This video is from the recently updated social media certification course, which is free in HubSpot Academy.

Creating a promotional plan that takes advantage of social and digital technologies will help you shape the conversation about your business, build loyalty, and attract new customers and partners. Social media shouldn’t replace other Inbound promotional methods like email, events or public relations, but instead, should augment them, offering another set of marketing channels for you to explore.

There are many benefits to having a social media strategy. It will help you:

  1. Expand your other marketing efforts, so your content has the chance to be seen by a wide audience, and hopefully, the right audience.
  2. Build brand awareness. Gone are the days when your only way to build that same awareness was through billboards or magazine and television ads. With social media, you have the ability to bring your brand content directly to your customers, partners, and prospects. Now you can be where your audience already is.
  3. Social media is one of the most powerful ways to connect with your audiences. Sprout Social reports that “When consumers follow a brand on social, 67% of consumers are more likely to spend more with that brand, and 78% say they will visit that brand’s physical retail store. This is especially true among millennials: 84% said they were more likely to buy from a brand they follow on social media compared to a brand they don’t follow on social.”
  4. Social media helps you attract buyers to your products and services, and it gives you the ability to directly have conversations with those individuals at the time and place of their choosing.