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Social media marketing basics no one tells you (but everyone should know!)

#Social Media Marketing
2026-09-23 11:4617 min read

Content Introduction
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This video explains that effective social media marketing goes far beyond posting content. It breaks strategy into three parts: goals (using SMART objectives), strategy (the broad “how”), and tactics (the specific daily actions). It then covers key marketing frameworks for social media, including the ideal customer profile, the five stages of awareness, the seven P’s of marketing, and the rule of seven/AIDA. The speaker emphasizes knowing your audience, tailoring messages to their awareness stage, focusing on the right platform, using social proof, and balancing branding content with sales content. Overall, the message is that consistent, audience-specific, theory-based content builds trust, improves engagement, and leads to better results.

Key Information

  • Social media marketing is much more than posting content; it requires a foundation built on marketing theory.
  • An effective social media strategy has three parts: goals/objectives, strategy, and tactics.
  • Goals should answer the 'what' and be SMART: specific, measurable, achievable, relevant, and time-bound.
  • Strategy should answer the 'how' in a broad, general way, while tactics are the specific daily actions used to execute the strategy.
  • Content and strategy should be reviewed and updated regularly because social media and audience needs change over time.
  • Knowing your ideal customer profile (ICP) is essential; content should target a specific audience rather than everyone.
  • Audience analysis should include demographics, psychographics, pain points, and desires, but only information relevant to the content should be recorded.
  • The five stages of awareness help tailor messaging based on whether the audience is unaware, problem-aware, solution-aware, product-aware, or fully aware.
  • Different awareness stages require different content: education for unaware audiences, explanation for problem/solution-aware audiences, and proof or urgency for product-aware audiences.
  • The seven P's of marketing in social media include product, place, people, process, and physical evidence, with promotion discussed throughout.
  • Product strategy should focus on the items or services most likely to attract customers rather than promoting everything equally.
  • People matter in social media; using a recognizable face, employees, or employee-generated content can strengthen connection and trust.
  • The customer journey should be easy and clear, from link in bio to booking or purchase, with processes tested from the customer's perspective.
  • Physical evidence on social media is similar to social proof and includes testimonials, case studies, reviews, and recommendations.
  • A message should be repeated many times—often 7 to 20 times—before people take action, so repetition is not a mistake.
  • Branded content is meant to be entertaining, informative, or useful and build connection, while sales content is direct and conversion-focused.
  • A strong social media mix should be mostly branding content, with only a small portion dedicated to direct sales.
  • The AIDA model structures content as Attention, Interest, Desire, and Action, helping guide viewers from awareness to response.
  • Effective content should grab attention, maintain interest, create emotional desire, and end with a clear action or prompt.

Timeline Analysis

Content Keywords

Social Media Marketing Strategy

The video explains that effective social media marketing is more than posting content online. It breaks strategy into goals, strategy, and tactics, showing how these elements work together to create content that actually achieves business objectives.

SMART Goals

The speaker emphasizes setting SMART goals for social media: specific, measurable, achievable, relevant, and time-bound. Clear goals provide direction and help determine whether content efforts are effective.

Ideal Customer Profile (ICP)

A major focus is understanding the ideal customer profile by identifying demographics, psychographics, pains, and desires. The content should be tailored to a specific audience instead of trying to appeal to everyone.

Five Stages of Awareness

The video explains the five stages of awareness as a framework for messaging: unaware, problem aware, solution aware, product aware, and fully aware. Content should match the audience’s stage to improve conversion and communication.

7 Ps of Marketing

The speaker adapts the classic seven Ps of marketing for social media: product, price, place, promotion, people, process, and physical evidence. Each one is used to shape content strategy, platform choice, proof, and the customer journey.

Rule of Seven

The video highlights the rule of seven, explaining that people usually need to see or hear a message multiple times before taking action. In today’s crowded social media environment, that number may be closer to 20 exposures.

Branded Content vs Sales Content

The speaker distinguishes branded content, which builds trust and audience interest, from sales content, which directly pushes offers. The recommendation is to use far more branded content than sales content, roughly a 90/10 split.

AIDA Model

The AIDA model is presented as a practical content structure: Attention, Interest, Desire, and Action. It helps creators format posts, Reels, long videos, and carousels so content moves viewers toward a clear next step.

Social Proof

The video stresses the importance of social proof such as testimonials, case studies, recommendations, and user-generated content. Social proof validates pricing and helps move prospects through the buying process.

Employee-Generated Content (EGC)

The speaker notes that putting real people on camera can improve performance, especially for brands. Employee-generated content helps humanize the brand and makes the audience connect more easily.

Content Marketing and Platform Strategy

The video advises choosing one platform first, based on where the audience spends time and what format suits the product or service best. It also encourages mapping the full customer journey, from discovery to booking, purchase, and follow-up.

Personal Branding and Message Repetition

The speaker explains that a strong personal brand is built through a repeated core message, not by sounding different every time. Repetition helps audiences remember the brand, associate expertise with the creator, and respond faster over time.

Related questions&answers

What is social media marketing really about?

It is much more than just posting content online. It involves strategy, goals, tactics, audience understanding, and using marketing theory to create effective content.

What are the three main components of a social media strategy?

The three main components are goals or objectives, strategy, and tactics.

What does the goal in social media marketing represent?

The goal represents the "what"—what you are trying to achieve with your social media channels.

What does the strategy in social media marketing represent?

The strategy represents the "how"—how you plan to achieve your goal.

What do tactics mean in social media marketing?

Tactics are the small, everyday actions you take to implement your strategy and reach your goal.

What does SMART stand for in goal setting?

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

How often should a social media strategy be updated?

A strategy should be reviewed and updated about every 6 months, or sooner if needed.

How often should tactics be reviewed?

Tactics should be reviewed more often, ideally every 3 months.

What is an ICP?

ICP stands for Ideal Customer Profile. It is the ideal person you are trying to attract with your content.

Why is it important to know your target audience?

Knowing your audience helps you create content and messaging that is more specific, relevant, and effective.

What are the five stages of awareness?

The five stages are unaware, problem aware, solution aware, product aware, and fully aware.

Why are the five stages of awareness important?

They help you tailor your content and communication based on how aware your audience is of their problem and your solution.

What are the seven P's of marketing in social media?

The seven P's are Product, Place, People, Process, Physical Evidence, Promotion, and Price.

What does Product mean in the context of social media marketing?

Product is the actual thing you're selling, which could be a service, physical product, digital product, or personal brand.

What does Place mean in social media marketing?

Place refers to which platform you should be on and where your audience spends time.

What does People mean in social media marketing?

People refers to the face of the brand, such as employees or creators who appear in the content.

What does Process mean in social media marketing?

Process is the journey a person takes to buy something from you, from first contact to purchase.

What does Physical Evidence mean in social media marketing?

Physical evidence includes social proof such as testimonials, case studies, recommendations, and user-generated content.

What does Promotion mean in social media marketing?

Promotion is the marketing content and messaging used to share and support your offer.

What does Price mean in social media marketing?

Price should be supported by enough social proof and trust to validate the value of what you are selling.

What is the rule of seven?

The rule of seven says people need to see or hear your message multiple times before they buy, traditionally seven times.

Why does the speaker say the rule of seven is now more like the rule of twenty?

Because people are exposed to so much content now that they may need to see your message many more times before taking action.

What is AIDA?

AIDA is a marketing framework that stands for Attention, Interest, Desire, and Action.

How can AIDA be used for social media content?

Use it to structure content by grabbing attention, creating interest, building desire, and prompting action.

What is branded content?

Branded content is content created because the audience will like it, not because it is a direct sales pitch.

What is sales content?

Sales content is content with clear sales messages intended to drive a purchase.

How much social media content should be branding versus sales content?

The speaker recommends about 90% branding content and only 10% sales content.

Why should brands not only post sales content?

Because people need time to build trust and connection first. Branding content helps people fall in love with the brand before being asked to buy.

What is social proof?

Social proof is evidence from other people that your product or service is valuable, such as testimonials, reviews, and user-generated content.

How do you know which awareness stage your audience is in?

Listen to your audience, ask for feedback, and pay attention to what questions or comments they make.

What should you do if your audience does not know what a preset is?

You should assume they are in the unaware stage and educate them about the problem before pitching the solution.

What should you do if your audience already knows the solution but not your product?

Focus on explaining your product and how it solves their problem, while building trust and awareness of your specific offer.

What should you do if your audience already knows your product but has not bought yet?

Use testimonials, proof, and stronger calls to action to help them make the purchase.

What should you do if your audience is fully aware but still has not bought?

Use more assertive communication methods such as time-limited discounts or stronger purchase prompts.

What is the difference between content marketing and sales marketing?

Content marketing focuses on brand building and value, while sales marketing uses direct messages to drive purchases.

Why is repetition important in marketing?

People usually need to hear a message many times before they remember it, trust it, and take action.

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