Social Content & Strategy – Its Not Just About Getting Liked!

by | Dec 8, 2023 | Marketing, Social Media

It’s a straightforward question with a big impact!

How do you make your social media marketing effective instead of wasting time and money?


What does it mean to have a good social media marketing strategy? It’s not just about getting likes and comments. Those are nice, but they usually don’t lead to important business results like more sales. Real business results come from metrics like traffic, leads, sales, and customer retention. Focusing on “vanity metrics” such as likes and shares can be a distraction.

A proper social media marketing strategy starts with a clear business objective. For example, how many leads from social media does your business need? What’s your target cost per acquisition? These are the kinds of questions that should shape your strategy.

An effective strategy also considers who your audience is on social media, how to communicate with them, and what actions you want them to take. It’s not just about being on social media; it’s about having a plan to achieve specific goals.


Connecting with Your Audience

For small businesses, social media provides a unique opportunity to directly connect with their audience. Whether you’re a service-based business or a product supplier, social media content is a vital part of your marketing strategy. Whether it’s brand awareness or lead generation, choosing the right platform to promote on is as important as posting in itself.

Understanding Your Audience Across  All The Platforms

Understanding the differences between social media platforms and their user demographics is crucial. Each platform has its own unique user base with distinct characteristics:

LinkedIn: Known as the professional network, LinkedIn is ideal for B2B businesses and professionals. Users here are often looking for industry insights, job opportunities, and professional networking. Content on LinkedIn tends to be more formal and business-focused.

Facebook: With a broad user base, Facebook is versatile for various businesses. It appeals to a wide demographic, making it suitable for both B2B and B2C. Users often engage with family and friends, making it a platform for personal connections. Visual content and storytelling work well on Facebook.

Instagram: A visual-centric platform, Instagram is popular among younger audiences. It’s great for businesses with visually appealing products or services. The content is often more lifestyle-oriented, and features like Instagram Stories and Reels encourage creativity.

TikTok: Known for short-form, engaging videos, TikTok attracts a younger, more trend-focused audience. It’s an excellent platform for businesses aiming to showcase their personality and creativity. Content on TikTok tends to be informal, entertaining, and often goes viral quickly.

Google Business Profile: For local businesses, Google Business Profile is essential. Users on this platform are often looking for specific services or products in their local area. Ensuring your business information is accurate and regularly updated. (I’ll come back to this one, often neglected by business owners – and that’s seriously leaving money on the table!) watch for my next blog!

Affordable Testing and Learning

Testing and learning are crucial. You may not know everything about your audience or the best way to communicate with them at first, but a good strategy includes a plan to figure that out over time. For small businesses working with limited budgets, social media offers a cost-effective way to experiment and learn about their audience. Through analytics and insights provided by social platforms, businesses can refine their strategies based on what works best, ensuring every marketing dollar is well-spent.


Strategic Partnerships and Collaborations

Moreover, the importance of having an experienced agency for social content creation and management cannot be overstated. Choosing the wrong agency or attempting to navigate the complexities of platforms like Meta Business Manager on your own can be a challenging process.


Benefits for Small Businesses

For small businesses, leveraging social media marketing can be a game-changer. It’s not just about reaching a wider audience; it’s about building meaningful connections with potential customers. Here are some key benefits:

Cost-Effective Advertising: Social media platforms offer targeted advertising at a fraction of the cost of traditional methods. Small businesses can reach specific demographics, ensuring their marketing budget is used efficiently.

Brand Awareness and Recognition: Consistent and engaging social media presence helps small businesses increase brand visibility. Being active on platforms where their audience spends time enhances brand recognition and trust.

Customer Engagement: Social media provides a direct line of communication with customers. Responding to comments, and messages, and participating in conversations humanises the brand, fostering a sense of community and loyalty.

Market Research: Small businesses can use social media as a valuable tool for market research. Analysing audience behaviour, preferences, and feedback can inform product development and overall business strategies.

Boosting Website Traffic: Social media serves as a gateway to your website. By sharing content that directs users to your site, small businesses can increase traffic, potentially converting visitors into customers.

Competitive Edge: Establishing a strong social media presence allows small businesses to compete with larger counterparts. Creativity, authenticity, and personalised interactions often resonate more strongly with audiences than sheer size.

Choosing the Right Platform

It doesn’t matter if you’re a service-based business or a product supplier. Social media content is a vital part of your marketing strategy. Whether it’s brand awareness or lead generation, choosing the right platform to promote on is as important as posting in itself.

We’re well experienced in not only identifying the type of social media your business requires but can identify if your business suits LinkedIn, Facebook, Instagram, or even TikTok. Many businesses use a combination of these platforms.


Maximising Your Social Media Presence

But it doesn’t stop there. Maximising your social media presence involves more than just choosing the right platform. It’s about crafting engaging content that resonates with your audience. From eye-catching visuals to compelling copy, every element plays a role in capturing attention and driving action.

We don’t just create content; we curate experiences. We understand the nuances of each platform and tailor our approach to align with your business goals. Whether it’s crafting a compelling LinkedIn article, designing visually appealing Instagram posts, or creating engaging TikTok videos, we’ve got you covered.

Analysing and Adapting

The world of social media is dynamic, and what worked yesterday might not work tomorrow. That’s why our approach involves continuous analysis and adaptation. We don’t just set it and forget it; we monitor performance metrics, gather insights, and refine our strategy to ensure your social media presence is always on the cutting edge.

Navigating Strict Industries

We’ve successfully navigated some of the most challenging industries with strict policies around social media promotion. This includes the medical and health industries, vitamin supplements, alcohol and brewing supplies, and the adult industry. ( For a while there I was humming, I get knocked down but I get up again)

In these industries, where compliance and sensitivity are paramount, our expertise ensures that your social media strategy aligns with regulations while still delivering impactful results. We understand how to communicate effectively within the boundaries of these industries, providing a unique advantage to businesses facing stringent marketing restrictions.

So like I said at the top

It’s not just a vanity contest, likes and follows are nice, but they don’t put money in the bank. It’s about understanding the platform you’re using, the demographic you targeting and getting the results you want! This is where the gold is!

So before you head to Canva to start your social journey ask yourself,

Do I understand my demographic, am I targeting the right audience, have I chosen the right platform?

There’s no point marketing your designer leather shoes to a man who only wears sandals!

Need Help Getting More Than Likes?

Give Us A Call: 09 242 1821

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