Social Marketing Overview

Research suggests that 70% of the purchasing process is completed before your company comes into contact with a buyer.  This is because buyers are today acting more like researchers, performing peer-to-peer reviews of your product or service online through social media before they come to you.  

And lots of companies do social media, but not many do social media well

Many companies lack structure and guidance in their approach to social media and so, inadvertently, pursue a scatter-gun approach posting self-serving content to the major social networks on an intermittent basis about what they do and how good they are at doing it.  

In developing your Customer Journey Maps you will now have an understanding as to why going straight in for the sale is not an effective practice and produces poor results.  Trying to sell to a prospect who is not yet ready to make a purchase will only scare them off.  This needs to be remembered when you engage in social media, and a new approach must be adopted as part of your social media campaign.

You should instead meet prospects where they are and guide them through their customer journey by providing high-quality and engaging content that is relevant to their individual needs.  Social media is a tool to deliver that content.

Each social media channel has its own areas and uses for which it is strongest.  As a result, each social media channel is typically suited for some types of campaigns over others.  The table below shows a range of popular social media channels and a few different types of marketing campaigns that lend themselves well to that particular network.  

The following list is not exclusive or exhaustive, and it depends on what industry you are in, and who your target audience is as to whether the table below is true for you - but it does show how each social media platform can play its own part in bringing you new customers. 

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For its users, social media is primarily an entertainment platform,  it is something most people engage with to pass time on and have fun in doing so. This also needs to be remembered in your approach to your social marketing and is something many companies forget when they purely post self-serving or sales focused content.

The correct approach is to have a mixture of entertaining and informative content, mixed with self-serving content on a typical 5:1 ratio.  So for every 5 posts, you may post about other people, information, news, facts, funnies, you should post once about what you do and the benefits to prospects in partnering with you.   

The key to a successful social media campaign is to constantly deliver high quality content that your audience finds interesting, and wants to read.  You should only post content about your industry or market that you would find interesting to read.

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As with any other digital marketing tool such as Email Marketing or Paid Advertising, you need to have a clear objective for your reason to engage with the platform.  Typical types of campaigns include:


Campaign Types

Launch Promotion


Are you launching a new product? With a healthy lead time, social media can be a great tool to build up interest and support for your new product or service prior to it being released.  A good pre-launch campaign can also be a great way to get local news outlets interested in what you do and lead to further PR.

Brand Awareness


A brand awareness campaign is used to increase the visibility of your product or service among your target market.  This type of campaign should typically be used to introduce yourself to the market and the messaging usually consists of who you are and what you do for the customer, with a broad reach.  Then when you can see that people are taking interest in your message you can run a lead generation campaign on this group of people

Lead Generation


Facebook, LinkedIn, and Quora are all known for their ability to generate new leads and inquiries.  This may be through peer-to-peer networking on LinkedIn, showcasing products and services on Facebook, or answering in-depth industry-specific questions on Quora.

Nurturing Leads 


Social media is a great way to build a relationship with prospects who have previously engaged with your brand.  Lead nurturing is about making regular contact with your prospects to build a relationship, trust, and further educate them on your product or service until they are ready to make a purchase.

Direct Sales


Most major social media networks run their own advertising platform that allows you to target a specific audience with your offer.  With the implementation of remarketing tags (which will be covered in the Online Advertising module), it is possible to target specific social media users with direct offers who have previously been on your website and engaged with any high-value content. 

Service Customers


Facebook, Twitter, and Reddit are all used by companies to help gain feedback from existing customers.  Being able to listen to the conversation is a great way to find out exactly how well your company is performing in customer service and respond quickly to any inquiries


Do you want more sales and new customers?