social media marketing Apr 12, 2018


Arguably social media is one of the greatest tools that have ever been gifted to mankind especially to marketers who want to grow their brands and reach bigger audiences. But with every great opportunity that comes, there is a clear strategy needed to maximize it. Anybody can be on social media, and anyone can have a desire to maximize it, but only the ones who have a clear strategy will enjoy its benefits. In this short report I would like to help you by giving you 7 things that if done well will make your business a power house on social media that cannot be ignored.

The strategies in closed cover all the social networks from the most common like Facebook and YouTube to the niche type like LinkedIn and Pinterest. This report is an extract from The Complete Social Media Managers Training Course found on that can teach you how to grow and manage social media for any business of any size.

The course teaches you how to

  • Grow your business through social media
  • Increase sales
  • Reach your target audience
  • Provide a great customer service
  • And generate more revenue,

Not only that but the course will also teach you how to run social media like a social media marketing agency, which means you can start one as another source of income. The course awards a certificate upon completion.

For a full preview of the course Click here

  1. The social media landscape is quite unique and has the following attributes that need to be recognized in order for you to flourish when using it. It consists of the following attributes:

    • Community driven-Where people not only listen or view ads and news but they participate in this new media. Focus more on creating conversations rather than just broadcasting and selling
    • Conversation driven -Conversation is the new content king aside from videos and images. "It's the conversation economy" David Armano. Take the time to interact and be social.
    • It's viral - Where people spread, share and transmit content readily. That's what makes social media contagious. Focus on creating content that people want to talk about and share.
    • Authenticity is Key - This is what makes social media real and human. Show that your brand is human and not pretentious. Be open and vulnerable to people and show them that they can easily get along with you.
    • It's about relationships - Building relationships is the bed rock of social. Businesses are now able to communicate one on one with their clients and build relationships that can build brand loyalty. Join conversations and refer to people on a first name basis.
    • There are many competitors out there- you can watch and copy ideas from them and they too will do the same eventually. Learn from your competitors every day, that’s the only way to stay on top of the social media game.



  1. Set Your Social Media Goals/Objectives

For your organisation to succeed on social media, you have to be very clear on what your goals are. What do you want to achieve with social media? The idea is to align social media objectives with your overall company vision, mission and marketing strategy?

Here are a few ideas on how the top brands all over the world use Social Media. They will give you an indication of what your goals should be.  

  • Creating brand or product awareness
  • Enhancing the brand reputation
  • Getting more sales
  • Providing customer service and relations
  • Market research and market targeting
  • Adding value to people
  • Developing community
  • Drawing traffic to websites

 NB: Focusing on all points at the same time may result in a strategy that is too wide and not focused.



  1. Determine who your target audience is

You need to be clear on whom exactly you want to reach. There are over 4billion people active on the various social media platforms put together, but obviously not all of them are your ideal audience. The idea is to create interactions and conversations with the people whom are most likely to buy from you. Without clearly defining your target audience, there is high risk of lots of social media activity with little returns.  

Start by developing customer profiles that will help you know them inside out:

Here are a few questions you need to ask yourself.

Are your clients B2B or B2C? (business to business or business to consumer)

Who exactly are your customers and what specific problem are you solving for them?

  • What are they trying to achieve
  • What are their interests
  • Where are they located
  • How does your product or service solve their problems?
  • Know their influencers/ who or what determines their thinking.
  • Age or age group
  • Gender: Male/ female or both
  • Occupation: Working full time. Side project.
  • Married (Y/N)
  • Children (Y/N): N
  • Where do they spend their time online to resolve this problem:

 Here are a couple of different sources to gather buyer profile data

  • and other forums – take note of the most asked questions for your niche. Find out as much as you can about the people asking those questions like location, age, type of work they do, their skill set etc.
  • Facebook Groups – you can review the individual profiles of group members.
  • Online Stores and Review Sites – Amazon, Yelp, AppStore etc. go through the reviews made by different people about certain products similar to yours. Consider the things people like and dislike about those products, they will give you all the information you need about how to improve your product or market it.
  • – create your own surveys – ask people the questions that will give you the answers you need, for example, what is your biggest challenge when it comes to…. Type form is the easiest way to conduct an online survey via social media.
  • Google Analytics – review demographic & interest reports.
  • Facebook Analytics – you can review demographic reports from your Facebook page to see the age group, interests, time viewed etc. of the people engaging your page.
  • YouTube Analytics – review demographic reports.
  • Lastly the simplest and easiest way is to just ask people what they want on your platforms


  1. Determine which social channels are best for you

Depending on whom your target audience is, some social media platforms maybe better suited for those type of people than others. Determine where these people like to socialize and stalk them.

Pick two or three sites -- preferably the ones that are used most often with your audience. Just because a network has billions of users doesn’t mean it will have a direct contribution to your brand’s objectives. Instead of trying to be everything to everybody, focus your efforts on networks that hold the key to your target audience and objectives. Each network has its own strengths and weaknesses, and each social media marketer should carefully pick and choose which networks they want to take advantage of.  

Consider these attributes in the info graphic below.



  • The biggest social media network with over 2.01 billion monthly active users in its database
  • The most popular social network on the planet
  • Most evenly distributed demographics of any platform
  • Mobile is Facebook’s cash cow with 1.5 billion daily active mobile users
  • The most common demographic on Facebook is age 25 – 34 (29.7% of users)
  • Users share 1 million links every 20 minutes


  • 79% of linked in users are aged 35 or older, making it the oldest platform in this list
  • Business oriented social networking site
  • Brands that are participating are corporate brands giving potential and current associates a place to network and connect
  • 70% of LinkedIn users are outside of the U.S.
  • LinkedIn has 106 million monthly active users


  • Over 328 million monthly active users
  • Delivers over 1billion unique visitors to websites via embedded links
  • Micro blogging social site that limits post to 140 characters
  • Twitter has over 67 million users in the US
  • There are 6,000 tweets on average every second


  • 67% are male
  • The majority are in technical or engineering fields


  • YouTube is the leading video-sharing platform in the world.
  • The total number of people who use YouTube – 1,300,000,000.
  • 300 hours of video are uploaded to YouTube every minute!
  • Almost 5 billion videos are watched on YouTube every single day.
  • YouTube gets over 30 million visitors per day
  • In an average month, 8 out of 10 18-49 year-olds watch YouTube.
  • By 2025, half of viewers under 32 will not subscribe to a pay-TV service.
  • 6 out of 10 people prefer online video platforms to live TV
  • 80% of YouTube’s views are from outside of the U.S.
  • The average number of mobile YouTube video views per day is 1,000,000,000
  • Female users are 38% and male users are 62%.
  • More than half of YouTube views come from mobile devices.


  • Very popular with the younger demographic
  • Social sharing app all around pictures and now videos
  • Many brands are participating through the use of hashtags and posting pictures consumers can relate to
  • The most followed brand on Instagram is National Geographic
  • Instagram has 700 million active users


  • 7-10 users are millennial’s
  • App for sending videos and pictures that disappear after being viewed
  • There 10+ billion video views daily on Snapchat
  • Roughly 70% of users are female
  • Snapchat is the most used platform among 12-24 year olds
  • Snapchat has 300+ million active users


  1. Develop Your Content Strategy

Content strategy is what brings your company to life. You will need to plan the type of content you will post to your various channels / How often will you post content/ Who will post content/ Will you schedule posts or you will post daily / How will you promote it?

A good idea will be to setup an editorial calendar (when to create content) and a social media content calendar (when to post content)

What tone of voice will you use? People respond to people who sound like them as we are all tribal, at heart.

Make your brand human- put some faces to the brand

Identify three characteristics you want your brand voice to embody. Keep these in mind when creating your content, coming up with your social media post copy and responding to Fans.

These "brand voice" characteristics should resonate with your target market:

  • If you're targeting mid-management professionals, use a professional tone and avoid memes, funny jokes, or puns - also avoid politics and world events.
  • If you're targeting professional millennial’s, be professional but also casual. Intersperse high-quality educational posts with current-event related content.

If you're targeting young people, use a lot of images and visuals that involve influencers and role models.


  1. Listen, Engage and interact

Listen first before engaging to make sure you understand the feel and tone. There are millions of messages being sent across social channels every day, and some of them are about your brand. You need to setup systems to monitor the networks. Below are some ways you can monitor social media to identify larger business opportunities for your brand.

Brand Mentions

People mentioning your brand on social can sometimes be the highest quality leads you can drive. They know your product/service and have an interest in reaching out to you. Engage with them, foster that relationship and potentially create a brand advocate.

If the mention was negative, showcase your social customer care and prove that you are listening.

Industry Terms

Look out for the keywords that your brand is associated with on social. Conversations about these present opportunities for you to join conversations. Take note of the hashtags people use in these conversations and the influencers who drive the conversations that you can begin to build relations with.

Competitor Info

Pay attention to your competition. Social media can give you insights into your competitors’ marketing plans and help you identify gaps in your product or service.

  • Compare yourself with the competition
  • Watch how the competition interacts with customers, both the good and the bad side and learn from it. What is the market asking for or talking about
  • What niches and gaps can you fill
  • Answer peoples questions and comments quickly in real time


Social mention:

Social Mention monitors and aggregates data from social networks, like Digg, YouTube, Facebook, and Twitter. It identifies all mentions of a specific keyword, and offers a great insight into brand discussion and interactions – all in an easy to understand visual format.



If you want to track your brand’s mentions across various social media platforms, a nice option is Mention. With this tool, you can set up alerts and monitor multiple sources in real time. You can reply to mentions from within the app too, which is convenient.



While most people use Hootsuite to schedule social media posts, it can also be used to track brand mentions. In addition, you can also track specific keywords and phrases across all of your social media streams, including Facebook, LinkedIn, Google+, Instagram, and Twitter.



Twitter provides an advanced search option that can be used for brand, keyword and even phrase monitoring.


Engage and interact.

  • Social media isn’t you announcing only but it’s a conversation.
  • Seek out related LinkedIn or Facebook groups or Google+ communities.
  • Pose thoughtful questions and respond to people’s queries with helpful information that isn’t just pitching your business.
  • The mechanics of social force companies to compete for attention versus your customers’ friends and family members. Thus, your company has to (at least to some degree) act like a person, not an entity. How will you do that?


  1. Use analytics to track progress and adjust your strategy as needed

Success is not success unless it is measurable.

Establish the metrics by which you'll measure social media success?

Use an analytics or measurement tool to track these metrics?

How often will you analyse your results?

Change your strategy in response to these results?

You can measure your progress using KPIs (key performance indicators) for example

  • Likes resulting in sales
  • Engagement resulting in sales
  • Conversions into sales
  • Customer satisfaction (you may need to do surveys)
  • If you’re looking to generate traffic, your metric should be: unique visitors from social websites where you’ve run your social media campaigns.
  • If you’re looking to create a following, your metric should be: subscribers, followers on your social channels (Facebook, Twitter, etc.).
  • If you’re looking to generate interaction, your metric should be: quantity and type of commentary (Facebook comments, Twitter replies/mentions).
  • If you’re looking to generate revenue (which is the ultimate purpose), your metric should be: the precise dollar value of every lead a social post generates.


Recommended reading:

"7 Social Media Metrics that Really Matter - and How to Track Them" by Sarah Dawley.


Well that's it from us, we are also interested in knowing what you think are some of the strategies businesses need to use in order to be effective on social media. 

Don’t forget to check out The Complete Social Media Managers Training Course and see for yourself if its what you need to take your social media to the next level.

 To get this report as a PDF Document click here


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