What is Social Media Marketing? A Simple 8-Step Strategy [2021]

Social media advertising and marketing.

If simply studying these phrases made you need to throw your laptop computer off of a cliff, you’re not alone.

Between established social platforms like Fb, Pinterest, Instagram, and LinkedIn, and the younger, up-and-comers like TikTok and Clubhouse, social media content material can shortly grow to be all-consuming and overwhelming.

However whether or not you’re employed for a longtime tech firm, run a way of life weblog, or are simply seeking to signal on extra shoppers on your freelance writing, enterprise social media advertising and marketing is an excellent solution to join along with your target market.

So, right here’s what we’re going to do:

Under, we’ll cowl what social media advertising and marketing is, why it is best to trouble, and description a no-stress, 8-step course of for constructing an efficient social media advertising and marketing technique.



Let’s dive in

What is Social Media Advertising and marketing?

Social media advertising and marketing is the act of utilizing social media platforms like Fb, Twitter,  Instagram, and TikTok to draw and retain leads, prospects, and shoppers.

There are two fundamental social media methods: paid social media advertising and marketing and natural social media advertising and marketing. 


Additionally referred to as SMM, paid social media advertising and marketing is while you pay to put ads on the platform to get in entrance of focused audiences. This contains Fb adverts, Instagram Story adverts, promoted Tweets, TikTok Spark adverts, and plenty of different codecs.

Paid adverts seem like this on Fb. Notice the “sponsored” tag:

facebook feed showing a sponsored post

Promoting on most social media platforms permits for extra exact focusing on.

For instance:

You possibly can goal males between the ages of 25 and 45 who dwell in Tallahassee, Florida, work in healthcare, and like soccer.

Natural social media advertising and marketing is free. It includes creating and optimizing a enterprise profile or web page, sharing fascinating content material, and interesting with followers.

Natural social is not a pay-to-play advertising and marketing channel, and subsequently it tends to develop extra slowly than social media promoting. However the ideally suited social media technique ought to embrace each paid and natural.

The Advantages of Social Media Advertising and marketing

By 2025, specialists anticipate 4.41 billion people worldwide will use one social media platform or one other.

If you wish to develop your weblog or freelance enterprise’ attain and construct a relationship along with your viewers, you may’t ignore social media. These platforms take up nearly all of web customers’ searching time and garnish lots of our consideration.

Social media may also help you:

  • Share your experience: Create content material about and grow to be a thought chief in your business, and community with different leaders in your subject.
  • Construct relationships: 81 percent of shoppers purchase from manufacturers they belief. Social media advertising and marketing makes it simple to construct belief by establishing a robust relationship.
  • Improve model consciousness: The common particular person spends 145 minutes on social media a day, making it an excellent place to get eyes in your model.
  •  Pace-up customer support: At the moment’s shoppers anticipate manufacturers to reply quick. Social media gives a public platform the place you may reply to points and present you care.
  • Discover extra shoppers: Struggling to seek out extra writing shoppers? Constantly creating participating content material to share throughout your social media platforms may also help you join along with your ideally suited shoppers.

Social media has modified how we talk, meet new pals, and work together with potential shoppers.

And if you wish to develop your corporation, social media plan must be a serious part of your digital advertising and marketing technique.

However the place do you begin?

There are dozens of platforms, tons of of instruments, and loads of specialists prepared to take your cash to indicate you how one can do it proper.

The excellent news is, it doesn’t need to be sophisticated. This unstressed 8-step social media success technique will enable you get began.

The 8-Step Social Success Strategy

Constructing a social media success technique begins with selecting the best social media websites. The preferred social media platforms are Fb, Twitter, LinkedIn, and Instagram. Every has its personal viewers, guidelines, and content material choices.

We’ll cowl how to decide on the suitable platform after which construct a technique beneath.

1. Set Objectives & Set up Key Metrics

What would you like social media advertising and marketing to do for your corporation?

There are two total kinds of objectives: enterprise objectives and on-site objectives. Every objective ought to have particular, measurable metrics and a timeframe.

For instance, you may need to use social media to extend referral site visitors to your weblog by 15% and achieve 1,000 followers within the first six months.

Your total enterprise objectives may embrace:

  • Drive site visitors to your web site
  • Improve model consciousness
  • Make gross sales
  • Improve e-mail sign-ups
  • Discover leads

And your on-platform social media objectives may embrace:

  • Acquire 1,000 followers
  • Improve on-site model mentions by 24%
  • Get 10 opinions

After setting your objectives, set up what instruments you might want to monitor social media analytics.

For instance:

In case your objective is to extend model mentions by 24%, you’ll want a social media administration instrument like Hootsuite to trace model mentions. Followers and opinions can usually be tracked by the social media platform you’re utilizing.

2. Analysis Your Viewers

If you have already got a target market or purchaser persona, you is likely to be tempted to make use of that on your social media advertising and marketing. That will be a mistake. The way in which individuals work together on social media could also be totally different from how they work together through e-mail or your web site.

As a substitute, use that information as a place to begin. Who is your ideally suited viewers? Define their age, household standing, location (if related), occupation, business, earnings degree, likes, and dislikes. Use that information to see what platform they’re most energetic on.

For instance, Facebook users stretch throughout age ranges, making it an excellent place for many manufacturers.

hootsuite chart showing facebook demographics stats

Instagram customers skew older than you may anticipate, with the biggest person base between 25 and 34 years old. Youthful customers have a tendency to make use of TikTok, although many older users are transferring to that platform as effectively.

As soon as you recognize the place your viewers is most energetic, it’s time to see how different companies are approaching their social media technique.

3. Get to Know the Competitors

If you have already got an inventory of rivals, verify them out on the social media platform you’ve chosen.

Create a spreadsheet and add columns for the variety of followers, what number of instances they publish, what days they publish, kinds of content material, and what content material will get essentially the most interplay.

Notice that your rivals on social media could also be totally different out of your direct rivals. To seek out your social media rivals, have a look at what sort of content material your customers share, what manufacturers they work together with, and what teams they be part of.

Use the search perform to seek out related manufacturers.

For instance, if I need to develop my tech weblog, I’d search “tech weblog,” then choose “pages” to see companies associated to that time period:

list of tech blogs

There’s an entire checklist of manufacturers I’ll need to take a look at!

Dive deep into what is working on your rivals. Do they share Instagram Tales, or go dwell on Fb each Friday? What sort of content material do individuals reply to? Do they like feel-good tales, information posts, or humorous memes?

Take notes and use this information to information your social media advertising and marketing technique.

4. Create Accounts & Optimize Profiles

Now it is time to arrange your social media account on whichever platform you’ve determined to make use of.

The precise optimization course of will fluctuate by platform. Nevertheless, goal to incorporate as a lot info as attainable.

Begin by making a enterprise profile, which regularly gives entry to extra insights and options. Embody essential info equivalent to:

  • Enterprise identify (Use the very same identify as your web site or different platforms)
  • Handle or location
  • Cellphone quantity
  • Electronic mail
  • Hours of operation (in case you have them)
  • Web site
  • A brief bio that features key phrases your web site targets
  • Profile image, equivalent to a brand
  • Cowl picture
  • Class (equivalent to weblog, publication, public determine, and so on.)

Relying on the kind of enterprise and platform, chances are you’ll add particulars like your teams, music you want, questions, and favourite books.

screenshot of Neil Patel FB page

5. Setup a Content material Schedule

Like your content material advertising and marketing technique, consistency is key when crafting your social media advertising and marketing plan.

However, attempting to provide you with intelligent posts daily can shortly eat up time you possibly can spend elsewhere on your corporation.

Resolve what number of instances you need to publish every week (this is the place your aggressive analysis is useful!), then create a calendar in Google Cal or Excel and write down what you need to cowl. Combine up codecs – for instance, you may share a mixture of hyperlinks, images, and movies to maintain your social media posts fascinating.

Right here’s an instance, however be at liberty to regulate it to suit your enterprise and platform:

  • Monday: Meet the crew: Posts about our editorial crew and their background
  • Tuesday: New weblog publish: Share top-trafficked publish from the final week with an fascinating quote.
  • Wednesday: Business information: Share an fascinating publish from a information supply/widespread business weblog. Embody a query to drive engagement
  • Thursday: Previous weblog publish: Share older however nonetheless widespread posts with fascinating quotes.
  • Friday: Humorous/humor: Share a humorous meme, picture, or story to get individuals speaking.

Make an observation of upcoming holidays or occasions your viewers may care about. For instance, a finance author may point out tax season or the top of the third quarter.

Do not forget that individuals are social to be social, so don’t simply share posts about your model. Search for methods to entertain, work together, and begin significant conversations.

6. Create & Share Nice Content material

After you have your content material schedule arrange, it’s time to create and share nice content material.

Take into accout, you shouldn’t solely be sharing your individual content material! Join with others in your business and goal to share content material your viewers will discover beneficial.

Listed below are a 5 suggestions for sharing higher content material on social media:

  • Combine up codecs: Share a mixture of movies, footage, weblog posts, and so on. Completely different individuals like several types of content material and a few kinds of content material rank higher in social algorithms. (Movies are inclined to do effectively — simply have a look at YouTube!)
  • Search hashtags: See what different individuals are posting about your business and share content material your customers will discover helpful.
  • Use Feedly to comply with business information: This app means that you can comply with particular industries so you may share content material associated to your subject.
  • Create authentic content material: Use instruments like PicMonkey or Canva to create authentic memes, infographics, and pictures.
  • Schedule content material upfront: Use a social media scheduling instrument like HootSuite or Buffer so you may schedule posts upfront. Posting daily can shortly grow to be a time suck.
  • 7. Promote

    Sadly, each social media community makes use of an algorithm to find out what posts customers see organically–and natural attain is falling.

    In 2019, you possibly can anticipate to succeed in round 5 percent of your viewers with a publish; right this moment that very same publish may attain lower than .08% of your followers.

    Social media is pay to play – however that isn’t essentially a nasty factor. Most platforms let you rigorously goal your viewers so that you solely attain these customers probably to love your content material and work together along with your model.

    For instance:

    LinkedIn adverts can goal an viewers based mostly on pursuits, age, location, household dimension, gender, and habits. You too can use retargeting adverts to promote particularly to web site guests.

    On Fb, you may goal lookalike audiences, which share traits along with your target market.

    The main points of promoting on every platform are past the scope of this text. Nonetheless, it’s essential to know paid promoting on social media might be extremely efficient at rising e-mail sign-ups and driving traffic.

    Study concerning the several types of adverts for every platform, what audiences they attain, and ensure to set a small price range earlier than diving in.

    8. Observe, Monitor, & Adapt

    Bear in mind these objectives and metrics we set originally? Now’s the time to see how your technique works.

    Submit content material for no less than a month to present you time to achieve traction and followers.

    Then, use the insights instrument out of your social platform of option to see the place you stand.

    For instance, Facebook Audience Insights exhibits demographic info and what content material carried out effectively. (You too can see Instagram insights right here, too.)

    What sort of content material does effectively? Intention to publish extra of that content material.

    Did you attain your objectives? Take note of the place you fell brief and select one other technique.

    For instance, in case your objective was to achieve 1,000 followers and also you fell brief, think about making a paid social media advert to extend followers.

    Don’t overlook to verify Google Analytics to see what number of social followers land in your web site.  The Acquisition>Social>Community Referral report will present the quantity of site visitors you’ve pushed from social:

    screenshot of google analytics

    This can enable you see how social media is impacting your corporation as an entire.

    Follower rely and likes may really feel good, however they don’t inform you a lot about your corporation. Take note of direct metrics as effectively, equivalent to web site site visitors, e-mail checklist subscribers, and gross sales.

    The Key to Social Media Advertising and marketing is Testing

    Social media advertising and marketing isn’t simple – if it had been, everybody can be doing it!

    However this eight-step course of will get you began on the suitable foot. Take a look at to see what sort of content material your viewers responds to and what helps you meet your advertising and marketing objectives.

    Social media options and new platforms are rolling out each week, so don’t be afraid to take a threat and check out one thing new.


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