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Social Media Marketing: The Who, What, Why, & How

AJ Marketing - Social Media Marketing: The Who, What, Why, & How

If you're here, it's likely because you've recognized the immense power of social media in today's digital landscape. Or perhaps you're just curious about what all this buzz around social media marketing is. Either way, you're in the right place!

In this article, we'll dive deep into the world of social media marketing, exploring the 'Who', 'What', 'Why', and 'How'. Whether you're a seasoned pro or a complete newbie, there's something here for everyone. So, let's get started!

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Questions About Social Media Marketing Answered ⬇️

1. The 'Who' of Social Media Marketing

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When we talk about the 'Who', we're referring to your target audience. This is the group of people most likely to be interested in your product or service. They're the ones you want to reach with your marketing messages because they're the most likely to convert into customers.

Understanding your audience is crucial. Why? Because knowing who you're talking to helps you tailor your content, tone, and messaging to resonate with them. It's like having a conversation. You wouldn't talk to your grandmother the same way you'd talk to your best friend, right? The same principle applies to social media marketing.

But how do you identify your target audience? There are several tools and techniques you can use. Social media platforms themselves offer insights and analytics that can help you understand who's engaging with your content. You can see demographic information like age, gender, location, and even interests.

You can also use tools like Google Analytics to understand who's visiting your website, and social listening tools to see what people are saying about your brand online. Surveys and customer feedback can also provide valuable insights.

Remember, the more you know about your audience, the better you can engage them. And in the world of social media marketing, engagement is key.

So, before you post that next tweet or Instagram story, take a moment to think about the 'Who'. Trust us, your social media marketing strategy will thank you for it.

Stay tuned as we delve into the 'What' of Social Media Marketing in the next section.

2. The 'What' of Social Media Marketing

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What is Social Media Marketing?

Social media marketing is the use of social media platforms to connect with your audience, build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging with your followers, analyzing your results, and running social media advertisements.

Different Types of Social Media Platforms

There are various types of social media platforms that businesses use for marketing, each with its unique features and audience:

Facebook: As one of the oldest and largest social media platforms, Facebook offers a wide range of tools for businesses, including targeted advertising, Facebook groups, and Facebook Live. It's a versatile platform with a diverse user base, making it suitable for almost any type of business.

Instagram: Owned by Facebook, Instagram is a visually-focused platform that's ideal for businesses with strong visual content. It's particularly popular with younger audiences and is great for brand building. Features like Instagram Stories, IGTV, and Shopping on Instagram provide additional marketing opportunities. Instagram influencers are a hit too!

Twitter: Twitter is a real-time platform that's excellent for sharing news, updates, and engaging directly with your audience. It's also a popular platform for customer service. The use of hashtags can help increase the visibility of your posts.

LinkedIn: LinkedIn is a professional networking platform, making it the go-to choice for B2B marketing. It's an excellent platform for sharing industry-related content, networking with other professionals, and posting job opportunities.

Pinterest: Pinterest is a platform where users discover new ideas and find inspiration. It's particularly useful for businesses related to art, fashion, home decor, food, and other creative fields. Pins can link directly back to your website, driving traffic.

YouTube: As the second largest search engine after Google, YouTube is an excellent platform for sharing video content. It's great for tutorials, product demonstrations, vlogs, and more. Plus, videos can be shared on other platforms and embedded on your website.

TikTok: TikTok is a newer platform that's rapidly growing in popularity, particularly among Gen Z. It's a short-form video platform where users often participate in trends and challenges. For businesses, it offers a unique opportunity to reach a younger audience and show a more playful side through creative and engaging video content.

Each of these platforms offers unique features and caters to specific audience demographics. The best platform(s) for your business will depend on your target audience, the type of content you can create, and your specific business goals.

3. The 'Why' of Social Media Marketing

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Why Social Media Marketing Matters

Social media marketing is no longer a nice-to-have, it's a must-have for any business, big or small. It's a powerful way to reach your prospects and customers. When people discover and follow your brand on social media, they're more likely to become loyal customers.

Benefits of Social Media Marketing

The benefits of social media marketing are manifold. Here are some of the benefits that you must know:

  • Brand Awareness: Social media marketing gets your brand in front of people much more quickly and easily than traditional media. It's a great way to increase visibility and recognition.

  • Brand Credibility: By posting content that shows the people behind your brand and real users of your product, you build brand credibility and trustworthiness. Authenticity is key in today's digital age.

  • Customer Engagement: Social media platforms allow you to interact directly with your customers and prospects, fostering a stronger connection and relationship.

  • Cost-Effective: Compared to traditional marketing channels, social media marketing can be much more cost-effective, offering a higher return on investment.

  • Increased Sales: When you build brand awareness and credibility, and engage effectively with your audience, it naturally leads to increased sales.

Statistics and Facts
AJ Marketing - Social Media Marketing: The Who, What, Why, & How - Overview of social media use

Let's start with some mind-boggling numbers. As of now, there are a whopping 5.04 billion social media user identities worldwide. Yes, you read that right, 5.04 billion! That's more than half the world's population. And guess what? This number isn't stagnant. It's growing every year, with a year-on-year increase of 5.6%, which equates to an additional 266 million social media identities.

But it's not just about the sheer number of users. It's also about how engaged they are. On average, people spend 2 hours and 23 minutes of their day on social media. That's longer than most people spend eating, exercising, or even commuting. And they're not just sticking to one platform. The average user is on 6.7 social media platforms each month.

So, what does all this mean for you and your business? It means that social media isn't just a part of our lives; it's woven into the very fabric of our daily routines. It's where people are spending their time, and it's where you need to be if you want to reach them.

4. The 'How' of Social Media Marketing

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Now that we've covered the 'Who', 'What', and 'Why', let's talk about the 'How'. Here's a simplified guide on how to create a social media marketing strategy.

First and foremost, you need to have clear goals. Knowing what you want to achieve with your social media marketing is crucial as it guides your strategy and helps you measure success.

Next, understanding your target audience is vital. You need to know who they are, what they want, and how they use social media. This understanding allows you to create content and messages that resonate with them and meet their needs.

Your content strategy is another essential element. This involves planning what content you will share to attract and engage your audience. The content should be relevant, valuable, and interesting to your audience. It could be informative, entertaining, inspiring, or all of the above.

Consistency is also key in social media marketing. Regularly posting and engaging with your audience helps you stay top of mind and build a relationship with your audience. It's not just about the frequency of posting, but also being consistent in your brand voice, style, and messaging.

Finally, analysis and adjustment are critical to the success of your social media marketing strategy. Regularly reviewing your results helps you understand what's working and what's not. Based on these insights, you can adjust your strategy as needed to improve your results.

Remember, a successful social media marketing strategy is not set in stone. It's a dynamic plan that evolves with your business, your audience, and the social media landscape. To keep up to date with the latest social media trends, you can also try subscribing to trusted social media marketing newsletters.

Let's look at a real-life example of a successful social media marketing strategy. The case in point is the Korean beauty brand, Dear Dahlia.

Dear Dahlia had been relying on direct-to-consumer mail to attract consumers and drive sales. To further grow their sales, they decided to explore a digital marketing strategy. They chose to pair Video action campaigns with value-based bidding on YouTube.

Dear Dahlia conducted an A/B test to determine the effectiveness of their new strategy. The results were impressive. They found that Target ROAS (Return On Ad Spend), a value-based bidding strategy, helped drive 1.5X return on ad spend at a 44% lower cost per action.

This case study demonstrates how a well-planned and executed social media marketing strategy can lead to significant results. By leveraging the tools and features available on social media platforms, businesses can reach their target audience more effectively and drive sales.


Social media marketing is a powerful tool in the digital age. It's about connecting with your audience, building your brand, and driving sales. With the right strategy, you can leverage social media to achieve your business goals. So, what are you waiting for? Start planning your social media marketing strategy today!

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