Hand using smartphone with Social media concept.

As of April 2022, there were more than five billion internet users worldwide, providing marketers with the opportunity to tap into a previously inaccessible audience. However, due to its competitive nature, social media marketing requires innovation and an understanding of the mechanics of the digital world. This article covers the three fundamental elements needed for social media success.

According to Statista, social media usage is rapidly increasing in popularity, with a current userbase of 4.59 billion people worldwide. As this number is expected to soar to almost six billion by 2027, it is clear to see why marketers are turning to digital platforms to promote their company’s brand or products.

However, leveraging social media to cultivate efficacy has proved to be a challenge for many, with some outright rejecting the marketing medium. For example, a report published by Visual Objects shows that almost 40% of small businesses do not use social media due to social media’s links with privacy issues, mental health problems, and the distribution of false information.

With nearly nine in ten consumers purchasing products from brands they follow on social media there is no better time to invest in the tool. Keep reading to discover more about how social media can benefit you.


Search Engine Optimization

In simple terms, search engine optimization (SEO) is the process of making a website better – or more ‘optimized’ – for search engines, resulting in increased visibility in the organic search results of leading search engines. This can be achieved through utilising accurate keywords, meta description tags, and even the webpage’s URL.

Moreover, SEO means that its vital to understand your audience, as to generate leads you must understand the users’ intentions. It is this that ties into and elevates the basics of SEO to the next level. This is especially effective for Google, whose automated ranking systems are designed to present reliable, people-first content in the top search results.


Consumer Behavior

Indeed, consumer behavior should always be the core focus of any form of marketing. Without having this basic understanding, marketing campaigns will fail to capture the imaginations of the target audience, and at worse, it could have a significant negative impact on the brand.

There are numerous ways to assess consumer behaviors: surveys, samples, personal interviews, online research, and observations, to name a few. Social media amplifies such techniques and can even serve as a tool in and of itself. Most platforms offer access to analytics, providing companies with a unique insight into who its content is reaching and how potential customers interact with their content.


Retargeting Campaigns

Finally, social media serves as the perfect foundation for retargeting campaigns. Everyone has seen a paid social media advertising campaign, be it through YouTube, Facebook, Instagram, TikTok, or even email, but very few comprehend how these targeted adverts work. This number increases when it comes to retargeting campaigns; however, this technique can be incredibly impactful.

Using user-enabled cookies, companies can track user behavior and analyze traffic. Through storing these cookies, marketers can follow whether a customer has fulfilled conversion goals – and if not, they can use retargeting in order to re-engage the person and increase the chances of a sale.



When developing a marketing strategy, it is vital that businesses take social media into consideration. It is an exceptional (and cost-effective!) way for companies to engage with their customers on a personal level, which, according to Sprout Social’s Social Media Trends for 2022 & Beyond offers an abundance of benefits.

In essence, social media marketing is no longer an option – it is a necessity. There are no major reasons as to why you should not integrate social media into your business, and without it, there’s a solid chance that you’re losing potential clients to your competition. Henceforth, by joining social media, you too can be at the heart of the digital revolution.