How to use good social media marketing for social businesses

How to use good social media marketing for social businesses

24 Nov 2023

This informal CPD article, ‘How to use good social media marketing for social businesses’, was provided by keySkillset, a muscle memory building educational platform to master Excel, PowerPoint, Python Coding, Financial Modelling skills and more.

Unlike traditional media like TV or radio, marketing for social media doesn't offer a one-size-fits-all solution. It operates based on specific objectives, with a plethora of marketing strategies available. Choosing the right strategy requires a deep understanding of your target audience to maximize the impact of your messaging.

Learn how to create an effective social media marketing plan for your business

Social media for marketing is a powerful tool for businesses of all sizes to connect with their target audience and achieve various marketing and branding goals. It involves leveraging popular social media marketing platforms like Facebook, Instagram, and LinkedIn to engage with prospects, customers, and followers. Meanwhile, let’s look at some of the social media stats here according to some studies:

  •  The average US adult spends 2.25 hours on social media every day.
  • Over 70% of people with positive experience on social media recommend businesses to their networks.
  • 81% of people use Instagram for product and service research.
  • Nearly 80% of Twitter users have a more positive perception of a business when they receive a response to their tweets.
  • 4 out of 5 people on LinkedIn are involved in making business decisions.
  • 46% of TikTok users engage with the app without distractions.

This comprehensive guide covers the fundamentals of social media marketing for small businesses, benefits, statistics, strategy, and practical tips to help businesses succeed in the digital landscape.

Organic vs. Paid Social Media Marketing

Social media marketing can be categorized into two main types: organic and paid. The key difference between them lies in the budget.

Organic social media marketing leverages free elements of social media, such as sharing posts on Facebook or engaging in two-way conversations on Twitter. This approach is cost-effective, making it suitable for smaller businesses. In this context, businesses build a social community and direct followers to their websites for deeper engagement.

On the other hand, paid social media marketing involves sponsored advertising content on social networks, such as images, videos, and carousel ads. These ads can be targeted to users based on various factors like location, buying habits, and personal interests. Paid social media marketing ensures that your content reaches users who are likely to be interested.

Types of Social Media Marketing Campaigns

Marketers have various options for planning campaigns on social media, depending on their desired outcomes. The most effective campaigns complement and reinforce each other to maintain ongoing conversations with consumers. The primary campaigns that achieve this effectively are:

The Prospecting Campaign: Aimed at reaching new customers who haven't interacted with your product or service before. These campaigns involve content that piques the interest of users, with the primary goal being to have these new prospects join your community.

The Retargeting Campaign: Targeting users who previously engaged with your product or service but didn't take further action. Retargeting involves circling back to these users and engaging them more deeply.

The Conversion Campaign: Focused on converting users into paying customers or encouraging specific actions, such as downloading resources, joining email lists, or completing forms. These campaigns collect valuable data to refine targeting and nurture leads.

Benefits of Social Media Marketing for Businesses

For businesses, social media offers significant opportunities to promote products and services. Just as social media connects people worldwide, it provides marketers with the chance to engage in two-way conversations with potential customers. Users now expect to interact with brands, which opens remarkable opportunities for marketers to stimulate demand and expand their reach.

Through social media, marketers can:

  • Humanize Your Business: Social media allows you to create a relatable persona for your brand, helping your audience connect with and trust your business.
  • Drive Traffic: Social media is an effective channel for driving traffic to your website, and it can indirectly impact your SEO through social signals.
  • Generate Leads and Customers: Many social platforms offer features for direct lead generation, such as Instagram/Facebook shops, direct messaging, and call-to-action buttons.
  • Increase Brand Awareness: The visual nature of social media helps build your brand's identity and improve awareness, enhancing the effectiveness of your marketing campaigns.
  • Build Relationships: Social media facilitates both direct and indirect communication with your followers, allowing you to network, gather feedback, and connect with individuals.
  • Engage their audience: Building trust and long-lasting relationships through meaningful interactions.
  • Foster brand loyalty: Engage users with news updates, informative content, and entertaining videos to create a loyal following.
  • Integrate with other channels: Seamlessly merge social media with other marketing channels, enhancing campaign effectiveness.
  • Control the message: In times of crisis, social media allows marketers to publish releases that manage their narrative.
Opportunities for marketers to stimulate demand

Essentials of a Successful Social Media Marketing Strategy:

  • Audience Knowledge: Understand your target audience, their preferences, and behaviors on social media. 
  • Brand Identity: Define your brand message and how you want your audience to perceive it.
  • Content Strategy: Develop a structured content plan to maintain a consistent voice and produce quality content regularly.
  • Analytics: Use data to inform your strategy, identify your audience, and understand the best times to post.
  • Regular Activity: Consistency is crucial in maintaining an active presence on social media.
  • Inbound Approach: Focus on providing value through useful and interesting content instead of overtly promoting your business. 

Creating Your Social Media Marketing Plan:

1. Select the appropriate social media platforms based on your target audience and industry. 

2. Set simple, task-like goals and objectives that can be measured. 

3. Regularly review and adjust your strategy based on each platform's analytics. 

4. Create diverse content, including how-to’s, news, data, polls, updates, and more in various formats. 

5. Maintain a consistent brand image across different social media platforms. 

6. Actively engage with your audience, respond to comments, like, share, and run live streams and polls. 

7. Utilize content creation tools to create visually appealing content. 

8. Repurpose, repost, and recycle content to keep your feed fresh and engaging. 

9. Curate your own feed by following competitors, influencers, and inspiring brands for ideas and inspiration. 

10. Measure success using analytics to determine the effectiveness of your strategies. 

11. Consider using paid social media advertising to expand your reach cost-effectively. 

Best Social Media Marketing Platforms for Business:

The primary platforms for social media marketing include:

  • Facebook: Great for building relationships, announcing updates, and advertising.
  • YouTube: Ideal for video tutorials, advertising, and SEO.
  • Instagram: Suitable for social shopping, influencer marketing, and user-generated content.
  • LinkedIn: Used for attracting talent, networking, and sharing industry insights.
  • Twitter: Effective for sharing news, engaging with customers, and participating in discussions.
  • Snapchat: Useful for location-based marketing, app promotion, and feel-good content.
  • TikTok: Best for participating in trending challenges and sharing relatable content.


Social media marketing offers numerous benefits, including building relationships, driving traffic, generating leads, increasing brand awareness, and building a community around your brand. By creating a well-defined strategy, producing diverse and engaging content, and utilizing the right platforms, businesses can effectively harness the power of social media to achieve their marketing goals.

Incorporating these strategies and staying adaptable in your approach will help you build a successful social media marketing strategy in 2024 and beyond. Remember that social media is a dynamic field, and continuous monitoring and improvement are essential for staying ahead of the competition and connecting with your audience effectively.

We hope this article was helpful. For more information from keySkillset, please visit their CPD Member Directory page. Alternatively, you can go to the CPD Industry Hubs for more articles, courses and events relevant to your Continuing Professional Development requirements.

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