Social Media Marketing 2018

Social Media Marketing 2018 – Do’s & Don’ts


1. Build a strategy

Determine what your objectives are and set achievable goals.

2. Research your audience

Find the right platform for the customers you want to attract. Not every social media channel has the demographic you’re looking for

3. Use Videos

Video Marketing is the fastest growing medium for content marketing right now.

4. Show your personality

Behind-the-scenes content offers an authentic and close up experience of your brand. Great for showing your fun side.

5. Engage

Initiate conversations and shares to build interest, trust and respect.



1. Always Sell

Use the 80/20 content rule: 80% entertaining & engaging, 20% promotional.

2. Forget to evaluate

Try different types of content and monitor results. Consistent testing is important to see what works best.

3. Overlook the metrics

It’s not all about likes and follows, consider reach, clicks, engagement, organic and paid metrics too.

4. Ignore local marketing

Digital platforms are making it easier than ever for businesses to interact with local consumers.

5. Neglect your website

Make sure your website is user-friendly and fully optimised for mobile use.


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Which Social Media Platform Is Right For Your Business?

Social Media Channels for Small Businesses

Social media is one of the most popular ways to promote a business. It can make a huge impact on your brand. Uploading great content can bring potential customers to your website, create new leads through influencers in your industry, and, importantly, generate sales. All invaluable to start-ups and small businesses.

Social media is also ideal for customer service, networking, consumer interaction, sales promotions, brand engagement, showing a more personal side to your company, and more…

But which social media network is right for you? How can you use it to actively build your business? Which one should you start with?

Choosing the Right Social Media Network

There are a few tricks to make the most of social media. Each social network works differently, and how its users receive, interpret and engage with your content varies.

The social media channels shown below are some of the most popular ones today. All of them are great for content promotion and lead generation, but they all have their own, unique characteristics. Our guide should help you choose the right one for you.


social media platforms for small businesses - facebook


UK: 32 million

(Worldwide: 1.65 billion)

Facebook is great for:

  • Driving website traffic
  • Promoting brand awareness
  • Targeted advertising
  • Driving local awareness of your business
  • Connect with customers
  • Generating leads and email lists through competitions and promotions
  • Customer service and feedback
  • Reaching a wide, predominantly 25+, target market



UK: 20 million

(Worldwide: 1.3 billion)

Twitter is great for:

  • Building brand awareness
  • Connecting with a relevant, engaged audience
  • Humanising your brand
  • Finding influencers and thought leaders in your industry
  • Networking
  • Responding to consumer comments and feedback
  • Keeping an eye on the competition
  • Keyword searches



UK: 19 million

(Worldwide: 467 million)

LinkedIn is great for:

  • Business-2-Business
  • Giving your business more exposure
  • Creating a professional image
  • Networking with professionals
  • Building business relationships
  • Getting introductions to potential clients
  • Industry news updates
  • Sharing expertise
  • Recruitment


social media platforms for small businesses - youtube


UK: 19.1 million

(Worldwide: 1.3 billion)

YouTube is great for:

  • Cheap and easy upload of videos
  • Reaching a wide audience
  • Uploading a wide variety of videos (infomercials, how-tos, behind-the-scenes videos etc.)
  • Creative expression
  • SEO rankings (after Google, its parent company, YouTube is the second largest search engine)
  • Driving organic traffic through video optimisation


social media platforms for small businesses - instagram


UK: 14 million

(Worldwide: 500 million)

Instagram is great for:

  • Use as a brand building tool
  • Posting beautiful images and videos
  • Offering behind-the-scenes and exclusive content
  • Business, and self, promotion
  • Reaching target audiences with visually appealing images
  • Encouraging engagement and forming relationships
  • Instant sharing on other social networks



UK: 10.6 million

(Worldwide: 2.2 billion)

Google+ is great for:

  • Enhancing your visibility in Google searches
  • Powerful SEO value through Google My Businees
  • Targeting specific groups with relevant information
  • Easy integration with Google’s other products
  • Showcasing your business on a brand page
  • Networking


social media platforms for small businesses - pinterest


UK: 10.3 million

(Worldwide: 200 million)

Pinterest is great for:

  • Reaching an open minded, predominately female, audience looking for inspiration
  • Finding new customers
  • Visually appealing content
  • Fashion, Art, Home Decor and Food businesses
  • Building brand affinity
  • Driving targeted traffic to your site
  • Promoting sales, using the Pinterest ‘buy’ button


social media platforms for small businesses - snapchat


UK: 3.6 million

(Worldwide: 600 million)

Snapchat is great for:

  • Targeting millennials
  • Broadcasting live events
  • Posting unique video content (previews of new collections, exclusive interviews, product launches etc.)
  • Engaging and exciting audiences
  • Offering contests, incentives and promotions
  • Geofilter adverstising
  • Partnerships with influencers

And the cons? Well, the key ones are creativity and time. At first, you’ll feel like you’ve got a mountain to climb. However, once you get the hang of it, you’ll be surprised at how inventive you can be, and how efficiently you’ll fit in some time each day.

Still unsure? Let Toast & Marketing work with you to share your workload and build your brand. From posting, blogging, keyword research and competitors’ analysis, all important for social media success, we can set you up and help you actively promote your business online.

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Why Every Small Business Needs A Website

Websites For Startups

Websites For Startups

Websites For Startups

New Websites: Build your own, or have one built for you?

As a start-up, busy getting your business idea up and running, creating your own website is probably the last thing on your mind. But, when you’re about to go live with your business, one of the first things you’ll realise you need to do is to get your business online. Today’s customers expect a business to have a website. Period. Even if you don’t actually do business online, you’ll appreciate that your potential customers will still expect to find information about your company on the internet before they contact or visit you. Therefore, an online presence is vital for any business looking to connect or reach out to its potential customers.

The Extremes

So, what do you do when you have no spare time, let alone any creative energy left, to start building your own website using one of the DIY web building sites, the so-called quick-fix solutions? Or you have a limited budget and the quotes you’ve received from web developers are way above your limit?

Don’t get us wrong, the DIY web building sites are very good. Nothing wrong with them at all. But an easy option? No. They are very well advertised, Kylie Kloss is a fan of one, but really, did she actually build the site herself? What you need to realise, is that, no matter how easy these web builders are supposed to be, you must do all the hard work yourself. You still have to be creative, write your own content, be grammatically-savvy, upload your own photos, optimise your site, find keywords, and more. You have to do everything that will make your website unique, great and discoverable – a very time-consuming process.

Immensely technical web developers are also not our bug-bear. Not at all. Coding experts with fountains of specialised knowledge and skilled know-how, developing wonderful one-off websites with loads of customised mechanics. Literally mind-blowing. But do they build websites with SEO in mind? Do they upload optimised photos and content, use the best keywords for your business, write engaging content? Sadly, the answer is an all too often no, unless you’re very lucky. And, once the website is live, are you able to quickly and easily make updates yourself, without having to spend more money to have it done for you because the website is coded in such a way that makes it too technical for you to do it? Again, the answer, in our experience, is a far too often no.

The Alternatives

There are many middle ground alternatives out there – some very good, some perhaps not so. But, as this is a blog on our site, excuse us for indulging in a little self-promotion: Toast & Marketing – the alternative web design and digital marketing agency for start-ups and small businesses. We’re sure we’re not the only solution out there and we’re not claiming we’ve reinvented the wheel, but our company was initially set up with you, the start-up, in mind. We’re modern, fresh and always raring to go, with oodles of passion and drive. You won’t have heard of us yet, we’re pretty new, but we have a huge amount of experience, way beyond our company’s years, in websites, marketing, SEO, content writing and social media.

Toast & Marketing

We offer a complete package for start-ups, a simple process at a reasonable, affordable price. We combine web design with content writing, Google advice with SEO, and brand designs with optimised photography. We can also register your domain name, organise your hosting and deliver the after care, should you need it. You’ll no doubt be sceptical, thinking you’ve heard it all before – but try us out, we’re quite sure you won’t be disappointed. We don’t just deliver websites that look good: your website will be stylish and beautiful, of course. But, it will also be user-friendly, responsive and optimised to its best possible result. You are then able to take it from there, as you wish. We can either teach and train you on how to upload future content; offer periodic support when you need it; or, we can manage the entire site for you. We’re flexible in our approach, so the way forward is entirely up to you.

We believe that every business should have a website, but it doesn’t have to cost the earth and it doesn’t have to be unstylish. We take great pride and satisfaction in helping startup businesses with limited resources achieve their goal of a great-looking website.

If you have a project in mind, do get in touch with us. We’d love to hear from you!