Social Media

creating a social media strategy


By | Social Media

Creating a social media strategy has two effects on marketers, it either sends chills of fear down their spine or bores them so much that they consider moving on to their 5th cup of coffee of the day. But regardless of the effect that creating a social media strategy has on you, the simple fact is that you need one. Without one your marketing will be scattergun at best and likely end in substantial amounts of effort moving the needle of success no further to the right.

By creating a social media strategy you will outline exactly what you are aiming to achieve and how you propose you will get there. This acts as a road map which can be followed much more easily and strategically than attempting to take a reactive approach. It also ensures that all effort is focused on achieving a final goal.

What is a social media strategy?


social media strategy benefits

Let’s kick this off with the basics. But not too basic…if you need a social media marketing definition, I suggest you read up before reading this blog.

We will, however, explain what we mean when we say ‘social media strategy‘. To understand this we must first understand what we mean by strategy in a business context:

A strategy is a framework for making decisions about how you will play the game of business. These decisions, which occur daily throughout the organization, include everything from capital investments to operational priorities to marketing to hiring to sales approaches to branding efforts to how each individual shuffles his To-Do list every single morning. Without a strategic framework to guide these decisions, the organization will run in too many different directions, accomplish little, squander profits, and suffer enormous confusion and discord.” Ann Latham.

A social media strategy then is a set of rules, guidelines and plans which can be followed when using social media as a tool for achieving business success.


Benefits of social media strategy


So, let’s put this into context. We can see that creating a social media strategy can help us move our business to success. Our strategy protects us from getting sidetracked with activities which do not serve us in achieving our ultimate goal. Although creating a social media strategy may seem like a needless time investment. In fact, it will save you and your business considerable time and investment in the long run.

Creating a social media strategy also ensures you do not get trapped ‘chasing’ your competitors. Many businesses social media activities are made up solely of ‘what I think will work’ or ‘what our competitors are doing’. Sure, your competitors may be doing things because they work, or they might just be guessing. Either way, this approach will see you always competing and never beating those in your industry.

Business and marketings legend of strategy Micheal Porter put it well when he described competitive strategy:

“It means deliberately choosing a different set of activities to deliver a unique mix of value”

We will excuse the blurry/shaky video in favour of the concise and to the point explanation Micheal Porter gives strategy and it’s benefits here:

A well planned and executed social media strategy will allow you to differentiate your business from others in the market, assisting you in grabbing more of the market share of attention. Ultimately, an increase in market attention can be converted into leads and sales, making your business more profitable.

So why is creating a social media strategy important? Because it makes you more money, that’s why!


Creating a social media strategy: how to


Consider the fundamentals DONE. We know what a social media strategy is and why it is so important to your business. Now let’s get to the juicy bit, the bit you actually came here for. It’s time to outline exactly how you can create a social media strategy that works.

A quick search for ‘marketing strategy books’ on Amazon returns over 10,000 results…I didn’t even want to look at how many search results there are on Google! Needless to say, there is a lot of theory, debate and endless pages of content on how best to execute a great social media or marketing strategy.

Now, I’m here to tell you that there is a hack or ‘quick fix’ for creating a social media strategy. Because there certainly isn’t one. But I have read A LOT of those books and even more of those Google search results. In addition, working in a social media marketing business, I have worked many businesses, developing social media strategies that work. I can tell you, that for all the theoretical fluff around the subject, there are 5 core steps to creating a successful social media strategy. So, I have gone ahead and outlined them below.

Each step is non-negotiable. Each feeds the next step and some feedback to previous steps, creating an everlasting cycle, increasing success and profit over time.


1. Business goals first


Do you have business goals? You would be surprised how many businesses don’t. In fact, I would say at least 40% of the businesses we deal with don’t have any idea of what they want to achieve beyond ‘making more profit’.

HINT: If you work within a business and you need to create a social media strategy proposal. Starting that proposal with established business goals is a BRILLIANT way to highlight the benefits to senior management.

If you do have specific, measurable and time-bound business goals you can go ahead and jump to step 2 (well done you). If you haven’t, here is the sad truth:

Businesses without a clear direction are at best destined to remain mediocre and at worst fail altogether. This feeds back to our points regarding the importance of business strategy. Without strong and clear business goals, it is too easy to get lost amongst the weeds. This leads to wasting your time going not very far in many directions.

social media goals

Setting goals can be a maze of analytics, stakeholder meetings and management guff. But setting business goals isn’t all that difficult, or at least it doesn’t need to be. Don’t overcomplicate it, at least not when your getting started. Just consider where you want to be in 12 months time and what that would look like in terms of metrics. A few examples may be:

  • Increase average monthly profit by 50%
  • Grow the team by 5 members
  • Have 5 new clients on retainer
  • Have increased website blog visitors by 100% (positioning yourself as a thought leader)

Sometimes stepping outside of your box and working out what these goals are can be a little difficult. If you need a nudge in the right direction ping me an email on and I’ll be happy to help!

2. Set social media objectives


Ok, so these are different from your business goals. These objectives are specifically what you are going to achieve with reference to social media. These social media objectives have one very clear purpose – to help you achieve your business goals.

I cannot stress this enough. Aimlessly achieving ‘things’ in social media is going to be worthless or worth very little unless they help you achieve your business goals. Here are a few examples:

  • Building a huge Instagram following is pointless if you aren’t reaching the people who buy (or influence the people who buy) your product or service.
  • Getting 1 million views on your YouTube video is pointless if it’s a cute cat video and your business sells car parts.
  • Posting meme’s to up your engagement is going to damage your brand if you are a serious business in a serious industry.

The message I am trying to get across here is that high metrics don’t always equal success and success is only achieved when your social media objectives are tailored towards achieving your business goals.

set social media objectives

Creating a social media strategy may not always help you achieve all of your business goals. For example, if one of your goals is to cut manufacturing costs, there is little scope for social media to help you with this. At this point, you need to be smart about how you pick which business goals social media can help you achieve. Here are just a couple of examples:

Business Goal: To increase sales by 50% Social Media Objective: To increase direct sales from social media channels by 70%

Business Goal: To position ourselves as thought leaders Social Media Objective: To have our content shared on social media by leading industry bodies 5 times a month


3. Create a social media plan


Now we have our social media objectives all lined up we can start planning how we are going to achieve them. At this point, we need to start thinking in terms of tactics and tools. It may be easier for you to break these plans down into campaigns which highlight exactly every action you are going to take.

The more detailed these plans are, the easier they are going to be to follow. The more likely you are to achieve your objectives. Here is a VERY simple look at how your social media plans should feed into your social media strategy:

Social media objective: To increase traffic to our blog

Social marketing plan example:

  1. Create 5 pieces of content a week which quote and push our blogs, with links through to the relevant blogs
  2. Search relevant hashtags and join in conversations around our area of expertise, naturally linking to our blog posts where relevant
  3. Update our profile link on Instagram, directing traffic to our latest blog post

If you need some help with creating a solid social media plan, get in touch and I will try and help you out:

Here is a quick and simple diagram as a social media strategy example:

creating a social media strategy


4. Execute


You would be surprised how many people write up brilliant business goals, social media objectives and clever, thorough plans but then don’t bother to execute on them. Frankly, if you do not have the time or motivation to execute on your social media strategy then the whole process if a waste of time.

execute social media strategy

It is only when you execute that you see the benefits of your strategy some to light. Make sure you can commit 100% to your plans when drawing them up. If you can’t, edit them to make them more realistic.

Here is a little wisdom on execution:

” Ideas are shit. Execution is the name of the game. Just. Make. It. Happen.” Gary Vaynerchuk.


5. Test, measure and tweak


Creating a social media strategy isn’t a one-time thing. You need to test it, measure results and tweak it over time to ensure the greatest and consistent results. This is for two main reasons:

  1. You won’t get it spot on the first time. In fact, there is ALWAYS room for improvement.
  2. Things change. Your customers, the market and your competitors will always change. Therefore you will need to consistently update your strategy in order to see continued success.


Social media is a POWERFUL tool. But many businesses become disillusioned by its usefulness due to a lack of consistent and profitable results. Creating a social media strategy will put you in a strong position. Putting you ahead of your competitors and reaping the benefits which come with it.

If you need any help or advice on creating a social media strategy, get in touch. You can reach me through the contact page, or email me directly at (I’ll get back to you as soon as I possibly can).












By | Social Media

Social media completely reinvented the marketing landscape. From the slow-moving world of billboards, TV and magazine ads. Marketing is now one of (if not THE) fastest-paced professions on the globe. Every week seems to reveal a new platform feature, a new tactic for earning attention, a new and accepted way of doing things and a set of new tools to help you do them.

Of course, that is just part of the reason we love social media. But it can also be a cause for great frustration. Constantly trying to stay up to date with the vast amount of content available, creating social media strategies and executing the latest best practices can have us exhausted. Reading the latest blogs, books, watching the latest webinars and listening to the latest podcasts is a huge undertaking.

Enter our saviour… social media events.

With agendas and speakers hand-picked by industry professionals. These engaging events offer unparalleled insight into the latest and best trends and strategies in the social media space. Not only do they provide us with the what’s what, but it also gives us humble marketers the opportunity to meet and network with the who’s who in the marketing world.

In this article, we run through some of our favourite social media events taking place in the UK this year. So dust off your diary, clear the calendar and mute the meeting requests – you’re going to want to free up some time for these.

B2B Marketing Expo (past)


B2B social media event

The B2B Marketing Expo is one of the biggest and best marketing events in Europe. The event takes a holistic approach to digital marketing with strong themes of strategy, content marketing, social media and marketing technology. The event also hosts a huge number of workshops and great networking opportunities for attendees.

The one to watch?

Dr Dave Chaffey’s talk ‘Practical B2B Digital Marketing Trends and Techniques‘ promises to provide some fantastic hands-on advice.


London, UK.


27-28 March



Youth Marketing Strategy (past)


YMS social media marketingMarketing to the younger generation often allows for great creativity and fast-paced dialogue. But can also produce unique challenges for the professional marketer. That is why the Youth Marketing Strategy event was born, bringing together the industries professionals to gain insights and share experiences in this exciting space.

With speakers from Levi’s, Facebook, eBay, Vice and Monstor Energy the event promises to be a great one.


London, UK.


16-17 April



The Brand Marketing Summit Europe (past)


social media marketing event


One of the most comprehensive marketing events, The Brand Marketing (& Social Media Marketing) Summit promises a line up of thought leaders and frontline marketers from the top brands. Some of the best talks sheduled include ‘Leveraging social influencers to encourage brand engagement’ and ‘Measuring social media performance and attributing success’.


London, UK.


25-26 June






digital marketing eventSeptember kicks off with DigiMarCon, a vastly comprehensive marketing event covering everything from digital strategy and mobile marketing through to PPC, growth hacking and content marketing. This is a great event to attend if you are a multi-talented brand marketer looking to sharpen your skills across the board.


London, UK.


4-5 Sep


From £397 (conference pass) or £197 for a virtual pass

Festival of Marketing


festival of marketing social media events

The Festival of Marketing is THE star studded marketing event of the year. With speakers from all the top marketers with all the top brands and the odd celebrity thrown in. You’ll be spoilt for choice on which talks to attend. Marketing talent from Harrods, Deliveroo, GSK, Shell, TOMS, Virgin Trains and will all be sharing their experience and thoughts on the marketing landscape this year.


London, UK.


10-11 October


From £895 +VAT

Influencer Marketing Show


influencer marketing event

Here at MAKE IT MANA we have a special place in our hearts for the Influencer Marketing Show. This year it returns for its second instalment. Giving a much-needed platform for influencer marketing professionals and businesses that benefit from the tool to tackle the challenges and discuss best practices.

“The show offered a valuable opportunity for vendors, brands and practitioners to meet, share stories & push the industry further. Looking forward to 2019!”

Scott Guthrie, Influencer Marketing Consultant | Luxmoore Consulting

Great speakers & impeccable organisation, definitely going to go again next year

Cristina Canale, Brand Communications Director | CLUSE

Of course, this event doesn’t take a general approach to social media but instead focuses in its entirety to the skills and best practices surrounding influencer marketing. Co-located with the PI LIVE event, we fully recommend getting involved with the Influencer Marketing Show in 2019.



London, UK.


22-23 October


From £250

Social Media Week


social media week

The only event on our list dedicated in its entirety to the art of social media. Social Media Week is a fantastic event for those that want to get ahead of the game, learn from the masters and build their network in the social media space. With many different Social Media Week events being run across the globe, the London event being held between 31 Oct – 1 Nov is a flagship event and one of the biggest and best in the series.

Note: MAKE IT MANA’s home city of Bristol will also be hosting an awesome Social Media Week on the 10-14th June. Amongst many other reasons why you should attend this event, we will likely be in attendance this year.


London, UK.


31 Oct -1 Nov


Not yet available


Social Media Events: Why they matter

Social media events can be quite an investment, both financially and in terms of time. That is why it is important to assess the positive impact they can have on your business. In this article, we have laid out 7 of the best social media events happening in the UK this year. Each of which has proven their value to a vast audience of marketers already. If you have never attended one of the social media events we highlight above, we thoroughly recommend giving them a try.

If you are attending one of the events we have mentioned in this list, let us know. We will be attending many of them and would love to share a coffee (or beer) with you.


We get it, some business owners and busy marketers just don’t have the time to attend all the social media events, read all the blogs and digest all the other greatest and latest content out there. That is why so many businesses choose to partner with us, to help them keep ahead of their competition. If you think working with a leading social, influencer and content digital marketing agency could help you take your business to the next level, get in touch today.


By | Social Media

Many businesses have one big marketing goal in 2019 – to post on social more.

It seems simple enough, right? But when we put pen to paper and start developing our social media strategies and all the questions come pouring out. What should I be posting? Which platforms should I be focusing on? Should I be tailoring content to each platform? How should I be interacting with consumers?

One question we often get asked here at Make It Mana is:

WHEN should we post on social media to get the best results?

Best time to post on social: generic

A recent study by CoSchedule highlighted some of the best days and times to be pushing out quality content on the top social media platforms. This is based on data found by the platform and offers a great starting point for those that want to optimise their social media channels.


Days: Thursday, Friday, Saturday, Sunday

Time: 9am, 1pm, 3pm

Hint: People are happier on Friday, so upbeat content works best.


Days: Wednesday

Time: 12pm, 3pm, 5pm, 6pm

Hint: Wednesday around noon and 5-6 are peak times to target those on their break or during a commute


Days: Tuesday, Wednesday, Thursday

Time: 7-8am, 12pm, 5-6pm

Hint: Typically, business people like to read LinkedIn in the morning to catch up on the latest business news


Days: Monday, Thursday

Time: 2am, 8-9am, 5pm

Hint: Aim to not post during working hours as this is usually when the platform is at its quietest.

Best time to post on social: specific

The times, days and hints we have highlighted above are a great way to benefit from generic trends in social platform traffic. However, once you have started to build the audience on your chosen social media platforms you can begin to use detailed analytics to guide you on the best times to post.


For those with an Instagram business profile (yes you REALLY need one of these), there is a wealth of information available right from the app.

Simply open your Instagram business page and tap the line which says ‘X profile visits in the last 7 days’.

post on social instagram

This will open your analytics page, offering you three tabs of data: activity, content & data. Pretty much all of this data can be used to improve your performance on Instagram. However, there are two key insights which will help you  find the best times to post.

The first insight can be found under ‘Activity’ entitled ‘Interactions’. This shows you when your profile is getting the most engagement including profile visits, website clicks, clicks to call and clicks to email. This is really useful, but be cautious of the fact that interactions are likely to be highest around the time of posting content…not necessarily the best times overall.

The second useful insight can be found under ‘audience’ entitled ‘Followers’. This section provides you with insight on the times and days on average when your audience is active on Instagram. Again, this is useful but you should take into consideration the fact that this only accounts for those already following you.

instagram analytics



For marketers that want to make the most out of their business pages on LinkedIn, the platform also offers some useful analytics when it comes to picking the best times to post. These are not quite as insightful as those available on other apps.

However, on the Admin View under the ‘Analytics’ tab you are able to view details on your best performing content. This can give you a general idea of which pieces of content you have posted which are working well.


In Facebook Business Manager you can find some serious insight into your audience and the engagement you are receiving. One piece of data which is particularly useful is ‘Engagement Metrics’ which highlight the top hours and days where people are engaging with your content. This is useful to show when people are actually finding and engaging with your content.


The Twitter platform also allows businesses to view analytics. Again, these are not quite as insightful as some other platforms like Instagram. But you can view information on which days of the week your tweets are getting the most impressions. This information can be cross-referenced with the times of day you are tweeting to decipher the best times to tweet.

Audience first

When deciding which times are best to post on social one of the most important questions you can ask yourself is ‘who am I actually trying to target’. For example, if you are trying to target business people when they are making business decisions, it could be sensible to post content during working hours (even if that isn’t the ‘peak’ time).

It is important to remember that is not just numbers which matter when it comes to successful social media. You can reach 10,000 irrelevant people and generate no profit, or you can reach 10 of the right people and increase profit by 200%.



It is clear that getting your social post timing is a great way to increase engagement and the overall success of your content. Using some of the generic information we have provided here in tandem with collecting your own data on the best times to post will offer you a high performing guide to when to post.


Need some help getting your social media working for your business? Make it Mana are experts in social strategy and execution. Simply, get in touch to discuss your needs or follow us on Facebook, Instagram or Twitter to stay up to date with our latest helpful content. 


By | Get To The Point, Social Media

How competitive are you?

Regardless of whether you are the type of person that would sell their own mother to win or whether you are a bit less bothered, it is undeniable that winning makes you feel good. This is why social media competitions are so popular, have a browse through your social feeds and it shouldn’t take you long to spot one.

But the results that businesses get from running social media competitions can vary and when not executed in a smart way can leave you feeling a bit deflated. In this ‘Get To The Point‘ blog we give you some quick top tips on how to leverage social media competitions for the better.


Who wins when you run a social media competitions? Is it the person who wins or the business? The answer to this, of course, should be ‘both’. Yet many businesses forget this.

It is crazy how many competitions you see on social that are focused towards one party winning more. You either see businesses giving away a heap of free gear for nothing in return, or asking for a lot with very little given as a prize. The former is the best the mistake to make, but a mistake none the less.

The first thing you need to decide is what you want to achieve by running a competition. Most likely this is something like growing your followers or perhaps getting newsletter sign-ups. You then need to decide what you will provide that is equal or slightly higher in value than what you are asking for.

Put it this way, if you want people to:

✅ Follow these six accounts

✅Join our mailing list

✅ Share this post

✅ get our logo tattoed on your face.

…then giving away a bag of jelly babies just ain’t gonna cut it.


You may have the best give away in the history of the world, but if people don’t know you are giving it away then you aren’t going to see any decent results. Very simply, ensuring that your images and copy are on point are going to go a long way to increase the engagement your competition receives.

You should be giving away something people really want to get their hands on, so using expert images or videos of the prize is a great way to grab attention. Equally, starting your competition copy in an obvious way like ‘WIN A MASSIVE BOAT’ will communicate your intentions quickly and the dwindling attention of social media users.


One easy and quick way to grow your competition potential is to collaborate with other businesses that are relevant to yours. For example, if you make custom made sleeping bags, approaching a tent business to throw some products on the pile and post on their social will allow both businesses to tap into the audience of the other.

View this post on Instagram

Did you see our COMPETITION announced on Monday?! 🎉 If you missed it, you have the chance to win an AMAZING set of prizes worth £300 from some of our favourite brands! 💪🏻 You will have the chance to win: @mancaveinc 1 Year’s Supply of Shower Gel and Moisturiser 🌿 (RRP £140) @huel Complete Food Starter Bundle 💪🏼 (RRP £40.50) – Including 2 Huel Pouches, 1 Flavour Boost Sample Set, 1 Shaker and Scoops and T-Shirt @wainwrightbeer Golden Beer 🍻 (RRP £13.20) @unionroasted Union Hand-Roasted Coffee in House Blend ☕️ (RRP £5.25) @huubdesign Quilted Men’s Jacket 🏃🏽‍♂ (RRP £89.99) @anotherescape Magazine: The Wilderness Volume 🌲 (RRP £12.00) To win, follow the instructions: 1. Follow all brands involved by clicking on their profiles mentioned above 🔖 2. Share the love by tagging a friend and liking this post 🙋🏻‍♂ 🙋🏻 3. Cross your fingers and hope you win! 🤞🏼 You have just 3 days left to enter! 👀 #OWNTHEBATHROOM #ManCave #OwnTheBathroom #Natural #SkinCare #Vegan #VeganFriendly #ForMen #MaleGrooming #MensHealth #CrueltyFree #SLSFree #SensitiveSkin #CrueltyFree #SoFreshAndSoClean #Green #Recycle #NaturallyDerived #NaturalDefence #MensHealth #SkinCareForMen #MensSkinCare #NaturalSkinCare

A post shared by ManCave (@mancaveinc) on


When a social media competition is correctly executed they have huge power. However, they will only reach a limited audience of your followers and perhaps one or two of their connections. Using some simple social media targetting on paid ads is a great way to increase reach and engage relevant people in a powerful way.


This article has covered the basics of creating awesome social media competitions that you can use them to leverage business growth. Adopting what we have covered can mean the difference between both the business and the audience winning and both of you losing.



The Get To The Point (GTTP) blogs are a series of posts written by Make It Mana for busy marketers and business owners that want to grow and leverage the best tools without wasting time reading reading pages and pages of content. We aim to make each guide around 500 words (although on occasion we go slightly over).

The aim is to really help the businesses that come to our blog, so if you have any questions shoot them over to


By | Social Media

Whether you love it or loathe it, there’s no denying that paid social media is a big deal. Therefore, no business owner can afford to ignore it any longer – yes, even you.

Over 70% of internet users are connected to social media in one form or another while over 3 billion people are connected in one way or another. Furthermore, most social media users are more interested in their newsfeeds than their families (sorry nan), which creates a truly wonderful platform for businesses to thrive.

Social media marketing can ultimately be broken down into organic versus paid campaigns. The latter are * drumroll * the adverts where you pay a third-party to shout out about your business. It might seem like a waste of money as you could do it yourself, but you’d be wrong.

Here’s why paid social media is well worth the investment.

It’s More Effective Than Other Forms Of Paid Media

Did you know that the cost to reach 1,000 potential customers on Facebook translates to 3% of the cost needed to do it on the radio? So, if you’re going to spend money on a marketing strategy, paid social media is where your money will work hardest.

No business is going to achieve success without spending some money on marketing, as sticking to unpaid organic items will limit the reach and potentially harm the reputation. Besides, paid social media allows you to narrow your niche to a location, age group, or hobby. The control is truly in your hands.

Paid Reach

This ultimately improves lead generation, providing quantifiable results that you simply will not gain from organic or even offline marketing ventures.

The Trends Show That Paid Social Media Is The Key

In Q3 2017, organic search visits fell by 3%. While this may not seem overly significant, but the truth of the matter is that the trend has continued this year.

Paid Media Spend

Conversely, the results of paid social media are on the rise. The volume of adverts, the amount of money being spent on the concept, and hits gained from those posts are increasing. Meanwhile, CTRs (click-through rates) in the best-positioned ads are as high as 8%. This is a lot higher than the CTRs of most organic matters, including search engine results.

Besides, paid social media like PPC adverts are results based. This means that – particularly if you use an expert – the marketing budget can work far harder.

The Hare Beats The Tortoise

Childhood stories may tell us that slow and steady wins the race, but the online business arena is booming. Frankly, if you don’t want to miss the boat, you’ll need to see results ASAP.

Paid Social Media Boost

Paid social media can potentially start to bring the traffic to your site on the very same day. When opting for on-page SEO and organic social media campaigns, it could take months before the results start to show. This is due to many reasons, but primarily because only 4% of followers see the organic posts. Without visibility, you won’t gain revenue.

As an SME, you may not even have the time or funds to show that level of patience. Seeing quantifiable results right away is crucial, which is why paid social media is the answer.


Clearly, paid social is a crucial part of a level and sustainable marketing strategy. Although businesses certainly shouldn’t rely purely on paid social as a way to communicate key messages with their audience, used cleverly it can give a targetted and timely boost.

Getting the right formula can take a lot of time and experience to perfect. That is why working with someone like Make It Mana can help you get results quickly. Get in touch now to see how we can help you take your first steps towards success in paid social.


By | Get To The Point, Social Media

At Make It Mana we LOVE writing content…which, considering we are social, influencer and content marketing agency is pretty good news!

But we also appreciate that many of our readers are super busy business owners and marketers that don’t always have time to read our deepest thoughts. Often, they want short, sharp and to the point content which they can act on quickly to make a difference and grow their business.

That is why we write our Get To The Point ‘GTTP’ series of blog posts. To give you the good stuff, with less of the fluff. We say ‘up yours’ to current SEO best practices of ‘longer, more detailed’ content in favour of giving you the best stuff quickly.

In this article, we take a look at why a business should make the switch from a standard Instagram account to the Instagram business account.

POINT 1: Analytics

Numbers, numbers, numbers….seems to be all these ruddy marketers go on about (sorry about that).

But actually, data is really useful in helping you understand how your customers are interacting with your brand and lets you make moves to improve your content to cater better to their needs.

Using a business account on Instagram allows you to get these insights right from your account without having to pay for an expensive third-party software.


The data they provide includes:

  • Trends in follower count and reach for your account
  • Actions taken on your page by day
  • Discovery of your page (reach and impressions) by day
  • Information on your followers incl. % male/female, breakdown by age range, top locations and when they are active during and week and day
  • Data on your top performing posts, stories and promotions

POINT 2: Paid Reach

Using an Instagram business account also allows you to create promotions and boost your posts.

Although there is a whole world of complex social media advertising with audience targeting, A/B testing and creative tweaking, the Instagram business accounts lets you boost your content quickly and easily in app.


Simply select a post to boost, select your goal, choose an action, pick an audience and a budget and away you go.

POINT 3: Credibility

Probably the most overlooked benefit of having an Instagram business account is the fact that it adds a huge amount of credibility to your brand. Simply by showing you have established a Facebook page (which you need to create an Instagram page) and that you have taken the time to set up a business page will add a level of credibility to your page that is missing for a normal account.

POINT 4: Promote Actions

One of the top benefits of using a business Instagram account is that it unlocks the ability to add action buttons to your profile which you can turn into lead generating tools. These include being able to add an email address, phone number and directions to your office/store. Using these will give visitors a clear option to get in touch with you when they have explored your content.



In this GTTP guide, we covered off exactly why you need to be using a business Instagram account to boost your credibility, take actions based on account analytics, increase the reach and engagement of your top performing posts and promote key actions to get visitors to get in touch with you. So go on…do it.

If you need any help with your Instagram marketing or have any questions, drop us a note @



The Get To The Point (GTTP) blogs are a series of posts written by Make It Mana for busy marketers and business owners that want to grow and leverage the best tools without wasting time reading reading pages and pages of content. We aim to make each guide 500 words or less (although on occasion we go slightly over).

The aim is to really help the businesses that come to our blog, so if you have any questions shoot them over to


By | Social Media

Social media marketing has drastically changed the marketing landscape. No longer is the attention of the masses the sole reserve of the behemoth businesses with massive marketing budgets for TV adverts and outside media. It has opened the door the small business to make a huge splash and fundamentally doesn’t cost anything to access.

Ok, ok…most businesses know that social media marketing is a great tool for helping promote their business and that they should be using consistently and professionally to get their brand name out there. But…

“I just don’t have time to do it”

“We don’t know what we should be saying”

“We don’t know the best social platforms for our business”

All things we as marketers hear on a day-to-day basis. They are all good points and ones that we are going to remedy in some detail in this guide.

Getting a few things in line, understanding your audience and the purpose of us using social media marketing will go a long way to answering these. Also understanding the pros and cons of the big platforms will allow you to assess and pick what is best for you moving forward.


Can I use them all?


Often you see ‘social media marketing savvy’ businesses trying to use ALL the platforms they can think of to promote their brand – Facebook, Instagram, Snapchat, YouTube, Pintrest etc. In many ways this makes sense, it gives you a presence on all of the platforms and this in turn allows you to tap into all of the audience.

But let’s look at this practically. As a marketing agency we can tell you now that although social media platforms are free to use, they aren’t really free at all…this is because they all require a BIG time investment. Time to update you feed, create content, reply to comments and enquires, keep an eye on the latest trends and engage with key influencers.

Doing all this is certainly worthwhile achievable for all platforms if you have the resource – which is likely to look like a large marketing team or agency taking care of it all for you. However, for most, doing this means you will be spread too thinly.

Now think of your customers. They spot your brand on their social media platform of choice…they click your profile and your last update is from two weeks ago, you have comments and questions which have been unanswered and the profile is generally looking pretty sad…you are immediately turned off and continue with your journey.

Picking your platforms carefully will mean you can focus your attention on where it counts the most. For example, at Make It Mana we focus on Instagram (where we do a lot of business)and Twitter (where a lot of our customers are). We also have a Facebook and LinkedIn for logistical and discovery reasons, but we do not publicise this fact and simply use them as an information dissemination tool.


Brand match


The first question to ask yourself when you are selecting the best platform for your business is which one works for your brand in terms of functionality and branding.

Take for example a brand that is very visual such as a cosmetic skin care brand. Usually, this sort of brand would focus widely on visual content such as beautiful photography and video. Therefore, platforms such as Instagram (photo and video) as well as YouTube (video) would be a good shortlist for this brand.

Facebook may not necessarily hit the right vibe in terms of branding, however, it may be considered as it supports both photography and video. For example, this brand may be focusing on communicating an edgy and hip message, which arguably Facebook doesn’t cater for.


Social audience


Arguably more important than matching the platform to the brand is matching the brand to the audience. Although many have a large crossover, each platform naturally appeals to a certain type of audience. This includes differences in age groups, interests, styles and even position in society, career options and their values.

For example, although the majority social media platforms are used mostly by younger generations (18-30), Facebook is the one which appeals most to an older audience with similar amounts of those in the 30+ category as the younger category. This presents an opportunity for businesses that target mainly an older audience.

Similarly, Instagram widely appeals to a younger audience, with 59% of 18-29 year olds having a presence on the platform. This gives an opportunity to brands that wish to appeal to a younger audience to really tap into platform populatity. This has been seen with great results for brands such as Gymshark and Daniel Wellington which arguably owe a huge part of their success to the audiences on Instagram.


Your business, discovered


Social media marketing is all about getting discovered by customers. But the way in which social platforms do this varies widely based on their individual setup. There are also processes of discovery which work better on certain platforms over others which should be considered when deciding which social media platforms to use.

Take for example the process of discovery through hashtags. A number of platforms including Twitter, Facebook, Instagram and even LinkedIn support this. However, hashtags are ingrained in the way some platforms work and are much more popular on these. Instagram and Twitter have both leveraged hashtags since the early days of the platform. They even facilitate a better experience with hashtags including dedicated hashtag pages and trending hashtag sections.

Influencers are also a massively important tool for brand discovery on social media. Again, influencer marketing can be used widely across social media platforms including Facebook, Snapchat, Instagram and Twitter. However, generally, influencers prefer the functionality of Instagram and YouTube. It also makes them easier to work with.

Social media marketing will work hardest for business which know the best platforms for their needs.

In summary

In this article, we have covered what you need to know about picking the best social platforms for your business. This has included whether you should use all the platforms you possibly can (no). We have also looked at how to match social platforms with your brand and audience you are trying to reach. Finally, we covered considerations for discovery on platforms and which ones might match your requirements for these.

Clearly, it is a good idea to carefully consider which social media you should be using to promote your brand. This is because it represents you and everything you stand for in the public eye. Getting it right means you can double-down and focus on what really counts for helping your brand grow.

Do you need some help getting your social media marketing off the ground? We have great experience in helping establish brands on social, ping us an email @

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