Why Social Media Insights Are Useless Without a Solid Marketing Strategy

Patrick McFadden
3 min readMay 21, 2024


As a small business owner, you’ve likely heard that social media is the ultimate platform to grow your business.

While that’s true, here’s a harsh reality: without a precise marketing strategy, all the social media participation in the world won’t save you.

In fact, it might just expose how your business is indistinguishable from every other business claiming to do what you do.

That’s a nice way of saying you’re doomed to compete on price alone — a race to the bottom that no one wins.

The Importance of a Marketing Strategy

Before diving into social media, you need to have a plan. Not just any plan, but one steeped in your overall marketing strategy. Without it, your efforts on platforms like Facebook, Instagram, or Twitter will be scattershot at best and a complete waste of time at worst.

Social Media Is a Tool, Not a Strategy

Don’t get me wrong — social media is a killer platform for small businesses. It offers unparalleled opportunities to connect with your audience, build your brand, and drive sales. But here’s the kicker: it’s a tool, not a strategy. You need to know what you want to achieve before you can effectively use social media to get there.

Steps to Effectively Use Social Media Insights

Here’s how to make social media insights work for you, but remember, it all starts with a solid marketing strategy.

  1. Set Clear Objectives
    What do you want to achieve with your social media efforts? Increase brand awareness, generate leads, boost sales? Clear goals will help you measure effectiveness and keep your efforts focused.
  2. Understand Your Audience
    Use social media analytics to dig into who your followers are. What are their demographics? What are their interests? This data helps you tailor your content to meet their needs.
  3. Monitor Engagement
    Pay attention to which posts get the most engagement. Is it videos, images, or text? What times do your followers engage the most? Use this information to refine your content strategy.
  4. Watch Your Competitors
    Look at what your competitors are doing. Which of their posts get the most engagement? What hashtags are they using? This can give you ideas and highlight opportunities they might be missing.
  5. Listen to Your Customers
    Social media is a goldmine for customer feedback. Monitor comments, messages, and reviews to understand what your customers love or hate about your products. Use this feedback to improve your offerings.
  6. Refine Your Targeting
    Use insights to hone your advertising. If you notice a significant portion of your audience is from a specific area, create targeted ads for that region. The more precise your targeting, the better your results.
  7. Measure Your ROI
    Regularly review your social media analytics to assess your ROI. Track metrics like website traffic, lead generation, and conversion rates to see how social media contributes to your overall goals.

Social media is an invaluable tool for small businesses, but without a solid marketing strategy, it’s just noise. By setting clear objectives, understanding your audience, monitoring engagement, analyzing competitors, gathering customer feedback, refining your targeting, and measuring your ROI, you can turn social media insights into actionable strategies that drive real results.

So, before you post another picture on Instagram or tweet your latest deal, ask yourself: Do I have a marketing strategy? If the answer is no, start there. Trust me, it will make all the difference.



Patrick McFadden

Small Business Marketing Consultant // CEO of @indispmarketing // I install a marketing process to increase visibility, grow revenue & make your phone ring