There is no dismissing it any longer – social media isn’t just for your teenage daughter anymore.

It’s proving to be a strong marketing tool for more and more businesses than ever before. In fact, social marketing budgets are expected to double within the next five years.

Even though social media is rapidly gaining popularity with people of all ages, many businesses still readily ignore this digital playground and dismiss it as anything but social noise. Maybe they don’t have the right social analytic tools, or maybe they’re afraid of what the data will tell them about their brand.

But maybe, some businesses just don’t know why or how to start a social media marketing strategy.

How to Leverage Social Media For Your Business

These days, pushing ads and sales copy on your customers is no longer effective for the typical savvy social media millennial who spends up to 18 hours a day online.

In order for you to compete with other businesses, strategically building a relationship with your audience will go much further than your traditional marketing strategies.

And the best way to do this is through social media marketing.

Over 66% of markets have seen lead generation benefits with social media, with as little as spending 6 hours per week on various social media platforms. If implemented correctly, your social media marketing strategy could provide you with a wealth of vital information to help meet your branding goals.

How can you reap the benefits of this digital playground? With a modern social media marketing strategy to elevate your brand, get more traffic and increase conversions.

Here are our 8 building blocks to a better social media marketing strategy that will help your business achieve social success.

1. Study Your Competition

Is competitive research a part of your social media marketing strategy? It should be.

According to Salesforce Marketing Cloud, up to 60% of digital marketing companies are using social listening to secure a foothold on social media.

While it’s beneficial to review your brand’s social media influence on your customers, it’s just as crucial to eavesdrop on your competition (and they are probably using social analytic tools on you as well).

To start your competitive research, keep a close eye on your competitions’ social media presence by monitoring their:

  1. Social profiles: Are your competitors mostly on Instagram or are they more engaged on Facebook? Pay close attention to changes in their bio. This could indicate a change in their brand or a launch of a new product.
  2. Brand awareness: Dig into your competitors’ social engagement. How often is their brand being talked about, shared or tweeted?
  3. Followers: What are their followers’ demographics and interests on social media?
  4. Social engagement: How is your competition engaging with their customers? What kinds of content are they sharing – videos, slideshares, articles or infographics?

2. Utilize Buyer Personas In Your Social Media Marketing Strategy

As you strive to deliver captivating and memorable content to grow your business online, it’s fundamental that you don’t lose sight of using your content to connect with your customers.

Therefore, having a strong and effective content marketing strategy hinges on your development of a buyer persona.

Your buyer persona, or your ideal customer, can help you:

  • Tailor your content by meeting the needs of your customer
  • Broadcast your brand’s message by making it strong and clear every time you post your content
  • Improve the efficiency of your social media marketing strategy. By targeting your content to specific buyer personas, you can have up to a 14% higher CTR’s on email campaigns, resulting in 18 times more revenue than with untargeted emails

How do you dig into the ideal buyer’s habits and patterns? A comprehensive view of differing personas can be analyzed using social analytics tools, like Google Analytics.

By looking at the keywords your customers are using to find your company, you can compare and segment your customers into relatable groups. This helps with finding similarities in your customer base, which can help you develop and tailor your content schedule.

3. Target Keyword Analysis To Enhance Your Social Media Marketing Efforts

As a business owner, keyword analysis is paramount in understanding your audiences’ intent and emotional engagement with your brand.

So, how can you target keywords on the various social media platforms? Let’s take a look at how we can optimize our efforts on Twitter and Facebook.


For the business strategist, researching hashtags is a quick way to view what’s trending and to see what related tweets or phrases are relevant to their brand.

Simply using Twitter’s Search for your keyword research can yield you real-time conversations from your consumers. With this data, you can see how to inject your brand within trending topics to increase awareness and engagement.


While Twitter is good for increasing brand awareness, Facebook is great for consumer relationship building.

With Facebook’s Advance Search tool, businesses can search for a targeted keyword and click on view Posts by Everyone, to see how many people are having conversations about your target keyword.

4. Study Your Audience With Social Media Analytics

Knowing and analyzing your audience can help you deliver the right content to the right people. Sure, you can cast your net wide and produce quality content for the masses, but it probably won’t drive traffic or sales when you don’t understand your audience.

Mastering the use of social media analytical tools, then, can give any business a head start on directing their social media activities and marketing efforts at the most appropriate audience.

When kick-starting your social media marketing plan, three important metrics businesses normally target are growth rate, engagement rate and acquisition rate.

From this data, businesses can delve into how successful their marketing strategies are when growing their audience base.

5. Using Social Analytics to Fuel Your Social Media Marketing Plan

When building a social media strategy, businesses ultimately want to know whether or not it leads to conversions.

Are the efforts of a data driven approach to sharing content and engaging with your audience on social media likely to pay off?

To determine your social media ROI, Google Analytics can be used to track how your social media efforts are leading to conversions.

When using social analytical tools, it’s important to differentiate between your customers. Are they a result of direct sales from social media? Or do they visit your site numerous times before ultimately converting?

Pinpointing where your sales come from can help with strategically marketing your brand on social media.

From your social media analytics, you may see that visitors from one social media platform results in a higher conversion rate over another. Knowing this makes it advantageous to your social media marketing strategy because you can direct your marketing efforts to a few selected platforms.

6. Enlist the Help of Influencers In Your Industry

A hallmark of a great social media marketing strategy is enlisting inspirational and action-oriented social media influencers.

Influencers have the power to persuade the purchase decisions of other people. Their level of authority and clout on social media makes them a powerful partner for your outreach campaign.

Creating an influencer marketing strategy is easy once you discover who the influencers are in your industry. With the help of social analytic tools, discovering the influential power of a particular blogger or user can help narrow down your search for the right influential allies.

7. Develop A Social Media Presence on Multiple Platforms

Part of your social media marketing strategy is developing a presence across multiple social media platforms.

Your audience is everywhere and if you want your content to reach as many people as possible, you need to go where your audience goes.

So, when deciding on what social media platforms to sign up for, make sure you:

  • Are strategic when choosing a social media site. Don’t feel as if you need to go to only the popular social media sites. Study all the networks and find the ones that will benefit your content marketing and brand awareness.
  • Know your audience. Tailor your content based on where they are hanging out. For example, Pinterest is more visual while Twitter is known for micro-blogging.

8. Monitoring Your Social Media Campaign Efforts

How do you know if your social media marketing strategies are really effective? Was that mention by a well known influencer on Twitter help turn viewers into customers? Or, was your crafted question on Facebook spark enough engagement to increase traffic to your site?

As part of your winning social media marketing strategy, it’s important to audit your social media performance. When taking into account your businesses KPI’s, you can see whether there is a positive shift in your growth.

Here are 3 metrics to use when examining your performance on social media.

  1. Brand mentions: Monitoring both positive and negative brand mentions can help gain insight into how your brand is perceived by your audience. You can then tailor your brand marketing to adjust for more customer acquisitions.
  2. Audience engagement: It’s important that you understand your audience’s preferences and emotional intent. Listening to your audience and providing swift customer service can help your revenues and customer loyalty percentages.
  3. Level of interaction: Having a highly interactive engagement from your audience is valuable. When you prove you provide quality content to your audience, it creates trust about your brand making you an authority in your niche.


Taking your business from pen and paper to hashtags and likes can seem like a digital overhaul, if you’re not familiar with the landscape. But, with a step-by-step approach to organizing and implementing a solid social media marketing campaign, it won’t seem as challenging.

When you take the time to study your competition and your audience, you begin to paint a picture of how your brand compares to other brands and how your audience perceives it.

By using social analytic tools to target keywords and analyze your audience for growth, engagement and acquisitions, you can start customizing your content marketing for maximum benefit.

Finally, when you call on influential bloggers to help with brand awareness, you can rest assured that your efforts won’t go unnoticed.

Designing a modern social media marketing plan takes time and patience, but by monitoring your campaign’s progress, you’ll see that playing on this digital playground isn’t just fun and games – it’s social gains.

Wondering how to measure your social media performance and increase your ROI with smarter usage of social media? Check out Twtrland 14-day free trial of social intelligence that helps you stay ahead.


Discover What it Takes to Score a Winning Social Media Marketing Strategy

Elna Cain

Elna Cain (@ecainwrites) is a Canadian based freelance writer and blogger. Her specializations include social media, career, parenting and health advice. You can learn more about her at Innovative Ink.

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