In our last blog, we talked about marketing’s role in sales, which is to “create a fertile ground from which sales can bloom.” This includes everything from logo and branding to brochures and direct mail pieces. Today, this marketing mix must also include social media and here is how social media can aid in seeing those sales add up.

There are 2 main areas to consider in social media; organic and paid. Both are necessary!

Organic is a long run, but an important one. Organic is the daily postings made to social media sites. Before a potential customer picks up the phone or visits a place of business, they will first do research via mobile devices and desktop computers. Today’s customer expects the company to do most of them. A visit to a Facebook page, as an example, should include a mix of posts – that convey the company’s core competencies, message, culture, people, charitable activities anything and everything that provides a full picture of the company and its activities. The posts should feel social, as if sitting down to coffee with the customer-to-be and chatting about what you do, who you are, what you stand for, how you take care of customers and WHY you do what you do. Organic builds over time, but it does pay off in the raving fans that become top engagers with your brand.

Paid can take many forms including lead generation, reach, conversions, brand awareness, announcements and more. Lead generation tends to be a top goal for many small to medium sized businesses. For example, an ad can lead potential or current customers to a page where they can sign up to try a product or service for free, or it may entice them to sign up for deals and coupons. Ads can range from simple visuals and words on up to sophisticated videos with landing pages. It’s definitely worth sitting down with your marketing department or company to discuss what will need to be created and put in place in order to make it happen.

Keep in mind that both organic and paid should be a part of your marketing mix. Market well and the sales will follow! For more interesting marketing stats, check out this post by HubSpot.