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How to Make Social Media Marketing Work for Your Business

Social networking is integral to the modern digital age, and the globalisation of the Internet has meant it pervades almost every facet of our lives. In 2013, nearly one in four people comprising the global population were active on some form of social media network, and those numbers are only rising. It’s impossible to ignore the marketing value of social media; if your company isn’t making use of it, you should be.

The first step to building a successful social media marketing campaign is to know your audience; refine your campaign to suit their characteristics, and make your decisions carefully. It’s a good idea to start off with working out which social media platform is right for you – all have different strengths and weaknesses. For example if your business is a creative one, Instagram and Pinterest are perfect visual platforms for your content. A slightly more mundane company – like a stockbroker – could easily find a comfortable niche on Twitter, with its focus on brevity making an excellent vehicle for short, regular industry updates. Once you’ve found your platform, it’s time for the more in-depth issues. You’ll have already decided on a broad format for your content, like visual or text, but you have to consider how often to post, and at what times of day.

Keep updating regularly and remember to engage. Blindly and repeatedly plugging your product or service will just bore people. Prevent potential monotony by providing relevant industry news, or adding a touch of humour here and there. Broadly, the same marketing rules apply; it’s about knowing what people will be wanting to see, and making sure to deliver that to them in an original and interesting way. Think about the sorts of websites and content your customers will already be looking at, and look for ways to ingratiate yourself with them. Essentially, keep the social in your social media: start conversations and build connections with other businesses or influential figures. You’ll not only gain valuable followers from the interactions, but their endorsements help build your reputation as an authority in your industry.

As the old saying goes, people don’t buy from companies: people buy from people, and reminding your customers of the human, personal touches behind your business can go a long way to building loyalty. Throughout these endeavours, make sure to develop and maintain a distinct tone of voice, keeping it consistent across all platforms. This will help to give your company a unique identity that your customers will remember to associate with your brand.

One of the most important things to remember is that any good social media campaign takes time. It’ll be a slow start, and you won’t know how well it’s working until several weeks into the process, so it’s important not to get impatient. If you need any expert tips or advice, never hesitate to call us on 01625 453 050, or email us at

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