When it comes to marketing your business online, there are a number of options to consider. Of course, starting with a well-designed website is the most sensible option, and then pay-per-click, search engine optimisation and content marketing usually follow suit. Another technique that you should take advantage of is social media marketing. Below, we’ve rounded up the reasons why.

Social media marketing is one of the most effective ways to raise the profile of your business and put your products and services in the eyes of new customers. Use hashtags, take advantage of Twitter and Facebook advertising, follow relevant users in your industry to get their attention, and build a content marketing strategy that’s centred on sharing engaging, valuable content.

One of the best ways to build a following on social media is to run a competition or promote an impressive discount or special offer. Such techniques generate shares and engagement, allowing you to build an audience and keep customers on your side. And, if you’re running a special offer and want it to reach as many people as you can, then pair it with the marketing services provided by Groupon and its Merchant tools. There, you’ll be able to list your special offer or discount as a Groupon product, and find new customers from across your local area, or even nationally.

Building relationships with your customers is essential if you want them to be loyal and choose you over competitors, and social media is one of the best ways to do that. In the past, you may have got to know your customers when they called into your bricks and mortar store for a cup of coffee – this is the digital equivalent. Engage with your followers using polls, asking questions and sharing updates on your journey as a business, and don’t be afraid of reaching out to customers personally.

Another valuable benefit to social media marketing is the ability to see what your customers want and need from your brand. If you work in the fashion industry and your followers are tweeting about a new celebrity fashion trend, for example, then you can take their comments and adapt your products accordingly. Having such an intimate insight into the market is incredibly valuable.

The last, but certainly by no means least, point to raise on this list is competition. If you know that your competitors are using social media effectively, and generating a return on their investment, then it is essential that you invest in social media marketing. Even if they’re not using social media effectively, they could in the future, so get a head start and build your following as soon as you can.

The benefits of social media for small businesses are endless, so try it for yourself and see how quickly you can build an audience and increase your sales figures as a result.