Social Media Marketing – Planning for Success

  1. Chapter 1 – An Introduction to Social Media Marketing
  2. Chapter 2 – A Guide to Social Media Marketing on Facebook
  3. Chapter 3 – A Guide to Social Media Marketing on Twitter
  4. Chapter 4 – A Guide to Social Media Marketing on Google+
  5. Chapter 5 – A Guide to Social Media Marketing on Linkedin
  6. Chapter 6 – Planning for Social Media Success

Many businesses are often¬†sceptical about getting involved with social media marketing. Online marketing of any kind is a significant departure from the advertising methods of old, and there certainly is a great deal to think about. From which networks to choose, to finding your voice and getting your timing right. However, businesses simply cannot afford to ignore the ever-growing giant that social media has become.¬† To navigate your way through this highly competitive landscape, you’re going to need a strong strategy in place along with clearly defined goals.

In this final chapter, we’ll be taking a look at some tips and strategies for social media marketing success!

Picking the Right Social Media Platforms


With so many platforms available to you, choosing the right ones that fit your business can be a little overwhelming. Choosing the right networks, and planning your marketing campaigns with each of them, depends on your industry and its target market. For example, those in B2B markets will typically find LinkedIn to be a far more useful network than Facebook, while smaller local businesses and others in B2C markets will usually find Facebook to be better suited to their needs.

As a general rule, for small businesses, Facebook is the most important network to get started with, simply because of its enormous volume of users. However, you should not discount the other major networks, and it is important that you plan to include them a little later on in your strategy. You will also need to experiment over the space of a year or more to find out exactly where your customers are coming from so that you can better understand their habits and the social networks they use. If you can find out which social networks your customers actually use, you’ll be able to adapt accordingly.

While expanding your brand reach may be your primary goal, this does not mean that more is better. It is important that you try to deliver the right content, to the right audience, on the right platform. Most important of all, no matter which social network you choose, is to be yourself and show the human side to your business. After all, real human interaction is what social media is ultimately all about.

Other Social Networks to Consider

By now you should be familiar with the ‘Big Four’ social networks that we have looked at, (Facebook, Twitter, Google+ and LinkedIn), but there are also other options to keep in mind. Let’s take a brief look at some of the other networks that are available to you.

  • YouTube: The world’s number one video sharing website, though not primarily a social network, has some important social elements including the ability to comment and follow channels belonging to other subscribers. YouTube has become the go-to place for any kind of video content marketing strategy.


  • Pinterest: A virtual pinboard and the world’s number one image-orientated social network, Pinterest has 70 million users. Businesses in more visually-orientated industries, such as restaurants and travel agents find this network to be particularly useful for marketing.


  • In addition to the better known networks, there are numerous niche platforms that have a more specific focus. You will find that there is a network for just about everyone in any niche! Some countries even have popular social networks of their own, which in a few cases, are even more popular locally than Facebook.

10 Tips for Success with your Social Media Campaigns


We’ll wrap this guide up with a summary of the most important elements that make for a successful social media campaign. The following tips apply to virtually any social network, and you should keep them close in mind whenever working with your social marketing strategy:

  • Don’t forget to be social! This might sound obvious, but countless online marketers still don’t seem to understand the first rule of social media. Success comes with showing the human face behind your business. This means interacting with your audience and joining in conversations. Show the passion that you have for your business and industry. Social media is not meant to be just another advertising mouthpiece.
  • Know your goals. The most important step with any social media marketing campaign is to know why you are advertising and what you want to achieve. Your primary goals will also need to be broken down into ones tailored to each social network that you use. You’ll likely have multiple goals, including raising brand awareness, increasing website traffic, increasing newsletter signups and generating leads.
  • targetKnow your target demographic. There’s no point in conducting a social media marketing campaign if you don’t know what makes your audience tick. Targeting the right market is essential for success, particularly with paid advertising campaigns. Define and segment your target audience to better personalise your content delivery.
  • Know the rules of the social network you’re using. Many social networks have a strict set of rules in place, particularly with regards to advertising. It is essential that you familiarize yourself with the rules and guidelines of every site you use. Otherwise you end up compromising your account and alienating your audience.
  • Guide your audience. Nurture your existing audience and captivating new followers with interesting and engaging content. Your campaigns should also be backed up by an excellent website with quality content so that your visitors from social platforms won’t be disappointed.
  • Measure your success. Another advantage of any form of online marketing is the wealth of useful data that it provides. By using tools such as Google Analytics, as well as those provided by the major social networks themselves, you can track your progress and gain invaluable insights into your audience.
  • Publish and promote Web-friendly content. The online community love visual content such as photos and infographics and subject matter that is newsworthy and original. Diversify your social marketing campaign to include the full range of mediums. The same should apply to the content on your website itself.
  • Understand that you are not in complete control. Social media gives users a platform for sharing their opinions. Businesses have to come to terms with the fact that they no longer have complete control over the content that is published about them. To succeed in social media marketing, you’ll need to offer an excellent value proposition as well as be a good listener.
  • Get your employees involved! Every person in your business can have a part to play in your social media campaigns. Not everything has to be relegated entirely to a single individual or marketing department. After all, your employees should be your business’s best advocates.
  • Use consistent branding across the board. Most businesses not only have a logo; they also have other visual characteristics that help define their brand. Whether it’s a colour scheme or a particular typeface, keep your branding as consistent as possible and people will recognise you more easily.


Final Thoughts

You should now have a thorough introduction to social media marketing, particularly with regards to the four largest and most important networks. However, finding out exactly what works for your business will take a degree of competitive research, talking to your customers and potential customers, and last but not least, a significant amount of time. Track your results and stick to the key principles of online social interaction. Get involved, publish and share quality content, and you’ll find that the key to marketing success in the modern world is all about being social.

  1. Chapter 1 – An Introduction to Social Media Marketing
  2. Chapter 2 – A Guide to Social Media Marketing on Facebook
  3. Chapter 3 – A Guide to Social Media Marketing on Twitter
  4. Chapter 4 – A Guide to Social Media Marketing on Google+
  5. Chapter 5 – A Guide to Social Media Marketing on Linkedin
  6. Chapter 6 – Planning for Social Media Success