Financial Data
Updated 27 Sep 2020


Social media: It’s ever-changing, but you can stay on top of it

Social media is a defining factor when it comes to successful marketing strategies and strong businesses. Advertising updates for social platforms are making life easier than ever for SMEs to make connections, and offer valuable customer service. 


Andrew MacKenzie, 24 May 2017  Share  0 comments  Print


All the answers to your unique business lifestage questions

Using social media as a start-up or small business is the best channel for your marketing budget because of the connections to be made and networking opportunities it provides at a very low cost point. And there's probably a lot more that you can do for your marketing campaign on social media.

Use communication apps

Social media is all about communicating with your target audience, and there are applications out there, that can make the process easier. Whether you're looking to communicate internally or across channels, here are some of the most highly recommended communication apps available:

  • Slack
  • HipChat
  • DialMyCalls
  • Skype
  • YouTube
  • Messenger

Through these apps, you can make face-to-face connections, send SMS messages, voice broadcast and chat instantly to make your social interactions that much more powerful.

Related: Bring your brand to life by creating memorable encounters 

Post more consistently

Investing in your content should be a priority, especially when it comes to posting across multiple channels. Delivering inconsistent content is all too familiar with small businesses. Inconsistency makes your strategy appear unreliable and unprofessional to consumers. 

Quality content is vital when it comes to marketing to anyone under the age of 40 right now. Most people in that demographic discover a business for the first time by Google search or finding their content on social media.

If you are not focusing on content that you put out on the most relevant social platforms, you're going to become mute and obsolete in the modern day of doing business. Demonstrate that you’re committed to posting useful and regular content to your clients. Use a content calendar to help you stay on track with your content and make sure it’s split evenly across all channels. 

Hone your target audience 

Another important part of posting content on social media is tailoring the information to match your target audience. If you're selling products meant for stay-at-home mums, for example, marketing your content to 22-year-old single men won't do your strategy any good.

You'll find it beneficial to develop customer personas that guide your marketing efforts. This information should include demographics, trending topics, and favourite social channels.

Related: Keeping your business youthful with effective mobile marketing 

Get into paid media

Even if you're only spending R200 per month, you can make your content fly; this is particularly the case for YouTube and Facebook video content that receives billions of views every day. 

Just remember that it's content that carries your strategy forward. Your social media budget should allocate about 75% to content creation and about 25% to content amplification through paid advertising. But, no amount of paid media is going to turn bad creative into good content, and this is a principle that should be your focus for social media content. 

You'll see far more value in your social efforts if you concentrate on building the content your consumers want to consume and share. 

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About the author


Andrew MacKenzie

As the chief cat-herder of a team of creatives, Andrew has to constantly maintain an objective view on creative concepts, always aiming at big ideas that work for clients. He relies on almost two decades of experience, from his junior designer beginnings through to his current speciality – through-the-line advertising. A people person to his core, Andrew’s skill is drawing the best out of the creative teams he oversees. And how well is he doing it? We’ll let the awards speak for themselves, from the pinnacle of local and international awards shows, including wins at the Loeries, Assegais, Clio's, Epicas and Cannes to name a few.

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