The Who, What, Where and How to Cost Effective Social Media Marketing

With technology minimizing the learning curve associated with creating content, how you present your product is just as important, if not more important than the product itself. Not only does marketing across social media outlets provide an opportunity to directly communicate to your consumers, but it allows you to be able to do so at little or no cost, a huge benefit in terms of a small business.


What Is Social Media Marketing?

Social Media Marketing is the use of social media websites and social networks to market a company’s products and services, providing companies with a way to reach new customers and engage with existing customers (Investopedia). While there are agencies that will create, schedule, and post content on your behalf, the applications and technology available today allow you create content for your brand with a simple smartphone and one of the social media platforms listed below. This translates to little or no cost* for a marketing campaign tailored specifically to your business and its target market!

  • *Creating content DIY style will take time and practice to find the look and feel you’re searching for. While deciding to do so on your own will save you cash money, it will cost you “time money”, if that is even a real phrase.


Where Should I Market? And Why?

Instagram: Instagram is a platform whose focus is on visual content in the form of pictures, videos, and recently live video. As of December 16, 2016, Instagram boasts 600 million users and counting, a massive set of eyes ready to discover you and your brand. With free built-in easy to use filters and editing tools, even the least experienced photographer can create great content worthy of a like.

Facebook: Facebook’s mission is to give people the power to share and make the world more open and connected, allowing users to stay connected with friends and family, discover what’s going on in the world, and to share and express what matters to them. As of September 30, 2016, Facebook boasts an average of 1.18 billion daily active users with approximately 84.9% of those users being outside of the U.S. and Canada (Facebook Newsroom), drastically improving the odds of any entrepreneur and small business becoming a global phenomenon with the right marketing.

  • For tips on How Facebook Marketing works, take a look at the brand’s own business page, specifically designed to help you market yourself and your business on the site, providing tools such as Facebook ads, embedded with the technology to give users the numbers on how well their campaign performed, who it reached most effectively, and at what times.

Twitter: Twitter’s purpose is to give everyone the power to create and share ideas and information instantly without barriers, allowing communication between brand and consumer to be more direct than the other platforms listed. It has around 313 million monthly active users, with 79% of those users located outside of the United States. Twitter also has an extension tailored specifically for businesses that allows businesses to bring new users to their site via tweets, with the ability to track their statistics using Twitter Analytics.

Snapchat: Snapchat has what is believed to be over 150 million users visiting its site daily (Bloomberg) and reinvented the way people communicated by allowing each of its users to virtually have their own television show through its Snapchat Story feature. Allowing fans of your brand a “behind the scenes” look at what your brand does, and how it does it in real time can create a deeper relationship between your brand and the consumer.

  • For the How portion of Snapchat Marketing take a look at Forbes’ 30 Under 30 participant Julieanna Goddard’s handle, YesJulz. Using the platform as a television show, YesJulz was able to rack up an astounding 400,000 views a day. This traffic was able to get her the attention needed, and the opportunities desired from major brands, resulting in her all female marketing agency expanding to include clientele the likes of Beats and Puma.

YouTube: Allowing users to create and share originally created videos to billions of viewers, YouTube has the hardest learning curve of the social media platforms listed. With any content created living in video format, you’ll really have to have a clear idea of what it is you want to present to your audience, and pretty good editing skills to make it worthwhile for your audience to watch and be engaged. If you’re able to overcome this potential setback, you’ll not only enjoy the benefits of an engaged loyal target audience, but can make some extra cash for your business through the ads marketed by various brands on your videos.


Who Should I Have Market?

The who would be you! Social Media marketing presents a huge opportunity for entrepreneurs and small business to take their brand to the next level. With the meager costs associated with using its platforms and services, the increased brand recognition, improved brand loyalty, and better defined customer insight allows for smaller businesses to better understand, reach, and provide product and services to target audiences across the globe.


Until next time,

The Empresario


Additional reading: The Top 10 Benefits of Social Media Marketing



  1. Chelsea M. · January 30, 2017

    Social media is definitely beneficial to businesses. Understanding how each individual platform works, along with which will benefit your business the best is key. Part of my current job, I am tasked with running the social media side of our facility. We specifically use Facebook, Instagram, and Twitter. We do have a YouTube account, though it does not receive near as much attention as the first two. Twitter is the odd man out, as well, when it comes to social media that we use. Snapchat is one that I semi use personally, but not for the facility I work with. Snapchat, to me, has way too many variables that one has no control over, which is why I have chosen to steer clear of it for my job. Facebook and Instagram can be regulated fairly well and you can control more of what is shared, posted, and seen on either of them. One thing that I have kind of learned with those two specifically is that, Facebook you should post to sparsely throughout the day (otherwise you will end up burying your previous posts unless you pay to boost them). Instagram, though, you can kind of take advantage of and post however much you will see fit. One thing that Instagram has implemented recently (since they were bought out by Facebook), is a way to have a story aspect to your profile. They have essentially created a Snapchat type feature to Instagram.


  2. dsthompson4 · February 2, 2017

    Thanks for sharing Chelsea! Being over the social media accounts for your company, which platform do you enjoy using the most, and how do you go about planning and creating content for each?


  3. Pingback: The Who, What, Where and How to Creating Digital Content | The Empresario

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