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Digital Marketing
Business Growth
Brand Awareness
Social Media Strategy
Lead Generation
ARTICLE #120
Social Media Marketing: Scale your business and sales
Digital Marketing
Business Growth
Brand Awareness
Social Media Strategy
Lead Generation
Digital Marketing
Business Growth
Brand Awareness
Social Media Strategy
Lead Generation
Written by:
7 min read
Updated on: October 17, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Plenty of brands blanket social media feeds with updates, yet most posts fade into the digital void. The real difference is creating content that sparks genuine conversations, community shares, and—most importantly—customer loyalty.
With over 5 billion people (around 62% of the world’s population) scrolling through socials, you can’t afford to treat it as an afterthought. It’s no longer enough just to “be there.” You need to inform and excite your audience, build brand awareness, and churn out leads. Below, we’ll look at how to develop a no-nonsense social media marketing strategy that drives engagement—and sales—to help you stand out.
Plenty of brands blanket social media feeds with updates, yet most posts fade into the digital void. The real difference is creating content that sparks genuine conversations, community shares, and—most importantly—customer loyalty.
With over 5 billion people (around 62% of the world’s population) scrolling through socials, you can’t afford to treat it as an afterthought. It’s no longer enough just to “be there.” You need to inform and excite your audience, build brand awareness, and churn out leads. Below, we’ll look at how to develop a no-nonsense social media marketing strategy that drives engagement—and sales—to help you stand out.
What is SMM?
What is SMM?
SMM or social media marketing simply means creating content for social media channels to promote your products or services, build community with your audience and drive traffic to your brand. In practice, it involves:
1. Building a community: Encouraging discussions and giving your audience reasons to connect with each other, not just your brand.
2. Driving traffic: Making it easy for interested followers to click back to your website or store.
3. Encouraging trust: Offering genuine engagement rather than pushy sales talk.
You’ll want to customise your plan to each network because the same message can’t be copy-pasted everywhere if you want maximum engagement.
SMM or social media marketing simply means creating content for social media channels to promote your products or services, build community with your audience and drive traffic to your brand. In practice, it involves:
1. Building a community: Encouraging discussions and giving your audience reasons to connect with each other, not just your brand.
2. Driving traffic: Making it easy for interested followers to click back to your website or store.
3. Encouraging trust: Offering genuine engagement rather than pushy sales talk.
You’ll want to customise your plan to each network because the same message can’t be copy-pasted everywhere if you want maximum engagement.
Why you need a strategy, not just a presence
Many businesses already have a social account or two, but a scattergun approach (“We’ll post something when we remember!”) won’t cut it. A proper Social Media Strategy sets out:
Targets: Are you aiming for brand awareness, more website visits, or better lead generation?
Content themes: Whether you are sharing product tips, behind-the-scenes peeks, or user-generated content.
Metrics to track: E.g., engagement rate, reach, lead conversions, or click-through rates.
Clear boundaries ensure you know where to put your effort. A well-defined strategy also aligns your social actions with business objectives—helping you prove the value of your digital marketing spending.
Many businesses already have a social account or two, but a scattergun approach (“We’ll post something when we remember!”) won’t cut it. A proper Social Media Strategy sets out:
Targets: Are you aiming for brand awareness, more website visits, or better lead generation?
Content themes: Whether you are sharing product tips, behind-the-scenes peeks, or user-generated content.
Metrics to track: E.g., engagement rate, reach, lead conversions, or click-through rates.
Clear boundaries ensure you know where to put your effort. A well-defined strategy also aligns your social actions with business objectives—helping you prove the value of your digital marketing spending.
Benefits of social media marketing strategy
It is important to have a social media presence not because your customers expect it but as a tool for learning more about your target audience and connecting with individuals online.
Successful SMM starts with a roadmap or strategy that helps you determine your goals and how to achieve them.
1. Broader brand awareness: Statistics show that over 53% of consumers admit their social media usage has increased over the last two years. The more consistent and active you are, the more people know your name—and what you stand for.
2. Enhanced brand trust: Engaging directly with followers, addressing questions, or running giveaways fosters deeper connections.
3. Trackable ROI: Whether you are chasing more leads or direct sales, social platforms provide metrics to show if you are on track.
4. Revenue Growth: Promoted posts or shoppable Instagram feeds can translate directly into purchases, provided the content is appealing and relevant.
It is important to have a social media presence not because your customers expect it but as a tool for learning more about your target audience and connecting with individuals online.
Successful SMM starts with a roadmap or strategy that helps you determine your goals and how to achieve them.
1. Broader brand awareness: Statistics show that over 53% of consumers admit their social media usage has increased over the last two years. The more consistent and active you are, the more people know your name—and what you stand for.
2. Enhanced brand trust: Engaging directly with followers, addressing questions, or running giveaways fosters deeper connections.
3. Trackable ROI: Whether you are chasing more leads or direct sales, social platforms provide metrics to show if you are on track.
4. Revenue Growth: Promoted posts or shoppable Instagram feeds can translate directly into purchases, provided the content is appealing and relevant.
How to create a winning social media marketing strategy?
Social media constantly evolves, but the most foundational steps to success remain the same. It is all about getting the right content in front of the right people at the right time to achieve your business goals. Here are the steps to create a strategy and narrow it to a specific channel.
1. Set clear goals
Work out what you need from social: more brand recognition, greater website traffic, or higher lead conversions. Then, break those down into smaller tasks (e.g., “post three times weekly” or “achieve a 5% engagement rate this month”). Align these goals with your broader marketing and sales objectives—so you don’t find yourself wandering aimlessly.
2. Know your audience (inside and out)
Not every brand should jump on TikTok or Reddit. Ask: Where do my people hang out online? If your target is millennials or professionals, LinkedIn might be your sweet spot. For a younger, visually driven crowd, consider TikTok or Instagram.
Gather data: Look at platform analytics, poll your followers, or see which channels drive the most clicks back to your site.
Research competitors: If a competitor is dominating X (Twitter), figure out what they are doing right and adapt it. Equally important: watch for their flops to avoid the same mistakes.
3. Select the social platforms where you'll market
Considering the needs of your audience, the type of content they like, and where they spend most of their time, you can choose the right social platforms. As a rule of thumb:
Pinterest: Visual inspiration for topics like fashion, crafts, or home décor.
Instagram: A place for curated photography, user-friendly shopping features, and short Reels.
Facebook: Great for broader, mixed-age audiences. Offers advanced ad targeting.
LinkedIn: Customised for B2B networking, thought leadership, and building professional credibility.
Reddit: A hive of niche communities (subreddits). Potentially brilliant for market insights.
X (Twitter): Real-time conversations, quick updates, and a strong hashtag culture.
YouTube: Ideal for in-depth content (product demos, educational series, behind-the-scenes stories).
4. Establish metrics and KPIs
To avoid chasing vanity numbers (like random “likes” with no real outcome), define the metrics that matter:
Reach/Impressions: How many unique people see your post?
Engagement: Likes, shares, comments, or retweets.
Conversion: The volume of direct leads or sales driven by your social content.
Follower growth: A decent measure of whether your brand’s popularity is climbing.
If brand awareness is your main objective, focus on impressions and reach. For lead generation, keep an eye on sign-ups or sales directly linked to your social channels.
5. Spy on your competitors (in a good way)
Sneak a peek at what they are doing. Are they hosting Q&A sessions, using humour, or launching interactive polls? Identify:
Gaps you can fill with your own unique spin.
Strengths you can build upon.
Weaknesses you can avoid.
Do they respond quickly to comments or run influencer collaborations with huge reach? Pinpoint those tactics, then tweak them for your brand’s personality.
6. Create irresistible content
Social feeds overflow with posts, so your content needs to stand out. Keep these tips in mind:
Visual hooks: Crisp images, eye-catching graphics, or short videos can stop scrollers mid-swipe.
Clear brand voice: Are you witty, friendly, or quirky? Stay consistent across channels so followers recognise your style instantly.
On-trend tactics: If your brand suits the vibe, hop on trending challenges or memes while they are hot. Just ensure they align with your tone and purpose.
7. Schedule regular reviews
Platforms like Instagram and TikTok evolve constantly, rolling out new features or changing the algorithm. Resist the “set it and forget it” mindset. Instead:
Check progress: A monthly or quarterly review to see if you are meeting KPIs.
Stay flexible: If a new feature (like LinkedIn’s newsletter function) emerges, consider testing it.
Tweak as needed: If Facebook has shifted focus to Reels, maybe it’s time to produce short, vertical videos.
8. Analyse the impact and results of your strategy
You should also determine whether your efforts are enough to help you meet your goals. To do this, keep track of your posts on every social media channel by reviewing and managing metrics. Data is your best friend here:
Engagement rate: Percentage of interactions relative to post impressions.
Follower growth: A sign of broadening brand awareness.
Click-through rates: How many people visit your site or sign up via social links.
Conversion rates: Real sales or leads that come directly from social campaigns.
Use these numbers to refine your content approach. If your Reels outperform everything else, double down and see if you can replicate that success on other platforms, too.
Social media constantly evolves, but the most foundational steps to success remain the same. It is all about getting the right content in front of the right people at the right time to achieve your business goals. Here are the steps to create a strategy and narrow it to a specific channel.
1. Set clear goals
Work out what you need from social: more brand recognition, greater website traffic, or higher lead conversions. Then, break those down into smaller tasks (e.g., “post three times weekly” or “achieve a 5% engagement rate this month”). Align these goals with your broader marketing and sales objectives—so you don’t find yourself wandering aimlessly.
2. Know your audience (inside and out)
Not every brand should jump on TikTok or Reddit. Ask: Where do my people hang out online? If your target is millennials or professionals, LinkedIn might be your sweet spot. For a younger, visually driven crowd, consider TikTok or Instagram.
Gather data: Look at platform analytics, poll your followers, or see which channels drive the most clicks back to your site.
Research competitors: If a competitor is dominating X (Twitter), figure out what they are doing right and adapt it. Equally important: watch for their flops to avoid the same mistakes.
3. Select the social platforms where you'll market
Considering the needs of your audience, the type of content they like, and where they spend most of their time, you can choose the right social platforms. As a rule of thumb:
Pinterest: Visual inspiration for topics like fashion, crafts, or home décor.
Instagram: A place for curated photography, user-friendly shopping features, and short Reels.
Facebook: Great for broader, mixed-age audiences. Offers advanced ad targeting.
LinkedIn: Customised for B2B networking, thought leadership, and building professional credibility.
Reddit: A hive of niche communities (subreddits). Potentially brilliant for market insights.
X (Twitter): Real-time conversations, quick updates, and a strong hashtag culture.
YouTube: Ideal for in-depth content (product demos, educational series, behind-the-scenes stories).
4. Establish metrics and KPIs
To avoid chasing vanity numbers (like random “likes” with no real outcome), define the metrics that matter:
Reach/Impressions: How many unique people see your post?
Engagement: Likes, shares, comments, or retweets.
Conversion: The volume of direct leads or sales driven by your social content.
Follower growth: A decent measure of whether your brand’s popularity is climbing.
If brand awareness is your main objective, focus on impressions and reach. For lead generation, keep an eye on sign-ups or sales directly linked to your social channels.
5. Spy on your competitors (in a good way)
Sneak a peek at what they are doing. Are they hosting Q&A sessions, using humour, or launching interactive polls? Identify:
Gaps you can fill with your own unique spin.
Strengths you can build upon.
Weaknesses you can avoid.
Do they respond quickly to comments or run influencer collaborations with huge reach? Pinpoint those tactics, then tweak them for your brand’s personality.
6. Create irresistible content
Social feeds overflow with posts, so your content needs to stand out. Keep these tips in mind:
Visual hooks: Crisp images, eye-catching graphics, or short videos can stop scrollers mid-swipe.
Clear brand voice: Are you witty, friendly, or quirky? Stay consistent across channels so followers recognise your style instantly.
On-trend tactics: If your brand suits the vibe, hop on trending challenges or memes while they are hot. Just ensure they align with your tone and purpose.
7. Schedule regular reviews
Platforms like Instagram and TikTok evolve constantly, rolling out new features or changing the algorithm. Resist the “set it and forget it” mindset. Instead:
Check progress: A monthly or quarterly review to see if you are meeting KPIs.
Stay flexible: If a new feature (like LinkedIn’s newsletter function) emerges, consider testing it.
Tweak as needed: If Facebook has shifted focus to Reels, maybe it’s time to produce short, vertical videos.
8. Analyse the impact and results of your strategy
You should also determine whether your efforts are enough to help you meet your goals. To do this, keep track of your posts on every social media channel by reviewing and managing metrics. Data is your best friend here:
Engagement rate: Percentage of interactions relative to post impressions.
Follower growth: A sign of broadening brand awareness.
Click-through rates: How many people visit your site or sign up via social links.
Conversion rates: Real sales or leads that come directly from social campaigns.
Use these numbers to refine your content approach. If your Reels outperform everything else, double down and see if you can replicate that success on other platforms, too.
Frequently Asked Questions
What are the 7 C's of social media marketing?
The 7 key C elements of a social media marketing strategy include:
Community
Content
Curation
Creation
Connection
Conversation
Conversion
What are the five pillars of social media marketing?
The five pillars include:
Strategy and planning
Content creation and publishing
Engagement and community building
Analytics and optimisation
Social media advertising
How often should I post on social media?
You should only post when you have high-quality content. Instead of posting regularly to fill up the calendar, post two or three times a week with valuable content. Similarly, each platform has different posting schedules.
Final Thoughts
Seeing as nearly two-thirds of the planet is active on some social platform, it’s no wonder Digital Marketing pros invest heavily in social media. The key is to figure out which networks pay off for your brand, set clear goals, create content that genuinely resonates, and then track your results so you can adapt and improve. And, yes, keep an eye on trending features—who knows what new tricks will emerge to help you stand out?
Frequently Asked Questions
What are the 7 C's of social media marketing?
The 7 key C elements of a social media marketing strategy include:
Community
Content
Curation
Creation
Connection
Conversation
Conversion
What are the five pillars of social media marketing?
The five pillars include:
Strategy and planning
Content creation and publishing
Engagement and community building
Analytics and optimisation
Social media advertising
How often should I post on social media?
You should only post when you have high-quality content. Instead of posting regularly to fill up the calendar, post two or three times a week with valuable content. Similarly, each platform has different posting schedules.
Final Thoughts
Seeing as nearly two-thirds of the planet is active on some social platform, it’s no wonder Digital Marketing pros invest heavily in social media. The key is to figure out which networks pay off for your brand, set clear goals, create content that genuinely resonates, and then track your results so you can adapt and improve. And, yes, keep an eye on trending features—who knows what new tricks will emerge to help you stand out?
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Work with us
Click to copy
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FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
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Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®