7 Steps to Marketing with Social Media

Marketing with Social Media can be fun these days if you get ‘creative’ – and can be so effective to your business! You can create brand awareness, network, build relationships and engage with clients 24/7.  Well-known and newer social media channels to connect and engage with clients including LinkedIn, Pinterest, Twitter, Facebook, Youtube, Blogs, Forums and Podcasts. Here are seven steps you could take to gain traction and clarity with your Social Media.

Step 1 – Create a picture of your target markets (there may be several sub-sets of the ideal client) and then you can decide what to post based on this information.

  • Location (what general region are you aiming to target?)
  • Age (youth, mums, dads, singles, seniors)
  • Gender (female or male)
  • Biggest concerns/needs (what problems do they have)
  • Interests (what will appeal to them)
  • Which social media sites and organisations are they likely to engage with (Facebook, Twitter, LinkedIn)
  • What events most interest and relevant to them? What are their priorities, hopes and dreams? What do they want to do hear about, talk about and share?

If you get stuck, trying writing down a list of five phrases people might use that would identify themselves as potential customers of yours.

Step 2 – Create a Social Media Content Plan – A good way to create a plan is the gather a group together, and:

  • Brainstorm a list of websites that are good with content
  • Subscribe to receive online newsletters and updates from great relevant sites
  • Design your content themes (that match the industry) – with photos, video clips and stories
  • Include what’s been happening in the industry
  • Announce new hires
  • Share funny stories
  • Share the company blog
  • Go to selected social media sites to look for items worth sharing:
    • LinkedIn – share relevant group discussion posts
    • Instagram – follow prominent people in your industry where their content can be shared
    • Twitter – you can retweet others, share articles and stories
    • Youtube – showcase your products, introduce the team and create your own commercials
    • Pinterest – review what others are creating and pinning.

Step 3 – Allocate regular time to Social Media Planning – Creating great content or sharing information for Posts takes some time.  Here are some suggested activities:

  1. Set up a regular time for Social Media research each day or week to see what you could share and engage by commenting. Search social media (FB, Twitter, Youtube for your brand, competitors, products and services). Set up regular searches. What are they saying? How can you then benefit from this?

Be alerted when a topic of interest is mentioned using Google alerts.  Do searches of the internet for relevant information/articles.  This can help give you things to share.  Subscribe to popular and relevant Facebook groups, Twitter and websites for updates, information or other content.

  1. Schedule your posts in advance – ensure that you have content set up and ready to go, so you can concentrate on your day to day role.
  2. Plan out what and when you will post
    1. Create a ‘marketing calendar’ – brainstorm the dates of special occasions or events that you can link offers to.
      1. See what special occasions your key clients or stakeholders are interested in that you can link your products or services to.
      2. Seasons bring a change – eg. Spring
  • Events – Multicultural Festival, New Year’s, Valentine’s day, Mothers Day, Fathers Day etc.
  1. Activities – end of financial year, half-year sales, elections
  2. Write articles – eg. Informational, “How To”, , or good news stories – could be a client, or a positive outcome linked to your product or service
  3. Share what is inspiring, fun or interesting?
  4. See what competitors social media sites are sharing, asking or expressing interest in

Step 4 – Get more Likes and Shares

The more people who are interested in your content, or the more people who have had a positive experience with a product or service relating to the content, the more Likes it will receive and the more prominent it will be. It’s valuable when your content is shared, liked or commented on, as it gets your name and brand out there.

Be aware of the top reasons people share:

  • To look smart, funny or to be first to ask or answer a question
  • Topical content of general interest
  • Emotional – when we care, we share. If you are angry, you laugh or feel in awe of something.
  • Helpful material – eg. Advice on moneysaving etc.
  • Stories – linked to your product or service

Step 5 – Let people know the benefits of following you or your business on social media. This will encourage them to sign up or Like you.  Some ideas include:

  • Receive special offers and discounts (eg. “Like us on Facebook to earn a free entrée. Share this with your friends, and when we hit 100,000 fans, everyone will win a free entrée on us”)
  • Receive updates on new ideas, what’s happening and future projects,
  • Gain access to exclusive content,
  • Join the conversation,
  • Receive support
  • Grow our community

Step 6 – To generate awareness of your Social Media presence, list all your sites on your website, email signature, business cards, brochures, receipts, snail mail, packaging and in-location signage.

Step 7 – Create a Social Media Plan – to help communicate to all in the team what your activities and goals are.  It helps clarifies your approach.

Social Media Strategy for: Date:
Target Market Description
What is the purpose? What are our 12 month social media objectives?
What will it achieve? What are our 6 and 3  month social media objectives?
What are the desired outcomes of our social media marketing? Attach your Social Media Content Plan
Preferred social media channel sites and locations: How we will measure the outcomes of our strategy:
Budget for Social Media Social Media Team

If you would like assistance or advice to develop your social media strategies, please don’t hesitate to get in touch with us on 02 6297 3121


Coles, Linda. Marketing with Social Media (2015)
Kerpen, Dave, Likeable Social Media (2015)