Why Social Media Needs to Be a Part of Your Marketing Strategy

What is Social Media Marketing?

Social media marketing is not an entirely foreign concept for most businesses anymore. By now, love it or hate it, most of us are quite familiar with seeing ads pop up in our various social feeds and are aware of how much social media and all that comes with it has permeated our everyday lives. What is still unclear to many brands and marketers alike are the real, true benefits of incorporating social media efforts into their marketing plan and exactly how it all works.

Paid vs. Organic

It seems that one of the biggest areas of confusion when it comes to social media is paid marketing vs organic posting. After all, if you have a decent amount of followers and engagement, why pay to run an ad that you can post directly to your page for free, right? Well, there are actually a few fundamental differences between an organic and a paid post and they have the ability to greatly affect your results.

Organic posts can be great tools for sharing what’s new with your brand and building relationships with your followers by creating a context to actually interact with each other and foster a more authentic, personal dynamic. However, as platforms like Facebook continue to tweak their algorithms that dictate what shows up in a user’s news feed, organic reach is steadily declining making it a less and less effective tool for marketing. In 2016 alone, organic reach fell by 52% and as more and more forces compete for user attention this trend will only continue.

Paid social campaigns open up a lot of opportunities when it comes to reach as it allows marketers to be extremely selective about exactly who sees their ads and they are not bound by the same equations that may limit what appears in a social feed. Targeting and budgeting are the two of the biggest factors in this equation. Most social platforms allow marketers to strategically target their ads to the right people, as well as providing helpful estimates of how far your proposed budget will go in getting your ads seen. These factors, along with being able to specify the type of response you want to optimize your ads for (i.e. traffic, likes, conversions, etc), help to eliminate so much of the scary guesswork in social planning. An added benefit of paid social marketing is the fact that the ads only appear in users’ feeds and not on your brand’s page, allowing you to dedicate more of that space to building relationships and sharing other types of content.

Why Use Social Media Marketing?

There are so many reasons to use social media in today’s marketing environment and these can vary greatly depending on your business and the goals you are looking to attain. However, there are a handful of major perks that we have found to be pretty universal and appreciated by just about any business no matter how big or small.

Brand Recognition & Loyalty

Getting your brand known and keeping your customers engaged is truly the lifeblood of any successful business. Social media is becoming one of the most effective ways to do this as it increasingly permeates the daily lives of most consumers. Social media is a chance for you to meet your customers where they are and to establish a more personal connection with them. This sense of familiarity and authenticity very often leads to increased customer loyalty. Studies show that over 50% of consumers in America that follow brands on social media are notably more loyal to those brands.

Audience Insight

Knowing exactly who your customers are is one of the most helpful aspects of social media marketing. Most social media platforms can provide incredibly rich insights into your audience in a number of ways. This can include breaking down super specific demographics of your customer base, the ability to test your ads against different types of audiences, & comparing how your followers’ behaviors measure up against other social media users.


This is where all of those audience insights will be put to use. The more you get to know your customers and how they behave, the more effectively you will be able to target them and acquire new customers with similar interests or behaviors. Many social platforms allow you to be extremely precise in who your ads are shown to, including factors like age, location, interests, hobbies, employment, web behavior, page likes, and the list continues. While at first these options can seem somewhat overwhelming, the increasingly specific targeting capabilities of social media are actually a win/win for both business and customer. They give you the ability expose your brand or product to only people who are actually interested in it so you are not wasting the time and attention of those who aren’t, while at the same time saving marketing dollars from being spent in vain.

Lead Generation

As you fine-tune your audience targeting and learn more about who is interested in your product, generating new leads will be inevitable. For instance, you may discover that as more of your customers engage with your ads and share your content, the more your brand will be seen by fresh eyes. With the insights you gain about who does and does not respond to your social efforts you will also be able to better predict and plan new acquisition strategies.


At the end of the day, your marketing efforts need to be making your business stronger. For so many businesses this means conversions. Luckily this is an area where social media has proven its worth time and time again. With all of the factors above working together, social media has real power to substantially increase your businesses revenue and convert leads into truly quality customers. A recent example that comes to mind is an incredibly simple but incredibly successful social campaign we recently ran for Phish’s Baker’s Dozen. With simple language, eye-catching images, and strategic targeting, we were able to bring in an additional 200 purchases and receive a 23:1 ROI, solely through social media.

How to Use Social Media Marketing?

The truth is, there isn’t just one “right” way to use social media channels in your marketing plan. The variety of opportunities and marketing goals you can meet through social media are more abundant than ever. That being said, there are a few notable ways we’ve been able to use social media to meet and exceed our clients’ marketing goals that have been particularly successful.

Social specific campaigns

By “social specific” I mean any promotion that is not currently happening on other marketing channels. That can be something like a flash sale with a special promo code only found in that ad, or campaigns promoting interesting product sets & new arrivals. We recently launched a social campaign for Twin Peaks featuring products that weren’t specifically being promoted the same way on any other channels. In just over a week of run time, they received an almost 12:1 ROI from those ads alone. Um, yes please.

Integrated campaigns

On the flip side, integrating your social campaigns with your email or website offers can also be a great way to extend the reach of those promotions far far beyond your email list. (See what I mean about there being more than one “right” way?) This summer, we extended a pre-order promotion for Bassnectar’s new album ‘Reflective’ into the social world. The results were remarkable. In only three days we increased their pre-order sales by over $10,000 solely by including a social campaign in the marketing plan.

Sweepstakes/Contest promotion

Sweepstakes and contests can be extremely effective tools to grow your marketing lists when partnered with the power of social media. (Check out our post on sweepstakes to learn more about how they work). The beauty of promoting a sweepstakes campaign through social media is the immense amount of additional reach you can gain when your fans and followers share and promote the sweepstakes with their friends creating a viral effect. This summer we ran a sweepstakes campaign for DJ Khaled promoting his new album ‘Grateful’ and giving away three pairs of limited edition Air Jordan 3s. Of the 51,000 entries this campaign received, over 70% of them were referred by social sharing!


Not every marketer is aware of the retargeting capabilities in social media, but this can be a great channel to re-engage cart abandoners or previous site visitors. The use of product feeds can be especially helpful here as they allow marketers to create custom, dynamic feeds that self-populate with items recently viewed by the individual users that are seeing the ads. We all know that a consumer usually needs to see a product multiple times before buying, so what better place to meet them than where they already are?

What Are You Waiting For?

Hopefully, this information has convinced you of the immense benefits adding social media into the mix of your marketing plan. By learning about your customers, expanding your reach, and meeting your customers where they are in fresh, interesting ways, social media marketing can truly be a powerful tool for your business when leveraged correctly.

If you’d like to learn more about Musictoday’s social media marketing services, send us a note and let’s get a conversation started!

About the Author: Kaylah Rodriguez is a Social Media Marketing Specialist at Musictoday. She manages both organic and paid social & sweepstakes campaigns.

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