Social media has become indispensable for all businesses in our digital marketing and advertising landscape. It offers unparalleled opportunities to connect with customers, build brand awareness, and drive sales. According to Sprout Social, a remarkable 81% of consumers report that social media compels them to make spontaneous purchases1, highlighting its power to influence buying behavior.
If you're a business owner wondering how to create a social media strategy or how to increase brand awareness on social media, this guide will provide you with the knowledge you need to get started on your social media marketing journey.
How to promote a business on social media
Effectively marketing your products, services, or business on social media starts with selecting the right platforms. Often, businesses, especially smaller businesses, wonder what the best platform to use is. However, selecting the best platform depends on your industry, target audience, and the content you plan to create. Most businesses will maintain a presence on different platforms with slightly different content to maximize their reach and cater to the specific nuances of each platform. These platforms include:
- Meta (previously Facebook)
- TikTok
Meta for businesses
With 4,465,500 Meta users in New Zealand as of January 2025, representing 85.8% of the population2, Meta remains a dominant force in social media marketing. Additionally, according to Hootsuite, 91% of organizations have a Meta presence3. Businesses can leverage Meta to create a business page, run targeted social media advertising campaigns, and engage with customers through organic posts, comments, and direct messages. Businesses can also utilize Meta groups and communities to offer a valuable opportunity to build relationships with potential customers and foster a loyal following.
How to set up a Facebook business account
- Go to business.facebook.com.
- Click "Create Account."
- Follow the instructions to provide your business details and create your page.
Instagram for businesses
As of January 2025, Instagram boasts 2,528,100 users in New Zealand, accounting for 48.6% of the population4. This presents opportunities for businesses to connect with a large, engaged audience, generate brand awareness, and drive sales through visually compelling content. This visually-driven social media platform is ideal for advertising products and services through high-quality images and videos. Furthermore, Social Shepard reports that 62.4% of people use Instagram to research products and services, and 58% become more invested in a brand or product after seeing it on Stories5. Businesses can also leverage Instagram's features to create visually appealing content, utilize relevant hashtags, and engage with followers meaningfully.
How to set up a business Instagram
- Download the Instagram app and create an account.
- Go to your profile and tap "Edit Profile."
- Select "Switch to Professional Account" and choose "Business."
- Fill in your business details and connect your Facebook page (optional).
Creating engaging content
Most marketers regard engaging content as the heart of successful social media marketing. This means creating a variety of content that resonates with your target audience and encourages interaction. This can include images, videos, stories, and live streams. Here's how to create engaging social media content with various types of posts:
Visual content
High-quality graphics, images, and videos are essential for capturing attention and advertising your products or services in their best light. To create appealing content that stands out in the crowded social media landscape, businesses can consider investing in professional photography and videography or learning basic photography skills to create visually appealing content that aligns with their brand identity.
Written content
Craft engaging captions and social media posts that encourage interaction and sharing. You should use a consistent brand voice and tone to maintain a cohesive brand image. You can also search for articles like "how to write engaging Instagram captions" or "best practices for social media copywriting" to learn best practices and techniques for crafting compelling content.
Building a community and engaging with followers
A strong social media community is crucial for building loyalty and driving long-term success beyond advertising campaigns. Social Insider reports that 27% of social media users actively participate in online communities, with this number rising to 40% among Gen Z and Millennials6. Additionally, HubSpot research shows that 86% of social media managers believe building an online community is important for a successful social media strategy7. This demonstrates how crucial it is to cultivate a loyal and engaged community around your brand on social media. Here's how to engage your audience on social media:
Responding to comments and messages
It's best to respond to comments and messages promptly and professionally as it demonstrates your commitment to customer service and building trust in your brand. However, it's also important to be prepared to handle negative feedback constructively and use it as an opportunity to improve. Depending on the size of your brand and audience, you may need a dedicated person or team and a clear process for handling social media interactions to ensure timely and on-brand responses.
Running contests and giveaways
Contests and giveaways can be great for engaging your audience on social media, generating leads, and promoting your products or services. If you're looking to boost engagement and excitement around your brand, it's best to offer attractive prizes and create clear guidelines for participation. It may also be helpful to plan your posting schedule in advance to ensure that the increased engagement is utilized effectively, whether for a new product launch, a sale, or another marketing campaign.
Utilizing social media listening tools
According to Sprout Social, 91% of business leaders report that social data helps them better understand their customers8. Therefore, using social listening tools to gather these valuable insights is important. There are different tools available that can do different things, such as allowing you to monitor brand mentions and customer feedback, track competitor activity, and identify trending topics. This information can help you tailor your marketing content, improve your products or services, and make more informed decisions about your social media strategy.
Measuring your social media success
Tracking metrics is essential for assessing the effectiveness of your social media marketing efforts. By monitoring these KPIs for social media, you can gain essential insights into your social media campaign's performance. This then allows you to identify what's working, what needs adjustments, and how to optimize your marketing strategy for better results.
Key metrics to track include:
- Reach: The number of people who have seen your content.
- Engagement: The level of interaction your content receives (likes, comments, shares).
- Website Traffic: The number of visitors driven to your website from social media.
- Conversions: The number of sales or leads generated through social media.
DHL Express: Supporting your social media strategy
While social media is a powerful tool for generating leads and building brand awareness, the customer journey doesn't end there. A seamless checkout and delivery experience is crucial for converting those leads into loyal customers and ensuring customer satisfaction. DHL Express can support your social media marketing and advertising campaigns by ensuring that your logistics operations are optimized to support your marketing goals:
- Fast and reliable shipping: Fulfill orders from social media campaigns quickly and efficiently, ensuring customer satisfaction.
- International shipping solutions: Reach global markets and expand your customer base through DHL Express' international shipping network with value-added solutions like real-time shipment tracking, time-sensitive delivery, and more.
- E-commerce integration: Streamline order fulfillment and manage international shipping seamlessly.
- Marketing support and resources: Access marketing resources and support to enhance your social media campaigns.
Utilize social media for business growth
Social media is a powerful avenue for businesses to connect with their audience, generate brand awareness, and drive sales. By developing a sensible social media marketing strategy and leveraging the resources available, businesses can achieve significant growth and success. Plus, when you partner with a reliable international courier service provider like DHL Express, you can ensure that the customer experience remains positive beyond the initial engagement on social media.
Open a DHL Express business account to access our comprehensive shipping solutions and international logistics expertise.
