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Is Your Business Using Social Media?

Where are your customers? How can you reach them?

The answer to both is social media!

According to DataReportal, there are over 4 billion active users on social media! If your business isn’t using social media, you are missing out on a tremendous amount of potential! In just the past year, there have been 490 million new social media users! That’s 13% in growth, nearly double the number of new internet users. Social media isn’t only for staying connected with family and friends. People are searching for brands and information too. It’s never been more important for businesses to have an active social media presence. With the right strategy, social media can help your business reach new heights!

Santa Fe Digital Marketing Why your business needs social media

Social media is a valuable tool for your business.

Finding customers isn’t always a walk in the park. And once you find customers it’s especially important to maintain relationships with them. Social media can put you in front of the right consumer and turn them into a customer! It also gives you a platform to not only maintain customer relationships but deepen them. Another great thing about social media, it doesn’t matter what industry your in or the size of your business, it can have a positive impact on your sales and bottom-line.

How do you start using social media for your benefit? It all comes down to strategy. Before you can leverage the tremendous potential social media has to offer, you first need to develop a strong social media marketing strategy. We have put together a quick guide to help get you started!

Building a Social Media Marketing Strategy

  1. Goals
  2. Research
  3. Set up/Improvement
  4. Content
  5. Optimization

1. Goals

The first step in building a social media strategy that works is setting your goals. Maybe you want to increase sales or deliver better customer experiences. Whatever your goals are, they are the framework for your strategy. Some questions to ask your self are:

  • What do you want to accomplish?
  • What makes sense for your business?
  • Is this goal measurable?

Some example goals that every business can use are:

  • Boost your brand’s awareness.
  • Drive traffic to your website.
  • Generate leads and sales.
  • Increase customer engagement

Make sure that your social media goals are specific and align with your business objectives. For example, if one of your business objectives is to increase revenue then your social media goal would be to generate leads and sales. A well-thought-out goal would sound something like this: “By next quarter, we will reach a 5% increase in revenue by launching a promotional campaign with exclusive product discounts on Facebook.”

We recommend starting out with two or three goals.

2. Research


Learn as much about your target audience as possible and never make assumptions. You need to know who your audience is and what they like so you can create content that speaks to their wants and needs. Content they’ll engage with and share! When you get to know your audience as real people then you have the opportunity to turn followers into customers.

There are plenty of ways to gather demographics and data about your audience. Social Media Analytics can provide a ton of valuable insights that can help you better target your audience and refine your strategy. One important thing to remember is different platforms speak to different audiences.


Understanding your competitors can be a learning opportunity! Conducting a competitor analysis allows you to determine who your social media competitors are, what seems to be working for them, and what isn’t working. As you do your competitor analysis, you may take notice of a specific post that does really well or not so great. This can help you identify your industry’s social media standards and set targets of your own.

It can also help you spot areas of opportunity. For example, if a competitor has an influential presence on Instagram but their other platforms lack the same dominant presence, your efforts can be applied on the platforms where your audience’s attention has been neglected.

3. Setting Up and Improving Accounts

Pick Your Platforms

First, you should decide which social media platforms to use. Keep in mind, you should have an active presence where your target audience is active. Let’s say your target audience is Gen Z, you’ll want to have a dominant presence on TikTok and Instagram. Remember our advice for researching your audience, never make assumptions? Well, the same thing applies here. Think Facebook is prime for baby boomers? Although they have a significant presence on the platform, they are trailing behind Millennials and Gen X. According to Pew Research Center 80% of Millennials use Facebook, 74% of Gen X, and 60% of Baby Boomers.

It’s a good idea to have a mission statement for each platform you pick. It can help define a strategy for each platform and keep you focused on your goals. An example mission statement: “We will use Facebook for ads and promotions to increase our revenue.” Or: “We will use Youtube for how-to videos and short explainers to keep our call volume down.”

Setting Up Profiles

After you’ve picked your platforms it’s time to set up your profiles. You can follow these tips:

  • Use consistent branding
  • Fill out all profile fields
  • Use keywords
  • Use high-quality images

Improving Your Profiles

If you have active profiles, it’s a good idea to conduct a social media audit. A social media audit can help you track your efforts, spot what’s working, and what’s not. To get you started, you can ask yourself these basic questions:

  • Are your profiles consistent with your brand?
  • What’s working and what’s not?
  • Is your audience engaging with you?

A thorough audit will have more detailed tasks such as evaluating channel performance. We recommend conducting a thorough audit on all active profiles to get an accurate picture of where your profiles are at.

Once you have a clear picture of where your profiles are, you can start planning on ways to improve.

4. Content

Content is the most important piece to your social media marketing strategy! It’s the bridge between you and your audience. And it’s how you can turn your audience into customers. When planning your content strategy you’ll want to stick to these best practices:

  • Stick to a theme
  • Mix things up
  • Plan ahead
  • Engage

Stick to a theme

Sticking to a theme helps your content be consistent. Don’t think of consistency as posting the same thing over and over, it’s more about the message you are sending with your content. Make sure you’re sticking with a consistent voice, tone, and style. It not only helps you stay on brand but it helps you stand out to your audience.

Mix Things Up

Developing innovative and creative content is important for your strategy. You’ll want to make sure that you’re publishing a mix of content that’s aligned with your goals. It’s a good idea to determine what the right mix is ahead of time. An example of a mix:

  • 35% of content will promote business
  • 35% of content ideas and shares will be from industry leaders
  • 30% of content will entertain

You can always narrow down the mix further based on your goals.

Plan Ahead

Time is of the essence when it comes to content! Be sure you are publishing your content on a regular basis and at times that make sense for your audience. Plan your content ahead of time by creating a social media content calendar to help you stay organized and focused. Make sure you keep the following in your calendar:

  • Posting schedule with times and dates
  • Content for Campaigns
  • Content for day to day postings
  • Creatives (images, links to blog postings, videos, etc)


Your content needs to be engaging. We know sometimes it’s easier said than done so if you’re looking for a little help rest assured you can always find inspiration! We put together a shortlist of ideas to help get you inspired.

  • Competition: Remember the competitor analysis you did? Knowing what your competitors are doing is important when creating your content. You can see what’s working, get inspired, and make it your own! Keep in mind it’s never a good idea to have the same content as your competitors, you want to stand out from the crowd.
  • Trends: When creating your content, try to keep an eye out for the latest trends influencing social media so you can align your strategy accordingly and get those creative juices flowing!
  • Relatable: Your content should be relatable. Publish content that’s personal, take your audience on a behind-the-scenes journey using stories. Or show off some personality by replying with a text post to a follower. Be authentic and transparent. Be yourself, give your business a human touch.
  • Short Videos: Videos have a high engagement rate and should be included in your content mix! According to an experiment from biteable, a video ad had 480% more clicks than a text ad, was 497% cheaper per click, and cost 280% less per lead.

Actually engaging with your audience is just as important as developing engaging content. A recent study shows businesses who are engaging their customers on social media have reported an increase in customer spend by 20-40%. Having meaningful conversations and delivering excellent social customer care is how you can deepen client relationships Make it a habit to respond to your audience in a timely manner, never leave anything unresponded to.


5. Optimization

Track Metrics

As you start implementing your strategy it’s important to know what’s working and what isn’t. Tracking social media metrics can help you measure your efforts. We recommend staying away from vanity metrics and focus on performance metrics instead. Performance metrics like post reach, engagement rate, and click-through rate (CTR) just to name to few. Make sure you stick to metrics that align with your goals.

do it all again

Once you have a clear viewpoint of your efforts, you can adjust your strategy as needed. Social Media moves quickly it’s important that your strategy adapts. One thing to remember is that your social media marketing strategy should never come to an end. You’ll see what’s working, identify what isn’t, reassess, and keep on improving! And don’t forget to let your team know when you adjust your strategy to align with new goals, new tools, and trends so everyone stays on track.

Are you ready to unlock the potential social media has to offer?

Developing a social media marketing strategy is the first step in building a strong social media presence. A strong social media presence is a valuable tool for your business! You can generate leads and revenue, increase brand awareness, deliver a better customer experience, and more!

Save time and Lean on a pro

Want to leverage the immense potential social media has to offer but don’t have time to keep up with the constantly evolving platforms? You can always lean on a pro to help.

At Santa Fe Digital Marketing, we offer social media services that help your business reach new heights! We combine creativity with online branding and social engagement strategies to deliver the best way to grow your business online. The right social media strategy matters and we deliver it, so you can simply focus on what matters – growing your business.