Social media marketing guide: 6 steps to a successful social media strategy

Only a few marketing disciplines have developed as much as social media marketing in recent years. Social networks are not only another channel for content and advertising, but also a direct link to the company's own customers.

The growth of social media marketing depends on the continued willingness of customers to use the relevant channel. Various studies have shown that consumer use of social media platforms has not only increased in recent years, but is also spread across multiple platforms and nearly all age groups. More than 72 million people in Germany now use social media on a regular basis - A huge number that shows the potential of social media marketing quite clearly!

For companies social media marketing is, among other things, the art of getting to know the individual platforms in detail, using them in terms of content and reaching the target group in the long term.

What is Social Media Marketing ?

Social media marketing is a subarea of online marketing. In this process, you create content on various social media platforms such as Facebook, Instagram, Snapchat, TikTok, Twitter and Co. This content should be unique and designed specifically for the respective platform. The goal of social media marketing is to attract attention and interest for your company and your products or services.

What is the difference between social media and digital marketing?

Social media marketing is a sub-area of digital marketing and focuses exclusively on the use of social networks such as Instagram, Facebook, LinkedIn or TikTok to reach target groups, promote interactions and spread brand messages. Digital marketing can be seen as a synonym for online marketing and encompasses a variety of channels and strategies, including search engine marketing (SEM), email marketing, display advertising and content marketing. While social media marketing relies heavily on community management and relationship building, digital marketing focuses on a comprehensive, cross-channel strategy to achieve business goals. Both approaches complement each other perfectly to maximise reach and impact.

Benefits of Social Media Marketing

There is a lot to be said for using social media marketing for your own business:

1. Increase brand awareness.

Since millions of people in Germany now use social networks, many people can of course be reached via them. For this reason, it is becoming increasingly important for companies to use at least one of these platforms to increase brand awareness. Another advantage of social media is that you can direct visitors to your social media profiles directly to your online store.

2. Generate leads and increase conversions

By using social channels to promote and share your products, you automatically reach the right target audience, namely users who are interested in your business. After all, they are already following your account. For this reason, social networks are very good at generating higher leads as well as a better conversion rate and therefore more sales.

3. Maintain customer relationships

If you interact with your social media followers, for example by replying to comments, this will foster a lasting relationship with their customers.

4. Learn from the competition

Compare your marketing approach to your competitors' social media accounts. This will help you determine what works well for your competitors and what doesn't. However, in any case, make sure to create your own and unique content!

When does social media marketing make sense?

Social media marketing can be the right way for you to go if you can "package" your message into a story worth reading through interesting news and storytelling.

So think about the following:

• Do you have something to say that might interest potential buyers of your product or service?

• If so, does your target audience use social media and know about your company there?

By the way, in addition to normal posts, paid advertising is also possible on most social media channels and, depending on the region and industry, can be quite worthwhile, as there is virtually no wastage and you can reach your target group with pinpoint accuracy.

Social media channels: These are the 8 most popular platforms in 2024

The popularity and use of social media platforms can vary depending on the target audience and geographic location. It's important to note that the social media landscape is constantly evolving and new platforms may emerge while others lose prominence. Companies and influencers often adapt their strategies to be present on the platforms that best fit their goals and where their target audiences are active. According to a survey by Statista, these are the most popular platforms in 2024:

#1 Facebook

Facebook is and remains one of the largest and best-known platforms - even if it is now losing users from year to year. In January 2024, Facebook has 3.05 billion active users worldwide. In Germany, the number of monthly active users is a strong 30 million. It offers a wide range of features, including text, photo and video sharing, as well as groups and pages for specific interests. Live streaming video chat and advanced data analytics enable interactive communication and personalised content. In addition, the functions relating to artificial intelligence, chatbots, user-generated content (UGC) and e-commerce integrations will be further expanded. Facebook is therefore still one of the best platforms for online retailers to draw attention to their own products, especially with paid adverts.

#2 YouTube

YouTube is the largest video sharing platform in the world, the second largest social media platform and potentially one of the most important channels for your social media marketing. YouTube recorded 2.7 billion monthly active users in 2024. In Germany, YouTube is used by 72.6 million people. Users can upload, watch and comment on videos. YouTube Shorts are relatively new and are intended to compete with TikTok in particular. Marketing on YouTube is an effective way to reach a wide audience and spread your brand message. YouTube offers companies the opportunity to tell visual stories that capture the attention and interest of viewers. YouTube is technically the second largest search engine in the world. This means a well thought out YouTube marketing strategy can help retailers increase brand awareness, drive engagement and attract potential customers. YouTube marketing can be realised by online retailers via their own channel or influencer marketing, for example.

#3 WhatsApp

Social media marketing on WhatsApp may not be as widespread as on other platforms such as Facebook or Instagram, but it can still be an effective strategy in certain cases. WhatsApp is one of the world's most used messaging apps with 2 billion users and is now used by companies as a newsletter tool through broadcast channels. However, it is important to note that WhatsApp has strict privacy policies, especially in relation to sending messages to customers. Companies must ensure that they have the consent of customers to contact them via WhatsApp and comply with data protection regulations. As WhatsApp is primarily a messaging app, the focus should be on personal and direct communication. Companies should ensure that they offer real added value and do not send unsolicited spam messages in order to create a positive user experience and strengthen the customer relationship. If retailers choose the right strategy here, WhatsApp marketing can have an effective impact on customer loyalty.

#4 Instagram

Instagram is the fourth largest social media platform and has over two billion monthly active users worldwide - 40 million of them in Germany alone. Social media marketing on Instagram is an extremely effective strategy for sharing visually appealing content, building an engaged community and promoting products or services. Instagram is one of the most popular social platforms for visual storytelling and visual content, especially among a younger target group. The majority of users are between 18 and 24 years old. Instagram offers a unique opportunity to tell visual stories and build an engaged audience. With the right strategy, companies can increase their brand awareness, generate leads and achieve conversions. Retailers can also increase their brand awareness on Instagram with paid adverts or via reels and posts. Particularly exciting for retailers: Instagram will continue to refine shoppable posts and stories in the future to convert users into customers.

#5 TikTok

Social media marketing on TikTok has become increasingly important in recent years, as TikTok has become one of the fastest growing social media platforms in the world. TikTok currently has 1.59 billion monthly active users - 20.9 million of whom are from Germany. TikTok is a Chinese video platform where users can upload and share short, creative videos. The majority of the target group is between 16 and 24 years old and therefore mainly comprises the GenZ. It is particularly important to understand the platform and its users well in order to market successfully on TikTok. Trend awareness, authenticity and originality are particularly valuable in this environment. TikTok offers retailers the opportunity to get in touch with a broad audience in an entertaining and creative way, and collaborations with TikTokers or adverts are also conceivable for e-commerce retailers here. TikTok also wants to launch the TikTok Shop e-commerce function in Germany, but an exact launch date has yet to be set. The launch is expected in 2025.

#6 Facebook Messenger

Facebook Messenger is used by almost one billion people worldwide. Social media marketing with Facebook Messenger refers to the use of Facebook's Messenger service to interact with customers, provide customer support and disseminate marketing messages. Facebook Messenger offers businesses the opportunity to interact with customers in a personalised and efficient way. It is important to develop a balanced strategy that balances customer service, marketing communication and automation to maximise success. However, the personal aspect here is one of the points that makes marketing via Facebook Messenger attractive for online retailers.

#7 Snapchat

Snapchat has 406 million active users every day. The platform is used by 15 million people in Germany every month. Social media marketing on Snapchat focuses on using the Snapchat platform to reach a young and engaged target group. Snapchat is known for its ephemeral images and videos, known as ‘snaps’. It has a loyal user community, mainly in the teen and young adult age group. However, it requires careful planning and creativity to be successful on this platform. Snapchat offers retailers a unique opportunity to target a younger audience and create interactive marketing campaigns.

#8 Pinterest

Pinterest may be one of the underdogs in terms of user numbers compared to other social networks, but its potential as an advertising platform should not be underestimated. The platform recorded 465 million monthly active users worldwide in the second quarter of 2023 - a figure that has grown steadily over the years. In Germany, the number of monthly active users is around 16 million. Pinterest is a visual search engine on which users can discover and save ideas, inspiration and products in the form of pins. The platform is characterised by its strong visual focus and thematic organisation, which makes it ideal for presenting products and services.

Pinterest is particularly relevant for e-commerce companies because users are often active here with a clear intention to buy or are looking for inspiration. With appealing product photos, targeted keywords and themed boards, brands can increase their visibility and drive traffic to their online shop.

#9 LinkedIn

LinkedIn is a professional network that connects people and companies and specialises in the exchange of professional content, career opportunities and business contacts. It serves as a platform for building networks, presenting companies and sharing expertise. This platform is particularly suitable for social media marketing in B2B and is very similar to Facebook in terms of handling.

LinkedIn has one billion users worldwide, of which over 24 million are active in the DACH region. The platform is particularly suitable for positioning yourself as an industry expert through content marketing, such as specialist articles or case studies.

In the area of advertising, LinkedIn offers tools such as sponsored content, text adverts and InMail campaigns, which can be used to specifically address specialists, decision-makers and other relevant target groups. The precise targeting options, based on professional positions, industries or companies, make LinkedIn a valuable platform for business-orientated marketing.

Social media marketing tips: content ideas

Using the following examples, we will show you the many possibilities that social media marketing offers. Post, for example, about:

• New products or special offers

• News from your company (e.g. new trainee)

• Everyday news from the office and the retail sector

• Seasonal and non-seasonal news (holidays, etc.)

• Promotions and competitions

• Own and sponsored events (e.g. open day, summer parties)

Create a social media strategy: Here's how

With the following points, you can create a successful social media marketing strategy to really take off on Instagram, Facebook & Co:

1. Set goals

As with any other marketing activity, your first step for a social media strategy should be to think about what you want to achieve with it in the first place. Your goals could include the following, for example:

• Generate more leads or achieve higher conversions

• Strengthen customer loyalty

• Build brand identity

• Increase brand awareness

• Improve communication

• Find cooperation partners

• Recruiting

• Develop new target groups

• Obtain customer feedback

• Launch new products or services

• Increase customer loyalty

2. Define target group

Once you have defined your goals, the next step is to define your target group. In doing so, it can be quite useful to create a so-called buyer persona, i.e. a fictitious person who represents your typical customer. This persona will help you create the right content for your target group.

3. Determine social media platforms

In order to later play with content on the social networks that are most efficient for you, step 3 is about finding out where the identified target group spends the most time and what characteristics the different platforms have.

Take Instagram, for example: This is an image-centric network that is currently most popular among 20- to 29-year-olds. So you would have to ask yourself the questions here: What is the average age of my target group? Does it make sense for my company or my products or services to present them predominantly in the form of images? etc.

By thinking about these points, you can thus choose the best platforms for you quite easily.

4. Produce unique content

As mentioned earlier, you can definitely take inspiration from other business profiles on social networks, but a Unique Content is still crucial for your success. To do this, use the most exciting features that the respective platform offers and, if necessary, also reach out for cooperation with influencers.

5. Create editorial plan

An editorial plan is a good way to plan your posts and implement them thoroughly. It also allows you to hint at upcoming content to your followers in advance. Certain tools not only help you post content on time, but even allow you to create captions and prepare images and videos.

6. Evaluate results

The first step was about setting goals, the last step is about determining if those goals were met. To determine this, you should check the following social media metrics and manage them if necessary.

B2B Social Media Marketing

B2B social media marketing differs from the classic B2C approach by focussing on business target groups and targeting decision-makers. Instead of focussing on emotional purchasing decisions, B2B campaigns focus on added value, specialist knowledge and problem solving. With strategically planned B2B social media content, expertise and industry competence can be communicated effectively. Well thought-out B2B social media content ideas such as specialist articles, case studies, white papers or behind-the-scenes insights are ideal for building trust and attracting potential customers. Regular interaction with the target group and the use of platform-specific tools such as LinkedIn Ads or groups also increase visibility and reach.

Relevant channels for B2B social media marketing

The most relevant channels for B2B social media marketing are LinkedIn, Twitter, YouTube and, increasingly, Instagram.

• LinkedIn: The platform is the central hub for professional networks. This is where companies reach decision-makers who are looking for solutions and industry insights. Content such as specialist articles, company news and thought leadership works particularly well.

• YouTube: Tutorials, webinars or explanatory product videos can be used to communicate complex topics to business customers in an understandable and visually appealing way.

• Instagram: Instagram is particularly suitable for creative companies to provide behind-the-scenes insights, conduct employer branding or tell visual stories about products and services.

8 important metrics in social media marketing

Social media metrics tell you whether your content is performing well, such as:

1. Interactions (number of likes, comments, etc.)

2. Reach (how many people see your posts)?

3. Followers (number of people following your profile).

4. Impressions (number of times a post has been viewed).

5. Video views (How many times was a video clicked?)

6. Profile views (How many times was the profile viewed?)

7. Mentions (When other users tag you under posts, e.g. with @username)

8. Reposts/Shares (For example, if a follower also publishes your post on their profile).

Paid Marketing: Social Media Ads

Paid advertising on social media, also known as social media advertising or social media ads, is an effective way to target audiences on social platforms. Unlike organic reach, which is built through content publications, paid advertising involves placing ads for which you pay a certain amount per click, impression, or conversion. Here are some important aspects of paid advertising on social media:

Platforms

There are numerous social media platforms on which paid advertising can be placed, including Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat. Each platform has its own strengths and audiences, so choosing platforms depends on your goals and audience.

Audience targeting

One of the strengths of social media advertising is precise targeting. You can target your ads based on demographic characteristics, interests, behaviors, and locations of your target audience. This allows you to present your message to the exact people who are most likely to be interested in what you have to offer.

Ad types

Different ad types are available on different platforms, including image ads, video ads, carousel ads, story ads, and more. Choosing the right ad type depends on your message and goals.

Budget and bidding strategies

You have control over your budget and can determine how much you want to spend on your ads. You can also set bidding strategies to optimize your ad goals, whether it's maximizing clicks, impressions, or conversions.

Measurement and analytics

Social media advertising offers extensive measurement and analytics capabilities. You can closely track metrics such as clicks, impressions, conversion rates, and ROI (return on investment) to monitor and optimize the performance of your ads.

A/B testing

To improve the effectiveness of your ads, you can run A/B tests, where you test different ad variations against each other to see which works best.

Retargeting

Retargeting is a powerful strategy in social media advertising. This involves targeting ads to people who have already shown interest in your products or services but have not yet converted.

Creativity and content

The quality of your ads and content plays a crucial role. Appealing and relevant ads increase the likelihood that users will click on your ads and convert.

Social media advertising can be an extremely effective way to achieve your marketing goals, whether it's increasing brand awareness, lead generation, or direct sales. It's important to develop a well-thought-out strategy and continuously monitor and optimize the performance of your ads to get the best ROI possible.

Conclusion

Considering the fact that 86.5 percent of people living in Germany already use social media at the beginning of 2022, it is only a logical consequence to also use the platforms for advertising purposes and to interact with customers. So don't waste any more time and consult our step-by-step guide to successfully get started with social media marketing. You will soon see: the number of followers, reach, interaction rates and conversions will increase.