Summary:
You know that social media is one of the most powerful sales weapons for any brand. So, when you think about strengthening your social media presence or building it from scratch, you immediately connect it with conversion rates and a surge in sales figures. After all, that’s the only real goal of investing in social media marketing, right? Wrong.
Considering sales as your only goal from social media is like looking at a starry sky yet admiring only one star. We know you don’t want to do that, and through this article, we will tell you how social media is so much more than sales.
Is “sales” the biggest word that pops up when you think of marketing? Do you consider purchases the end goal of your online presence and customer acquisition the ultimate purpose behind social media marketing? Did you just nod? Then make sure to stay on this page till the end, because this article is for you.
No, we are not going to tell you that sales are not important. They are just as important as you think they are—an indispensable part of all marketing goals, and rightly so. But here is a catch. As essential as it is, sales, at its very best, is just the tail end of social media marketing.
Think about striking connections, building relationships, and shaping a strong brand identity. Think of the invaluable trust of your customers, the influence of great content, and a community that believes in your brand. What if we tell you that all of this (and more) is achievable via social media?
In this article, we have curated six of the biggest benefits of social media marketing that are not directly related to sales but are just as important for your brand, so that by the end, you know why sales should not be your only goal from social media marketing.
1. An identity that sticks
When you think of Coca-Cola, you immediately picture those flowing, curling letters that make up the brand’s name. Or, when someone mentions Pepsi, the bright blue and red colors flash before your eyes. They just did, didn’t they? That’s because you remember these brands. You know these brands. The world knows and remembers these brands.
This is the true power of marketing. Sure, it drives sales. But even before (and after) sales, it gives your brand an intangible yet far more valuable asset—an identity. A presence in people’s minds. And today, when everyone’s mind is on social media for a large part of the day, marketing your brand here allows you to stay on top of your customers’ thoughts in a way traditional advertising can’t.
2. A relationship that lasts
Ever wondered why social media works? Why does it keep people hooked on their screens? Well, the answer is not simple, but a lot of it has to do with our desire for connection and a sense of belonging. We are intrinsically wired to seek connections, to relate with others, and to belong. And social media claims to make all of this easily achievable (well, at least on the surface).
So, when you put your brand out on social media, you give it an opportunity to connect with people. Through posts, videos, and stories, you can show your brand’s behind-the-scenes culture, stand up for the causes your customers believe in, and even interact and talk with them in real time. You don’t just promote your product this way. You build a community of people for whom your brand is not an entity but someone among them.
And do you know about the best thing about having a community? They stand by your side, promoting and supporting you like voluntary ambassadors without asking for a dime.
3. Content that converts (beyond sales)
Let’s face it, no one scrolls through Instagram, X (we still call it Twitter), or Facebook just to buy your products. People come to these platforms to entertain themselves, find and connect with friends (even strangers), or just to be in the know. But discovering brands and buying things? That’s rarely a primary goal of being on social media.
Therefore, your social media strategy should focus more on what people expect here: content. Funny and relatable, empathetic and thoughtful, bold and unrelenting—or perhaps even a mix of these—either way, your content represents your brand on social media. And when you wrap your product around your content the right way, magic happens.
People celebrate when Nike drops a post celebrating Orlando Pride’s win in the NWSL. They laugh at Netflix’s funny memes and chuckle reading Zomato’s quirky wordplays and one-liners. Over time, such familiarity subtly turns into something that’s just as important as (if not more than) sales—trust.
4. An opportunity to excel at customer service
How many times have you seen customers taking to social media to complain about a brand’s product or services? Be it a denied refund, a delayed order, issues with a recent app update—the list goes on—customers rush to the social handles of brands to share their experiences.
Of course, the primary aim is to avoid such chaos. But let’s be honest here; it’s not completely in your hands. So, when such slip-ups do happen, social media allows your brand to turn those unpleasant experiences into positive ones via thoughtful, supportive responses.You can answer customer queries, take feedback, offer sincere apologies for mess-ups, provide quick resolutions to problems, or even offer compensation for a bad experience. By actively interacting and working with your customers to improve their experiences this way, you show (not just tell) people that you are a brand that cares—thanks to social media.
5. Customers turned into ambassadors
Let’s suppose a new movie has just hit the theaters. You are chewing on the thought of watching it but have yet to make up your mind due to mixed reviews. Suddenly, you open Instagram and see your friend’s story—they watched and loved the movie! Suddenly, you are sure you want to watch the movie. Sounds familiar? That, right there, is word of mouth in action.
You can try to be as salesy as you want. Create content, brush up on SEO, run ads, do PR, send newsletters—you know the drill. Yet, nothing compares to the effect word-of-mouth recommendations and direct social proofs have on building your brand’s credibility and swaying customer decisions.
Today, much of this happens on social media. And you can use it in your favor by encouraging your customers to share their experiences online and by collaborating with influencers. When new or hesitant potential customers see their friends or favourite influencers talk about your brand, they are more likely to check out your product and become your customers.
6. A means to stay relevant
Think of all the times you have logged into Twitter and come across an important news update you were not aware of, or the last time you got a friend’s life update via their Instagram or Facebook story. Happens all the time, right?
You see, social media is one of the most common ways to get informed. And this isn’t’ true just for people but for brands, too. Everything you do as a brand on social media can help you understand your market and customers better. Whether you do polls, run ads, or create diverse content, the reactions and feedback of the audience can tell you what works and what doesn’t.
In fact, just being active on social media and observing things your potential and existing customers are talking about works wonders. It helps you stay in tune with your people. But most importantly, it helps you stay relevant. Isn’t that what being a successful brand is all about?
Conclusion
Let’s not be mistaken; sales are an important goal of social media marketing. But the real question is, are you willing to miss out on building your brand’s identity, community, credibility, and customer relationships just for the sake of sales? Well, you already have your answer by now, don’t you?
So, the next time you think about your social media strategy, remember: it’s not just about selling products. It’s about selling an idea, a feeling, and a relationship with people. It’s about building something so meaningful it outlasts all transactions and sales figures.
The best part? You are not alone in this brand-building. At Digital Juse, we do what we preach. So, if this article helped you understand the true scope of social media marketing, we can help your brand have these benefits with our comprehensive cross-platform plans that make social media work for you—in terms of sales and beyond. Sounds good? Let’s talk!
