Social Media Marketing The Ultimate Guide to Social Media Marketing

Learn how using social media marketing can assist you to create leads, boost conversions, and boost the visibility of your brand.

In the realm of the social web, marketing’s main objectives are promoting their services or products and increasing brand awareness in accordance with the 2021 HubSpot Blog research.

But, many companies struggle in creating appealing content and reaching their customers. Since social media plays an essential part in the process, we’ll explore everything related to social media marketing. What it is, the benefits and the best way to create a social media marketing plan that will be effective for your particular company.

What is Social Media Marketing?

The benefits of Social Media Marketing

Create a Social Media Marketing Strategy

Social Media Marketing Resources

What is the concept behind social media marketing?

The social media process is the method of creating content for social media platforms in order to showcase your product or service and build a community with your audience of choice and increase customers to your site. New features, platforms and tools are coming out each day, the world of social media marketing is continually changing.

Social media marketing is about bringing your ideal clients and their audience wherever they are and in the way they interact with each other and with your brand.

While marketing on social media in general is extremely helpful and can be extremely beneficial for your business’s growth (as you’ll discover in the next section) Your strategy will vary based on the social media platforms your customers spend the most time.

Before we get into the details of advertising on social networks, it’s best to separate the strategy based on the platform.

Social Media Marketing Platforms


  • The number of users: 1.9 billion daily active users around the world
  • Audience: A balanced mix among Generation X and Millennials
  • Impact of industry Impact on industry: B2C
  • Ideal for: Brand recognition and advertising

Facebook is the most popular social media platform and most well-established. Since its introduction back in 2004, it has grown into an indispensable instrument for B2C businesses, with modern tools for advertising as also organic possibilities.


  • Users 1 Billion active monthly users around the world.
  • Audience: Mostly Gen Z, followed by Generation Y
  • Impact on the industry: B2B and B2C
  • The best for short-form videos that are creative and original User-generated content as well as brand awareness

If you think of video in short form most likely, you immediately think of TikTok. The platform gained popularity in the year 2020 and is showing no sign of slowing down. It’s one of the most effective platforms for building community With marketers putting in the second spot after YouTube.


  • Users: 1 Billion monthly active users
  • Audience: Mostly Millennials
  • Impact of industry B2C
  • Ideal for high-quality images and videos; content created by users; advertisements

While Instagram was launched just 12 years ago it has since become a global phenomenon. In terms of creating visually captivating content, Instagram is where brands are. Another feature that separates the platform is its powerful e-commerce tools.

Nowadays, customers can explore companies, browse their offerings or services, and make an order without ever leaving the app. This makes Instagram an extremely difficult competitor.


  • User: 211 Million per day active users around the world
  • Audience: Mostly Millennials
  • Impact of the industry: B2B as well as B2C
  • The best for public relations Customer service; building community

While Instagram is focused on images, Twitter focuses on words. Since the beginning of 140-character tweets The platform has grown to include a tool for audio known as Twitter Spaces, a community-building tool known as Twitter Communities, and Twitter Moments to share relevant content for your friends.


  • 7.74 millions active users around the world
  • The audience includes Baby Boomers Generation X and Generation X and
  • Impact of industry on B2B
  • Ideal for B2B relationships as well as business development and social selling

LinkedIn can be described as Facebook’s business counterpart. It’s the one platform with its target audience well-defined: professionals who want to connect and discover new opportunities.

This makes it the perfect platform for B2B companies that want to discover important decision-makers and establish an industry specific community.


  • Users: More than 315 million active users on a daily basis all over the world
  • Audience: Mostly Millennials however, it has a broad audience that spans gender and demographics
  • Impact on industry B2C and B2B impact on industry
  • Ideal for: Brand recognition Long-form entertainment, tutorial videos.

Based on HootSuite, YouTube is the second most popular website around the globe. Additionally, marketers consider YouTube as the ideal platform for creating communities.

Apart from being a hugely popular platform, users tend to stick around longer because it is primarily a long-form platform and is a perfect platform to distribute educational content.


  • User: 306 million per day active users across the globe
  • Audience: Mainly Generation Z
  • Impact on the industry Impact on industry: B2C
  • Ideal for: Brand recognition and advertising

The app Snapchat first came out in 2011, it was and was the leader in the field of ephemeral media. It offered content that users could share with their friends , and which would end within 24 hours.

The platform hit its peak in 2015 and has remained steady since then. Many speculated that it would die when Instagram launched Stories which is the similar feature, but with different names. But, Snapchat continues to be very popular with young adults.


  • Users are: 444 million active monthly users around the world
  • Audience: Mainly Millennials with a strong market in Gen Z, Gen X and Baby Boomers
  • Impact on the industry Impact on industry: B2C
  • Ideal for: Advertising with images and inspiration

Imagine Pinterest as a visual storytelling tool that lets users get ideas for everything from home decor to fashion.

The majority of Pinners claim that Pinterest is the first place they turn to begin a new project. Additionally, 80% of daily Pinners have found a product or brand on the platform. Therefore, this isn’t just an effective tool for discovering new brands, it also allows companies to tell their story by telling visual stories.


  • User: Ten million per week active users around the world
  • Audience: Mostly Millennials
  • Industry impact: B2B as well as B2C
  • Ideal for: Advertising with images Inspiration

Clubhouse impressed when it first made its debut in the world of social media in the year 2020. The platform that is audio-only allows users to have engaging conversations with their friends and followers and to build a communities.

The platform also received some attention due to its invitation-only setup during beta testing. The platform is accessible to anyone worldwide and works on the same IOS as well as Android devices. Another reason to choose the platform is it is able to work effectively for both B2B as well as B2C companies, and utilizes audio, which has seen an incredible comeback in recent years.

Now that we’ve outlined the basics of every social media site Let’s talk about the reasons why social media marketing can be advantageous for your business.

The benefits of Social Media Marketing

To demonstrate the advantages of marketing via social media and to show the benefits of social media marketing, let’s glance at it from a person using the service. I’ll share my view.

While browsing my Instagram feed on a daily basis (cough, cough…multiple times a day) I am always able to spot new stories and posts from The Frye Company. The Frye Company has always been an avid big fan of their footwear, clothing and accessories, but I also appreciate their content on their Instagram page.

All their pictures have the same filter to ensure they’re in lineThis ensures their profile looks professional, artistic and organized as visitors like me browse their profile.

Frye’s Facebook page will also allow interaction between Frye and its followers by giving them a an appropriate hashtag so that they can be included on the page whenever they post pictures using Frye products.

The Frye’s Instagram account is an excellent example of social media that is successful marketing. It’s visually appealing distinct Frye is engaging their 200K followers, and advertises their merchandise.

Why is social media marketing important? How do you create a strategy for social media marketing that will be effective for your particular kind of company?

There are many reasons for your business to make use of social media marketing. We’ve put together this list of the top benefits to take into consideration.

Let’s get started.

  1. Make your brand more visible.

Due to the massive number of people using social media You’re not gaining the opportunity to reach thousandsor even millions even if you don’t have an account.

In reality social media can increase brand recognition by increasing engagement. Social engagement can be described as comments likes, shares, likes and reposts. It also saves.

It also aids in increasing the visibility of your brand by sending visitors directly to your website. It is possible to do this by incorporating hyperlinks to your site in your bio, your profile and blog articles.

The Featured Resource

  • How to Develop a Brand for Your Business
  1. Increase leads and improve conversions.

Promoting your product and sharing it via social media is an easy method to boost lead generation, increase conversions and boost sales since you’re marketing to people who are willing to connect with you through your account.

Here are a few ways to make use of social media in order to create leads.

  • Create contests for your users and followers to take part in your social media accounts.
  • Add links to your site and other offers in the bios of your profiles.
  • Host live videocasts to announce new products, and to provide information on new developments at your business.
  • Create a social media marketing campaign through any of the platforms.
  • Sell your goods on your social media profiles. For instance, you could activate the Shopping Section as well as Instagram’s Shopping feature on your profiles. These features let your customers or followers click items that you’ve posted in your posts to look up information like the price, the material used and dimensions. After that, they can move on to the checkout platform and purchase the item directly from you.
  1. Build relationships with your customers.

Through engaging and connecting with your social media users by engaging with them, you’ll have the ability to establish lasting connections between them and your company. This can be done by engaging them on your social media posts, answering their comments and questions and offering them any assistance they require.

You could also ask your followers questions about your productsor their concerns or design giveaways that help establish trust and demonstrate to your followers how much you appreciate their feedback and their support.

  1. Learn from your competition.

Social media is a fantastic method to monitor your competition, whether it’s regarding their social media strategies and the products they’re marketing and the campaigns they’re using and their degree of interaction with their the followers.

Social media lets you examine what’s effective for your competition which aids you in deciding what you should or shouldn’t be changed regarding your business’s method of operation.

Finally, examining the social media accounts of your competitors will aid in ensuring that your brand is distinct and distinctive to your business.

Learn to conduct competitive analysis to find out how you can outdo the competitors.

Let’s get to the strategy . There are several steps to make sure that your social media marketing strategy will last and positively impact your company’s success.

How to Develop a Social Media Marketing Strategy

  1. Find out about your buyer personas and people who are your target.
  2. Choose which social media platforms you’ll be promoting on.
  3. Determine your most important KPIs and metrics.
  4. Learn about your competitors.
  5. Create original and captivating content.
  6. Plan a schedule of your blog posts.

While social media is always changing, the fundamental steps you must take to be successful remain the same. In essence, you’re taking the same process you use to formulate an advertising strategy, and restrict it to one specific medium.

Let’s go over these steps in greater detail, so that you can start with them for your own business.

Step 1: Study your buyer personas and target audience.

The first step in developing an effective marketing strategy for social media is to figure out the personas of your buyers and target market are so that you can meet their interests and needs appropriately.

For this consider the customers you’re trying to reach , and the reasons why, and then how you’d classify them as a whole. For instance, if your business sells fashionable leggings and Joggers, you could classify your customer base as millennials who wear trendy athletic clothes frequently — a fashion that is referred to as athleisure.

If you look at your buyer personas and the audience to be able determine which information will appeal to the kind of customers and followers you’d like to attract. Also, learn how to write engaging content that will keep your followers engaged.

Recommended Tools

  • Buyer Persona Templates
  • Create My Persona tool

Step 2: Determine the social media platforms you’ll be advertising on.

If you’re a marketers It’s essential to determine which platforms you’ll post your content.

There’s no definitively correct or incorrect answer regarding which platforms your business should utilize but it’s about your intended audience and the place they prefer to be spending their time.

“It’s crucial to know the place your potential customers is right now and where they could be in the near future,” said Andrew Delaney the an ex social media marketer at HubSpot. “It’s best to keep ahead of game than being behind.”

If, for instance, you’re aiming for the popular millennials who are athleisure-loving It is possible to concentrate most all of your online social networking marketing efforts on Instagram because this is because millennials make up the largest percentage of the users on Instagram.

Stephanie Morgan, founder and CEO of the social media agency Social Lock, echoes this sentiment.

“Think about their habits and their habits on the internet. If it’s Pinterest make use of the platform for your brand. If it’s TikTok Use the platform to promote your brand,” Morgan adds. “Don’t be wasting time on platforms that your ideal avatar for clients is not involved on.”

Recommendations for Tools and Resources

  • A Guide for Marketers on Snapchat for Business
  • 50 Facebook Ads Examples We actually clicked
  • YouTube to Business: A 30 Day Plan to Boost Growth
  • How to Make Use of Twitter to promote business (Plus Twitter Follower Tracking Template)
  • Twelve Pinterest templates for business

Step 3: Determine your most important KPIs and metrics.

Whatever your objectives or your industry the strategy you employ for your social media must be based on data.

This means that you should focus on the metrics for social media which matter. Instead of focusing on vanity metrics, look into the data that matches directly with your objectives.

What are the metrics we’re speaking about? Take a look at the details below:

  • Reach. Reach is the amount of users who have seen your blog post. What percentage is your post actually makes it into the feeds of users?
  • Clicks. This is the total number of people who have clicked on your website or account. The tracking of the number of clicks per campaign is crucial to determine what stimulates curiosity or entices people to buy.
  • Engagement. The total amount of interactions on social media divided by number impressions. This gives insight into the way your audience views the company and how they feel about their willingness to engage.
  • Hashtag performance. What are your most popular hashtags? What hashtags are most closely associated in connection with the brand you represent? These answers can aid in determining the direction of your content in the future.
  • Organic and paid likes and organic. Above a normal “Like” number the interactions are due to organic or paid content. Due to the fact that organic engagement can be the majority of brands opt for advertisements. Understanding these distinctions can help you plan your advertising expenditure and the time you put in various forms.
  • Sentiment. It is the measure of how people react to your content, your brand or hashtag. Have customers found your latest campaign offensive? What kind of feeling are people expressing with the campaign’s hashtag? It’s always better to look deeper to find out the way people feel or talk concerning your business.

Recommended Resources

  • Which Social Media metrics are marketers tracking?
  • An Ultimate Guide to Social Media Analytics

Fourth step: Get know your competitors.

A competitive analysis will allow you to see who your opposition is and what they’re doing (and not doing so well). You’ll gain a clear understanding of the expectations in your field, which will aid you in setting targets for your social media channels of your own.

It can also assist you to recognize opportunities.

One or more of your rivals is dominating on Facebook for instance but has not put much effort on Twitter as well as Instagram. It is possible to concentrate on those platforms where your target audience is unserved rather than trying to attract fans away from a player who is dominant.

Highly Recommended Tools and Resources

  • What is a Competitive Analysis and How do you conduct one?
  • A Marketer’s Guide To Competitive Intelligence
  • How to Track Your Competitors’ Every Move on Social Media within HubSpot

Step 5: Make unique and captivating content.

With the millions of users of social media around the world There’s no doubt that at least a portion members of your audience — and users who visit your profilemay have seen competitor’s posts or those of other companies operating in your industry.

This is why you need appealing social media posts that stand out and provides users with an incentive to click the “Follow” link and engage in a meaningful way with the brand.

Are you unsure of what constitutes engaging? Morgan has a suggestion.

“My most important tip to businesses to produce engaging content on social networks is to conduct market research first , as what content will be engaging will depend on the target audience,” Morgan said. “When you are aware of what your audience wants and what they want to be aware of, you can design content that is geared towards those preferences.”

For inspiration to come up with your own ideas take a look at the content that the competition is sharing and the ways you can use it to market your product. Additionally, make use of the tools that are offered on the platforms you’re on.

For instance, you could make video live on Facebook to announce the latest information regarding a new product or to conduct a giveaway.

It is also possible to use your current customers and your promoters to assist you in creating content. This can be done by re-posting their content , or inviting users to use hashtags to share their personal photos and experiences with your products.

Finally, take advantage of trends. Trends in social media are constantly appearing, especially on video-based platforms that are short like TikTok. Don’t be hesitant to join however you need to be mindful of what you are doing.

“If the trend began to develop about three weeks ago, then you’ve likely missed the mark,” Morgan said. “Catching the trends before they become obvious is the most effective way to profit from it, without looking unauthentic or as if you’re trying too hard or worse, as “chuegy” – check out Gen Z for that one.”

Recommendations for Tools and Resources

  • This report on social media trends

Step 6: Create an agenda for your posts.

One of the most efficient methods to ensure that your content is distributed as planned is to employ the right social media management software. They allow you to compose captions, create videos and photos and plan posts ahead of time. They will also share your content in a timely manner and track all interactions and engagement on your behalf. Social media management tools save your time and let you concentrate on other things.

There are numerous solutions available Here are some examples.


HubSpot provides the social media toolsas part of the marketing software to help you create and track your content, and make authentic connections with your fans. You can plan and publish your content ahead of time and then analyze in-depth reports of the engagement of your posts to determine the effectiveness of different media platforms as well as the types of content and the posting time.

Sprout Social

Sprout Social is a social media marketing and management tool created to assist your team plan and organize the creation of content as well as manage campaigns, analyze the engagement of users, and look over reports and analyze.


Hootsuite is a popular social media management tool for locating and scheduling, managing and monitoring your content. You can schedule your posts ahead on all of your channels at the same time and evaluate the ROI of your efforts with an extensive analysis of your content.

When should you update your social media?

You might be thinking about when you should be posting content to your social media platforms.

In general the best way to post is on social media when you have content that is of high quality to post. This means there’s a good reason why that you’re sharing the content. This is the way to achieve the ideal balance with your frequency of posting.

Morgan says that the biggest mistake companies commit when it comes with social media is to focus on the quantity of content, rather than the quality of the content.

“They believe they must publish every day, therefore they are forced to make posts to fill their calendars,” she said. “Odds are, each post aren’t likely to be beneficial to the customer you want to be I’ve coined the term ‘clutter information.'”

Instead, she suggests reducing in terms of quantity, and increasing the quality.

“It’s more effective to publish at least two or three times per week with content that is extremely valuable instead of posting seven times per week, with just two or three valuable posts,” said Morgan.

There are a lot of research studies and guides that explain the standards for posting frequency on social media according to industry and platform to help you follow. Each business is unique So, find out what works to your customers.

After that, you can start experimentation with fewer or more posts, and other aspects like the time of the day you’re posting on social networks – to figure out which one provides the most engagement.

Recommendations for Tools and Resources

  • Social Content Calendar for Media Template
  • Social Media Content Calendar Template for Startups

How to Assess the Social Media Marketing Effects and the Results

A very crucial aspects of marketing via social media is making sure that your efforts are effective in helping you achieve your objectives. In order to determine this, you’ll need be aware of the content you post across all channels. This can be done by looking over and managing your social media’s metrics.

Social Media Metrics

These metrics for social media are a set of data directly related to the effectiveness of your posts as well as your impact on your viewers and customers across various platforms. These metrics can include information on your engagement level with your followers, likes shares, likes, and other interactions across all platforms.

These are the top 10 crucial metrics to keep track of:

  1. Engagement: This is the process of clicking and comments, likes, or responses to the posts you share on social networks. There are other types of platforms of engagement, such as “Saved” post posted on Instagram as well as “Pinned” post on Pinterest.
  2. Reach Number of users who’ve seen material on your profile or your page is the reach of your page.
  3. Followers The number of followers is the amount of followers you have in your account who clicked the “Follow” option and have seen your content on their feeds frequently.
  4. Impressions Impressions: This is the amount of times that a post on your page or profile is seen, regardless of whether or not your followers choose to view it. This is typically the case when someone is browsing their newsfeed but isn’t clicking any item.
  5. Views of videos Views of videos Facebook, Snapchat, Instagram and any other network that has video capabilities this is the number of views that each channel receives.
  6. Visits to your profile: The number of people who have visited your Facebook page on social media is the number of profile visits.
  7. Mentions The amount of times your account has been mentioned by the audience participants in the form of posts.
  8. Tags: This happens when your followers add their name, the title of your business’s profile or hashtag to a post.
  9. Reposts: This happens when someone in your target audience shares a portion of your content to their own profile.
  10. Shares The posts that your followers and viewers are able to access from your page and share with their networks.

You can affect the performance of all these indicators and increase your social followers and increase overall engagement with your profile employing the same strategies that you use to create leads and increase conversions.

Morgan says that the specific factors you’re focusing on will depend on the time of the year you’re. The formula she uses:

  • If you’re a newbie, focus on establishing an audience and gaining awareness. Key metrics: reach, impressions, audience growth.
  • If you’re expanding, focus on creating trust. The most important metrics are likes comments, saves DMs.
  • If you’re already established, concentrate on maintaining and maintaining. The most important metrics are likes comments, saves, comments DMs.
  • If you’re planning to launch something, make sure you’re selling. Important metrics include DMs and clickthrough rates

How can you determine the Social Media Metrics

You can look over the social media performance metrics in many different ways. For instance you can utilize the analytics tools that are built in the various platforms you utilize. Here are some examples:

  • Twitter Analytics
  • Facebook Analytics
  • Instagram Insights

It is also possible to utilize an analytics and monitoring tool, such as Google Analytics. This is a good option to keep track of your website and social media metrics. Additionally there are many software for scheduling social media like the ones we discussed earlier — come with monitoring and tracking functions that are automatically integrated into.

Each of these metrics monitoring tools will give you an understanding of the things your followers and viewers are most interested in and what you could be changing to increase engagement.

After having reviewed the advantages of using social media for marketing and the best way to implement your plan we’ll discuss the different resources that are available to aid you along the process.

Social Media Marketing Resources

There’s a wealth in social media-related marketing tools you can make use of to develop an effective social strategy for your business. You’ll feel more comfortable developing your company’s social media marketing plan by using the following training courses, courses and books.

Social Media Marketing Classes and Training

Here are three methods to gain an education in the market of social media when you think it’s important to your particular business.

  1. You can earn a certificate that is administered by a business.

A certificate is a fast and simple method to deepen your knowledge of marketing through social media classes.

HubSpot offers a no-cost social media training course that teaches you to connect with your clients and increase conversions. You’ll also gain a better knowledge of how to build strategies, increase your reach, and evaluate your social media’s ROI.

LinkedIn Learning is another platform which allows you to earn a certificate and then share the certificate on your LinkedIn profile.

  1. Utilize YouTube University.

YouTube is an excellent resource in terms of educational content.

By doing a quick search you’ll be able to find a myriad of videos with long form that provide deep-dive tutorials on marketing via social media. You won’t be able to communicate with a live instructor. It’s still free and could be an excellent place to start prior to committing to an expensive course.

Social Media Marketing Books

The reading of relevant articles on the use of social media in marketing is a fantastic way to get to know more about the subject. Here are a few instances of books that are highly recommended on the subject.

  1. Likable Social Media 3rd edition: how to Impress Your Customers, Build an irresistible brand, as well as be awe-inspiring on all Social Networks That Matter by Dave Kerpen

In this New York Times Bestseller covers the benefits of being liked and engaging with your followers via social networks is among the most effective ways to increase your number of promoters and customers.

The book will teach you how to create engaging content that your followers can connect with and to share with their networks. The author Dave Kerpen also describes why you must ensure that you’re constantly enthralling your followers in order to ensure they don’t lose them at any time.

  1. Jab, Jab, Jab, Right Hook how to tell your story in the World of Social World from Gary Vaynerchuk

According to the author Gary Vaynerchuk the secret to a successful social media marketing campaign isn’t in pushing out many pieces of contentit’s about distributing specific content that is targeted to your intended audience and using the appropriate platform for doing so.

in his guide, Vaynerchuk discusses how you can accomplish this and also engage with your customers and followers at a deeper level via social media. Learn to create distinct and memorable material that is distinctive to other content.

  1. The B2B Social Media Book: Learn to be the Marketing Superstar by generating Leads using Blogging, LinkedIn, Twitter, Facebook, Email, and more by Kipp Bodnar

HubSpot’s CMO, Kipp Bodnar, writes about ways B2B businesses can create more leads and convert more customers through Social Media Marketing.

There are concrete steps that you can employ to grow your number of followers and increase leads, as well as comprehend the effectiveness of different B2B marketing strategies using social media.

Social Media Platforms that are Emerging

The most recent HubSpot Blog Research found that marketers are always looking for emerging or new platforms, often even every week.

While it takes time for platforms to gain traction but once they do, you need to have a strategy to know what you’re going to do about it.

For instance, the brand Chipotle were among the first companies to experiment with videos in short form on TikTok. In the end, Chipotle has a significant market share on this platform whereas other brands are struggling to establish their presence.

Emerging platforms could provide the possibility of reaching your intended users in a manner that is more efficient than the way you’re currently doing it. Clubhouse as well as Discord are among the most popular platforms that are emerging.

Others, such as Flyy SpaceHey and SpaceHey are trying to be noticed.

Are you interested in learning more about the options available? Take a look at this article about new social media platforms that you ought to keep an watch for this year.

Start Marketing on Social Media

With billions of users on social media It’s clear why so many companies and marketers utilize the platform to market their products and interact with their customers.

Though determining your business’s strategy for social media might seem overwhelming it is possible to not feel overwhelmed by understanding the latest social marketing trends in media and taking advantage of various resources on the topic. Therefore, begin developing your company’s social media marketing plan today to increase the number of followers, increase engagement and increase conversions.

Note from the editor: The article was first released in March 2019, and has been updated to ensure completeness.

Author: Seana

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