For each social media platform that you have a platform on, you create another doorway to your business’s website. Visitors and followers can visit your company’s site and continue down the sales funnel if they follow links from your social media, or they may remember your brand from experiences on your social media and search for it organically at a later period.

Social media is not technically considered a part of search engine optimization but it can affect it. Nearly 60 percent of businesses who have maintained an active social media presence report an improvement in organic search results.

Interacting with people through social media represents a relatable, human side of your business that leads and clients might otherwise not see. By sharing relevant, useful and informative content, you can improve traffic to your website and to landing pages that convert leads into customers.

Since social media can be used to represent the relatable side of your brand, you can develop and exercise your brand’s voice. Consistency in your brand’s voice will help your audience know and trust your brand.

Your social media followers will view you as a trustworthy resource when you share relevant and useful information, and they’ll be more likely to come to you when it’s time to make a purchasing decision. Also, you can build your credibility when you interact with customers’ feedback on social media. If there’s a praise, thank them. If there’s a complaint, politely address it and offer a solution. Other users will see and appreciate your efforts and professionalism.

Using social media and sharing posts and media does not cost you any money in and of itself, so social media is inherently a low-cost system. You could choose to use advertising mediums offered by Facebook and Twitter, which will cost you a little money but should yield great results and a high ROI.