Unlike established companies, startups often begin with little more than an idea. They typically lack sufficient funding, resources, and teams, making it a challenge to generate their first leads. Failing to secure sales within a certain timeframe can lead to a loss of investor trust, potentially breaking the investment chain and creating a vicious cycle for the startup.
For startups, the most critical priority is demonstrating that their products have significant market potential and garner positive feedback from users. To achieve this, few strategies are as effective as digital marketing.
Unlike traditional marketing methods such as TV ads, outdoor posters, or sponsorships, digital media offers a more affordable way for startups to promote their products. Digital marketing removes geographical boundaries, enabling startups to reach global audiences at a fraction of the cost compared to traditional methods.
In today’s digital age, social media has become an integral part of people’s daily habits. On average, users spend over 2.5 hours a day on social media, accounting for more than one-third of their total online time. Whether your startup targets consumers (B2C) or businesses (B2B), social media platforms are an essential battlefield for gaining visibility and engaging with your audience.
While many startups initially assume that running a successful digital marketing campaign is straightforward—believing that simply posting content on social media accounts or buying traffic will suffice. However, such random and unstructured approaches rarely attract organic traffic or build a positive brand image.
In reality, effective social media marketing requires a well-thought-out and comprehensive strategy. With proper planning, even a single person can manage and operate a social media campaign, delivering impressive results while maximizing efficiency.
Strategy No.1 Know your users
It’s important to differentiate between users and audience. ‘Users’ refer to your key target audience—those who are ready to buy your product—while ‘audience’ encompasses potential users who may not be ready to purchase now but could do so in the future. Understanding your users allows you to narrow down your audience, enabling you to focus on studying and engaging with your core target group.
User insights should go beyond basic demographics like age, gender, income, and education level. For an effective digital marketing strategy, it’s also crucial to understand which social platforms your users frequent, the types of accounts they follow, their favorite topics, how they typically engage with content, and details like the frequency and timing of their social media use. These deeper insights will serve as a foundation to guide and optimize your marketing strategies.
Strategy No.2 Build up social media presence
Comprehensive knowledge of your target users can unlock several key decisions, particularly when it comes to prioritizing platforms and accounts. Your social media presence should focus on the platforms where your target users are most active.
While it’s common for users to engage across multiple platforms, startups should avoid managing more than two platforms initially. Spreading efforts too thin often leads to unsustainable practices and diminished effectiveness.
For startups, the initial step is to start small. Much like beginning a workout routine, it’s better to focus on one area at a time. In the early stages, it’s crucial for startups to develop the ‘muscle’ of creating great content on 1-2 platforms. Once this content proves successful, you can always scale to additional platforms.
In the meantime, founders are encouraged to leverage their personal LinkedIn and X accounts to add a personal touch. This can help strengthen the connection between the brand and its audience, fostering trust and engagement.
Another suggestion is to build yourself a strong social media page and make it with complete business information and proper image sizes, which help you set up a trustworthy and professional social presence. Here’s a guide for social media image sizes.
Strategy No.3. Develop a social content strategy
Seek Aspiration
Once you’ve chosen the platform and set up your social media account, the next and most crucial step is generating content.
Creating engaging content is key to promoting your product effectively. Users tend to dislike purely promotional content that feels pushy or overly focused on sales. Instead, storytelling has the power to win their hearts and drive purchases more naturally. People are more drawn to personal experiences than straightforward product descriptions.
To begin, draw inspiration from your own life experiences, interests, passions, and unique expertise. Additionally, you can explore proven themes and topics that resonate with most audiences and provide added value for your brand.
How-to content (show people how to do something)
Tips content ( Suggest people not to do something)
Behind the scenes( give people a look at your startup’s inner workings)
Industry insights ( share macro trends that your users care about)
Founder reflections ( share something you’ve learned, recommendations and motivations why you start up your business)
The current hot topics ( Share about your opinions on the current hot topics and try associating them with your own product)
The secret is to find a niche. Accounts with unique perspectives can add on lots of values.
Create a backlog
While inspiration is important, it’s not something you can rely on to produce content consistently. Instead, focus on building a backlog of evergreen posts—content that can fill the gaps between major product updates.
Rather than waiting for inspiration to strike, set aside 30 minutes each day to brainstorm as many ideas as possible. From there, select a few favorites to develop further. Additionally, jot down good ideas whenever they come to mind. Maintaining a well-stocked content bank ensures you’ll always have material to draw from when needed
Keep consistency
The content you post is essentially the message your brand communicates. It's important to maintain a consistent voice, tone, and style across both visuals and videos so your brand image becomes easily recognizable in people's minds.
Additionally, using the same handle across all platforms can be highly beneficial. It makes it easier for people to find your brand, while using different handles on different platforms may confuse your audience. Consistency in your handles helps reinforce and clarify your brand’s identity
Focus on quality over quantity
It’s a common misconception that generating more content automatically leads to more attention. In reality, if your content doesn’t provide valuable information, the conversion rate will suffer, even if your posts appear in search results. Always prioritize creating meaningful content for your audience, rather than focusing on quantity to boost your post count. Remember, create posts for humans, not just for algorithms to rank them.
Post content consistently
Consistency is key when managing social media. Posting at regular times helps users develop a habit of checking in at those moments, much like a regular date with friends. If you stop posting for an extended period or post erratically, it can disrupt this connection and diminish user engagement.
Take advantage of latest trend
Staying updated on current industry and social media trends is crucial for brand success on social platforms. By leveraging popular videos or articles that resonate with your audience, you can stand out from the competition. While other accounts may cover the same topics, people are always eager to hear fresh perspectives. If you can offer a unique take on a familiar subject, your audience will be more likely to view, share, and comment.
Develop content calendar
A content calendar is an essential tool for planning and organizing content across various platforms in advance. It helps ensure that your messages are targeted to the right audience at the right time. Make sure to create a unique calendar tailored to the preferences and behavior of your target audience on each platform. For platforms like Instagram and Facebook, you can use a spreadsheet or a pre-made template to track important details—such as which platform, the type of content, the posting schedule, the topic, and links to relevant content.
Strategy 4 Engage with your users
Social media is for conversations. It’s hugely important to interact with your audience as it will help to build a community of fans for your brand. There are several ways to interact with your audience:
Appreciate their comments and answer their quesitons;
Take the conversation further by asking questions;
Run contests, ask people to take a specific action and offer incentives;
Randomly choose the followers and send out gifts;
Strategy 5: Track performance
After building your content strategy and posting consistently for about two weeks, it's time to review its performance. Tracking and analyzing performance is essential for adjusting your content strategy and ensuring continued success.
Normally There are two basic ways to measure the success when it comes to posts:
Quantitatively: it’s a measure of growth. Check out things like engagement, impressions, reach, shares, conversations, followers and referrals. Though it’s obvious to track manually, you can also use some basic apps like in-app analytics ( Twitter Analytics, LinkedIn Analytics etc.) to track the data. Normally, there are a few key metrics to pay attention when you do quantitative tracking:
Engagement: likes, comments, shares, replies;
Reach: Total number of times your content has been seen;
Conversions: number of people clicked on your links
Followers: track content that drives spikes in followers;
Top/Bottom Posts: Deconstruct what made something work vs flop.
Engagement rate is usually the most important qualitative metric at your disposal. Increasing engagement can increase impressions, or how often users see your content, which can also increase profile visits, grow follower count etc.
Normally there is a formula to help quantify engagement rate as (Total Interactions /Total followers or impressions x 100) but this can vary from platform to platform. The exact formula often matters much less than using a consistent baseline, that is to look at the best and worst performing posts in reverse chronological over the last 30 or 60 days and try to unpack what made them rise or sink.
Qualitatively: it mainly refers to feedback, replies and questions, along with content of quote tweets, mentions and DMs. Though it may be hard to gauge manually, it’s one of the best measures for how people (and, importantly, which people) are connecting with a brand.
The tricky thing about getting actionable information from qualitative data is that it’s more art than science. The best way to do this is manually, at least at first - there are lots of different sentiment tools out there, but this analysis is by no means exact. The goal is to tease out themes in inbound messages and DMs, paying particular attention to the words people are consistently using, and whether they’re positive, negative or neutral. And then keep track of this over time.
A comprehensive measurement strategy should evaluate performance from multiple angles. Relying too heavily on one metric can distort your understanding of content performance. For example, focusing solely on views and impressions can be misleading. While posts with high views may seem successful, they don't always contribute to building a beloved or trustworthy brand. In fact, content that is too sensational or vulgar can harm the brand image.
Conclusion
Digital marketing will continue to be an expanding platform for startups seeking rapid success and expansion. The aforementioned will help you in understanding how social marketing works and in applying the strategies to speed your social media efforts. Besides, always remember social media is never intended to serve as a place to do business. Instead, when you post content you should ensure that it’s sufficiently entertaining and does not only promote your product. Running digital marketing is not simple for a new beginner, but it’s also not a rocket science. If you play your cards right and keep iterating according to the reviews, you will achieve unexpected results.
Unlike established companies, startups often begin with little more than an idea. They typically lack sufficient funding, resources, and teams, making it a challenge to generate their first leads. Failing to secure sales within a certain timeframe can lead to a loss of investor trust, potentially breaking the investment chain and creating a vicious cycle for the startup.
For startups, the most critical priority is demonstrating that their products have significant market potential and garner positive feedback from users. To achieve this, few strategies are as effective as digital marketing.
Unlike traditional marketing methods such as TV ads, outdoor posters, or sponsorships, digital media offers a more affordable way for startups to promote their products. Digital marketing removes geographical boundaries, enabling startups to reach global audiences at a fraction of the cost compared to traditional methods.
In today’s digital age, social media has become an integral part of people’s daily habits. On average, users spend over 2.5 hours a day on social media, accounting for more than one-third of their total online time. Whether your startup targets consumers (B2C) or businesses (B2B), social media platforms are an essential battlefield for gaining visibility and engaging with your audience.
While many startups initially assume that running a successful digital marketing campaign is straightforward—believing that simply posting content on social media accounts or buying traffic will suffice. However, such random and unstructured approaches rarely attract organic traffic or build a positive brand image.
In reality, effective social media marketing requires a well-thought-out and comprehensive strategy. With proper planning, even a single person can manage and operate a social media campaign, delivering impressive results while maximizing efficiency.
Strategy No.1 Know your users
It’s important to differentiate between users and audience. ‘Users’ refer to your key target audience—those who are ready to buy your product—while ‘audience’ encompasses potential users who may not be ready to purchase now but could do so in the future. Understanding your users allows you to narrow down your audience, enabling you to focus on studying and engaging with your core target group.
User insights should go beyond basic demographics like age, gender, income, and education level. For an effective digital marketing strategy, it’s also crucial to understand which social platforms your users frequent, the types of accounts they follow, their favorite topics, how they typically engage with content, and details like the frequency and timing of their social media use. These deeper insights will serve as a foundation to guide and optimize your marketing strategies.
Strategy No.2 Build up social media presence
Comprehensive knowledge of your target users can unlock several key decisions, particularly when it comes to prioritizing platforms and accounts. Your social media presence should focus on the platforms where your target users are most active.
While it’s common for users to engage across multiple platforms, startups should avoid managing more than two platforms initially. Spreading efforts too thin often leads to unsustainable practices and diminished effectiveness.
For startups, the initial step is to start small. Much like beginning a workout routine, it’s better to focus on one area at a time. In the early stages, it’s crucial for startups to develop the ‘muscle’ of creating great content on 1-2 platforms. Once this content proves successful, you can always scale to additional platforms.
In the meantime, founders are encouraged to leverage their personal LinkedIn and X accounts to add a personal touch. This can help strengthen the connection between the brand and its audience, fostering trust and engagement.
Another suggestion is to build yourself a strong social media page and make it with complete business information and proper image sizes, which help you set up a trustworthy and professional social presence. Here’s a guide for social media image sizes.
Strategy No.3. Develop a social content strategy
Seek Aspiration
Once you’ve chosen the platform and set up your social media account, the next and most crucial step is generating content.
Creating engaging content is key to promoting your product effectively. Users tend to dislike purely promotional content that feels pushy or overly focused on sales. Instead, storytelling has the power to win their hearts and drive purchases more naturally. People are more drawn to personal experiences than straightforward product descriptions.
To begin, draw inspiration from your own life experiences, interests, passions, and unique expertise. Additionally, you can explore proven themes and topics that resonate with most audiences and provide added value for your brand.
How-to content (show people how to do something)
Tips content ( Suggest people not to do something)
Behind the scenes( give people a look at your startup’s inner workings)
Industry insights ( share macro trends that your users care about)
Founder reflections ( share something you’ve learned, recommendations and motivations why you start up your business)
The current hot topics ( Share about your opinions on the current hot topics and try associating them with your own product)
The secret is to find a niche. Accounts with unique perspectives can add on lots of values.
Create a backlog
While inspiration is important, it’s not something you can rely on to produce content consistently. Instead, focus on building a backlog of evergreen posts—content that can fill the gaps between major product updates.
Rather than waiting for inspiration to strike, set aside 30 minutes each day to brainstorm as many ideas as possible. From there, select a few favorites to develop further. Additionally, jot down good ideas whenever they come to mind. Maintaining a well-stocked content bank ensures you’ll always have material to draw from when needed
Keep consistency
The content you post is essentially the message your brand communicates. It's important to maintain a consistent voice, tone, and style across both visuals and videos so your brand image becomes easily recognizable in people's minds.
Additionally, using the same handle across all platforms can be highly beneficial. It makes it easier for people to find your brand, while using different handles on different platforms may confuse your audience. Consistency in your handles helps reinforce and clarify your brand’s identity
Focus on quality over quantity
It’s a common misconception that generating more content automatically leads to more attention. In reality, if your content doesn’t provide valuable information, the conversion rate will suffer, even if your posts appear in search results. Always prioritize creating meaningful content for your audience, rather than focusing on quantity to boost your post count. Remember, create posts for humans, not just for algorithms to rank them.
Post content consistently
Consistency is key when managing social media. Posting at regular times helps users develop a habit of checking in at those moments, much like a regular date with friends. If you stop posting for an extended period or post erratically, it can disrupt this connection and diminish user engagement.
Take advantage of latest trend
Staying updated on current industry and social media trends is crucial for brand success on social platforms. By leveraging popular videos or articles that resonate with your audience, you can stand out from the competition. While other accounts may cover the same topics, people are always eager to hear fresh perspectives. If you can offer a unique take on a familiar subject, your audience will be more likely to view, share, and comment.
Develop content calendar
A content calendar is an essential tool for planning and organizing content across various platforms in advance. It helps ensure that your messages are targeted to the right audience at the right time. Make sure to create a unique calendar tailored to the preferences and behavior of your target audience on each platform. For platforms like Instagram and Facebook, you can use a spreadsheet or a pre-made template to track important details—such as which platform, the type of content, the posting schedule, the topic, and links to relevant content.
Strategy 4 Engage with your users
Social media is for conversations. It’s hugely important to interact with your audience as it will help to build a community of fans for your brand. There are several ways to interact with your audience:
Appreciate their comments and answer their quesitons;
Take the conversation further by asking questions;
Run contests, ask people to take a specific action and offer incentives;
Randomly choose the followers and send out gifts;
Strategy 5: Track performance
After building your content strategy and posting consistently for about two weeks, it's time to review its performance. Tracking and analyzing performance is essential for adjusting your content strategy and ensuring continued success.
Normally There are two basic ways to measure the success when it comes to posts:
Quantitatively: it’s a measure of growth. Check out things like engagement, impressions, reach, shares, conversations, followers and referrals. Though it’s obvious to track manually, you can also use some basic apps like in-app analytics ( Twitter Analytics, LinkedIn Analytics etc.) to track the data. Normally, there are a few key metrics to pay attention when you do quantitative tracking:
Engagement: likes, comments, shares, replies;
Reach: Total number of times your content has been seen;
Conversions: number of people clicked on your links
Followers: track content that drives spikes in followers;
Top/Bottom Posts: Deconstruct what made something work vs flop.
Engagement rate is usually the most important qualitative metric at your disposal. Increasing engagement can increase impressions, or how often users see your content, which can also increase profile visits, grow follower count etc.
Normally there is a formula to help quantify engagement rate as (Total Interactions /Total followers or impressions x 100) but this can vary from platform to platform. The exact formula often matters much less than using a consistent baseline, that is to look at the best and worst performing posts in reverse chronological over the last 30 or 60 days and try to unpack what made them rise or sink.
Qualitatively: it mainly refers to feedback, replies and questions, along with content of quote tweets, mentions and DMs. Though it may be hard to gauge manually, it’s one of the best measures for how people (and, importantly, which people) are connecting with a brand.
The tricky thing about getting actionable information from qualitative data is that it’s more art than science. The best way to do this is manually, at least at first - there are lots of different sentiment tools out there, but this analysis is by no means exact. The goal is to tease out themes in inbound messages and DMs, paying particular attention to the words people are consistently using, and whether they’re positive, negative or neutral. And then keep track of this over time.
A comprehensive measurement strategy should evaluate performance from multiple angles. Relying too heavily on one metric can distort your understanding of content performance. For example, focusing solely on views and impressions can be misleading. While posts with high views may seem successful, they don't always contribute to building a beloved or trustworthy brand. In fact, content that is too sensational or vulgar can harm the brand image.
Conclusion
Digital marketing will continue to be an expanding platform for startups seeking rapid success and expansion. The aforementioned will help you in understanding how social marketing works and in applying the strategies to speed your social media efforts. Besides, always remember social media is never intended to serve as a place to do business. Instead, when you post content you should ensure that it’s sufficiently entertaining and does not only promote your product. Running digital marketing is not simple for a new beginner, but it’s also not a rocket science. If you play your cards right and keep iterating according to the reviews, you will achieve unexpected results.
Unlike established companies, startups often begin with little more than an idea. They typically lack sufficient funding, resources, and teams, making it a challenge to generate their first leads. Failing to secure sales within a certain timeframe can lead to a loss of investor trust, potentially breaking the investment chain and creating a vicious cycle for the startup.
For startups, the most critical priority is demonstrating that their products have significant market potential and garner positive feedback from users. To achieve this, few strategies are as effective as digital marketing.
Unlike traditional marketing methods such as TV ads, outdoor posters, or sponsorships, digital media offers a more affordable way for startups to promote their products. Digital marketing removes geographical boundaries, enabling startups to reach global audiences at a fraction of the cost compared to traditional methods.
In today’s digital age, social media has become an integral part of people’s daily habits. On average, users spend over 2.5 hours a day on social media, accounting for more than one-third of their total online time. Whether your startup targets consumers (B2C) or businesses (B2B), social media platforms are an essential battlefield for gaining visibility and engaging with your audience.
While many startups initially assume that running a successful digital marketing campaign is straightforward—believing that simply posting content on social media accounts or buying traffic will suffice. However, such random and unstructured approaches rarely attract organic traffic or build a positive brand image.
In reality, effective social media marketing requires a well-thought-out and comprehensive strategy. With proper planning, even a single person can manage and operate a social media campaign, delivering impressive results while maximizing efficiency.
Strategy No.1 Know your users
It’s important to differentiate between users and audience. ‘Users’ refer to your key target audience—those who are ready to buy your product—while ‘audience’ encompasses potential users who may not be ready to purchase now but could do so in the future. Understanding your users allows you to narrow down your audience, enabling you to focus on studying and engaging with your core target group.
User insights should go beyond basic demographics like age, gender, income, and education level. For an effective digital marketing strategy, it’s also crucial to understand which social platforms your users frequent, the types of accounts they follow, their favorite topics, how they typically engage with content, and details like the frequency and timing of their social media use. These deeper insights will serve as a foundation to guide and optimize your marketing strategies.
Strategy No.2 Build up social media presence
Comprehensive knowledge of your target users can unlock several key decisions, particularly when it comes to prioritizing platforms and accounts. Your social media presence should focus on the platforms where your target users are most active.
While it’s common for users to engage across multiple platforms, startups should avoid managing more than two platforms initially. Spreading efforts too thin often leads to unsustainable practices and diminished effectiveness.
For startups, the initial step is to start small. Much like beginning a workout routine, it’s better to focus on one area at a time. In the early stages, it’s crucial for startups to develop the ‘muscle’ of creating great content on 1-2 platforms. Once this content proves successful, you can always scale to additional platforms.
In the meantime, founders are encouraged to leverage their personal LinkedIn and X accounts to add a personal touch. This can help strengthen the connection between the brand and its audience, fostering trust and engagement.
Another suggestion is to build yourself a strong social media page and make it with complete business information and proper image sizes, which help you set up a trustworthy and professional social presence. Here’s a guide for social media image sizes.
Strategy No.3. Develop a social content strategy
Seek Aspiration
Once you’ve chosen the platform and set up your social media account, the next and most crucial step is generating content.
Creating engaging content is key to promoting your product effectively. Users tend to dislike purely promotional content that feels pushy or overly focused on sales. Instead, storytelling has the power to win their hearts and drive purchases more naturally. People are more drawn to personal experiences than straightforward product descriptions.
To begin, draw inspiration from your own life experiences, interests, passions, and unique expertise. Additionally, you can explore proven themes and topics that resonate with most audiences and provide added value for your brand.
How-to content (show people how to do something)
Tips content ( Suggest people not to do something)
Behind the scenes( give people a look at your startup’s inner workings)
Industry insights ( share macro trends that your users care about)
Founder reflections ( share something you’ve learned, recommendations and motivations why you start up your business)
The current hot topics ( Share about your opinions on the current hot topics and try associating them with your own product)
The secret is to find a niche. Accounts with unique perspectives can add on lots of values.
Create a backlog
While inspiration is important, it’s not something you can rely on to produce content consistently. Instead, focus on building a backlog of evergreen posts—content that can fill the gaps between major product updates.
Rather than waiting for inspiration to strike, set aside 30 minutes each day to brainstorm as many ideas as possible. From there, select a few favorites to develop further. Additionally, jot down good ideas whenever they come to mind. Maintaining a well-stocked content bank ensures you’ll always have material to draw from when needed
Keep consistency
The content you post is essentially the message your brand communicates. It's important to maintain a consistent voice, tone, and style across both visuals and videos so your brand image becomes easily recognizable in people's minds.
Additionally, using the same handle across all platforms can be highly beneficial. It makes it easier for people to find your brand, while using different handles on different platforms may confuse your audience. Consistency in your handles helps reinforce and clarify your brand’s identity
Focus on quality over quantity
It’s a common misconception that generating more content automatically leads to more attention. In reality, if your content doesn’t provide valuable information, the conversion rate will suffer, even if your posts appear in search results. Always prioritize creating meaningful content for your audience, rather than focusing on quantity to boost your post count. Remember, create posts for humans, not just for algorithms to rank them.
Post content consistently
Consistency is key when managing social media. Posting at regular times helps users develop a habit of checking in at those moments, much like a regular date with friends. If you stop posting for an extended period or post erratically, it can disrupt this connection and diminish user engagement.
Take advantage of latest trend
Staying updated on current industry and social media trends is crucial for brand success on social platforms. By leveraging popular videos or articles that resonate with your audience, you can stand out from the competition. While other accounts may cover the same topics, people are always eager to hear fresh perspectives. If you can offer a unique take on a familiar subject, your audience will be more likely to view, share, and comment.
Develop content calendar
A content calendar is an essential tool for planning and organizing content across various platforms in advance. It helps ensure that your messages are targeted to the right audience at the right time. Make sure to create a unique calendar tailored to the preferences and behavior of your target audience on each platform. For platforms like Instagram and Facebook, you can use a spreadsheet or a pre-made template to track important details—such as which platform, the type of content, the posting schedule, the topic, and links to relevant content.
Strategy 4 Engage with your users
Social media is for conversations. It’s hugely important to interact with your audience as it will help to build a community of fans for your brand. There are several ways to interact with your audience:
Appreciate their comments and answer their quesitons;
Take the conversation further by asking questions;
Run contests, ask people to take a specific action and offer incentives;
Randomly choose the followers and send out gifts;
Strategy 5: Track performance
After building your content strategy and posting consistently for about two weeks, it's time to review its performance. Tracking and analyzing performance is essential for adjusting your content strategy and ensuring continued success.
Normally There are two basic ways to measure the success when it comes to posts:
Quantitatively: it’s a measure of growth. Check out things like engagement, impressions, reach, shares, conversations, followers and referrals. Though it’s obvious to track manually, you can also use some basic apps like in-app analytics ( Twitter Analytics, LinkedIn Analytics etc.) to track the data. Normally, there are a few key metrics to pay attention when you do quantitative tracking:
Engagement: likes, comments, shares, replies;
Reach: Total number of times your content has been seen;
Conversions: number of people clicked on your links
Followers: track content that drives spikes in followers;
Top/Bottom Posts: Deconstruct what made something work vs flop.
Engagement rate is usually the most important qualitative metric at your disposal. Increasing engagement can increase impressions, or how often users see your content, which can also increase profile visits, grow follower count etc.
Normally there is a formula to help quantify engagement rate as (Total Interactions /Total followers or impressions x 100) but this can vary from platform to platform. The exact formula often matters much less than using a consistent baseline, that is to look at the best and worst performing posts in reverse chronological over the last 30 or 60 days and try to unpack what made them rise or sink.
Qualitatively: it mainly refers to feedback, replies and questions, along with content of quote tweets, mentions and DMs. Though it may be hard to gauge manually, it’s one of the best measures for how people (and, importantly, which people) are connecting with a brand.
The tricky thing about getting actionable information from qualitative data is that it’s more art than science. The best way to do this is manually, at least at first - there are lots of different sentiment tools out there, but this analysis is by no means exact. The goal is to tease out themes in inbound messages and DMs, paying particular attention to the words people are consistently using, and whether they’re positive, negative or neutral. And then keep track of this over time.
A comprehensive measurement strategy should evaluate performance from multiple angles. Relying too heavily on one metric can distort your understanding of content performance. For example, focusing solely on views and impressions can be misleading. While posts with high views may seem successful, they don't always contribute to building a beloved or trustworthy brand. In fact, content that is too sensational or vulgar can harm the brand image.
Conclusion
Digital marketing will continue to be an expanding platform for startups seeking rapid success and expansion. The aforementioned will help you in understanding how social marketing works and in applying the strategies to speed your social media efforts. Besides, always remember social media is never intended to serve as a place to do business. Instead, when you post content you should ensure that it’s sufficiently entertaining and does not only promote your product. Running digital marketing is not simple for a new beginner, but it’s also not a rocket science. If you play your cards right and keep iterating according to the reviews, you will achieve unexpected results.
