Social Media strategy that delivers

Social Media Marketing you either love it or hate it (or love it AND hate it)

Social media can help your business tap into new audiences, build brand awareness, help you out with lead generation, customer retention, build trust & great relationships with your target audiences.

Social media is a powerfull tool for small to medium sized businesses, however it takes big commitment to get it right. Given the nature of social media, it requires lots of attention, love and wilingness to engage directly with your audience. With a smashing strategy and careful planning, social media can become an immense asset for your business.

The key is to choose the social media strategy that´s best suited for your business, and focus only on few social media channels. It is better to do one or two really well than do all of them badly.

With the above in mind, social media isn’t suited for all businesses. If your target audience isn’t hanging out there, you shouldn’t either.  It’s all about understanding who your target audience is, what their wants & needs are, and where you’re going to get the best return on investment for your marketing efforts.


In order to determine the most suitable social media strategy for your business, we need to understand the overall business objectives and what output you need from social media to help you achieve your goals, whether that be:

  • Awareness (grow audience)
  • Engagement with target audience which lead to interest
  • Enhance relationship with existing customers

We´ll check out what your competitors are doing, and also see what social channels your target audience are active on.  We want to focus on a select few rather than all the social channels.

Some of the more common social channels we deal with for B2B are:

Facebook logo


Facebook is an excellent and cost-effective way to reach a large proportion of your target audience. There are 2.9 billion users (Q1 2021) on Facebook spanning all demographics and users tend to spend a decent amount of time per day on the site. Facebook has good deal of targeting options to refine your activity.

LinkedIn logo circle


LinkedIn is the best option for B2B marketing given it is a professional networking site. It allows businesses to directly reach out to individuals within their network & beyond, and directly connect with people who are engaging with your content. LinkedIn can be especially useful with a solid content plan – it’s all about providing and sharing useful information to help your audience. Plus it's a great way to position yourself as an industry leader on a specific topic and provide informative resources. One of the key benefits of LinkedIn is the ability to target by interest and job function, which allows you to be very specific.


One of the first steps towards establishing the path for your social media strategy is to conduct a social media audit, which will assess all of your current social media profiles, including:

  • Page / profile set up: How well do you represent your brand and image with your “about us” description, images and core messaging? How notable is your call to action, how well are you doing according to customer reviews, and what is your average response rate to comments & enquiries?
  • Page / profile likes and followings: What is your current engagement like?
  • Post frequency: How consistently are you posting?
  • Post types: What is the balance between engaging, informational and brand / product posts?
  • Post structure: How much text do you have in your posts, and what is the style and tone?
  • Fan reach & engagement: What is the percentage of engagement from fans?
  • Traffic to website: Are your efforts driving traffic to your website?
  • Sales: Are your social channels driving sales? (this is an indication that you are reaching the right audience)
  • Risk / reputation management: What is the timeliness and manner in which you respond to positive and negative comments / posts?


Once your social media strategy is up and running, it needs to be continually optimized to improve over time and produce better outcomes. It’s all about planning, automating and identifying opportunities to maximize return.

The key steps in this process include:

  • Content calendar: This is going to save a lot of time and effort in the long run. Your content should be relevant and complimentary to your overall marketing strategy, and be a way to build customer trust, loyalty and retention. Share content on broader topics but also specific to your company & products.
  • Automate posts: Use platforms such as Hootsuite to upload your posts in advance week by week.
  • Promote / boost posts: This is a good way to reach your fans and your fans’ network for minimal costs – ideal for blog posts which will drive traffic back to your website.
  • Advertising Campaigns: This is a great way to target new audiences who aren’t specifically seeking you out.
  • Customer Retention Initiatives: The best way to promote customer retention on social media is to allow your customers to have a voice, ensuring you respond immediately and address customer concerns publicly.
  • Optimization: This is about seeking to improve site engagement and conversion metrics (campaign, content and landing pages) to better drive conversions and sales.

It’s time to do great social marketing!

Let´s chat about how we can help.