The 9 P’s that will Pimp your Social Media Marketing

Posted on: in Social Media Marketing The Formula Digital Marketing

All marketers and many business leaders involved in the marketing function will be au fait with the 4 P’s of marketing, namely Product, Price, Promotion and Place. They form the fundamental basics of a solid marketing approach.

While that familiar P’s may apply to the overall marketing function, we’ve drilled down into what you need to consider to help you really give your social media marketing the comprehensive edge.

You can use these Pointers as benchmarks to check whether you have covered all your bases in your social media marketing strategy.

1. Planning

Here at The Formula, we admittedly harp on about Marketing Strategy A LOT! But this is all with good reason. Solid planning provides you with an idea of how to get to where you intend to go with your social media marketing efforts and why. It also helps you to determine how much time you need to spend on your social media marketing activities.

In addition, once you have a plan and a goal towards which you are working – you are then able to determine more accurately, what return on investment (ROI) you are likely to achieve. Rather than shoot in the dark – hit your target folks!

If you aren’t sure how to develop a Social Media Marketing Strategy, either contact us ( | 021 556 5661) or take a look at our article ‘Social Media Marketing – it’s not a question of if but whenfor more detailed insight.

2. Pertinence

In order to keep your audience fully engaged, your posts should somehow have a direct appeal to them. Apart from the fact that they are interested in your products or services, consider their age group, social standing, education level, LSM group (Living Standards Measure) and so on. Ask yourself what really matters to your audience – what pains them? Your social media posts should be valuable to your audience in that they either contain information that solves specific problems, or they serve to entertain. Knowing your audience well, will inform your decision of what to post.

3. Palatability

We read an interesting debate recently regarding what level your writing should be at when compiling social media posts. Following on from what we discussed in point 2 of this article, you need to know who your target audience is and write in a way that is engaging for that audience. The standard approach however, of using a normal, conversational tone in your writing that is easy to read and understand, will be the most universally appreciated approach.

4. Personality

Your business is a unique entity, with a unique business culture and this is driven by the people inside your company. People ultimately connect with other people, rather than companies and brands, so to get your social media marketing to reflect your internal business culture, why not get some of your team involved?

In a world driven by technology, we have the opportunity to reach out to our customers and establish, or entrench a more personalised relationship through social media. By following a personalised approach where you are actively conversing with your readers, instead of merely promoting products and services, you will stand a far better chance of engaging them. For more on this – read our earlier article ‘To Do Social Media Well, You Must Get Personal


5. Picture Perfect

David Gates opens his song ‘If’ with the words ‘A picture paints a thousand words’. In social media marketing, this modern quote couldn’t be more accurate.Because readers are bombarded with such an incredible variety of information on a daily basis, using imagery will help to ensure that your posts stand out and are easier to understand more quickly.There are however images that seem to be used by many companies over and over again, so try to find original images that are simple and impactful.

We spoke in an earlier article about the ‘Condescending Corporate Brand Page’ on Facebook. This is a UK based group that scathingly takes to task those corporate social media posts that are not well thought out, or are entirely irrelevant and unoriginal. Based on our own findings, the images that are most well received and popular on social media, include those of staff members that work at your organisation, or of activities in which your organisation has been involved.

6. Participation

Social media is intended at its core to be a utility where individuals and groups of people communicate. People use Facebook, Twitter, Pinterest and so on to converse with other people and to share ideas. This basic foundation is all too often forgotten when companies use social media for their marketing efforts.

Why not invite a conversation with your audience, rather than simply promote products and services? Think along the lines of what you may discuss with a really good client during a meeting. Typically you will talk about other sundries apart from the business matter at hand. Encourage your clients to share their opinions and extend that conversation you have in the boardroom to your social media.

7. Punctuality

Attention spans are decreasing rapidly and people are more likely to skim the most recent posts on their social media feeds than trawl their feed to read hours of posts. For this reason, deciding when to post your social media messages is an important element of your social media strategy.

Every audience is different and so collecting the data required, and analysing this to inform your posting plan, will take upwards of 2 months (if you are posting regularly) as data accrues for your specific audience and page. Read this article by Alon Popilskis on Social Media Today, which details a solid and practical approach to determining the correct post-time for your audience.

8. Prominence

Once you have been social media active for a few months and have started to hone your online personality, as well as the active participation of your audience, you may want to start investigating your market influence in comparison with your competitors.

Even if you don’t feel particularly concerned about what the competition is doing, understanding your own sphere of influence regarding subject matter, can help guide you in finding out what information your audience really responds to.

A great free tool for this exercise is ‘Klout‘ which will help you to gain a deeper insight into your audience and your industry at large, as well as engage with them, your competitors and influencers.

9. Persistence

Rome was not built in a day – and nor will your popularity on social media boom overnight! Successful relationships take time and with social media, it is best to remember that you are ultimately building a relationship with your customers.

Being persistent does not mean that you should be driving promotions and product info. Rather, persistence means that over time, you are delivering tangible value and ultimately giving your audience a reason to take note when you post something. At best, you are working towards encouraging your social network  to revisit your social media pages of their own accord.

All good things take time. The length of time between now and your success in your social media network, will be influenced by the amount of time you can, or want to invest in your social media strategy and activity. The more attention you give to this as a marketing project – the quicker it will produce results.

At The Formula, our team has the expertise and experience to deliver maximum social media impact. We are a full service marketing agency that will bring you solid marketing results. Give Garth Dahl or Shiraz Khatib a call on 021 556 5661 or email us: 




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