How to succeed with your company’s social media strategy

Competition is getting tough among businesses. And one key to stand out from the rest is to be present on social media. That’s because people nowadays are spending more time on social media apps.

In fact, there are over 4.80 billion active social media users as of April 2023. So if your business is not yet on social media, you’re missing out on the opportunity to reach more people who would likely be interested in your brand.

You don’t even need to spend a lot of money to get started on social media. You only have to be strategic & effective in using it. To help your business, we created a comprehensive guide that will cover the following.:

  • Advantages of using social media
  • Steps in creating a social media marketing strategy
  • Social media platforms for your business
  • Tips on how you can get started and maximize social media now!

What are the benefits of social media for business?

Increases brand awareness

There’s no way for your customers to buy from you if they don’t know about your brand. And, social media can help you with this. You just need to keep on posting engaging content that is appealing to your audience. Doing this will help you reach a wider audience who may not have heard about your business.

Engage with your customers

It’s hard to build connections with all of your customers. But through social media, you can do this with the tap of a finger. Connecting with them makes them feel that they are heard. The more you do this, the more engaged and loyal they would become.

More website traffic

Whether paid or organic, social media drives people to your website (don’t forget to add your website link into all your profiles). Or if you’re running ads, you can take your potential customers by clicking the link on the ad.

Drive leads and increase sales

Certain features on social media platforms can help you generate leads and sales without running ads. These include instant messaging, appointment bookings, as well as TikTok or Instagram shops.

It helps in building credibility.

Because of the widespread use of social media, It becomes a common practice for customers to use it to look for the businesses to buy from. If they can’t find you, they are likely to go with one of your competitors. Being active in posting and being responsive to messages contribute to build your credibility and customers’ trust.

Manage your reputation

Positive reviews or comments that people see on your social media accounts are very valuable and it helps in enhancing your brand reputation. So, if you have some, show them as much as you can! you can even add them into your reviews and testimonials website page. 

If you have a strong brand reputation, people would likely choose your products or services among others. And if they’re satisfied, Social media is an easy way for them to recommend you to their network.

Use social media to grow your business

Sales & Marketing

Social media helps businesses in attracting more customers and generating more sales:

  • Collaborate with social media influencers to make your product known and generate sales.
  • Run ads to persuade customers to purchase. Ads can also be used to remind customers to use your product and inform them about what you offer. With social media, businesses won’t have to spend huge amounts for advertising as compared to putting up billboards or running ads on television.
  • Utilize social media platforms where customers can easily shop without the need of redirecting them to a website (like TikTok shop and Instagram shop).

Customer support

Since most people use social media as a means of communication, businesses should also use this to answer their questions and concerns. Here are some ways you can maximize social media for customer service for your business.

  • Focus on the platform that most of your customers use regularly.
  • Assign someone or a team who will handle this.
  • Monitor the conversations on your social media account/s and respond to posts that you are tagged in.
  • Make sure that your customer care team is trained enough to handle inquiries. You may prepare scripts, guides, and photos that will address the frequently asked questions of customers. 
  • Ask for feedback from your customers so you’ll know what to improve on your current process or offer.


Social media platforms like LinkedIn and Facebook can be used as a tool for recruiting employees. On LinkedIn, you can look at the applicant’s profile to check if he or she is qualified for the role.

How to Create A Successful Social Media Marketing Strategy

Establish goals that align with the business objectives

Set SMART goals.

  • Specific: You need to be clear on what you want to achieve. You may want to increase brand awareness, drive traffic to your website, generate leads, manage your brand reputation, increase sales, improve customer support, engage with customers, etc. 
  • Measurable: Make sure that you quantify your goals. You can’t just say that you want more followers, more sales, or more engagement. You need to track the right metrics for your goals. Ex. +1000 followers / month in 2024.
  • Attainable: Can it be done in a specific amount of time? You can look at your previous data as a basis. This will help to make your goals realistic and attainable.
  • Relevant: Are your marketing goals aligned with your business goals?
  • Time-bound: When are you looking to achieve this goal? Time-bound goals create urgency. For example, you post on specific days in a week based on your calendar.

Know more about your audience

You’ll know your customers better by knowing what they want and what they need. We recommend using social media analytics tools to make market research easier since these will give you real-time insights into customer’s behavior, demographics, and interests.

Evaluate your audience by answering these questions:

  • What are their preferred social platforms?
  • When and why do they use them?
  • What kind of content do they like?
  • Who else do they follow?

Competitor analysis

You can look at your competitors to see what works best and what is not. You can generate new ideas for your content and find out the best times to post on social media. By doing a competitor analysis, you’ll know what to improve on your current marketing strategy.

Create a brand identity

Think about the message that you want your audience to know, as well as the emotions that you want your audience to feel when they engage with your content. It is important to be consistent with your brand voice.

Choose what platforms to use.

It’s important to choose the best social media platform for your business. At first, you want to focus on one or two social media platforms where your audience is active. Don’t spread your business too thin by being present on all social media platforms. Build relationships with your followers on your chosen platforms before proceeding to another platform.

Do an audit if you already have your own social media account.

Auditing your social media account will help you identify what to improve and how to do it. Here are the steps on how you’ll do it.

  1. Go over your social media accounts.
  2. Check all your information, branding, and photos.
  3. Identify your best-performing content.
  4. Evaluate the performance on each of your social media accounts.
  5. Improve your strategy after evaluating what needs to be improved.

Create a compelling profile.

Once you have chosen a social media platform, you can now create a profile.

  1. Fill out the necessary fields.
  2. Include keywords in your description
  3. Upload high-quality images for your main photos that conform to the requirements of the platform.
  4. Be consistent with your branding on your chosen platforms (logos, images, et al.)

Grow your content strategy.

Having a content strategy will help you build a strong social media presence. When you have it, you’ll never run out of content to post. You just need to research and brainstorm to come up with content ideas. You can then create contents and schedule when to post them.

Data analysis

By looking at the analytics, you will know how your current strategy is working. This includes the types of content that your audience likes and the people you are reaching.

Which Social Media Platforms to use to promote your Business


Facebook is the biggest social media network in the world. Back then, it was used to connect with family and friends. But now, it has gradually evolved by giving so much potential for businesses. Businesses can form and join groups to promote, and connect with a wider audience. It also offers the following features:

Broadcast live videos to engage with your audience.

Run ads to target existing and new audiences, or encourage them to buy from you.

Facebook marketplace allows you to list and sell your products.

  • Share short videos for Facebook reels, so you can reach new audiences.

Put your best content on top of your page by pinning it.


Instagram is one of the top photo and video-sharing platforms, with approximately 1.628 billion users worldwide as of April 2023. It shares similar features with Facebook like live videos, reels, stories, pinned posts, and shops which you can use to promote your products and services. Its tools are mostly optimized for mobile devices.

Since it’s a visual platform, the one who will handle your Instagram account must have a good eye for photography and some design skills to ensure that you only post high-quality pictures and videos.

If you want to reach a younger audience (Gen Z and millennials), then Instagram is good for your business. Maximize the other features of Instagram through the following:

  • Highlights
  • Poll, slider, question, quiz, and countdown stickers that can be used on stories
  • Use hashtags for discoverability


YouTube is the second most famous search engine next to Google. Because of its popularity, it can reach a broader audience. YouTube is a platform where people can share videos that are informative, entertaining, or creative. This platform is good for businesses that are producing these kinds of content. From conceptualizing to production and video editing, it takes a lot of work to succeed on this platform.

The key to succeed in YouTube is to bring value to your audience. You can do the following tips.:

  • Partnering with influencers who are relevant to your brand gives you an opportunity to tap a highly receptive audience. This could also result to increased sales
  • Make your videos and captions optimized for SEO. Make sure that you include relevant keywords too. Once you do all of these, your video’s ranking and discoverability will increase.
  • Putting your website and social media profiles in the description expands your reach.
  • Organize your videos by creating playlists.
  • Create eye-catching thumbnails to drive more views.
  • Add timestamps especially on educational videos.


Because of the increasing interest of people in videos, TikTok has become popular especially to younger audiences. And it has reached over 1 billion users globally as of April 2023.

Here are some features that you can try on TikTok.:

TikTok shop allows your customers to buy directly.

  • Collaborating with influencers on TikTok enables you to promote your products without being salesy. You can find them on Tiktok Creator Marketplace. You just need to make sure that they have engaged followers who would likely resonate with your brand. 
  • When you do TikTok live, you can engage with your followers & sell your products.
  • You can create video replies to address the questions of your audience.

TikTok Creative Center allows you to get some ideas for your videos, or creatives on your ads


LinkedIn is the largest professional networking site. It started as a job-seeking platform. Now, it has become one of the most important platforms for marketing to B2B audiences. 

LinkedIn helps you drive quality leads. And when you nurture these leads, you can potentially convert them to paying customers. To generate higher-quality leads, you can try LinkedIn Sales Navigator since it has advanced search filters.


When we want to find inspiration in fashion, decoration, photography, beauty, exercise, crafts and recipes, Pinterest is our go-to platform. Here, users can share, and save images or videos. 

This platform is not only useful for users but also to businesses who are looking to grow their brand. Pinterest works well on e-commerce businesses, especially those that are selling highly creative products.

While Pinterest may not be the first platform that comes to mind when developing a social media strategy, it is used by 428 million people who see it as a place to get new ideas. It is like a visual search engine since its algorithm decides what content will show up on the users. And so, it’s important to use keywords that are relevant to your brand. In this way, more people will discover your brand and potentially, your sales will increase as well.

X (formerly known as Twitter)

One of the best social networking sites for keeping up with the latest trends and connecting with your target market is Twitter. It allows users to participate in conversations in real time. Even small businesses can leverage Twitter as part of their social media marketing strategy. Initially, you don’t have to go all out on Twitter, especially if your audience is more active on other platforms. You can create a few posts for you to build your brand gradually.

Here are a few things you can do on Twitter:

  • Add business hours, address & website link on your bio
  • Provide customer service
  • Share updates and announcements
  • Brand awareness
  • Hashtags to boost your posts
  • Pin a post
  • Share links to your blogs


Snapchat is a mobile app wherein you can share stories (snaps) that can be viewed for up to 24 hours. Now, it offers features like chat, picture storage, and media content. Users of this app, also called Snapchatters, are mostly Gen Z and millennials. So if they’re your target audience, then this platform might be good for you.

Snapchat enables businesses to connect with their audience on a personal level through stories. Because stories disappear quickly, you don’t have to spend so much time creating very great content. However, do take note that your stories can only be viewed by those who add you.


Vimeo is a video-sharing platform, just like YouTube, that is promoted to creatives, artists, filmmakers, and professionals. It is committed to delivering high-quality video content to its users. It offers free and paid options with different storage capacities and benefits. The platform is completely ad-free and allows your videos to be protected by a password. The disadvantage of Vimeo is that it has a much smaller audience base than YouTube.

How you can get started and maximize social media now!

Social media is much needed by businesses nowadays. It provides a lot of opportunities for the growth of businesses and building customer trust.

This guide applies to all sizes of business. Larger companies would definitely benefit from following all the steps. However, for small and medium-sized businesses, if this seems overwhelming, you can do these simple steps.

  1. Set your social media goals. 
  2. Choose at least one platform where your audience is active. 
  3. Create a profile and optimize it.
  4. Focus on posting quality content on your social media account. It’s perfectly fine if you don’t post everyday as long as you do it consistently. Posting a couple of times in a month is better than having no post at all. 
  5. Interact with your audience.
  6. Measure performance through analytics.
  7. Improve your strategy based on evaluation.

Success in social media takes time. If you continue to adapt to what is the latest features or information, learn from your past strategies, and apply the insights that you got, you’ll go a long way in social media marketing.

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