6 Ways Social Media Marketing Can Contribute to Your Brand’s Bottom Line

Developing and implementing a highly effective social media marketing strategy is essential in 2024. After all, with 31% of US consumers using social networks to discover new brands and products, it’s evident that the platforms offer tremendous benefits to businesses willing to invest in their online presence.

Nonetheless, the thing about making these channels benefit your brand is that the competition is getting fiercer by the day. Businesses continue to invest large portions of their marketing budgets in social media. On top of that, consumers are demanding higher and higher quality content. They’re very dismissive of anything that comes off as inauthentic, overly promotional, or outright irrelevant to their needs.

So, if you want to get the most out of your social media marketing strategy, you’ll want to know what precise tactics to use to contribute to your brand’s bottom line.

Fortunately, increasing revenue and sales with social media isn’t impossible. However, it does necessitate the right, user-oriented approach. So, without further ado, here are the six best ways to use social media to boost your brand’s profits.

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Ensure There Are Plenty of Links to Your Store

Social commerce has been growing at a rapid rate over the past few years. For starters, 43% of people browse social media to discover products and services. More importantly, 76% are ‘very influenced’ to shop via these channels.

But while it’s evident that investing in social commerce may be an exceptional way to boost your brand’s bottom line, there’s one crucial factor to consider: consumers don’t necessarily trust social networks with their personal and credit card information. And that can significantly deter sales.

In fact, eMarketer discovered that 4 in 10 shoppers hold back from shopping on social media due to concerns over personal data. Moreover, Gen Z doesn’t want to use in-app checkout features on social platforms. Three-quarters of this consumer group still prefer purchasing through established retailers who handle payments, shipping, and delivery.

If you want to use social media to sell, your business must offer the possibility to buy via socials. Nonetheless, make sure you still allow prospects to shop in their preferred way by including plenty of links to your ecommerce store.

By including obvious links to all the places where your products can be bought, you can help potential customers see that your brand is a serious business. And the best part is, this is such an easy hack to implement on your profile.

In addition to including product links in your feed and ephemeral posts, consider other ways to send followers to your ecommerce website. For instance, you can take inspiration from Tailored Athlete, a brand that uses a Linktree landing page for its Instagram profile to help funnel people to its ecommerce stores and relevant product collection pages.

Source: linktr.ee

Publish Content Designed to Trigger FOMO

How many people make purchase decisions based on impulse?

According to research, 44% of consumption is based on impulse buying, with 77% of consumers engaging in this behavior. And while not all product categories lend themselves to inspiring such split-second buying decisions, FOMO-triggering content can be extremely powerful — especially on social media, a place people come to search for inspiration on things to do and buy.

So, if you’re looking for ways to use social media to contribute to your bottom line, why not add a small dose of urgency to your strategy?

For one, try to generate hype whenever you plan on dropping new products. Kosas does it beautifully on TikTok. Knowing how invested its community is in its skincare products, this brand regularly teases new drops with entertaining short videos like the one below.

Source: tiktok.com

Or, if you want to awaken your audience’s fear of missing out, why not take inspiration from Raintree Nursery? This brand uses Facebook Reels to remind followers they can get 10% off by preordering plants for the Spring 2025 season, calling their attention to the fact that popular products sell out fast.

Source: facebook.com

Interact with Existing and Potential Customers

What’s the primary reason people use social media? According to most sources, it’s to connect with their communities — whether that includes people or brands.

So, if you want to make your social media marketing strategy more effective at engaging prospects, why not focus on interacting with your audience? After all, research from SproutSocial found that 64% of consumers want brands to connect with them.

There are many ways to build connections with your prospects. Some (like replying to your followers’ comments on your posts) don’t require too much time or effort. They simply necessitate a customer-oriented approach that prioritizes answering your followers’ most pressing questions.

For instance, check out how effectively Escort Radar uses its social media to educate its audience and nurture leads into customers. This brand regularly replies to Instagram comments with buying advice. They know full well that this is an invaluable tactic for converting buyers who have never encountered a solution similar to what Escort Radar offers.

Source: instagram.com

If you want to be even more proactive and engage followers as well as people who haven’t interacted with your brand before, why not employ social listening?

Social media users regularly ask their communities for advice regarding niche products. If you listen for specific keywords related to your brand (or niche), you can easily identify opportunities to: 

• engage new leads
• make a positive first impression on awareness-stage consumers
• establish your brand’s reputation as a business focused on helping its target audience

Check out how Fitbit does it. Instead of waiting for users to tag it when they require assistance, this brand uses social listening, which allows it to reply to any tweet on X that mentions the brand’s product.

Source: x.com

Showcase Videos of Your Products Being Used

If there’s one content format you must add to your arsenal to boost sales with social media, it’s short-form video. This type of content is not just popular amongst social media users. According to more than one-third of marketers, it also generates the highest ROI.

Video can work great for capturing your audience’s attention and engaging prospects. However, the best way to use it in your marketing strategy is to employ it for its power to boost product understanding.

Wyzowl found that end consumers don’t just prefer watching short videos over reading text to learn about products and services. The format is exceptionally effective at inspiring purchases, with 82% of people having been convinced to invest in a solution by watching a video.

With this in mind, it’s only logical that you should explore opportunities to add more videos to your feed. But what’s the best way to include the format in your strategy?

Well, one simple way to add more of this content type to your feed is to simply show off your products being used. 

Andar, for instance, knows how important it is for ecommerce buyers to understand the benefits of a solution before investing their hard-earned money. So, the brand uses its TikTok feed to show everything its products can do. That includes fitting a ton of items in a small diaper bag or allowing buyers to create a hands-free experience when carrying around their compact wallets.

Source: tiktok.com

Help Leads Pick a Product That’s Right for Them

What do consumers do when they feel overwhelmed with a multitude of choices?

While some shoppers may feel like finding the ideal solution to their needs is an exciting challenge, most people start to experience analysis paralysis. This is a phenomenon where they postpone (or actively avoid) buying decisions due to feeling like they’re not equipped to make the right decision.

With this in mind, one way to boost conversions with your social media content is to create posts that help and empower your leads to pick the products that meet their needs without making them feel swamped with too many options.

For example, knowing the wide variety of available greenhouse covering choices, Greenhouse Emporium dedicates some of its YouTube content to helping prospects understand the differences between the materials, the pros and cons of each choice, and advising potential buyers on what to consider when shopping.

Source: youtube.com

Help Your Existing Customers Get the Most Out of Their Purchase

Even though publishing content that helps you acquire new customers may seem like the most effective way to boost revenue via social media, you have to remember that customer retention is just as (if not more) important as customer acquisition.

According to a 2022 survey by Salesforce, 88% of consumers think customer support is as important as product quality. And if that’s not enough to convince you to use social media marketing to deliver a better CX, consider that 86% of people will stop interacting with a brand after just two poor post-purchase experiences.

But what’s the best way to use social media to help your new and existing customers feel they can count on your brand to prioritize solving their needs? Well, interacting with them and helping them get more out of their purchases is an excellent start.

For example, if you know that you offer a complex solution with a steep learning curve, one easy way to engage new customers (and boost their satisfaction) is to invest in content that answers all their questions on how to use your products. For example, Klaviyo employs Instagram to give prospects new ideas on how to get the most out of its software solution, which is a great way to boost customer satisfaction.

Source: instagram.com

Or, knowing how important product longevity is to customers, why not educate your buyers on how to maintain your products so that they last as long as possible?

This is precisely what Ovaeda does on its YouTube channel, educating shoppers on the techniques and tools they can use to clean their composite decking. This is a particularly important topic, not just because composite decking is a high-ticket item but because the primary reason people choose it over more traditional solutions is its ability to last longer with less maintenance.

Source: youtube.com

Over to You

When done right, social media doesn’t just offer an amazing way to increase brand awareness and engage your prospects. More importantly, it can be a key factor in boosting your brand’s revenue — especially considering the increasing popularity of social commerce.

Of course, convincing social followers to buy isn’t always an easy feat. So, just as you would do through any other channel, try to approach your social media marketing with your potential customers’ best interests at heart. That way, you’ll win over new leads who’ll be happy to do business with a user-oriented brand, plus you’ll maximize your chances of boosting customer loyalty. And the latter comes with a whole set of benefits, including an increased customer lifetime value.

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