Digital Marketing for Small & Medium Businesses

Social Media Marketing

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What is social media marketing?

Ever wished you could connect with thousands of potential customers instantly?

Social media marketing (SMM) makes it possible.

By leveraging platforms like Facebook, Instagram, LinkedIn and Twitter, SMM lets you engage directly with your target audience, build brand loyalty, and ultimately drive sales.

What are the benefits of SMM?

  • Boost Brand Awareness: Reach billions of potential customers and build brand recognition through engaging content, targeted ads, and strategic interaction
  • Drive Sales & Leads: Showcase products or services, run targeted campaigns, and offer exclusive deals to convert followers into customers. Build relationships and trust to boost sales

Building Your Social Media Roadmap

How to Create Effective Social Media Strategy?

Building a rockstar social media presence takes a solid plan. Here’s a quick roadmap to get you started:

  • Know Your Goals: What do you want to achieve? Brand awareness, website traffic, or sales? Setting clear goals keeps your focus sharp
  • Who’s Your Audience?: Understanding your ideal customer is a key. Research their habits and preferred platforms (think Facebook for parents, Instagram for millennials)

The most popular social media network worldwide with their active users per month:


Don't Settle for Average Engagement

What are the Goals of Social Media Marketing?

Social media marketing isn’t just about posting cool pictures. It’s a strategic tool to achieve real business objectives. Here are some of the key goals you can target:

  • Boost Brand Awareness: Get your brand seen by millions and build brand recognition.
  • Generate Leads & Sales: Convert followers into customers with targeted campaigns and special offers.
  • Grow Your Community: Build a loyal following and foster meaningful relationships with your audience.
  • Amplify Customer Service: Provide real-time support and address customer concerns directly on social media.

Top SMM Platforms & Their Audiences

Social Giants: Facebook & YouTube

Facebook: Still the king of social media, Facebook boasts a massive user base across all demographics. It’s a great platform for brand awareness, community building, and targeted advertising.

YouTube: The world’s second-largest search engine, YouTube excels at video content. It’s ideal for businesses looking to showcase products, share tutorials, or connect with a visually engaged audience.

Engaging Images & Community

Instagram: This visually driven platform is a favourite for millennials and Gen Z.

It’s perfect for showcasing products, sharing lifestyle content, and running influencer marketing campaigns.

Pinterest: A treasure trove of inspiration, Pinterest attracts a large female demographic interested in planning, decorating, and DIY projects.

It’s a great platform for businesses with visually appealing products or services that cater to these interests.

Professionals & Networking

LinkedIn: The go-to platform for professionals, LinkedIn connects businesses and individuals.

It’s ideal for B2B marketing, thought leadership content, and job recruitment.

TikTok: The new kid on the block, TikTok is exploding in popularity, especially with Gen Z.

It’s a platform for short-form video content, often featuring humour, dance, and creative storytelling.

Businesses can leverage TikTok for brand awareness campaigns or influencer partnerships with relevant creators.


SMM stands for Social Media Marketing. It’s the practice of using social media platforms like Facebook, Instagram, and YouTube to achieve your business goals.

This can include increasing brand awareness, driving website traffic, generating leads and sales, and building a loyal community around your brand.

There are many ways to leverage social media for your business, here are 5 key approaches:

  1. Content Marketing: Share engaging and informative content that resonates with your audience. This could be blog posts, infographics, videos, or even live streams.
  2. Social Media Advertising: Utilise paid advertising platforms on social media to reach a wider audience and target specific demographics or interests.
  3. Community Building: Foster conversations and interactions with your followers. Respond to comments and messages, answer questions, and run contests or giveaways to keep your audience engaged.
  4. Influencer Marketing: Partner with relevant social media influencers who can reach your target audience and promote your brand or products.
  5. Customer Service: Provide real-time customer support through social media. Address concerns promptly and professionally to build trust and loyalty.

A successful SMM strategy requires planning and execution. Here are 3 key strategies to consider:

  • Set Clear Goals: Define what you want to achieve with social media. Do you want to increase brand awareness, generate leads, or boost sales? Having clear goals helps you tailor your content and tactics for better results.
  • Know Your Audience: Understand who you’re trying to reach on social media. Research their demographics, interests, and preferred platforms. This allows you to create content that resonates with them and build genuine connections.
  • Track & Analyse Your Results: Monitor your social media performance and analyse results regularly. See what content performs well and what doesn’t. This allows you to refine your strategy and optimise your efforts for maximum impact.

Social media marketing services encompass various offerings provided by agencies or professionals to help businesses manage their social media presence. Here are some common services included:

  • Social Media Strategy Development: Creating a tailored plan to achieve your specific goals, including target audience identification, content calendar creation, and platform selection.
  • Content Creation & Management: Developing high-quality content (text, images, videos) that resonates with your audience and aligns with your brand voice.
  • Social Media Posting & Scheduling: Regularly publishing content across your chosen platforms and maintaining a consistent posting schedule.
  • Community Management: Engaging with your followers, responding to comments and messages, and building relationships.
  • Social Media Advertising Management: Running targeted advertising campaigns on social media platforms to maximise reach and engagement.
  • Social Media Analytics & Reporting: Tracking performance metrics, analysing data, and providing reports to understand the effectiveness of your social media efforts.

The cost of hiring a social media marketer in Australia can vary depending on several factors, including:

  • Experience Level:

Junior Social Media Marketer: AUD $3,000 – $5,000 per month

Mid-Level Social Media Marketer: AUD $5,000 – $8,000 per month

Senior Social Media Marketer: AUD $8,000+ per month

  • Location: Rates can be higher in major cities like Sydney and Melbourne compared to regional areas.
  • Scope of Services: The specific services offered, and the complexity of your project will impact the cost. Expect to pay more for comprehensive services like strategy development, content creation, community management, and social media advertising management.
  • Agency vs. Freelancer: Agencies typically have a higher price tag (AUD $5,000 – $15,000+ per month) compared to freelancers (AUD $1,500 – $6,000+ per month).

Social media marketing is a specific form of digital marketing that focuses on leveraging social media platforms. Here’s a breakdown of the key differences:

  • Scope: Digital marketing encompasses a broader range of online marketing channels, including social media, search engine optimisation (SEO), email marketing, and pay-per-click (PPC) advertising. SMM is a subset of digital marketing.
  • Focus: Social media marketing prioritises engagement and building relationships on social media platforms. Digital marketing has a broader focus on driving website traffic, generating leads, and achieving various online marketing goals.
  • Platforms: Social media marketing utilises social media platforms like Facebook, Instagram, etc. Digital marketing can leverage social media alongside other digital channels like websites, email, and search engines.

While they differ slightly, social media marketing often works best when integrated into a broader digital marketing strategy.


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