How to use social media marketing

Social media is universally accepted as a legitimate way to promote businesses tapping into the behaviour patterns of

consumers and reaching new levels of sophistication and penetration in its application and reach.

The benefits your business can get from using social media

The main reasons that business extensively use social media is to:

  • Increase brand awareness
  • Drive traffic to websites
  • Generate new leads
  • Grow revenue (by increasing signups or sales)
  • Boost brand engagement
  • Build a community around your business
  • Provide customer service
  • Increase mentions in the press

Cost-effective ways to do social media marketing

The key ingredient for effective social media marketing is having a strategy. Without understanding what your goals are, who your target audience is, and what they want, it’ll be hard to achieve results on social media.

One of the simplest ways to create your social media marketing strategy is to ask yourself:

  1. Why do you want to be on social media?
  2. Who is your target audience?
  3. What are you going to share?
  4. Where are you going share?
  5. When are you going share?

Different strategies can used for each social media platform for example:

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter

The individual strategies can be combined into a single overall strategy.

Goals for the overall social media strategy

  • Increase brand awareness
  • Drive traffic to your website
  • Generate new leads
  • Grow revenue
  • Boost brand engagement
  • Build a community around your business
  • Provide social customer service
  • Increase press coverage
  • Get feedback about your brand

Understanding your target audience

Understanding your target audience will help you more easily answer the following questions on what, where, and when you are going to share.

  • Who are they?
  • What are their interests?
  • What social media platforms are they using?
  • When are they active online?
  • Why do they consume the content?
  • How do they consume the content, do they read content or watch videos?


How do you decide when you are going post content?

Depending on your business the place and time you post will be different and understanding your target audience behaviour is important. To give some examples:

  • Sports fans are likely on social media just before, during, and just after sports events to find and interact with content about the event.
  • Athletes might be on Instagram while they are cooling down after their morning or evening workouts.
  • People who travel might be more active on social media during the weekends when they are planning for their next trip.
  • Parents of babies might be scrolling through social media when they are awake in the middle of the night.

Executing your social media strategy

Some of the things you need to consider include:

  • What should your profile reflect?
  • What tone and voice will you use?
  • Will your posts include video, images etc.?

Increasing Brand Awareness

In 2018, there were over 3.2 billion people on social media globally Ensuring your business is sharing content related to your products and details about your company has the potential to help you improve brand awareness.

Social media has been proven to boost brand awareness by driving up engagement including things like comments, likes, shares, and re-posts. Social media is useful by directing traffic straight to your site which can be achieved by including direct links to your website in your profile, bio, and posts.

Generate Leads and Boost Conversions

Examples of ways you can use social media to generate more leads:

  • Create contests for your visitors and followers
  • Include links to your website and offers
  • Host live videos to make announcements about products and provide updates
  • Implement a social media marketing campaign on one of your channels
  • Sell your products through your social profiles
  • Organise a schedule for your posts

Foster customer relations

Interact with customers on your posts, respond to their questions and comments, and provide them with any help they may need. Ask questions about your products, what customers want or their pain points, or create giveaways to build trust and value their input and support.

Learn from Competitors

Follow and research your competitors their social media tactics, the products they’re promoting, the campaigns they’re implementing, or their level of interaction with followers.

Know where your target customers are

Audiences on social media can be roughly summarised as:

Instagram – millennials cover the largest portion of users on the platform.

SnapchatGeneration Z makes up the largest portion of the 300 million users.

Facebook –  Millennials make up the largest portion of the 2.2 billion users.

YouTubeMillennials, closely followed by Generation Z, make up the largest portion of the 1.9 billion users.

TwitterMillennials make up the largest portion of the 335 million users.

Pinterest Older millennials and younger baby boomers make up the largest portion of 250 million users.

Tools you can use for your social media campaigns

Different strategies can used for each social media platform for example:

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter

The individual strategies can be combined into a single overall strategy.

To schedule for your posts there are a number of solution options available for examples:

Sprout Social

a social media marketing and management solution designed to help your team organize and plan content creation, manage campaigns, understand engagement, and review content reports and analysis.


Publish and monitor your content and create real connections with your followers. Schedule and publish your content in advance and compare in-depth reports on your posts’ engagement to understand the performance of various platforms, types of content, and posting times.


A social media management platform for finding, scheduling, managing, and reporting on your content. You can schedule posts in advance on all your channels at once and measure your ROI with a comprehensive content analysis.

Social media analytics tools

What you analyse is important, some of the key terms are:

  1. Engagement:This includes clicks, comments, likes, and replies on your social media posts. There are also platform-specific types of engagement such as “Saved” posts on Instagram and “Pinned” posts on Pinterest.
  2. ReachThe number of people who have seen any content associated with your page or profile is your reach.
  3. Followers: The amount of people you have on your profile who have clicked your “Follow” button and see your content in their feeds regularly.
  4. Impressions: The number of times a post from your profile or page is seen, whether or not your audience members click on it which is what happens when someone is scrolling through their newsfeed, but not clicking on anything.
  5. Video Views: On Facebook, Snapchat, Instagram, or any other social channel with video capabilities, Video Views is the number of views each gets.
  6. Profile Visits: The number of people who have opened your social media page is your number of profile visits.
  7. Mentions: The number of times your profile has been mentioned by audience members in their posts.
  8. Tags: When your audience adds the name of your company’s profile or your hashtag to another post.
  9. Reposts: When a member of your audience posts a piece of your content on their profile.
  10. Shares: These are the posts your followers and audience take from your profile and share with their network.

Tools that help you measure social media metrics

You can use the analytics tools built into the various platforms you use:

In conclusion

Using social media for your business is all about brand recognition and translating that into sales. Today it has become an art that requires those who manage campaigns to be up to date with changing trends, platforms algorithms and tools. The benefits of getting it right are significant.

If you would like to learn more about this topic you can find all of the information you need including comprehensive descriptions about every aspect of starting and building a company here.