There is a quasi-conventional wisdom developing which says that social media is best used (and sometimes is only useful) for top-of-the-funnel (TOFU) brand awareness. Though this may have been true early on, as social media becomes a more broadly accepted mode of communication by consumers of all stripes, its usage has become more sophisticated.
Much like a company website, today’s social consumer expects more than a brochure-level social media experience. When engaging with brands, they want discounts, coupons, and special promotions; moreover, these are all sales-ready consumer behaviors.
Businesses are learning that getting social with their content creates a virtuous cycle: sharing web-based content on social media expands a brand’s social media reach; greater social reach in turn drives more traffic to a company’s web-based content, multiplying its reach, and so on.
Having said that, online content marketers are using social media for more than just TOFU brand promotion; they are using it to drive leads and sales.
Check out this graphic from industry-leading inbound marketer Hubspot about blogging frequency and customer acquisition: