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Social Marketing: The Way Forward for Small Businesses

Social Marketing: The Way Forward for Small Businesses

Social Marketing is a marketing method involving combining digital and traditional media to reach your target audience. Social Marketing is done through social networks, blogs, forums and other websites and programs.

You are busy doing business. So, why not let someone else handle your marketing efforts? Social media offers the perfect opportunity for small businesses to expand and diversify their market while cutting costs. The downside to social media marketing is the time and effort it takes to set it up and manage it. Thankfully, some tools can help small business owners get social marketing right and save time and money. This article outlines three social media platforms that will help small business owners become masters of social marketing.

Social Marketing has been around for a long time, and it's one of the most powerful tools an any small business can employ. However, few people know how to use it effectively, and even fewer understand how to build a social marketing strategy for their business.

I'll teach you how to make social marketing work for your business in this guide. This will include how to choose the right platform, what type of content to post on social media, how to develop a strategy, and how to measure the success of your efforts.

What is Social Marketing?

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Social marketing is a type of marketing that aims to solve social problems by influencing people's decision-making, often by influencing them to change their behaviour.

Social marketing is a strategy used to promote a product or idea through social media. Its goal is to increase public awareness about a product or issue to become more socially acceptable.

It is a relatively new form of marketing and has become an increasingly popular way to influence consumers, especially younger generations. Social marketing aims to change how people think and act to promote positive health outcomes and solve social problems.

Social marketing aims to engage consumers to achieve the desired behavioural and health outcome.

Advantages of Social Marketing

Social marketing has many advantages. It is an effective way to reach a broad demographic and is more cost-effective than other forms of advertising.

Social marketing aims to change how people think and act so they can live healthier lifestyles and adopt healthier behaviours. This allows them to lead happier and healthier lives.

The message is often unequivocal and direct with traditional forms of marketing. For example, you may advertise a product or service for an extended period. Social marketing can make messages more subtle, encouraging people to make healthy lifestyle choices without being too obvious.

It is a more effective and cost-effective way to influence people's buying behaviours and can be customised to reach the target audience.

Challenges of Social Marketing

Some disadvantages come with social marketing, as well. First, the message is often unclear. It's often difficult to get a specific point across.

Second, the target audience may not always be aware of the need or importance of the issue. They may not understand the problem or potential solutions you can provide.

Third, convincing people to change their behaviours and buy a specific product can be challenging.

Why Do We Need to Change Our Behaviours?

To address these issues, there are several ways that we can use social marketing to encourage and influence people's behaviours.

First, we need to ensure that people are aware of the problem. You can do this by using traditional forms of marketing to raise awareness and attract people's attention to the issue.

Second, we can use social media to gather information about the problem and the people experiencing it. We can use that information to design programs, projects, and campaigns to influence people's behaviours.

How Do You Use Social Media to Raise Awareness?

One way to raise awareness of a particular social problem is through social media. Social media has become an increasingly popular way to connect with others and learn about their experiences.

Facebook, Twitter, Instagram, and other similar platforms allow people to share their thoughts and opinions with others. Through these sites, we can listen to what others are saying and see what is important to them.

You can raise awareness for a particular cause in many different ways. For example, you could create a Facebook page to raise awareness for a specific problem.

Alternatively, you could post messages on your Facebook or Twitter account, urging people to follow the hashtag or keyword you created to spread awareness.

The Four Main Types of Social Marketing

Best Content Type Social Media Marketing

The concept of social marketing is built around the belief that businesses, products, and ideas must be marketed using the same methods that consumers use when searching for information and making choices in the real world.

As a result, social marketing seeks to understand and respond to the various motivations and barriers that consumers encounter when making purchases. This is accomplished by studying how consumer behaviours are influenced by psychological variables, such as perceptions, attitudes, beliefs, and emotions.

There are four main types of social marketing:

  1. Promotional social marketing
  2. Product development social marketing
  3. Directed social marketing
  4. Integrated marketing communications

Each approach serves a unique purpose. Below, you'll find examples of each type of social marketing.

Promotional social marketing

This is the most common form of social marketing. It involves communicating a product or service message to target audiences through existing or new media. For example, the average American watches nearly 30 hours per week, making TV a compelling advertising medium.

Product development social marketing

This involves developing new products and services that target specific customer needs. An example is launching a new product or service that caters to a specific audience, such as a targeted diet for a particular type of customer.

Directed social marketing

This involves creating marketing campaigns focusing on a specific market segment or audience. These campaigns might take the form of a direct-mail campaign aimed at college students or a print ad for a product that targets parents and grandparents.

Integrated marketing communications

This includes all forms of communication that are integrated. For instance, a brochure is part of an integrated marketing communications campaign because it contains multiple messages designed to communicate a single, cohesive message.

How to Develop a Strategy That Works

Social Media Calendar Template
Source: Semrush

Social media marketing can help your business grow, but you must plan carefully. The first step is choosing a strategy that best serves your business and goals.

You can choose from one of two strategies: content creation and promotion or user acquisition and retention. Content creation and promotion focus on the creation and sharing of information. You do this by creating content, such as a blog post or other form of content, to share on social media.

Related:  How to Create Evergreen Content That Lasts

User acquisition and retention focus on attracting new users to your site and keeping existing ones around. This requires a different marketing approach, commonly referred to as customer engagement.

For example, if you own a dog grooming service, you may want to create content that shows off your dogs and how they look after their grooming. You might also want to offer discounts for loyal clients. In this case, your strategy would be one of content creation.

However, if you are interested in promoting your business to new customers, then user acquisition and retention is the better choice. Here are some ways you can promote your business through user acquisition and retention:

  • Post ads and links to your Facebook page or other social media sites, especially the pages of people who share similar interests to yours.
  • Give away freebies or other incentives to get people to sign up for your mailing list.
  • Create a video that describes your company, product, or service and post it on your website. This will help people visit your site and learn more about your sales.
  • Use paid advertising, like banner ads, to advertise on social media. You can also pay Facebook or Instagram to promote your posts.
  • Ask for your products or service reviews, and thank people for reviewing your business.
  • Ask your current customers what they think about your business.
  • Answer any questions your customers ask on your website or social media sites.
  • Reward your customers for staying loyal to your business.

Do all these things, and you will find that you are successfully promoting your business. Remember, however, that each strategy has advantages and disadvantages.

You should use social media marketing in combination with other methods of marketing your business. Your social media marketing strategy can be more effective when you do so.

Is One Strategy Better Than the Other?

There is no one-size-fits-all method for social media marketing. Your business needs to be flexible so you can adapt to new situations and find the most effective methods of social media marketing.

A content-based strategy may work for one company but not for another. Each business is unique, so your marketing must reflect this.

For example, if you want to attract new customers, you may need to focus more on user acquisition and retention. However, if your business relies on repeat customers, then it might be worth your while to focus more on content creation and promotion.

Your business will never run out of opportunities. There are always new ways to market, and there are always new ideas to use to promote your business.

When starting a business, you must consider your social media marketing strategy. You can choose from either of the two options or combine them. Be sure to use both and tailor your strategy to your business.

Why It's Important to Develop a Social Media Marketing Strategy

Social media marketing is essential for businesses of all types. It's considered to be the most critical type of marketing. If you aren't using it, then you're losing potential customers and potential revenue.

Social media marketing isn't expensive, either. Depending on your business type, spending as little as $100 per month may be possible. The key is understanding that social media marketing can be a powerful tool for your business, and it's essential to use it correctly.

The following are three reasons why you need to develop a social media marketing strategy:

  1. It can be a cost-effective way to promote your business.
  2. People trust what they see online more than anything else.
  3. It allows you to target the right customers.

How to Measure the Success of a Campaign

While it's impossible to say how your efforts will play out, there are things you can do to make your campaign more successful than it would have been without your efforts.

The first step is to define your objectives and measure whether or not they've been met. To do that, you need to know what to measure.

Here's an example of a social marketing objective: increase the number of visitors to a website by 10%. Since this is a goal, measuring your success with an online survey that captures data on how many people visited the website during the campaign makes sense.

There's no point in measuring the size of a website's audience or the impact of your Facebook post if you don't know whether or not the changes you made led to an increase in website traffic. Once you know what to measure, the next step is to create a metric for that measurement.

The easiest way to quantify the success of a social marketing campaign is to use clickthroughs as the metric. In this case, you'd track the number of times someone clicked on your call-to-action (CTA) and convert that into a percentage.

In other words, the more times someone clicks on your CTA, the more successful your campaign is. If you're working on a business-to-consumer campaign, such as a product launch, this metric is a pretty good indication of the success of your campaign.

If you're measuring the success of a business-to-business (B2B) campaign, such as a trade show, your clickthroughs won't necessarily translate directly into increased sales.

To get a more accurate picture of the success of your campaign, look to the data collected in your online surveys.

In a B2B setting, the success of your campaign depends on how well the target audience receives your product or service. For example, the success of a trade show depends on whether or not your audience decides to purchase the products or services you're showcasing.

It's easy to assume that the success of a social marketing campaign is the same thing as the success of a direct marketing campaign. In reality, a social campaign's goals are broader and less measurable, including everything from the brand's reputation to its online presence.

Social media sites provide an excellent platform for measuring the success of your social marketing campaign, and even a single metric, such as the number of clicks on your CTA, can tell you a lot about the success of your effort.


Social media has become an essential tool for small businesses in the last few years. While many people think that they don't have the resources to compete in this new market, the truth is that you don't need many resources to win.

Social marketing is a simple and effective way to reach your customers and potential clients. You'll need to know your target audience and use various channels to reach them.

The key to success is finding a balance between the two. When you focus too heavily on one area, you're likely to miss out on the other.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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