Social Media Marketing: The Ultimate Guide

As I scroll through my Instagram feed every day (cough, cough…multiple times a day), I consistently notice new posts and stories by The Frye Company. I’ve always been a fan of their boots, clothing, and accessories, but I also love the content they share on their Instagram profile.

Their posts are on-brand, creative, and aesthetically pleasing. All of their photos have the same filter on them to ensure they match — linksexpert this makes their Instagram profile look professional, artistic, and organized when visitors, like myself, browse their page.

Frye’s Instagram account also encourages interaction between the company and their followers by providing them with a specific hashtag to use so they can be featured on the account when they post a photo with a Frye product.

Frye’s Instagram account is a great example of successful social media marketing — it’s attractive, distinctly Frye, engages their 197K followers, and promotes their products.

But why is social media marketing so important? Why should you spend time creating social media accounts for your business? And how do you actually build a social media marketing strategy that’ll work for your specific type of business?

In this guide, we’ll cover the answers to all of these questions — but first, let’s define social media marketing.

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What Is Social Media Marketing?
Benefits of Social Media Marketing
Create a Social Media Marketing Strategy
Social Media Marketing Resources
What is social media marketing?
Social media marketing is the action of creating content to promote your business and products on various social media platforms such as Facebook, Instagram, and Twitter. Your unique content should be tailored to the specific platform it’s being shared on to help you boost conversions and increase brand awareness.

Social media marketing is all about meeting your target audience and customers where they are and as they socially interact with each other and your brand.

While social media marketing as a whole is incredibly valuable and beneficial to your business growth (as you’ll see in the following section), your strategy will differ based on which social networks your audience spends their time on.

Before we dig deeper into social media marketing, let’s segment the strategy by platform.

Facebook
Users: 1.79 billion daily active users worldwide
Audience: Generation X and millennials
Industry impact: B2C
Best for: Brand awareness; advertising
Twitter
Users: 186 million daily active users worldwide
Audience: Primarily millennials
Industry impact: B2B and B2C
Best for: Public relations; customer service
Instagram
Users: 1 billion monthly active users
Audience: Primarily millennials
Industry impact: B2C
Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising
LinkedIn
Users: 675 million monthly active users worldwide
Audience: Baby boomers, Generation X, and millennials
Industry impact: B2B
Best for: B2B relationships, business development, and employment marketing
YouTube
Users: Over 2 billion logged-in monthly users worldwide
Audience: Millennials, closely followed by Generation Z
Industry impact: B2C
Best for: Brand awareness; entertainment, and how-to videos
Snapchat
Users: 249 million daily active users worldwide
Audience: Primarily Generation Z
Industry impact: B2C
Best for: Brand awareness; advertising
Pinterest
Users: 416 million monthly active users worldwide
Audience: Primarily older millennials and younger baby boomers
Industry impact: B2C
Best for: Visual advertising; inspiration
Now that we’ve detailed the fundamentals of each social media network, let’s discuss why social media marketing is beneficial for your business.

Benefits of Social Media Marketing
There are a variety of reasons why your company should use social media marketing. We’ve created a list of the four most beneficial reasons to consider.

Let’s dive in.

1. Increase Brand Awareness
In 2018, there were over 3.2 billion people on social media globally. Due to the sheer amount of people on social media, you can see why ensuring your business is sharing content related to your products as well as details about your company via a platform or two has the potential to help you improve brand awareness.

In fact, social media has been proven to boost brand awareness by driving up engagement. Social engagement includes things like comments, likes, shares, and re-posts. Social media also helps you increase brand awareness by directing traffic straight to your site. You can do this by including direct links to your website in your profile, bio, and posts.

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How to Build a Brand for Your Company
2. Generate Leads and Boost Conversions
Promoting and sharing your products on social media is a simple way to improve lead generation, boost conversions, and increase sales because you’re advertising to people who have opted to engage with you by following your account.

Here are some examples of ways you can use social media to generate more leads.

Create contests for your visitors and followers to participate in on your social media profiles.
Include links to your website and offers in the bio sections of your profiles.
Host live videos to make announcements about products and provide updates or details about exciting news at your company.
Implement a social media marketing campaign on one of your channels.
Sell your products through your social profiles. For example, you can enable Facebook’s Shop Section or Instagram’s Shopping feature on your profiles. These features allow your visitors and followers to click on products you’ve shared in posts to view information such as price, material, and size. Then, visitors can easily proceed to checkout through the platform and buy the product directly from you.
3. Foster Relationships With Customers
By connecting and engaging with your social media followers, you’ll be able to build lasting relationships between them and your business. You can do this by interacting with them on your posts, responding to their questions and comments, and providing them with any help they may need.

You can also ask your followers questions about your products, their pain points, or create giveaways to help you build trust and show them how much you value their input and support.

4. Learn From Competitors
Social media is a great way to keep tabs on your competitors — whether that’s in reference to their social media tactics, the products they’re promoting, the campaigns they’re implementing, or their level of interaction with followers.

 

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