{"id":2992,"date":"2025-04-02T11:00:00","date_gmt":"2025-04-02T11:00:00","guid":{"rendered":"http:\/\/nurseagence.com\/?p=2992"},"modified":"2025-04-08T13:44:32","modified_gmt":"2025-04-08T13:44:32","slug":"social-media-marketing-mastery-how-to-turn-likes-into-loyal-customers","status":"publish","type":"post","link":"http:\/\/nurseagence.com\/index.php\/2025\/04\/02\/social-media-marketing-mastery-how-to-turn-likes-into-loyal-customers\/","title":{"rendered":"Social Media Marketing Mastery: How to Turn Likes into Loyal Customers"},"content":{"rendered":"
I mourned a little the day Duo, Duolingo\u2019s mascot, died<\/a>. And, I rejoiced when the company brought him back, saying the neon-green owl faked his own death. That\u2019s the power of social media marketing<\/a>. Brands have the opportunity to tell stories in creative formats that can win our attention.<\/p>\n<\/p>\n That\u2019s a huge market. According to Statista<\/a>, there were 5.24 billion social media users as at Feburary 2025, representing over 63.% of the entire world\u2019s population. In 2024, people spent an average of 143 minutes daily on social media<\/a>. But guess what? Sometimes, I spend three to four hours daily on social media and most likely, other people do too.<\/p>\n Whether you\u2019re a marketer or business owner, your potential customers are active on social media platforms. In this guide, I\u2019ll share everything I\u2019ve learned about social media marketing, its benefits, and how to build a social media marketing strategy<\/a> that delivers the results you want.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n While social media marketing is incredibly valuable and beneficial to your business growth, your strategy will differ based on which social media networks your audience spends their time on.<\/p>\n <\/a> <\/p>\n Trust me, there are many reasons why your company should use social media marketing.<\/p>\n According to marketers surveyed for a recent Social Media Marketing Industry Report<\/a>, here are some of the top benefits of social media marketing:<\/p>\n Here are a few other trends we found in our 2025 HubSpot Social Media Trends<\/a> report:<\/p>\n Beyond data, here are a few benefits of building out your social media marketing strategy.<\/p>\n With so many people on social media, you have the opportunity to massively increase your brand awareness<\/a>. In fact, social media is known to drive engagement through comments, likes, shares, reposts, and saves. Your digital presence also directs traffic straight to your site, allowing you links to offers<\/a> in your profile, bio, and posts.<\/p>\n Promoting and sharing your products on social media is a simple way to improve lead generation, boost conversions, and increase sales. Here are some examples I found on how to use social media to generate more leads.<\/p>\n Pro tip:<\/strong> Want to learn how to create a Facebook page for your business? Check out this video:<\/p>\n Connecting and engaging with your social media followers can encourage them to build lasting relationships with your business. So, I strongly recommend you interact with them on your posts, respond to their questions and comments, and provide any help they may need.<\/p>\n You can also ask them questions about your products and services or their pain points. Beyond that, you can host giveaways for people who share their thoughts with your team. That can show how much you value customer input and support.<\/p>\n I\u2019ve noticed that social media allows you to look at what is and isn’t working for your competition<\/a>. You can watch how audiences respond to their social media tactics, the products they\u2018re promoting, or their level of interaction with followers. You can then decide what should or shouldn\u2019t change regarding your company’s approach.<\/p>\n Looking for your example? Before the 2025 Super Bowl, probiotic soda brand Poppi sent 32 influencers vending machines<\/a> for their gameday watch parties. The campaign sparked digital backlash for being out of touch.<\/p>\n Competitor Ollipop could then learn what not <\/em>to do. Ollipop also posted<\/a> \u201c32 machines times $25K per machine yikes\u201d on one of Poppi\u2019s videos, feeding into the fire.<\/p>\n Learn how to conduct a competitive analysis to discover how you can beat the competition.<\/em><\/a><\/p>\n <\/a> <\/p>\n Although social media constantly evolves, there are foundational steps required to succeed. As a result, you can follow the same steps you would take to create a marketing strategy<\/a> and narrow it to a specific channel.<\/p>\n To help you hit the ground running, here are the steps I recommend for creating a winning social media marketing strategy.<\/p>\n The first step is to define your social media goals and ensure they align with your overall business objectives.<\/p>\n Ask yourself: What do you want to achieve through your social media marketing efforts? Maybe you want to increase brand awareness, drive website traffic, generate leads, boost customer engagement, or improve customer satisfaction.<\/p>\n Once you’ve set your high-level goals<\/a>, I recommend you break them down into smaller, actionable steps. This will help you identify the specific actions and strategies needed to achieve your goals.<\/p>\n For example, if your goal is to increase website traffic through social media, actionable steps could be to increase posting frequency, optimize content for sharing, or run targeted ad campaigns.<\/p>\n Once you\u2019ve established your goals, I suggest you determine who your buyer personas and audience are. You can then target their needs and interests appropriately.<\/p>\n Here\u2019s another thing I\u2019ve learned. If you don\u2019t know your target audience and buyer personas, most likely you\u2019ll share the wrong type of content and fail to get a response that can help you achieve your goal.<\/p>\n So, consider the people you’re trying to reach and how you would classify them as a group. For example, if your company sells trendy leggings and joggers, you might classify your target audience as millennials who like to wear stylish athletic apparel regularly.<\/p>\n By considering your buyer personas and target audience, you’ll find it easier to identify what content engages them successfully. Feel free to use our Buyer Persona Templates<\/a> or the Make My Persona Tool<\/a> to save time and hit the ground running.<\/p>\n Pro tip:<\/strong> I recommend gathering feedback from your followers to get insights into their preferences, pain points, and satisfaction levels. This data can help you identify areas for improvement and even refine your buyer personas.<\/p>\n Here\u2019s another thing I\u2019ve also realized quickly. With lots of social media platforms out there and new ones showing up constantly, it\u2019s important to identify which platforms you\u2019ll use.<\/p>\n But remember, it\u2018s more about your target audience\u2019s needs, where they spend their time, and the kind of content you want to create.<\/p>\n \u201cIt’s important to be where your audience of potential customers is today and where they might be tomorrow,\u201d said Andrew Delaney<\/a>, former social media marketing manager at HubSpot. \u201cIt’s better to be ahead of the curve than behind.\u201d<\/p>\n For example, Gen Z is all about TikTok<\/a>. If that\u2019s your primary audience, I\u2019d suggest you use that platform and meet them where they already are. But if you’re going for that target audience of athleisure-loving millennials, you may want to focus most of your social media efforts on Instagram<\/a> \u2014 millennials<\/a> are the largest user base on the platform.<\/p>\n Stephanie Morgan<\/a>, founder and CEO of social media agency Social Lock<\/a>, echoes this sentiment.<\/p>\n \u201cThink about their behaviors and where they hang out online. If that’s Pinterest, use that platform for your brand. If that’s TikTok, use that platform for your brand,\u201d Morgan adds. \u201cDon’t waste time on a platform that your ideal client avatar is not very active on.\u201d<\/p>\n When it comes to the content you want to create, consider what each platform specializes in. For example, if you want to share video-forward content, a platform like YouTube is your best bet.<\/p>\n All this to say, you aren\u2019t restricted to best-fit channels. Having a presence on multiple platforms is important, and I always encourage experimentation on emerging platforms or those that don\u2019t entirely align with your social media marketing needs. Not only does it diversify your strategy, but it also helps you interact with the unique audiences and requirements of each platform.<\/p>\n Pro tip:<\/strong> I only recommend this type of experimentation for businesses with established marketing strategies on platforms that work and deliver your desired results. Placing all of your stake in something new, if you\u2019re just getting started, can do more harm than good.<\/p>\n Your social media strategy should be data-driven, regardless of your goals or industry. That means focusing on data that aligns directly with your goals and social media metrics that matter<\/a>.<\/p>\n Here are the most important metrics I recommend tracking:<\/p>\n Whether you\u2019re just starting with social media marketing or have years under your belt, I believe it\u2019s important to always understand the current state of your industry<\/a>. That\u2019s especially true when it comes to your competitors.<\/p>\n That\u2019s why I recommend carrying out a competitive analysis<\/a> from time to time. It will allow you to understand who the competition is and what they\u2019re doing well (and not so well). You\u2019ll also get a sense of what\u2019s expected in your industry, which will help you set your own social media targets. You can even spot opportunities.<\/p>\n Say, for example, my main competitor is dominant on Facebook but puts little effort into Twitter or Instagram. Rather than solely focusing on winning fans away from a dominant player, I can also look to networks where my audience is underserved. I\u2019m not abandoning Facebook (because I know it works), but I\u2019m diversifying my strategy and building a presence where an untapped audience is ready to hear from me.<\/p>\n Pro tip:<\/strong> I recommend monitoring your competitors\u2019 customer reviews to gain insights into what their customers like and dislike about them. Pay attention to common complaints or recurring themes to understand their pain points, and aim to solve those pains in your own strategy.<\/p>\n Also, check out this post<\/a> to learn how to monitor your competitors on social media within HubSpot.<\/p>\n With billions of social media users around the globe, I\u2019m sure some of your followers \u2014 or the people browsing your profile \u2014 have also seen your competitor’s content.<\/p>\n This is why it\u2019s so important to have an engaging social media presence that stands out and provides viewers with a reason to click that \u201cFollow\u201d button and interact with your brand. If your content keeps them engaged, social media algorithms will also work in your favor and prioritize showing them your content because they\u2019ve demonstrated an interest in it.<\/p>\n I follow quite a few brands on Instagram, but I only see content from 3 or 4 regularly. That\u2019s because they have the most engaging content that inspires me to interact. And the algorithm prioritizes their posts over others.<\/p>\n Not sure what’s considered engaging? Morgan has a recommendation.<\/p>\n \u201cMy number one tip to brands for creating engaging content on social media is to do market resarch first, because what will be engaging depends on the audience,\u201d Morgan said. \u201cWhen you know what your audience likes and needs to know, you can create content that engages those interests.\u201d<\/p>\n Want some hard facts about what content to create?<\/p>\n Here are some insights directly from consumers, courtesy of my teammate Max Iskiev’s<\/a> research into consumer trends<\/a>:<\/p>\n Another tip to help you get creative is to consider the content your competitors are sharing and how you can uniquely promote your products.<\/p>\n Also, take advantage of the features offered by the platforms you use. For example, you can create live videos on Facebook to share the latest details about a product launch or conduct a giveaway.<\/p>\n You can also use your current customers’ and promoters\u2019 content (user-generated content<\/a>) and re-post their content or encourage them to use a hashtag to share their experiences and pictures with your products.<\/p>\n Lastly, leverage trends. Social media trends<\/a> are always coming up, especially on short-form video platforms like TikTok. Don’t be afraid to join in, but you still have to be intentional about how you do it.<\/p>\n \u201cIf the trend started happening three weeks ago, probably you\u2019ve missed the boat,\u201d Morgan said. \u201cCatching the trends early is the best way to capitalize on it, without coming across as inauthentic, or like you’re trying too hard, or worse [as] ‘chuegy’ \u2014 see Gen Z for that one.\u201d<\/p>\n Using a social media management solution is one of the easiest ways to ensure your content is shared as planned. These tools let you write captions, prepare pictures and videos, and schedule posts<\/a> in advance. Some even automatically share your content on schedule and monitor<\/a> post interactions and engagement.<\/p>\n I recently tested a few social media content calendar tools<\/a>, and I can\u2019t recommend them enough. They were all extremely easy to use, and the time-saving benefits are a worthwhile investment for any social media marketer looking to optimize their process and save time.<\/p>\n Here are some examples:<\/p>\n HubSpot<\/a> offers a social media tool \u2014 as part of the marketing software<\/a> \u2014 to help you publish and monitor your content and create real connections with your followers. You can schedule and publish your content in advance and compare in-depth reports on your posts\u2019 engagement to understand the performance of various platforms, types of content, and posting times.<\/p>\n You can also use HubSpot\u2019s social media tool along with the platform\u2019s Starter Customer Platform<\/a> \u2014 a bundle that includes tools from all the other HubSpot products. This opens a lot more room as to what you can do on your social accounts. There are also chatbots to handle social customer service and invoice management for social ecommerce.<\/p>\n Source<\/em><\/a><\/p>\n Sprout Social<\/a> is a social media marketing and management solution. Its dashboard is designed to help your team organize and plan content creation, manage campaigns, understand engagement, and review content reports and analysis.<\/p>\n Source<\/em><\/a><\/p>\n Hootsuite<\/a> is a social media management platform for finding, scheduling, managing, and reporting on your content. You can schedule posts in advance on all<\/em> of your channels at once and measure your ROI with comprehensive content analysis.<\/p>\n As a rule of thumb, you should only post on social media<\/a> when you have quality content to share (meaning that there\u2019s a reason you\u2019re posting it). This can help you strike the right balance when it comes to posting frequency.<\/p>\n Morgan says the top mistake she sees brands make regarding social media marketing is focusing on the quantity of content instead of the quality.<\/p>\n \u201cThey think they need to post every day, so they force themselves to create posts to fill up the calendar,\u201d she said. \u201cOdds are, every single one of those posts isn’t going to be very valuable to the ideal customer. I’ve coined this ‘clutter content.’\u201d<\/p>\n Instead, she recommends downsizing in quantity and upping the quality.<\/p>\n \u201cIt’s better to post two or three times a week with super valuable content versus posting seven times a week with only one or two valuable posts,\u201d said Morgan.<\/p>\n There are plenty of studies and resources available explaining social media post frequency<\/a> standards by industry and platform for you to follow. Every business is different, so find what works for your audience.<\/p>\n Look at your analytics<\/a> to see when you get the most engagement, and create a posting schedule that speaks to those times. Then, you can begin experimenting with more or fewer posts \u2014 as well as other factors such as the time of day you’re posting on social \u2014 to determine what provides the highest level of engagement.<\/p>\n You can use our Social Media Content Calendar Template<\/a> to plan ahead and stay organized. But if you\u2019re a startup, try our Social Media Content Calendar Template for Startups<\/a>.<\/p>\n Pro tip: <\/strong>Here\u2019s a cheat code for you. Iskiev, who I mentioned above, asked marketers how often they post on social media, and they most commonly said multiple times per week. This can be a guiding metric.<\/p>\n Social media is always evolving, so I think it\u2019s important to periodically check in and make sure your strategy is still effective. This could be monthly, quarterly, or annually, depending on your business needs and resources. Use these reviews to determine what’s working, what needs improvement, and what new opportunities to explore.<\/p>\n When conducting these reviews, take the time to assess whether you’re making progress toward your social media goals and objectives. Compare your actual performance against the benchmarks and KPIs you established. Then, identify any gaps or areas that need improvement.<\/p>\n I think it\u2019s also important to keep up with the latest trends. Be sure to monitor changes in social media algorithms, user behavior, or new features, as well as emerging platforms and technologies.<\/p>\n <\/a> <\/p>\n One of the most important aspects of social media marketing is keeping track of your posts on every channel. You can do this by reviewing and managing your social media metrics, and at the end of the day, ensure all your efforts help you achieve your goals.<\/p>\n Social media metrics<\/a> are data related to the success ofyour posts, and your impact on your audience and customers on various platforms. These metrics may include data about levels of engagement, likes, follows, shares, and all other interactions on each platform.<\/p>\n Some metrics I think you should monitor and track include:<\/p>\n I also learned that you can influence all of these metrics, increase your social following, and improve overall engagement on your profile by using the same tactics you use to generate leads and boost conversions.<\/p>\n Morgan adds that the metrics you focus on will depend on your business\u2019 level of maturity:<\/p>\n Here\u2019s something else I also discovered. There are multiple ways to monitor your social media metrics. Some platforms even have built-in analytics tools for you to use, such as:<\/p>\n You might also choose to use an analytics and tracking tool such as Google Analytics<\/a>. I view it as a great option if you want to track your social media and<\/em> website metrics<\/a>.<\/p>\n Meanwhile, HubSpot\u2019s marketing analytics software<\/a> is an excellent choice if you want to get a unified overview of all your campaigns. This helps you gauge how each specific channel contributes to your overall marketing goals.<\/p>\n For example, you can identify how many visitors a specific social advertising campaign drives to your website, then zoom in on the details to see how many of these visitors turned into qualified leads or made a purchase.<\/p>\n Lastly, remember that many social media scheduling solutions \u2014 as we reviewed earlier \u2014 also have built-in monitoring and analytics tools.<\/p>\n Any metrics tracking tool<\/a> you use will give you a better understanding of what your followers and audience respond well to and what you should consider modifying to improve engagement.<\/p>\n Now that you have a good understanding of the benefits of social media marketing, how to build your strategy and analyze your impact and results, I\u2019m going to share some popular social media marketing platforms next.<\/p>\n <\/a> <\/p>\n Source<\/em><\/a><\/p>\n Facebook<\/a> is the largest and most established social media platform. Since its launch in 2004, it has become an invaluable tool for B2C businesses, offering advanced advertising tools<\/a> and organic opportunities.<\/p>\n<\/a><\/p>\n
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Benefits of Social Media Marketing<\/strong><\/h2>\n
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1. Increase your brand awareness.<\/strong><\/h3>\n
2. Generate leads and boost conversions.<\/strong><\/h3>\n
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3. Foster relationships with your customers.<\/strong><\/h3>\n
4. Learn from your competitors.<\/strong><\/h3>\n
Step 1: Set clear goals.<\/strong><\/h3>\n
Step 2: Research your buyer personas and audience.<\/strong><\/h3>\n
Step 3: Determine which social platforms you’ll market on.<\/strong><\/h3>\n
Step 4: Establish your most important metrics and KPIs.<\/strong><\/h3>\n
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Step 5: Get to know your competition.<\/strong><\/h3>\n
Step 6: Create unique and engaging content.<\/strong><\/h3>\n
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Step 7: Organize a schedule for your posts.<\/strong><\/h3>\n
HubSpot<\/strong><\/h4>\n
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Sprout Social<\/strong><\/h4>\n
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Hootsuite<\/strong><\/h4>\n
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How often should you post on social media?<\/strong><\/h4>\n
Step 8: Review and adjust your strategy.<\/strong><\/h3>\n
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How to Analyze Your Social Media Marketing Impact and Results<\/strong><\/h2>\n
Social Media Metrics<\/strong><\/h3>\n
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How to Measure Social Media Metrics<\/strong><\/h4>\n
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Social Media Marketing Platforms<\/strong><\/h2>\n
Facebook<\/strong><\/h3>\n
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TikTok<\/strong><\/h3>\n
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