Social Media Marketing: A Overview

Social Media Marketing Overview Feature Image

Social Media Marketing is burgeoning to the top; out of all the tools present in the Digital Marketing Mix, this marketing strategy delivers the highest engagement rate.

In today’s business world, people can’t actively make a buying decision without searching for referrals, reviews, or websites before actually going through with the purchase. Also, to stay ahead of the competition, a brand must learn what the customers speak about the business.

Interacting proactively with your communities can increase trust and can pull prospects towards your brand. We all know that social media is an integral part of our lives now, so many businesses use it to achieve their business goals. 

Let’s see how we can use this exciting tool to boost awareness, increase trust, build community, and, of course, to generate revenue. 

Social Media Marketing

Social Media Marketing involves creating and sharing engaging content on social networking platforms to achieve your marketing and branding goals. 

You got to post enthralling videos, texts, images, or any content that would positively drive audience engagement; thus, you will gain better visibility and brand awareness by posting unique and engaging content across these social media platforms. 

Social media is where your potential customer spends most of their free time, so it is better to make the most of it.

Influencer Marketing

Social Media Marketing Illustration 2

Today, Influencer marketing is making its name up to the top. More marketers are finding it valuable in achieving their business goals.

Before exploring Influencer marketing, let me explain who influencers are; they have built a reputation for their knowledge and expertise on a specific topic, so users trust these known faces to help them make a decision.  

Businesses partner with these influencers to market their product/service; Digital Marketing Experts build the brand’s trust by choosing a reputable influencer for their brand.

A typical scenario is where a brand/business pays the influencer to promote its product/service by posting positive content on their social media handle.

Influencers play a significant role in today’s marketing landscape; brands can now easily connect with prospects’ emotions.

The majority of marketers spend money on Instagram, which is about $8 billion in 2020. In 2018, the average money spent on influencer marketing was only $6.50 billion. 

Tik-Tok came in like a storm into this scene; everyone was sure that this platform was the next big thing. Unfortunately, due to India and the USA’s stand against Chinese owned and operated firms, they find it challenging to keep up their momentum. 

How do you create a Social Media Marketing strategy?


There are a few steps before getting into it, and you need to ask yourself these 6 questions:

  • What are your social media goals?
  • Who is your target audience?
  • What kind of content do you want to share?
  • When do you like to share the content?
  • Where do you like to share the content?
  • How are you going to achieve all these tasks?

Making a big picture of the plan in advance can help mold a lucrative social media strategy; for this reason, it would be best to have an overall understanding and a protocol for each platform you plan to target.

Social Media Marketing Illustration 1

1. What are your goals?

The first step is to identify your business objectives and how you want to achieve them; thus, these goals act as a foundation for your Social Media Strategy. 

Social Media Goals you can consider (but not limited to these):

  • Increasing brand awareness
  • Generating new leads
  • Driving more traffic to your website
  • Maintaining an online reputation.
  • Building a community around your business
  • Improving brand engagement
  • Increasing Conversion rates
  • Gathering Feedbacks

Okay! Now you have your goals in place; therefore, the next step would be identifying potential Customer Persona.

2. Define your target audience.

Segmenting your target audience is pivotal; therefore, having a strong understanding of your prospects will help you in the long run. 

To know your prospects, you need to answer these questions:

  • What is your target demographic?
  • What kind of solution are they in dire need of?
  • Where do they live?
  • How much do they earn on average?
  • Which platform Social Media Platforms do they use to hang out?
  • What are their hobbies?
  • How do they communicate?
  • What challenges do they face?
  • Can your service or product solve these problems?
  • How can you best reach your prospects?

Once you figure out your target audience, the next step is jumping into the exciting stuff.

3. What kind of content are you going to share with the target audience?

Sharing content is not just about images and videos; there is more to it. The content you share should match your brand theme and, at the same time, provoke positive emotions. The images and videos you post should be unique, innovative, and engaging.

It’s essential to follow the “Golden Rule Of Social Media Marketing.”–The 4:1:1 Rule. It says that every 6 posts you schedule on your social media account, out of which 4 should include educational/entertainment content, 1 should passively sell, and last 1 should actively market your product/service. 

4. Where do you like to share the content?

The next step is finding out where you want to share the content; given that, you shouldn’t treat social media channels alike–each has its purpose.

So before creating your Social Media Marketing Plan, you got to be ready with your research; therefore, this can help you identify which platform to use. Let me give examples: if you are a B2B business offering machinery, you can only find your target audience on LinkedIn, but Instagram is doing wonders for B2C. 

It’s in our hands to choose the best platform to promote our brand and build a community around it.

5. When do you like to share the content?

It’s always good to hit the targets when they are most active; there are no predefined rules to apply. 

Identifying the best timeframe is only possible using the trial and error method; even though this might sound every simple–by actively posting for a month will generate enough analytical info to take data-driven action.  

Social Media Platforms: A Brief Overview


As mentioned earlier, different social media platforms need different approaches, so you need to develop unique strategies for each of these platforms.


Facebook currently holds a user base of over 2.6 billion monthly active users–is more like a casual and friendly environment. 

Slowly Gen Zs are moving away from Facebook, but the platform substantially impacts its user base. Predominantly Gen X and Millennials use FB to keep themselves entertained and informed; for this reason, B2C business finds it easy to market their products/services on this platform. 


YouTube is the second biggest Search Engine right after Google, with over 2 billion active users per month. The user base predominantly comprises Millennials, closely followed by Generation Z.

B2B or B2C both find comfort advertising here; not only paid promotions, but organic videos can easily penetrate your target audience. Nowadays, people have found exciting ways to create content and earn through them; nonetheless,  creating engaging content is not easy and cheap. 


For the last few years, this platform has been the unbeaten champ for B2C advertisements. Instagram boasts a mammoth user base of 1 billion active users per month.

Influencer marketing paved a new path to reach your prospects effortlessly; even though both FB and Instagram are sister companies, they work very differently. 


Even though this platform is not as popular as the others, businesses are using Twitter to provide support/assistance for their customers. Before, people just used twitter to maintain public relationships and microblog. 

This platform has a whopping 326 million user base; B2C marketing efforts communicate well through this medium. 


If I had chosen a nickname for all the Social Media Platforms, Underdog is an apt name for Pinterest. Not everyone realizes this platform’s potential; most of its users are in the Buyer’s Funnels action phase–so it’s easy for us to convert these prospects into loyal customers. 

367 million users search for inspirations and ideas every month on Pinterest; thus, it’s no brainer to put our marketing efforts into this platform. 

To conclude, social media is a powerful tool that helps businesses to improve visibility, build relationships with the community, gather feedback from customers, and maintain a positive online reputation. With so much to have in mind, constructing a Social Media Strategy before you start to market will help you in the long run. 

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