Social media marketing: What it is and how to build your strategy


Social media marketing is a type of digital marketing that involves promoting a brand, product, or service on social media platforms like Facebook, Instagram, Twitter, LinkedIn, etc. The aim is to reach a large audience, increase brand awareness, engage with customers, and drive traffic to a website. Social media marketing strategies typically include creating and sharing content, running ads, influencer marketing, and interacting with customers on the platform. The goal is to create a connection with the target audience, build a loyal following, and ultimately drive sales and conversions.

Benefits of Social Media Marketing

The benefits of social media marketing are numerous and can vary depending on a company’s goals and target audience. However, some of the most common benefits include:

Increased brand awareness: Social media is a cost-effective way to reach a large, targeted audience and raise brand awareness.

Improved customer engagement: Social media provides a platform for companies to directly interact with customers and build relationships with them.

Better website traffic: Social media can drive traffic to a company’s website and improve its search engine rankings.

Higher conversion rates: By building relationships with customers and promoting products or services directly to them, social media can help increase conversion rates.

Cost-effective advertising: Compared to traditional advertising methods, social media advertising is often more affordable and allows for more precise targeting.

Insights and data: Social media platforms provide valuable insights and data about customers, which can inform marketing and business strategies.

Increased brand loyalty: Social media provides an opportunity to create a community around a brand and foster brand loyalty among customers.

Frequently Asked Questions About Social Media Marketing

What are the 7 P’s of social marketing?

The 7 P’s of social marketing are a framework used to plan and execute effective social marketing campaigns. They are:
Product: The product or service being offered, including its features, benefits, and packaging.
Price: The cost of the product or service, including the price point and any discounts or promotions.
Place: The location where the product or service is sold, including physical locations and online channels.
Promotion: The marketing and advertising activities used to create awareness and interest in the product or service.
People: The target audience, including their demographics, behaviors, and attitudes.
Process: The processes involved in delivering the product or service, including customer service, order fulfillment, and delivery.
Physical Evidence: The tangible elements of the product or service, including packaging, signage, and other materials.

How can I start social media marketing?

To start social media marketing, you can follow these steps:
Define your target audience: Identify who your ideal customers are, their demographics, and what social media platforms they use.
Choose your platforms: Based on your target audience, select the social media platforms that you want to focus on.
Develop your content strategy: Plan the type of content you want to post, how often, and what message you want to convey.
Create and publish content: Develop content that aligns with your brand and appeals to your target audience. Post regularly and engage with your followers.
Measure your results: Use tools such as analytics to track the performance of your posts and adjust your strategy accordingly.
Continuously improve: Continuously evaluate and improve your strategy to achieve better results.
Remember that social media marketing requires time, effort, and patience. Consistency is key to building a strong presence and engaging with your audience.

Which platform is the best for social media marketing?

The best platform for social media marketing depends on your target audience and the type of content you want to share. Here are some of the most popular social media platforms and their general use cases:
Facebook: With over 2 billion monthly active users, Facebook is one of the most popular social media platforms. It is best for B2C businesses and general audience engagement.
Instagram: Instagram is a visual platform, best for businesses in the fashion, beauty, and lifestyle industries.
Twitter: Twitter is a fast-paced platform best for real-time updates, customer service, and thought leadership.
LinkedIn: LinkedIn is a professional network best for B2B businesses, recruiters, and job seekers.
Pinterest: Pinterest is a visual discovery and planning platform best for businesses in the food, fashion, and home decor industries.
Ultimately, you should consider your target audience and the type of content you want to share when selecting the best platform for your social media marketing. You may also find it beneficial to use multiple platforms to reach a wider audience.

How to Create a Social Media Marketing Strategy?

Creating a social media marketing strategy involves several steps, including:
Define your target audience: Determine who you want to reach through social media and understand their needs, behaviors, and pain points.
Set goals: Determine what you hope to achieve through your social media marketing efforts, such as increased brand awareness, improved customer engagement, or increased sales.
Choose your platforms: Select the social media platforms that your target audience uses and where you can best achieve your goals.
Create a content plan: Plan the type of content you will post, how often you will post it, and who will create it.
Establish a tone of voice: Decide on the tone you want to use on your social media platforms, such as professional, friendly, or humorous.
Build a posting schedule: Decide how often you will post and when you will post, taking into account your target audience’s behavior and the type of content you are posting.
Develop an advertising plan: Decide on the type of advertising you will use, such as sponsored posts or video ads, and the budget for these ads.
Measure and adjust: Track your results and adjust your strategy as needed based on what is and isn’t working.
Remember that social media is a long-term investment and that consistency and commitment are key to success. It is also important to stay up to date with changes in social media algorithms and best practices.

How often should you post on social media?

The frequency of posting on social media depends on several factors, including the platform, your target audience, and your content. However, as a general rule:
Facebook: 1-2 times per day is a good frequency, but the more you post, the more likely you are to reach your target audience.
Instagram: 1-2 times per day is recommended, but there’s no hard and fast rule. Some businesses post even more often and still see engagement.
Twitter: Twitter moves fast, so it’s recommended to post several times per day, at least once every hour or two.
LinkedIn: 1-2 times per week is a good frequency for businesses, but this can vary depending on the size of your network and the nature of your content.
YouTube: You should aim to upload at least one video per week, but some successful channels post several videos per week.
It’s important to note that quality is more important than quantity. It’s better to post less often and make each post high quality, rather than posting frequently with low-quality content. You should also monitor your results and adjust your posting frequency based on what is and isn’t working.

What are the most important social media metrics for you to track?

The most important social media metrics to track depend on your goals, but some commonly tracked metrics include:
Engagement: This includes likes, comments, shares, and other interactions with your posts. It gives you an idea of how your audience is responding to your content.
Reach: The number of people who see your posts. This can be organic reach (people who see your posts without paid promotion) or total reach (people who see your posts through organic and paid promotion).
Followers: The number of people who follow your account. This gives you an idea of the size of your audience and how it’s growing over time.
Website Traffic: The number of clicks from your social media profiles to your website. This metric can help you track the effectiveness of your social media marketing efforts in driving traffic to your site.
Conversion Rates: The percentage of visitors who complete a desired action, such as making a purchase or signing up for a newsletter.
Lead Generation: The number of leads generated through social media, such as contact form submissions or email signups.
Video Views: The number of views for your videos, including the length of time viewers spent watching.
Impressions: The number of times your content is displayed, regardless of whether it was clicked on or not.
The most important metrics to track will vary depending on your specific goals and objectives, but it is generally recommended to track engagement, reach, and website traffic as a starting point.

What are the leading social media platforms used by marketers?

The leading social media platforms used by marketers for advertising and marketing purposes include:
Each of these platforms has a unique user base and features, and marketers choose the platform(s) that best fit their target audience and goals. However, Facebook and Instagram have widely considered the most popular and effective platforms for social media marketing due to their large user base and advanced targeting options.

What are the best social media marketing tools?

There are many tools available for social media marketing, and the best ones for you will depend on your specific needs and goals. Here are some popular options:
Hootsuite: A social media management platform that allows you to schedule and publishes content, monitor your social media accounts, and measure your results.
Buffer: A social media management tool that helps you schedule and publish content across multiple social media platforms.
Sprout Social: A comprehensive social media management platform that allows you to schedule and publishes content, monitor your accounts, and measure your results.
Later: A visual-first social media scheduling tool specifically for Instagram.
Canva: A graphic design tool that makes it easy to create visually appealing content for social media.
Google Analytics: A web analytics service that provides insights into the performance of your social media campaigns.
Iconosquare: A social media analytics and management tool specifically for Instagram.
Agora Pulse: A comprehensive social media management and analytics platform that helps businesses manage and measure their social media presence.
Remember to consider your specific needs and goals when selecting social media marketing tools. It may be helpful to try several options and find the ones that work best for you.