Social Media Marketing

Setting marketing goals, building content plan, creating and setting up social media accounts, running paid ads, and other useful tips
To increase visibility to potential customers and engage with your audience, you need to be present on social media. By doing so, you'll be able not only to showcase your brand and interact with followers but also reach new audiences through targeted advertising. Keep reading this chapter to learn how to do it.

What Is Social Media And Why Use It?

Social media is platforms and applications that allow us to share information, communicate with others, create communities based on mutual interests, and much more.

There are so many active social media users nowadays—billions—that people often associate it with the entire internet. According to recent studies, the average American spends approximately 2.5 hours per day on social media, and this figure is on the rise. People use it for all sorts of things like chatting, making friends, seeking recommendations and reviews, networking, and establishing business connections. This is why social media cannot be overlooked—chances are that most of your competitors, prospects and clients are active users as well.

In 2024, it's not enough just to be aware of your audience's presence on a particular platform; you must be visible to them in order to establish direct communication. Most social networks provide this opportunity through targeted advertising.
Targeted advertising is a type of paid online ads that targets particular users by using data collected by social media platforms such as their interests, searches, location, etc., and gets displayed exclusively to them.
Targeted advertising can help you grow genuine followers on social media, provide regular traffic to your website, grow your newsletter subscriber base and much more.

If the content you share on social media is high-quality and relevant, and the people that discover you are your actual target audience, there's a good chance that they will become customers. These customers won't just follow you and buy your products or services; they may also recommend you to others and defend you against critics. These loyal customers are commonly known as brand advocates.

Jaclyn Baldovin
Social Media Manager, CEO/Owner of Radiant Digital Solutions
As a small business owner, you can establish a strong social media presence by:

  • Choosing 2-3 social media platforms to focus your efforts on instead of trying to be everywhere. Your time is limited, so it's best to concentrate on getting active and sharing quality content on a smaller number of platforms. Once you've built a presence on those platforms, you can consider expanding your presence to other platforms.

  • Creating your content in batches. Set aside a couple of hours a week to put together social media content for a longer period of time, such as a month, instead of trying to create posts on the fly. This will give you the focused time you need to produce quality content.

  • Engaging with social media users in your target audience and focusing on building relationships and a community around your brand. It's important to remember that social media isn't just a one-way channel to blatantly post promotions for your business. Instead, it's a place to get to know others and for them to get to know, like, and trust your brand.
Social media is also the perfect platform for sharing educational content like articles, guides, check-lists, etc., the one that people would want to share and help others to learn.

Even though resharing content on social media is not a direct ranking factor, it can still affect SEO by increasing visibility and generating backlinks. In some cases, posts with a lot of likes, comments and shares get at the top of the search results.
Social media is a powerful content distribution tool that can help increase brand awareness, generate website traffic, drive conversions, and boost sales.
What Are The Different Types Of Social Media
Social networks can be classified into three main categories, based on the predominant content posted on them:

  • Visual-centric. These platforms predominantly feature photos and videos, such as Instagram, YouTube, TikTok, etc.
  • Text-centric. Platforms like X (former Twitter), Reddit, Telegram, etc., are meant to share various forms of textual content.
  • All-in-one. These social networks showcase a diverse range of content without specific preferences. Examples include Facebook, MySpace, and others.
Top 10 Social Media Platforms & APPS:
See the latest numbers on the most popular social networks worldwide, ranked by number of monthly active users on Statista:
In addition to the platforms we mentioned, there are also corporate social networks, but we won't discuss them because they are closed to the public.

Now that we understand the significance of social media and why you need them for your business, let's move on to the promotion part.

How To Get Started With Social Media Marketing

Before starting social media accounts, make sure you ask yourself why you need them. Define what you are trying to accomplish by building a social media presence, and set the goals.
Set Social Media Marketing Goals
Without clear goals and targets, it's hard to know whether your social media strategy is performing well and whether you're moving towards achieving results.
Defined goals are your beacon. No goals gets no results.
What social media goals can you set for your business:
  • Increase brand awareness
  • Create positive brand image
  • Build brand authority
  • Handle negative feedback
  • Drive traffic to your website
  • Generate new leads
  • Support customers
  • Build a community
  • Improve customer loyalty
  • Grow sales and revenue
Consider what you want to achieve, and identify a goal to pursue first—choose either from the provided list or come up with an alternative one.

After deciding on your first goal, consider it in quantifiable terms. "Grow revenue" is okay, but it sounds vague for an actual plan. Try to be more specific: Come up with the main steps, estimate the cost, create a project timeline so you know when to expect first results, etc. For example, setting a goal to boost revenue by 20% through attracting new customers on Instagram over the next three months is a clearer target.
A specific and measurable goal will make it easier to come up with the rest of the plan
By the way, you don't have to stick to just one goal at a time. You can set multiple goals and work towards achieving them on different platforms. For example, you can use Facebook to generate leads and leverage Instagram to increase brand awareness.

Once you've identified your main goals that can be expected to produce concrete, measurable results, the next step is to pick the social media platforms that will help you achieve them.
Choose Social Media Platforms
How to choose the right social platform for your business:
Align your choice with your social media marketing goals. For example, if you plan to release a series of educational articles to strengthen your brand authority, signing up for YouTube wouldn't be beneficial as the platform doesn't support this content format.
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