With more than three billion people using social media, it’s no wonder that entrepreneurs have started capitalizing on it for business purposes. According to Social Media Examiner, 97 percent of marketers are currently using social media marketing as part of their campaign, but 85 percent still aren’t sure of the best social media tools to use.

Many business owners still aren’t even sure of what the true value of a constant social presence really is. If you’re one of those people, stick around to learn about the benefits of having one and how you can manage your social media presence properly to see results like improved conversion rates, increased brand recognition, status as an industry leader, and enhanced customer service, engagement, and loyalty.

Improved Customer Service, Experience, and Engagement

By having a constant social presence you provide better customer service because you’ll have front row seats to the conversations your customers and prospects are having online (social listening). It helps to find out which social media channels your target audience is using and stick to those. You don’t want to be all over the place with your social media marketing. You want a focused approach to your social presence because on social media – and the Internet in general – everyone is watching. So it does matter how you approach this.

Social media also makes it possible for you to respond to inquiries faster. If a customer contacts you on Twitter via direct message, you can respond in an instant. And not only can you help customers faster, but you can connect with customers through communication channels they prefer, making for better customer experience and engagement. For them, it might be like chatting with a friend, which makes the experience seem that much more personal and impressionable. Because people like to do business with other people – not companies. So take a humanistic approach to creating your social presence.

Brands that do well on social media know how best to get customers engaged and talking about them. If you want to be one of those companies that get a buzz across social media for your creativity or innovation, you’ve got to get your feet wet first. It might seem daunting at the beginning, but once you get into the swing of things, you’ll see that it’s not all that hard to make your company’s social media presence truly shine.

Better Conversion Rates

A website can help you establish that your company exists, but social media can heighten your online presence, making it easier for potential clients to find you. Some studies have shown that social media has a much higher lead-to-close rate than outbound marketing, according to Forbes. That’s because smart companies take advantage of all of the resources at their disposal to create an amazing social media presence that’s not just constant, but also engaging, entertaining, and something perceived to have some sort of value to the audience.

People generally like to buy from people and companies they like and can relate to. So find ways of engaging your target audience on social media and try to find ways to get them to relate to your brand. It won’t happen overnight and may take some trial and error, but it is doable. And once you start seeing results, you’ll never turn back. But make sure you’re putting your best foot forward because poor social media marketing can have the opposite effect and delegitimize your brand so be careful not to cut corners.

The more you continue to build your presence on social media, the more people will trust you. Social proof is one of the best selling techniques and it’s because it’s human nature to like what other people like or trust what and whom others have trusted. That’s one reason people look at online reviews before making a purchase because they know other people have tried the product they want to purchase and can provide unbiased feedback.

Getting people to trust you on social media can help improve conversion rates because it’s such a personal relationship you’re building. While you won’t get every sale, a positive interaction with the prospect increases the likelihood that they’ll eventually buy something later down the road.

Increased Brand Recognition and Industry Leader Status

If you’re constantly on social media creating value and working to foster relationships with prospects, over time you’ll benefit from increased brand recognition. As mentioned above, people buy from companies and people that they like and recognize. People buy even more from those who position themselves as leaders in their industry. According to Inc., 63 percent of consumers who searched for local businesses online were more likely to choose a business with a social media page. That’s most likely because a social media page shows them you’re professional, you’re serious, and that you care about more than just the sale when executed correctly.

For example, companies that are always publishing relevant, useful content that seem to help make the lives of their prospects easier are more likely to get the sale than those who fail to provide any value prior to the sale. Make sure that you’re not just creating content about your own company and instead share content from a range of relevant sources.

A content calendar can help you avoid over-advertising your company and products or services. Some companies plan their content calendar three months in advance or more. When thinking about what kind of content to distribute, consider using more than one type of content to keep things interesting.

Use a combination of images, video, infographics, memes, articles, quizzes, and polls. Also, think about holidays and special events and seasons when creating your calendar (such as tax season, back to school time, and holidays like Labor Day or the Fourth of July).

Conclusion

Now that you understand the true value of a constant social presence, you can begin thinking about your own approach to creating a social presence that helps improve customer service, boost conversion rates, and increase brand recognition, which leads to customer loyalty and increased sales and revenue. So get started on building your social presence today. As long as you focus on your clients’ best interests, you can’t go wrong.