The pillars of social media marketing (Finding customers on social media)

More than 56% of online adults use more than one social media platform.

“We have been posting on Facebook and Twitter for years and have yet to see a positive return on investment from our efforts. Yes, we have revived some new customers from social media, but nothing worthwhile.” A recent new client was expressing their frustration about their past social media marketing execution. It sounded like it was time for a change in their philosophy.

Over the years we continue to hear how important a solid social media strategy is to your inbound marketing efforts. We also know that is becoming harder and harder to see results from social media.

Even the best social media marketing strategies continue to fall flat. Recent changes in the Facebook algorithm will continue to affect the way business use social media to attract customers. These changes will make it harder to attract customers through social media.

However, the inbound marketing methodology reinstates that social media marketing is important to creating a consistent flow of new traffic to your website.

Over the years, we have developed 4 pillars of social media marketing to help increase the results seen on these platforms. These social media pillars are designed to increase likes, followers, and traffic back to your website.

Story Telling

You started your business for a reason. You had a passion for something. For me, it was helping other businesses grow and be part of a great team. The stories that are created are the stories that I try to tell. These stories that are created are pieces of content that people can relate to.

It is far more exciting to document the journey, experience, progress, and results than to just post a link to a helpful piece of content. Your business has a story. Your customers want to hear it. Use Facebook, Twitter, Instagram, and LinkedIn to tell your story and relate to your customers.


Your story is out there. You are documenting your journey from 3 employees, a small office to 50 employees with a great office. You are showing your passion for what you do, and it is paying off. People are following your pages and commenting on your posts. It is working.

The problem is that most brands lay out the content and never respond to comments or questions. Social media engagement is key to showing that you are a real person and not just a huge brand, looking to push a product. It is about engagement with the customer.

I get it, running a business is hard and adding one more task to your to-do list might just push you over the edge. However, social media is a “social” platform. Ensure to engage with your audience to really push your social media marketing to the next level.


Yes, organic reach on social media was once a great gift. It is why we, marketers, went out and ruined social media. Businesses pushed social so hard that Facebook had to change their algorithm once again. Organic traffic is probably going to become next to nothing in the very near future.

So, you are going to have to use social media advertising to find and target your audience. The beauty of social media advertising is that is still relatively cheap (at the time of writing this post).

Use social media advertising to attract new customers and get your message in front of the right people. Set yourself a social media budget and get to work finding your new customers. Your budget can be $50, or it can be $10,000, just start using social media get your message in front of your customer.


The final pillar of social media marketing is analytics. Facebook, Twitter, Instagram, and LinkedIn provide you with great free data about clicks, impressions, and just about everything you would want to track.

However, the real data that is available on social media is the demographic information that these platforms have ready at your fingertips. This data typically costs thousands of dollars in market research. Using this information will help you understand your audience and create more content that appeals to them, your customer.

Marketing Without Data Is Like Driving With Your Eyes Closed – Dan Zarrella

The Pillars of Social Media Marketing

Social media marketing is not going anywhere. Over 50 million businesses use Facebook Business Pages. The difference is going to be how you use social media to attract new customers, drive new leads, and differentiate your brand.

Social media is important to your business. However, the majority of businesses are not executing on their social media marketing the right way. The 4 pillars of social media marketing will help you get more out of your social media marketing efforts.

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