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  • Writer's pictureKelsey Kuske

A Simple Guide to Kick Start Your Social Media Marketing

Social media.

Social media has become a prevalent platform for sharing content, generating leads and awareness.

People are accustomed to having endless amounts of information at their fingertips. Consistent communication and constant connection have become the norm. In fact, 7 out of 10 Americans use social media every day according to the 2019 Hootsuite Social Media Trends Report. When it comes to marketing, you want to be where the people are, and the people are online.

This has led to a rise in digital marketing, specifically via social media platforms. Digital marketing, when used effectively, can help organizations reach more people than ever before.

Why is social media marketing important?

1. People - Like we mentioned above, social media is where the people are. Social media gives you easy access to your target market and allows you to expand the reach of your marketing efforts.

2. Authentic – Social media marketing shows authenticity because it helps your audience build trust with your organization. In fact, 84% of millennials stated that do not like or trust traditional marketing , according to a recent study conducted by the McCarthy Group. Unlike traditional marketing tactics, social media allows your followers to “see” real people behind your social media profiles. It allows your target market to see who you are.

3. Encourages Engagement – Social media allows you to engage directly with your target market which helps your audience know the organization is guided by real people. They can interact with your organization through likes, comments, shares and messaging.

4. Affordable – Traditional Marketing can be pricey. Social media is much more affordable and, when done well, can be as or even more effective than traditional marketing.

5. Relationship building – With social media, your audience can engage you, and you can engage them. When people know there are other people at work behind the screen, trust is built. Wherever trust is built, relationships can develop.

These are just a few key benefits of using social media. There is no doubt that social media can and should be a key component to your marketing.

Let’s take a look at some quick and important facts:

· Facebook has over 2 billion active users

· Instagram is the second largest social media platform with 1 billion active users

· LinkedIn has over 470 million members and many marketers have said that LinkedIn is the most effective social media platform for B2B (Business to Business) companies

Choosing not to participate in social media marketing will lead to an incomplete marketing strategy. In order to reach your full marketing potential, utilizing social media is essential.

If you are ready to kickstart your social media strategy, read on!

We are going to take a look at the first 5 steps you should take when starting to create your social media strategy.

1. Create a list of goals and objectives for your social media marketing. (See the Abbey Group example.)

If you are putting your time and energy into creating and refining social media presence for your organization, it is important that you set goals and objectives. Setting goals not only gives you something to work towards, but also a tangible way to measure success so you can adjust your goals as you grow.

Setting goals give you direction. A successful strategy and plan can take your business to the next level.

2. Identify and learn about your target audience.

One of the most beneficial yet challenging aspects of social media is identifying and connecting with your audience. By doing this, you can then better appreciate your audience and, more importantly, understand them. Understanding your audience is essential to writing and posting content that will engage and inspire them.

3. Ensure you have a solid brand and image laid out.

The company brand is the benefit of the product or service and the reason why your audience should choose you over a competitor. The positioning line or tagline communicates these benefits. The brand is brought to life by the logo as well as the colors and fonts used across company materials.

You want to be consistent with your font, color, and logo usage. It is beneficial to have a consistent image across all of your marketing materials including website, print materials, and digital marketing.

4. Curate strong and relative content

Clear. Concise. Compelling.

These “three c’s” of writing are essential to captivate and engage your audience. By doing this, you can create a positive experience that will leave them wanting more. The audiences desire for more will build a loyal following of your organization. In this way, your audience will grow, as will your organizations success.

5. Content calendar

Once you have relevant content for your audience, you will want to create a content calendar. This will help ensure you are posting the best content at the best time. A content calendar is a working, internal document in which you schedule the specific content you will be posting across your chosen social media platforms, including email newsletters. As the name implies, you will be scheduling what you will share and when you will share it.

The use of this calendar is important because it helps ensure you are getting the appropriate mix of content. While selling your service or product might be one of your main goals, you do not want to overwhelm your audience by over-selling. As you begin planning your content, follow the 80/20 Rule. This rule states that your content should be broken down by 80 percent relevant (helpful and interesting) content for every 20 percent of content aimed toward selling your product.

These 5 steps are essential to jumpstart your social media marketing. It can be hard work but if you do it well, you will reap the rewards.

By: Kelsey Kuske

About Abbey Group Ltd.

Abbey Group Ltd. is was founded in 1992 with the purpose of serving non-profits. We are experts in resource development, philanthropy management, board and executive development, business succession planning, and family business services. You will not find another consulting firm that will give you the elite personalized experience, knowledge, and extensive services to meet all of your organization’s needs. Whether your mission is health care, education, or social services, we can help you achieve your fundraising and development potential on behalf of your charitable vision.


Newberry, Christina. “130 Social Media Statistics That Matter to Marketers in 2019.” Hootsuite Social Media Management, 13 Mar. 2019,

Arnold, Andrew. “Millennials Hate Ads But 58% Of Them Wouldn't Mind If It's from Their Favorite Digital Stars.” Forbes, Forbes Magazine, 24 Mar. 2018,

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