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Building a brand and marketing on social media

Updated: Dec 15, 2023

The author of this article on building a brand on social media is Lenka.

Author: Lenka Dzadonova

Date of Publication: 20/11/2022

Building a brand and creating content for social media can sometimes be really tricky. It is really useful though, at the beginning, to focus on specific elements to get better results. Let's see what is good to know before we start.

Marketing strategy is the process of planning and evaluating the company's vision and activities.

Have a clearly defined goal

Marketing strategy is the process of planning, implementing and evaluating the company's vision and activities. It is the basis for doing business, because it represents a plan and steps on how to promote products and services. Thus, it helps you achieve your business or marketing goals.

A social media strategy, on the other hand, sets the direction for how you will communicate with clients or followers on social media. To be successful, it is necessary to maintain consistency and be based on a marketing strategy. Companies that have a social media strategy and regular control of their metrics have the opportunity to control and analyze their marketing activities. That way, they can optimize in time and focus specifically on the activities that bring them the best results.

The most common goals of marketing on social media

  • Raising awareness

  • Achieving more sales

  • Building relationships or online community - brands

Determining the ideal customer

After determining the goal, it is necessary to define your market and your potential customers. The more detailed description of the target group a company has, the better it can adapt its marketing communications.

It’s an essential part to understand what attracts the target group and why they use social networks. This is valuable information that can later be used for a successful implementation of the social media strategy.

Correct segmentation and targeting

Customer segmentation and targeting are key factors in marketing. It is therefore necessary to know the answers to questions such as:

  • What problem does the customer have?

  • What is the reason for the purchase?

  • What are his expectations from the product or service?

  • What could deter him from buying?

  • What is his social status, gender, age, education, profession?

  • What are his interests, income, preferences or values?

Social network audit - KPI analysis

There are many KPIs, so when creating a plan, companies should choose a few data points to focus on. Afterwards, based on these data points, they should uncover opportunities and improve social media marketing activities as much as possible.

In particular, social media KPIs are measurable metrics that reflect the performance of activities on social media audit - KPI analysis. These indicators are useful decision-making tools. They can help us monitor the performance of activities and published content, and change our decisions accordingly.

Basic KPIs

The basic KPIs monitored on social networks include:

  • Rate of audience growth - measures the speed at which the following of a brand on a social network increases

  • Reach - a media analysis metric that represents the number of users who saw a particular piece of content on a social platform. It can be organic (which means without paid promotion) or paid (with the help of advertising)

  • Impressions - represent the number of views

  • Engagement rate - is a collective term that describes the actions that users can perform when interacting with your content (such as commenting, sharing, and liking)

Creating engaging content at a specific time

For companies, creating relationships with customers isn’t about constantly promoting their products and services. In fact, it is about educating and providing information. They have to be valuable to the customer or they have to entertain and stick in the minds of followers.

Creating reports is necessary for analysing the performance of the media strategy and the effectiveness of advertising campaigns.


Creating reports is necessary for analyzing the performance of the media strategy and the effectiveness of advertising campaigns. Marketing reports are a process of measuring progress, showing value, and identifying steps to improve marketing effectiveness. They essentially show the current state of a company or its development.

To sum up, there are many things that you should focus on when building a brand on social media. However, with the right plan, metrics, segmentation, and targeting, it can definitely work. Also, don’t forget that your content should be entertaining and interesting to your followers. Just find what works best for you and your business, and have fun in the process!


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