The relevance of social media marketing: navigating digital marketing

By Jen Yeo

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Social marketing

In today's fast-paced digital era, where everyone is scrolling on social media daily, the relevance of social media marketing cannot be underestimated.

From building brand awareness to connecting with audiences locally and beyond, social media marketing has become a huge part of modern business activity.

Get our comprehensive guide to optimising your social media presence for free.

In this blog, we'll explore the fundamentals of social media marketing, its benefits and drawbacks, and how to craft an effective strategy to harness its power.

Social media marketing in a nutshell

What is social media marketing?

Social media marketing is a form of digital marketing and it involves leveraging social media platforms like Facebook, Instagram, LinkedIn, and Pinterest (the list goes on) to promote products, services, or brands and connect with audiences.

Social media can be a powerful tool for creating a positive impact for a brand when used strategically. It can include various activities such as creating and sharing content, engaging with audiences, running paid social media marketing, and so much more.

Let's delve deeper into social media marketing

Effective social media marketing operates on the principle of individuals or businesses utilising social networking sites to connect with your brand's target audience, increase brand awareness, and ultimately, achieve your goals.

Within your social media marketing strategy, some of the things you might include are content creation, paid advertising, and fostering organic interactions.

Like everything, social media marketing has its pros and cons


  • Wide reach: Connect with an audience beyond your local area, potentially on a global scale.

  • Cost-effective: Compared to traditional advertising, social media marketing is often a cost-effective way of reaching new audiences.

  • Engagement: Build meaningful relationships with customers.

  • Real-time interaction: Respond to trends and customer feedback promptly.


  • Time-consuming: Requires consistent effort for effective results, keeping up with trends is a role in itself.

  • Negative feedback: Negative comments can impact brand reputation and word can spread, quickly.

  • Algorithm changes: Platforms' algorithms can affect reach and visibility, and the algorithm changes. All. The. Time.

Why is social media marketing important?

Social media marketing is a form of online marketing and can be a powerful tool to build brand awareness due to its ability to reach a vast audience in a short amount of time. It's also a great way for brands to connect with an audience whilst they are doing their everyday activities.

Social media marketing goes beyond promotion; it builds communities. It can foster connections among your audience, encouraging them to engage with each other.

It also humanises your brand, making it relatable, and gives your brand the ability to have direct communication with your customers.

Social media marketing plays a crucial role in attracting potential customers at the top of the funnel in the early stages of the buying journey. Connecting with your customer early in their journey means a relationship is built, which then increases the likelihood of them purchasing from you, now and in the future.

To hook customers in you need to create engaging content that resonates with your audience. We'll come onto engagement later in this blog.

If done correctly, social media marketing can...

Build brand authenticity

Authenticity is key in the digital age. You can showcase your brand's personality, values, and behind-the-scenes glimpses through your social media marketing campaigns to build trust and credibility amongst current and potential customers.

Establish your brand as an authoritative

Using social media marketing as a marketing channel can initiate your brand as an industry authority by sharing valuable insights, expertise, and thought-provoking content.

Boost website traffic

By strategically placing links in your social media content you can drive traffic to your website. This enhances your online visibility and increases the chances of conversion.

Creating a social media strategy: the key questions

Define your social media marketing strategy by asking yourself and answering critical questions:

  • Who are your target audiences?

  • What are your goals?

  • How will you measure success?

  • How much are your marketing budgets?

Get our comprehensive guide to optimising your social media presence for free.

The essentials of a successful social media marketing strategy

A successful social media strategy combines creativity, consistency, and data-driven decision-making.

You must ensure you tailor your approach to your unique business goals and audience.

Organise your content strategy by developing a content calendar and implementing an approval process to ensure quality and consistency across your social media.

Consider what you'd like your audience to feel after seeing your social media marketing. Do you want them to feel inspired, educated or persuaded? These are your content pillars.

You're probably thinking, how can I engage my target audience?

Engagement is the heartbeat of social media marketing. It is crucial to maintain a consistent flow of fresh, unique content to keep your audience engaged and build a loyal customer base.

Ensure you respond to comments, participate in conversations, and encourage user-generated content on social media to foster a vibrant community around your brand.

Sticky content is content that captivates and retains the audience's attention. It keeps users engaged and encourages them to spend more time interacting with your brand.

Viral marketing involves the rapid spread of content across social media, amplifying brand visibility. Crafting shareable and engaging content is crucial for increasing the chances of your post going viral.

Some more top tips for engagement include using various formats, such as images, videos, and infographics across your social media marketing to encourage instant interaction from the audience.

The best social media platforms for your business

It's important to select social media platforms that align with your audience and business goals.

Popular choices include Facebook, Instagram, X (Twitter), LinkedIn, and TikTok.

If you don't know where to begin with these social platforms, download (link) our guide to optimising your social media profiles on these platforms now.

More social media marketing tips

Connect your social posts to opportunities

Use social media posts to create opportunities for conversions and generate leads, whether it's signing up for a newsletter, downloading quality content, or making a purchase the customer journey can begin when they see your social post.

Make sure you stay at the top of people's minds

Consistent and relevant social media advertising keeps your brand at the forefront of your audience's minds, increasing the likelihood of customer loyalty.

Use content creation tools

Leverage tools for content creation to streamline the process, ensuring your content is visually appealing and aligns with your brand.

The rise of influencer marketing

Utilising influencer marketing on social media can significantly amplify your reach to new audiences.

Collaborate with influencers, other brands, or industry leaders to extend your reach and build mutually beneficial partnerships.

By identifying influencers relevant to your industry and collaborating on campaigns to tap into their follower base, you can increase your audience, build brand credibility, and generate high-quality content.

Get our comprehensive guide to optimising your social media presence for free.

Social media is also a great customer relationship management tool

Social media marketing is useful for many things. One way to utilise it is using it as an effective customer relationship management (CRM) tool.

You can easily address customer queries, gather feedback, resolve issues promptly, gather customer data, and create a positive customer experience for regular and new customers.

Analytics are the bread and butter of social media marketing

Without analysing the analytics, how would we ever know if our marketing efforts were working?

Analyse data and look at your performance metrics regularly to assess the success of your social media marketing efforts. Use insights to refine your strategy and focus on what works best for your audience.

Analytics tools provide valuable insights into the performance of your social media campaigns so it's important to monitor key metrics to assess the effectiveness of your strategy.

At JUMP Google Analytics is our best friend.

Choosing the right social media management tool for you

Simplify your social media marketing efforts by using social media management tools. These tools can help you schedule posts, track analytics, and manage multiple platforms from one single place.

It's important to choose a tool that is right for you. At JUMP we love Social Champ.

A comprehensive guide to optimising your social media presence

Our guide is a great asset for you, whether you are a brand-new business or have been in the industry for years.

We can help you take your social media marketing to new heights

Social media channels can be dynamic and powerful tools for businesses of all sizes.

By understanding social media marketing's intricacies and implementing a well-thought-out strategy, you can harness its potential to meet your marketing goals which can include building brand awareness, engaging your audience, and driving business success in the digital landscape.

Let our marketing team help you increase your online presence through your social media by getting in touch.

Stay adaptable, stay creative, and watch your brand thrive with JUMP in the world of social media.

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