Social media marketing

Whether your audience is B2B or consumer, social media almost certainly represents one of the most important channels you have at your disposal.

Each year the shape of the social media landscape evolves hugely, with different platforms growing and waning in popularity. Each channel represents different opportunities for brands to engage with different audiences:


Facebook remains the most universally relevant platform, with by far the largest user base and most granular and cost-effective advertising available. The platform lends itself to a range of content styles and formats, and enables B2B and professional service brands to do everything from raising awareness and engaging influencers to developing communities and driving product sales.


Instagram is best viewed as the more visual little brother of Facebook, operating off the same advertising platform and sharing many of the same features. Given its visual style it is best suited to lifestyle brands and is particularly powerful among the millennial audience. It is also the most powerful platform for forging influencer relationships within consumer markets, particularly fitness, fashion and lifestyle.


LinkedIn is where most B2B companies begin and not without good reason. It’s not only an essential platform for network development but also traffic generation for professional insight content.


Twitter has somewhat flat lined in its growth but remains a powerful channel for engaging with businesses and professionals as well as the media. It is also of great strategic importance for customer service.

For each of these platforms it’s essential that the style and format of content is clearly devised, along with its objective. For example, your goal on Instagram may be to raise awareness for the brand via inspirational and visually stunning content, while on Facebook it may be to nurture these relationships with more substantial, informative B2B content until they are ready to commit to an action.

Social Media Case Studies

Communities & Influencers

Within these communities there will be certain key individuals that hold huge sway over others. We call these people influencers and they have led to a further shift in how brands engage their audiences. Where as ten years ago they may have paid celebrities to have endorsed their products, now these influencers, who are typically just regular people who happen to have an unusually large or growing following across social media, will often present a far greater return due to the strong relationships they hold with the audience in question. Identifying potential influencers who embody your brand personality and values is one of the most strategically significant steps you can take within your social media campaign.

Driving Sales

The criticism levelled at social media has always that it is difficult to quantify ROI, but that has now changed:

Direct Response

Direct response campaigns enable brands to drive targeted traffic, often at seriously low cost, to specific conversion pages of a website. Given the fact that it’s not been around all that long, this represents in many markets a far better opportunity for positive ROI than other more saturated areas of digital marketing, such as Adwords.

Social media attribution

Tracking is now so sophisticated that not only can you see when a social platform drives a sale or enquiry, but you can also see how it has influenced user journeys more generally. For example, perhaps users find you through Google but then build a relationship with you via Instagram. Google will show exactly how these platforms shape that user journey and ultimately how they impact the bottom line.

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