The pre-requisite for successful Social Media Marketing is consistent, quality, custom-tailored, and well-produced personalized content that speaks not only about the products and services of a brand but also shares its story.
The best scope of Social Media Marketing in India is that no matter how small the budget of the businesses is (especially the small businesses in India), they can run paid ads on social media channels like Facebook, Twitter, and Instagram depending on the goals of their campaign and it is still relatively cheaper than any other advertising methods.
7. Search Engine Rankings matter and this form of marketing can improve it –
Search Engines pay attention to Social Media behavior and businesses that focus on increasing their Search Engine Rankings inevitably also have to concentrate on their Social Media presence and the consistency with which they are posting on their social pages.
Search Engines give preference to posts and content that get more likes and shares. Posts with more shares tend to have higher visibility, traffic, and inbound links. The more likes and retweets the content gets, the more it indicates that it provides value. This not only increases brand awareness but also helps drive traffic to a site and the more traffic a site gets, the higher the chances of being on top search rankings.
When consumers look for a brand on Google, their social media profiles are more than likely to show up on the first page of the result and therefore, small businesses and companies which want to achieve high visibility ensure that along with keeping their websites search engine optimized, they have profiles on most popular social media platforms which can increase their search engine rankings.
Having outdated or unengaging content on their Social Media profiles can dissuade customers to trust in the brand. Therefore, brands should not only have social profiles to improve their rankings but also keep it well updated to build trust of their customers.
8. It helps in remaining competitive in the digital marketplace –
To remain competitive in the Digital Marketplace, all businesses in India effectively use Social Media channels. Businesses of every industry can find their competitors on Social media and if they do not take pro-active measures to create their own social media presence, they can lose out on many potential customers.
Social Media Marketing in India gives businesses the scope to stand out from their competitors and build their own individual identity. Even businesses of the same industry can have stark differences when marketing on this medium because it gives them the opportunity to be more creative, engaging, and different from their competitors.
Moreover, such a high activity rate on these channels also gives brands the positivity to do immensely well on these channels and also presents them with an effective outlet for demonstrating their industry expertise and knowledge.
9. Higher Conversion Rates can be achieved –
Social Media helps brands to improve their trust and credibility and provides them with the opportunity to turn an interested lead into a happy customer. According to HubSpot, social media has a 100% higher lead-to-close rate than outbound marketing tactics.
All this is achieved by a simple tactic that brands follow – To engage their customers with conversational content that allows people to visualize the brands as more than just a profit-making entity.
By sharing their success stories, the work-life of their employees, special events they organize, or the efforts they make to improve society in any manner whatsoever, they manage to build a human connection with their consumers that is difficult to achieve with other types of marketing.
Moreover, consumers are always looking for recommendations and they are more likely to buy from brands that have been recommended. These recommendations can either be from customer reviews by those who have used a brand’s product or from other close family members and peers.
Conclusion –
All in all, the scope of social media marketing in India is an ever-increasing one, and companies or businesses that take quick and necessary measures to optimize this marketing potential to its fullest and at the earliest can successfully achieve a high customer turnover rate. It can give them a foray to tap into new markets and discover customers they didn’t know existed. It is an excellent outlet to help them bring in new customers, get to know the existing ones, or build better trust and loyalty with the repeat customers. Brands should also constantly encourage their customers to write and share reviews to use their feedback and opinions for the betterment of their company.
Altogether, companies can use these powerful Social media platforms, to get unparalleled insights into customer’s likes or dislikes and add, alter, or modify their products and services accordingly. The easy access to a massive audience with little but detailed and consistent efforts gives businesses every reason to explore the world of Social Media.
Moreover, with the current pandemic, digital platforms have become even more monumental in the lives of people. Companies who haven’t already entered into this digital world and are currently facing a downturn due to the pandemic should begin to aggressively adopt Social Media Marketing at the earliest and convert the lost opportunities into positive results.
If you don’t already have an active Social Media Marketing plan ready or need help with the same, you can check out the Social Media Management services that we offer or contact us for a free social media audit and consultation at – contact@magentalogics.com
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