Social Media Marketing: What You Need to Know


It can be tempting to start marketing on social media by immediately posting content on Instagram, Facebook, or YouTube. Don’t. Instead of posting at random, first set your brand objectives. You’ll then have direction and be able to measure the success of your social media marketing.


Before creating your captions, videos or photos, set the measurable brand objectives — such as brand awareness, website visits, and/or leads. You’ll notice how clear the rest of the social media planning becomes once the initial direction is set.


Have multiple themes, offering depth. One theme can be Q&As with the owners and another can be local partnerships. The stories should get your audience thinking, smiling, and/or laughing.

Avoid self-serving videos or captions that highlight only product or service information. Viewers want to be entertained. You can talk about your offering, but always wrap a relevant and enticing narrative around it.


Publish at least 2 times per day on each social channel. You can always slowly increase the number of posts per week. Though, it’s more challenging to decrease the number of posts once your audience expects a specific content schedule.


Audiences appreciate contributing to brand stories. Invite your audience to participate. Create and mention your branded hashtag in the Instagram bio that your viewers can then include in their posts. You’re building a sense of community, and you can better locate the content to comment on and share.


It can be intimidating to talk in the moment, without the option to edit the video after. However, embrace that feeling. Audiences welcome spontaneity and realness. Facebook and Instagram love live video, and will prioritize this content in user news feeds.


Influencer collaborations have been happening for decades, though not initially on social media. Michael Jordan is a memorable influencer who began partnering with Nike in 1984. Before you jump into a collaboration, ensure the influencer has an audience similar to yours.

Even when an influencer has a large follower count, that alone doesn’t mean success. Many of the followers may live in another location or have interests that don’t match with your company.

Also, consider micro-influencers (5,000-30,000 followers). They have a smaller and more defined local audience with, at times, stronger engagement than those with 100,000+ followers.


It takes time and money to produce notable content, and so make sure that your target market knows it exists. Organic (non-promoted) content reaches very few people.

Set aside an ad budget that will go into promoting your posts across social channels. An ad targeting strategy will need to be created so that only the most relevant audiences engage, beyond your current followers.


Filtering campaign data doesn’t have to be daunting. If your objective is website visits, review the number of website clicks received and the associated cost per click. Also, look at how many people viewed the content (reach), and how many times it was served to your target audience (frequency).