Paid campaign, content marketing strategy, social media strategy design, marketing mistakes to avoid on social media? Everything you need to know as a Marketing Manager is in our marketing guide. Marketing must constantly adapt to new technologies. And while social media is already well established in the landscape, a lot of companies have yet to make a habit of using it or have yet to address it. Here’s our guide to getting them started.

The strategy for using social media is the synthesis of everything you plan to do and hope to accomplish on social media. It guides your actions and shows you your successes and failures. The more precise your strategy, the more effective it will be. Better to keep it concise. Avoid goals that are too ambitious or too general: they will be difficult to achieve and to measure.

Facebook, Twitter, Instagram, LinkedIn, Snapchat… Social networks are attracting more and more people to the Internet. First related to a hobby, these platforms have become real marketing assets for companies.

What is social media marketing?

Advertising and promotion of products through social media sites on the Internet. This branch of Internet marketing can be considered word of mouth through the World Wide Web. Also known as e-marketing or digital marketing, there are specific tools designed to help marketers determine the effectiveness of their social media marketing methods and what improvements they might want to make. to this efficiency.

While in the past people relied on word of mouth to find out where the best place to find a product or service would be, people now use social media sites to tell their “friends” about services and products. Business owners can create social media pages for free, reaching a global audience without the overhead of other advertising methods. In addition to finding new customers, social media channels are also used to stay in touch with existing customers and to provide support.

All social media websites, and dozens if not hundreds, give digital marketplaces a way to easily promote their content and engage and share it with other people. Many social networks will provide marketers with detailed information, ranging from geographic and demographic information to personal information. This allows digital marketers to tailor their message to specific groups or individuals, which will hopefully increase their reach and conversions. Social media segmentation ensures that the company’s message reaches the right audience.

Marketing campaigns carried out on social networks have an additional advantage of attracting a large audience. A single campaign can be of interest to both potential and current customers, media individual bloggers, employees and the general public. Social media sites often provide their own metrics for analyzing the effectiveness of a campaign, but there are also plenty of third-party apps that can analyze reach, customer response, ROI, and many other metrics.

Should You Be Marketing On Social Media?

Doing social media marketing has become a must for all kinds of businesses and organizations. Social media gives you access to a huge audience through free or paid advertising, audience that you can shape and grow on your own.

Of course, in reality, all of this is not really “free”. Indeed, someone is supposed to spend some time posting on social platforms, but it is possible to work wonders even with a very limited amount of time.

Social media marketing doesn’t work for everyone, and it would be a mistake to see it as an easy, inexpensive way to make money. The most successful strategies take into account the company’s planning and fit into its overall strategy. For a different company, a different approach. But we will come back to that.

The bottom line is that there are huge possibilities in social media marketing for most businesses, even if it’s not just about posting a few messages to increase sales.

Definition of social media marketing

Social media marketing has become a catch-all phrase that encompasses all marketing actions on all social media platforms. The act of creating content to promote your business and products on various social media platforms such as Facebook, Instagram, and Twitter. Your unique content should be tailored to the specific platform it’s shared on to help drive conversions and increase brand awareness.

What Benefits Can I Get From Social Media Marketing?

As we said, there are many strategies, and the results depend on which ones you adopt. Here is an overview of the main benefits of social media marketing:

●It provides the business with fast customer service to users around the world.

●It creates new opportunities to sell and promote your products. It promotes your brand and builds customer loyalty. It allows you to promote your own content in order to reach new users without breaking the bank. It communicates your corporate culture and facilitates the recruitment process.

Even though these strategies help your business become more profitable, sales are not going to increase overnight. Rather, see social media as a solid foundation that your business can rely on at all times.

Where to start?

The first thing to do is to define your approach by making a list of objectives to be achieved. As we said before, your approach to social media will depend entirely on your company.

For example, a business that has a product to sell and a charity will develop different approaches. Generally speaking, here are the ideas that a business and nonprofit organization might have.

What you shouldn’t post

There are plenty of examples of businesses, big or small, tweeting an inappropriate message and biting their fingers. Whether it’s a bad joke or a poorly worded opinion, social media can be a double-edged sword if you’re not careful.
There are no exact rules on what type of posts to avoid. Again, it’s up to you and your business. Humorous web pages can be as quirky as they want, they always land on their feet even when they push the envelope too far. This is not necessarily the case with your business.

Think about the style of your brand. There’s nothing stopping you from posting jokes and memes, as long as it’s relevant to you and your audience. Social media is sometimes the scene of little provocations, but often the game is not worth the candle.

Sit down and meditate on the following. Make sure that the person writing your posts is fully aware of the reputation the company has built and is keen to maintain. Make a list of topics to ban. And do not write in stone how your customer service works, in order to maintain good flexibility of reaction.

Also, don’t just spam your followers by sending them links to buy your products. We don’t go on Twitter to window shop, even if that doesn’t mean we don’t have some fun once in a while. There is nothing wrong with posting a few sales posts here and there, but mostly think about your post. Sharpen the public’s curiosity about your product rather than putting it under their noses all the time and hoping that they will take out their credit card.

Social Media Marketing Strategy

A popular social media marketing strategy is to create viral content. This content has been developed specifically for users to share with their family, friends and colleagues. This is a word-of-mouth strategy for the digital age, which can be very effective if done correctly. In addition to spreading the message widely, this type of viral campaign also provides implicit approval when shared by someone known and trusted by the recipient.

The viral nature begins with content called “sticky” by digital marketers. Sticky content is something that grabs the user’s attention and causes them to take action, typically sharing the content with others. Social media marketing can also encourage users to create and share their own content in the form of comments or comments.

Social media can have great benefits, but if used to share information that can harm a business, it can be a double-edged sword. Even if a negative testimonial is immediately taken into account, and even if it turns out to be false, it can still have negative consequences in the long run. In this case, a social media campaign to restore trust can be a good marketing strategy.

Understanding the platforms

We’re not going to go through all platforms, it’s up to you to figure out what works and how. The formulas are multiple, as are the audiences. A good word can hit the mark on Twitter, but for LinkedIn, concrete messages based on specific advice are better.

Learn about the algorithms of the different platforms and spend some time on each one to get a feel for how they work. Customize your posts the right way to get better engagement, higher traffic, and sustained interest.

Paid social advertising

It’s the main course, with companies spending billions of dollars around the world reaching their audiences through Twitter, Facebook and others. Moreover, concerning Facebook, it should be noted that some organizations which took advantage of their advertising platform to influence the political opinions of users are currently in the spotlight.

But don’t let that put you off. The pressure is increasing for social platforms to be more open and transparent in how they work, and as long as you follow the rules and do things right, you’ll be okay.

Paid social media ads aren’t much different from regular ads. It is always a question of targeting a specific segment of the population via a message intended for them. The only difference is that you can use the data collected from social media to build 100% personalized target audiences.

Calendars and programming

Another thing to consider is how often you post. This largely depends on your strategy and the type of positions you are going to create.

For example, some content publishers post a lot because they are constantly creating new stories and articles, and they know full well that their followers are on the prowl for this kind of content.

For a business, it’s a little different. You might not be producing content on a regular basis, but don’t think posting on Twitter all day is a must. Users quickly tire of seeing the same press release run over and over.

For our part, we publish a wide variety of information, ranging from blog content to must-see events, including webinars, tweets and comments. In the event of a lull in terms of content, we post posts that were already published a while ago (but still relevant).

Set up an adapted customer service

Customer service deserves a chapter. Too often, companies undermine their reputation by not taking or making fun of social media complaints seriously.
Social media gives us quick and easy access to businesses. No need to make a phone call, and no need to go to the Post Office. Just go to their Facebook page to complain – and everyone has access to the result. Nothing to do with what was done before.

The relationship with your audience is essential. Sure, the complaint may be unfair and unfounded, but you still need to engage with users in a professional manner.

Putting them back in their place would do no good, and instead would tend to draw attention to your business for the wrong reasons.

The importance of social networks in digital marketing

This new communication channel not only makes it possible to strengthen the presence of one’s company on the Internet, but also to increase the number of customers and to recruit future employees in a different way. If for a long time owning a website and social networks was a simple plus for companies, it is no longer imaginable today to do without them. Companies that risk ignoring the internet are missing out on the key element of brand development marketing strategy.

Continuous growth

Social networks in particular have experienced exponential growth over the past 10 years. Their major advantage is their simplicity and speed. For most users, they are intuitive, do not require any instructions for use, and present no difficulty in accessing information. It is enough for an Internet user to discover a product, a service or a person which interests him, so that he immediately informs his entire community. The potential of social networks is therefore enormous for companies who want to develop their customer base, their brand image and their turnover. The major advantage of networks is also the possibility of influencing a panel of people according to their interests, but without having the feeling of being guided.

Immediate customer feedback

The main advantage of social networks is the proximity to the customers they offer businesses. It is a direct communication channel that allows users to share their experience with the product or service. This is an aspect that is not always found on other marketing and communication media. Of course, by exposing your business to social media you run the risk of negative brand-damaging comments. This should not be seen as a danger, but on the contrary, an opportunity to bounce back from the negative opinion and to offer an individual solution to the user. Most users are happy to tell their stories on the internet. As it will be impossible for you to eliminate the negative comments present on the net, you might as well control them by responding to complaints, which will be easier if the comments are on your own networks rather than on various consumer forums. If you have a recurring remark, you can escalate the problem to your employees and think about how to correct this trend. The general rule is therefore to regulate your networks, without leaving consumers on their own.

The positive opinions meanwhile, will enhance the product and indirectly, the brand image of the company.

It is by remaining attentive to all the comments that we can anticipate customer expectations and adopt the best strategy. The latter may concern the innovations to be made to the products or the marketing arguments that will make them a success. In addition, the opinions of consumers are often more listened to than the speech, sometimes considered too commercial, of the brand. The user feels reassured by the opinions of his peers: if a product is recommended and recommended by hundreds of Internet users then it is very likely that it suits me too.

Your keyboards!

The presence of companies and brands on social networks is therefore more and more common. These sites represent a vector of communication in the same way as the traditional media. However, with two significant advantages: a lower cost and a very interesting return on investment. As business leaders, whether you run a VSE or an SME, you must therefore create a page in the name of your company. It should contain the essential information about your company (name, description, business area, contacts, etc.) and will include a link to your official website.

Benefits of social media marketing

What are the advantages of integrating social networks into your digital marketing strategy and into your communication strategy?

Improve your SEO ranking

Social media improves the visibility of your posts. Promotion on social media makes your content incredibly shareable. It also increases your business profile, making it more credible and reliable for search engines. As your content becomes much easier to share, you increase your chances of building quality backlinks. You thus directly improve your ranking on search engines, such as Google. Using hashtags, optimizing your social profiles and creating posts / tweets, increase your audience engagement.

Boost brand awareness

Social media marketing plays a vital role in increasing your brand awareness. Your presence on social media makes it easier for existing customers, as well as your prospects, to find your brand on the internet. Given the large number of social users active daily, the reach of your business is multiplied. Your target customer gets in touch with you easier and faster.

Increase traffic to your website

Without social media marketing, your business internet traffic is limited to your regular customers. Social media showcases your content and your brand to a wider audience. People who use other keywords to find your products and services.

Understand your audience

Social networks connect you directly with your community. Social platforms aren’t just marketing machines. They are a channel of communication. They allow you to understand the needs of your audience. A better knowledge of your customers then makes it possible to create a direct link with them. Connection is then simplified.

Social media therefore allow you to personally address your target audiences. To solve their problems and thus improve the image of your brand. Your editorial line gains in quality and efficiency. It becomes more personalized. As a result, your prospects and customers have increased engagement with your business.

Boost sales

Promoting your products on social networks is a simple and effective way. As you advertise to people who have chosen to engage with you by following your account, lead generation is made easier. The more regular your presence, the more likely your audience is to buy your products and services. Since it is naturally in contact with your brand. With that noted, social media marketing does more than increase your presence and customer service. You can also influence purchasing decisions. By sharing relevant content, such as photos and videos, or by answering questions and offering tailored solutions.

Disadvantages of social media

You should know that Internet users express themselves quite freely, so you should expect negative comments. Do not take them to heart, but consider if they are repeated.

Networks certainly offer you the possibility of communicating more freely, but this freedom of expression should be taken with caution. Be careful about how you express yourself, as you could endanger your reputation online.

As you can see, not being on social networks is losing an opportunity. These are essential tools for the development of any online business. However, having an effective social media strategy takes work, but don’t worry, we’re here to help!

The most popular social networks

Now let’s take a look at some of the more popular social sites that you can use as an e-merchant.


Basically, Facebook is created to connect friends. It allows you to bond with people around the world, join groups and share your interests. Today its features and marketing benefits for businesses are numerous. It allows among other things to:

●create a company page or a group around your brand

●join groups around themes related to your products or whose participants might be interested in your brand

●to do paid advertising


Tweets are a great way to communicate with your audience. These are short messages, accompanied by links, photos or videos, that your followers can retweet. Take advantage of the virality of Twitter to gain visibility. You can also use it as a monitoring tool, to obtain information on your sector and your competitors.


Its users are generally under 35 years old and it is a network where visuals and aesthetics take precedence. Take, for example, the impeccable aesthetics of the brand of photography and other equipment, Moment. Note the quality of the photos and the harmony of the colors.

Here you can share posts that appear on your profile, stories that last 24 hours, or even longer videos thanks to IGTV. Present your products at their best, with photos and videos. Also share your behind the scenes of your company, your news, and your important information. Visit our page on influencer merchandising. To be successful on Instagram, you need to know your target audience and their tastes well.


LinkedIn is often described as the Facebook of the professional world. It actually uses the same principle of the trombinoscope, but is used in the professional and not personal sphere. If your business has a B2B strategy, this is a great way to connect with other businesses. It is also very useful for networking.


Snapchat is a great tool for sharing content that you wouldn’t share on other networks. For example, behind the scenes of your business or competitions to win your products. Its users are young. You can interact directly with your customers, so that they feel closer to you.


Yes, TikTok can also be used by businesses. Here is an article where we explain why you should be interested. Its users are predominantly young teens as on Instagram, so you could use it to market your brand to them. Its algorithm is very efficient and can let you reach your target audience easily. You have to be creative and your content has to be entertaining to grab the attention of internet users and influencers.

As you can see, each of these networks is used for a specific purpose and has its typical users. It is not necessary to be present on all these platforms, only the ones that suit you. We will see later in this article how to choose the social networks to use for your marketing.

Social media marketing tips

Add all the important information about your profiles

Make sure your profiles contain as much information as possible about you and your business. Remember to add a name, a mini description, the contact information of your store, and especially the link to it.

Be creative

You won’t be successful by sharing copy-and-paste content or behaving like others. You can of course take inspiration from those who are successful, but try to stand out. Think about what makes your brand unique and show it in your content.

Post regularly

If you decide to be present on a platform, you should stick to it and post on it regularly. Find out about the optimal publication frequency according to the social network.

Interact with your audience

Social networks have that personal side that allows you to get closer to your customers and potential customers. Enjoy it! 

It’s not enough to post and respond to comments, you also need to engage with users as much as possible. Like their posts, retweet them, ask them questions in stories.

Share great content

Writing and visuals are important. Your publications should look professional but also reflect your brand image. You have to maintain a certain uniformity of style.

Browse image banks and use free graphic design tools to help you. Remember to be original, avoid using images that everyone else uses, or copy publications.

Create a community around your passion

If you are part of a niche whose tastes and habits you are familiar with, you could for example animate a group or a Facebook page. Or create an Instagram account around this common passion.

This is called community management, it brings together people who have similar interests, a common passion or common points around your company.

Gain credibility

Social networks can give you access to user-generated content or UGC. These are photos, videos, texts, audios, etc., posted by your customers. This content has the potential to improve your online reputation, gain the trust of your target audience, and attract new customers.

Make paid advertising

Many social networks, such as LinkedIn, Facebook, and Instagram, allow you to serve paid ads. These work on a cost-per-click basis, which means that you only pay when your ad is clicked. It’s a great way to get started with paid advertising and gain instant visibility.

Analyze your actions

Take the time to analyze your marketing actions on social networks. Marketing analysis is almost as important as the marketing actions themselves. This is what allows you to know the effectiveness of your campaigns and your publications. 

Are you on the right networks? Does your audience seem to be responding to your actions? Is Your Network Marketing Really Paying? Do you have more traffic and are you making more sales through networks?

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