Marketing Strategy For Online Business – Social media marketing is an effective way for businesses of all sizes to reach prospects and customers. People discover, learn about, follow and buy from brands on social media, so if you’re not using platforms like Facebook, Instagram and LinkedIn, you’re missing out! Great marketing on social media can bring incredible success to your business, create loyal brand advocates and even drive leads and sales.
Social media marketing is a form of digital marketing that harnesses the power of popular social media networks to achieve your marketing and branding goals. But it’s not just about creating a business account and posting when you want. Social media marketing requires an evolving strategy with measurable goals and includes:
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Social media marketing also includes paid social media advertising, where you can pay to ensure your business appears in front of a large number of highly targeted users.
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With its widespread and versatile use, social media is one of the most effective free channels for marketing your business today. Here are some specific benefits of social media marketing:
The larger and more engaged your audience is on social media networks, the easier it will be for you to achieve your marketing goals.
Regarding the above benefits, don’t just take our word for it. Let’s take a look at some social media marketing statistics that prove its power:
A successful social media marketing strategy will look different for every business, but here are the things they all have in common:
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Now that you know the essentials of a social media marketing strategy, it’s time to put them into action. Your social media marketing plan is the road map for executing your strategy. It puts structure around your efforts so you can measure your success and ensure you’re spending your resources wisely. Here’s how to create your social media marketing plan:
Ready to start marketing on social media? Here are some social media marketing tips to start your social media campaign.
In line with other areas of online marketing, content is powerful when it comes to social media marketing. Make sure you post regularly and offer truly valuable information that your ideal customers will find helpful and interesting. This includes:
This also means using the various formats that social media has to offer, including images, videos, stories, live streams, online stores and more.
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Using social media for marketing allows your business to project your brand image across a variety of different social media platforms. While each platform has its own environment and voice, the core identity of your business, whether friendly, fun or trustworthy, should remain consistent.
In other words, don’t just log in once a month to schedule all your posts. Social media channels are communities. You need to pay attention to the people who engage with your content and interact back—reply to comments, likes, shares and comments on their posts, run live streams, post polls and real-time questions to spark discussion and repost other people’s content.
Don’t let anyone tell you that Instagram is the most visual social media platform. They all! If you want to stand out in someone’s feed, you need to accompany your posts with compelling visuals—photos, illustrations, text turned into art. Content creation tools like Canva have templates and features that allow you to quickly create visuals that look professional, put your logo on them and be consistent with your brand.
Social media is a crowded place, so if you want to engage your audience, you need to post great content regularly. The secret to doing this? Three Rs:
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We’re always looking for ways to show up in other people’s feeds, but we forget that there’s value to be gained from our own. Follow your competitors so you can monitor them, get ideas you can adapt to your own strategy and identify gaps you can fill. Follow influencers to follow trends and educate yourself. Follow brands that share your values or that have great content strategies for inspiration and out-of-the-box ideas.
You cannot determine the success of your social media marketing strategy without tracking data. Google Analytics can be used as a great social media marketing tool that will help you measure your most successful social media marketing techniques, as well as determine which strategies are better left behind. Attach tracking tags to your social media marketing campaigns so you can monitor them properly. And be sure to use analytics in each social platform to gain more insight into your social content that performs best with your audience.
Among the many reasons to advertise on social media is that it is a very cost-effective way to expand your reach. If you play your cards right, you can get your content and offers in front of a large audience at a very low cost. Most social media platforms offer very detailed targeting capabilities, allowing you to focus your budget on the types of people most likely to be interested in your business. Here are some tips and resources to get started with paid social media marketing:
Speaking of Facebook Ads, how is your account actually performing? Find out with our Free Facebook Ad Performance Grader.
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The best social media marketing platforms for businesses include Facebook, YouTube, Instagram, LinkedIn, Twitter, TikTok and Snapchat. Different social media marketing sites require different approaches, so here’s a brief overview of each—their user base, key vibes, pros, cons, and content types.
You can get a comprehensive look into each platform here: The Biggest, Worst, Most Popular Social Media Platforms and How to Use Their Power.
Facebook is the world’s largest social media platform as well as one of the largest local business directories. People of various age groups use it to communicate with friends and family, participate in groups and forums, find and visit businesses near them and follow brands. Facebook is a great social media marketing platform for:
Organic reach on Facebook is limited, so if you’re looking to generate leads or find a new audience, Facebook advertising is your best bet.
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You might not think of YouTube as a social media marketing channel, but it fits the bill: you can post videos to your channel; share, comment and like other videos and follow other accounts you like. Additionally, you have a curated feed in your home page with recommended videos. The key to social media marketing on YouTube is not to try to “go viral”, but to add value. It’s best for:
Although it emerged a few years after LinkedIn and Twitter, Instagram quickly surpassed those platforms and reached one billion monthly active users in 2018. It is popular for its diverse content formats, including Feeds, Stories, Lives, Reels and IGTV posts. People use Instagram to follow influencers and brands that they buy from and that support their personal values. Create your Instagram bio and then use it to:
Instagram ad costs are usually higher than on Facebook, but the good news is that the organic reach is also higher.
LinkedIn may be a professional network, but it’s also an inspiring community that celebrates leadership, learning and core values. So in addition to using it for networking, prospecting and sharing industry insights, it’s also a great place to express your company culture and build your personal brand alongside your business brand. There are many LinkedIn company page features to take advantage of, so be careful when building your page. LinkedIn is a great platform for:
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Twitter is a network of fast thinking, useful news and lively discussion. You should always be active on every social media platform, but it’s especially important here. Many people use Twitter to get news, follow brands and get customer service. Be sure to retweet when a customer has something nice to say about you, and don’t forget to answer people’s questions whenever possible. For effective social media marketing on Twitter, you may want to:
Snapchat isn’t just for teenagers. Its largest age group (75%) ranges from 13-34 and with Snap Maps, geofilters and its partnership with Gannett, it’s more locally focused than you might think. Even if you can’t build relationships on the platform, you can build an audience through fun images and short videos. Use Snapchat to:
TikTok is the fastest growing social media platform of all time, taking only five years to reach one billion monthly active users. Although it is famous for dance, there are many popular categories on the platform that continue to grow. Businesses are looking for ways to use it as a marketing channel, but remember, the main reason people use TikTok is for entertainment, so make sure your videos align with that. Use TikTok to:
You can find our roundup of the best social media marketing courses here, but this is, of course, our favorite. Use it to increase your social media presence through organic and paid methods.
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The LOCALiQ Social Media Marketing Lab contains a wealth of information and ideas suitable for any business, whether small or large, local or national, starting from scratch or looking to improve. The free one
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