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Social Media Marketing

Social Media Marketing

Social media is about sociology and psychology more than technology.

Which is why 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their family and friends.

Social media is EVERYTHING!

It comes as no surprise that social media marketing is absolutely essential for your business. Social media platforms allow you to connect with your audience, build your brand, increase sales, and drive website traffic. This entails publishing great content on your social media profiles, engaging with and responding to your followers, analyzing results, and running social media campaigns.

Old School is uncool

As a company, you need to be where your customers are; and that’s online. In 2019, Emarketer broke down social media usage by generation and found that  90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social media users. Millennials clearly continue to be the generation with the highest use of social media platforms such as Instagram, TikTok, Snapchat and more. They are also the broadest category with access to smartphones. Gen X, on the other hand, are more likely to be using platforms such as Facebook and Pinterest on tablets. Lastly, Baby Boomers are also bridging their gap with technology and are increasingly becoming more familiar with a range of social media platforms.

SMM Stats

91% of all social media users access social channels via mobile devices.

Which means if you’re reading this on a laptop or a computer, you make up for just under 10% of people who are online right now.

Social media is just a buzzword until you come up with a plan

65% increase in organic social media engagement

Case study: Dental Practise Social Media Marketing


A private dental practise in India with relatively little to no social media presence was looking to make an impact online with the hope of generating actionable leads.


By creating a unique voice that reflects the quirky personality of the lead dentist, we were able to not only make an indelible mark online but also increase social engagement by over 65% in the first three months. With a focus primarily on Instagram and Facebook, we used these platforms to drive traffic to the website, securing a steady stream of leads that were converted to business totalling close to $1500 a month.


It was of paramount importance to think outside the box here in order to differentiate the client from other dental practices not just in the country, but across the world as well.

A 500% increase in website traffic

Case study: Real Estate SEO and SMM

One of India’s most renowned Real Estate companies, Models, approached Kilowott looking to revamp their website and online presence. The reason? They were looking to take boots of the ground, and start generating sales through online enquiries. Our goal was to increase traffic to their website by using Social Media as a catalyst.


The plan included a complete Social Media overhaul that focussed on specific properties, while giving the content a human touch. We took the spotlight off the brick and mortar, and shone it on the features and benefits of a Models property, and the people behind it. With a modest budget of just over $600, the onus lay on strong organic traffic. And it worked.


In 12 months of continuous engagement, we were able to increase traffic to the website by over 500%. Average users of around 3000 increased to an average of 17,700 users on a daily basis. Pageviews increased by close to 300%, with the average social media post reaching more than 150,000 users.

FAQs about Social Media Marketing

Do I really need Social Media?
Yes, you do! It helps your customers connect with you and increases awareness about your brand. It can boost leads and sales.
How do I measure ROI in Social Media?

You can track metrics like reach, audience engagement, site traffic, leads generated, signups and conversion and revenue generated. With analytics, you can determine the ROI per social media channel.

Do I need an SMM manager?

You could probably curate content and post yourself. However a professional will also improve customer service, perfect branding, launch campaigns, increase sales and use analytics to improve your ROI among many other things.

What should I post?
You should post content relevant to your product or service and your target audience. Each social media platform uses content in a different way and audiences are different on each platform.
Which social media platforms should my business have a presence on?
Facebook, Instagram, Twitter, and LinkedIn are the most popular platforms used by businesses. Choose those that suit your goals and target demographics. If you are not sure, get a customized social media audit.
How often should I post?

Studies range from one per day to one per week. Your focus needs to be on strategy, quality and advertising. You will get unfollowed if you post too much.

What time should I post?
Studies have found the perfect timing on each social media platform, but the time you choose to post depends on your target audience. Through your analytics, you will be able to find the specific time your posts have peak engagement.
Is Paid Social Media Advertising a Good Idea?
Definitely! Advertising ensures that your ad will be seen by your target audience based on gender, location, age and preferences. It's a more efficient way to increase leads, traffic and sales.

SMM Platforms

Today’s leading Social Media Platforms


Instagram has by and large become one of the most popular social media platforms for teens and young adults, especially in the US. It currently commands a user base of over a billion monthly users. Use of the app slowly drops off with age but stays consistent across both men and women, so if your customers are under 40, then Instagram can’t be ignored. Since Instagram is primarily a visual medium, it works best for lifestyle, e-commerce, or photography.


We don’t often think of YouTube as a social media platform, but the truth is, the media streamer is the second most popular search engine in the world today, right behind its parent company, Google. If your looking to promote your business through video tutorials or walkthroughs, visually-driven instructional content, product reviews or interviews, then this social media platform is a must for reaching their more than 2 billion monthly users.



From a project in a dorm room to 2.5 billion users a month, Facebook is hands down the largest social media site in the world. If your brand stands to benefit from news, engaging (short-form) videos, graphics and other visually appealing content—especially if your primary audience is above the age of 30—then consider having a presence on Facebook. Facebook’s diversity allows for you to be present through your own page, or starting conversations in groups.


Probably the quickest way to reach a company for support is through Twitter, the most engaging social media platform currently available.  The popularity of this social media site remains high amongst tech-savvy users and is particularly active in B2B verticals related to business, marketing and politics today. Although Twitter boasts roughly 300 million users, over 40% of them are active on the site multiple times daily.



Relatively new to the social media game, TikTok is just a couple of years old, yet it managed to gain over a billion downloads in its sophomore year. Today, TikTok reportedly sees over 800 million monthly users, which instantly places it amongst the top social media platforms in the world in terms of sheer user figures. The Content that Works Best on TikTok: Entertaining, interesting, comedic short-form video content, usually set to the tune of popular songs.



If you work in a creative space, then Pinterest is a no-brainer. With an audience predominantly consisting of adult women, this social media platform is also often cited as a crucial part of the product discovery journey. Vertically-formated images do best on this platform, due largely to the browsing experience users are presented with. You Should Prioritize Pinterest if your business is related to lifestyle, fashion, decorating, or DIY.

The ngX Framework

Based on our deep design and technical experience across industries we’ve developed a proprietary digital framework, the ngX framework, which is leveraged across all our projects.

The ngX framework consists of the following steps:


Assess your current customer experience and digital posture across all digital properties


Define a digital experience transformation roadmap to capture digital moments


Develop the front-end and back-end systems and technologies to bring the digital next strategy to life


Deploy all the technologies and design elements together after thorough QA and user testing


Support the deployed components to ensure digital experience ecosystem meets its stated business objectives


Digital marketing to promote the reimagined brand, acquire new customers and retain existing customers for continued business impact

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