Social Media Marketing: The Ultimate Guide

 As I scroll through my Instagram feed every day (cough, cough...multiple times a day), I consistently notice new posts and stories by The Frye Company. I’ve always been a fan of their boots, clothing, and accessories, but I also love the content they share on their Instagram profile.

Their posts are on-brand, creative, and aesthetically pleasing. All of their photos have the same filter on them to ensure they match — this makes their Instagram profile look professional, artistic, and organized when visitors, like myself, browse their page.

Frye’s Instagram account also encourages interaction between the company and their followers by providing them with a specific hashtag to use so they can be featured on the account when they post a photo with a Frye product.

Frye’s Instagram account is a great example of successful social media marketing — it’s attractive, distinctly Frye, engages their 197K followers, and promotes their products.

But why is social media marketing so important? Why should you spend time creating social media accounts for your business? And how do you actually build a social media marketing strategy that’ll work for your specific type of business?

In this guide, we’ll cover the answers to all of these questions — but first, let’s define social media marketing.

→ Free Download: Social Media Calendar Template [Access Now]

  1. What Is Social Media Marketing?

  2. Benefits of Social Media Marketing

  3. Create a Social Media Marketing Strategy

  4. Social Media Marketing Resources

Social media marketing is all about meeting your target audience and customers where they are and as they socially interact with each other and your brand.

While social media marketing as a whole is incredibly valuable and beneficial to your business growth (as you'll see in the following section), your strategy will differ based on which social networks your audience spends their time on.

Before we dig deeper into social media marketing, let's segment the strategy by platform.

Facebook

  • Users: 1.79 billion daily active users worldwide
  • Audience: Generation X and millennials
  • Industry impact: B2C
  • Best for: Brand awareness; advertising

Twitter

  • Users: 186 million daily active users worldwide
  • Audience: Primarily millennials
  • Industry impact: B2B and B2C
  • Best for: Public relations; customer service

Instagram

  • Users: 1 billion monthly active users
  • Audience: Primarily millennials
  • Industry impact: B2C
  • Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising

LinkedIn

  • Users: 675 million monthly active users worldwide
  • Audience: Baby boomers, Generation X, and millennials
  • Industry impact: B2B
  • Best for: B2B relationships, business development, and employment marketing

YouTube

  • Users: Over 2 billion logged-in monthly users worldwide
  • Audience: Millennials, closely followed by Generation Z
  • Industry impact: B2C
  • Best for: Brand awareness; entertainment, and how-to videos

Snapchat

  • Users: 249 million daily active users worldwide
  • Audience: Primarily Generation Z
  • Industry impact: B2C
  • Best for: Brand awareness; advertising

Pinterest

  • Users: 416 million monthly active users worldwide
  • Audience: Primarily older millennials and younger baby boomers
  • Industry impact: B2C
  • Best for: Visual advertising; inspiration

Now that we've detailed the fundamentals of each social media network, let's discuss why social media marketing is beneficial for your business.

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