If a company is not leveraging social media and streaming technology in 2019, it is probably far behind its competitors. Not to mention that it is probablyhttps://interview.net/lindsay-guion/ paying much higher costs to distribute content via paper-based campaigns. Hence why it comes as no surprise that over 50 million small businesses use Facebook on a daily basis.
For those who are still unsure about making the transition, however, it may be time to take a closer look at all the advantages. According to the CEO of GUION PARTNERS, Lindsay Guion, anyone who fails to modernize will face higher risks of obsolescence. That means that they are very likely to lose their market share to competitors who rely on contemporary resources.
The first and most obvious way in which social media and streaming help content distribution boils down to reach. The United States alone currently has over 258 million active social media users. That figure accounts for a whopping 79 percent of the entire population. Clearly, this does not mean that people will be able to distribute content to 258 million users. Mr. Guion describes this as the most common misconception about digital marketing. What it does mean is that finding interested audiences will be incomparably easier. Since old-fashioned content distribution revolves around things like physical mailing, the number of people that can be reached is fairly limited. Social media and streaming push those limits to a much higher range where one could effortlessly scale to hundreds of thousands of users with just a few clicks.
Twenty years ago, Lindsay Guion remembers that sharing content had very little to do with interest-based targeting. The reason why is that there was a clear lack of information about prospective customers. For instance, finding out the exact buying patterns for some household was borderline impossible since there was no formal way to track such data. Due to this, most targeting was done sporadically and based on geographical locations.
In 2019, content distribution relies on forms of interest-based targeting that make those old-fashioned approaches look ancient. Not only can creators take advantage of endless data, but they can also pinpoint what combination of customized inputs they want to see in their audiences. For example, if someone wants to share their content to Facebook, they can choose to share it only with folks who earn a certain level of income, spend a certain amount of time online, and like specific fan pages. Doing so increases the odds of presenting the content to the right party by an enormous margin.
The next revolutionizing benefit of social media and streaming pertains to adaptation and management. In the case of traditional content sharing, which utilized paper-based distribution, there was no formal way to make timely modifications. For example, if someone mailed out 10,000 newsletters, they could not undo that action to fix something within the newsletter’s content. They would instead simply face a loss on an unsuccessful campaign and expect their creation to have low success rates. With online tools, the entire process that deals with content management has been revamped. Creators can now make changes to their creations as soon as they become aware of mistakes or more effective ways to showcase something. When someone shares things on Facebook, per se, it just takes a few clicks to edit their posts or customize audiences. Such an unprecedented level of adaptability makes it easy to sidestep errors and optimize distribution.
Higher Accessibility and Conversion Rates
While creators have a plethora of reasons to use social media and streaming, their customers will also enjoy some outstanding benefits. The most important one relates to accessibility. Since digital content usually carries many hyperlinks and inter-connections to other websites, audiences can effortlessly take action.
Think about an online video-streaming creator who publishes a video about their brand. People who watch the video and want to find out more will have the option to click on the creator’s page or the link of their website. That way, there will be no more than a few seconds between someone analyzing the content and getting further engaged. Lindsay Guion reminds that those who use paper-based distribution channels will not be able to offer such high levels of accessibility. Why does this matter? Because higher click-through rates lead to more conversions. That could translate to more sales, visits, likes, retweets, views, or any other modern metric of success.
It is also important to note that technology perpetuates more customer loyalty. Brands that use online resources can connect with their customers more often and learn their characteristics more effectively. Such efforts tend to lead to more reliable distribution strategies that could turn occasional viewers or visitors into long-time fans or consumers.