The Social Media Marketing Anatomy


Halston Marketing will be returning to Marketing Show North for their second year next February.


As the end of the second decade of the 21st century steadfastly approaches, online audiences have never been more digitally diverse and demanding.

It’s no longer enough to have an array of semi-active social media profiles to build a brand. It isn’t 2010 anymore, meaning a company can’t get away with simply having an online presence to back up their physical existence. The digitisation of business is well and truly locked-in.

For marketers, creating a social media strategy has never been more complex. Once you think you’ve got all the right pieces in place, it requires an objective look to see that it might not work for another audience.

Like a rubix cube, securing your strategy can become jumbled.  

As of 2017, only 30% of millennials engage with a brand on social media at least once a month. Elsewhere, however, 60% of baby boomers will scour social media for promotions; and 7 out of 10 Gen Xers will likely purchase a product from a brand they follow. With three key active audiences to target, you have to think wisely about the footprints in the digital sand you make.

Firstly, it’s important to remain simple but impactful: stick to achievable goals. It’s enticing to go for gold by signing up to every social media platform on the Web, but that isn’t necessary. Use your target audience to determine relevant channels – are you a B2B marketer or business? LinkedIn is the best bet. Are you hoping to grab younger audiences? Twitter and Instagram will work great. And if you’re up-to-date with trends, you’ll know that Facebook is best left for the Baby Boomers.

Once this is completed, your first step should be to build a brand, tone of voice and brand awareness. Optimise your profile images, cover photos, bios and add a unique mission statement; don’t forget to compare this to your competitors. Your account should look professionally-made and tailored to what your audience will want to see.

Audiences want to know that you’re invested in, and an expert in, your chosen industry. If the skeleton of your social media channels is its aesthetic, then the muscle is content. Whether it be site blog posts, images and videos, industry news or engagements with followers, this is the meat of your strategy and will infuse your channels with life and build brand strength.

The great part about social media marketing is that there are accessible tools readily available that will monitor your success. By identifying key performance indicators (KPIs) such as reach, click-rates, shares, mentions and conversion, you can see what does and doesn’t work. This leaves room for optimisation, progression and an overall marketing win.