Many benefits are now associated with social media.

Social Media Marketing Guide for Businesses

social media marketing is important for each business

“Social media marketing can help you build engaged audiences where your customers and target audience already spend their time.”

Why Do Businesses Need Social Media Marketing?

Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. People discover, learn about, follow, and shop from brands on social media, so if you’re not on platforms like Facebook, Instagram, and LinkedIn, you’re missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.

In this complete guide to social media marketing, you’re going to learn:

  • What social media marketing is, with benefits, and tips.
  • How to build a social media marketing strategy.

What is social media marketing?

Social media marketing is important for making brands recognition

Social media marketing is a form of digital marketing that leverages the power of popular social media networks to achieve your marketing and branding goals. But it’s not just about creating business accounts and posting when you feel like it. Social media marketing requires an evolving strategy with measurable goals and includes:

  • Maintaining and optimizing your profiles
  • Posting pictures, videos, stories, and live videos that represent your brand and attract a relevant audience.
  • Responding to comments, shares, and likes and monitoring your reputation.
  • Following and engaging with followers, customers, and influencers to build a community around your brand.
  • Social media marketing also includes paid social media advertising, where you can pay to have your business appear in front of large volumes of highly targeted users.

Benefits of Social Media Marketing

Many beenfits are now associated with social media.

With such widespread usage and versatility, social media is one of the most effective free channels for marketing your business today. Here are some of the specific benefits of social media marketing:

Increased Brand Awareness

Social media is one of the most cost-efficient digital marketing methods used to syndicate content and increase your business’ visibility. Implementing a social media strategy will greatly increase your brand recognition since you will be engaging with a broad audience of consumers. To get started, create social media profiles for your business and begin interacting with others. Get employees, business partners, and sponsors to “like” and “share” your page.

Simply having people interact with your content will increase brand awareness and begin building your reputation as a business. Each post that is shared will be introduced to a new network of individuals, which can lead them to become potential customers, and the more people who know about your business, the better. By investing only a few hours per week, many marketers claimed that their social marketing efforts greatly increased their exposure. There is no doubt that by simply having a social media page your brand will benefit, and with regular use it can generate a wide audience for your business.

More Inbound Traffic

Without marketing your business on social media, your inbound traffic is limited to your usual customers. The people familiar with your brand are likely searching for the same keywords you already rank for. Without utilizing social media as part of your marketing strategy, you’ll have much more difficulty reaching anyone outside of your loyal customer circle. Every social media profile you add to your marketing mix is a gateway to your website, and every piece of content you post is another opportunity to acquire a new customer.

Social media is a melting pot of different types of people with varying backgrounds and behaviors. With different people come different needs and different ways of thinking. Syndicating your content on as many platforms as possible allows these individuals to organically reach your business. For instance, perhaps someone in an older demographic of consumers will search for your website using a particular keyword on Facebook, but a millennial could begin their search by using a different social media platform entirely because they search for products totally differently. By marketing on social media, you can effectively open your business to a wider variety of versatile consumers all over the world.

Improved Search Engine Rankings

Although posting on social media might get your business some site traffic, more effort than that is required to see significant success. Search engine optimization is very important for achieving higher page rankings and obtaining traffic to your business website. While social media doesn’t directly increase search engine rankings, Marketers who have been using social media for one year or longer still see improved search engine rankings.

Being able to rank in the top positions for your keywords will revolutionize your traffic and continue to generate positive results for your business. Let’s face it, everyone uses Google to find information, and they likely won’t navigate past page 1 because their answer normally is on the first page of results. If your business website isn’t ranked towards the top of search engine results, you should probably adjust your search engine optimization strategy.

To give yourself the best chance of ranking better through social media, create high-quality content that integrates your targeted keywords. Content such as blogs, infographics, case studies, business information, and employee photos will make your business’s social media profile intriguing and credible. Once you begin posting quality content, you’ll begin to build a social media community where followers will “like” and “share” your content. Most importantly, it gives you more opportunities to get in front of industry influencers who will write about your business and provide links back – which will help to directly increase search engine rankings.

Higher Conversion Rates

With increased visibility, your business gains more opportunities for conversion. Every blog post, image, video, or comment may lead viewers to your company’s website and increase traffic. Social media marketing allows your business to give a positive impression through a humanization factor. When brands are interactive by sharing content, commenting, and posting statuses on social media, it personifies a brand. People prefer to do business with other people, rather than companies.

So many marketers claim that taking the time to develop relationships with consumers showed positive results in sales. The better impression you make on a visitor, the more likely they are to think of your business when the need for your product or services arises.

When a brand is interactive online, consumers who follow your brand’s accounts often begin to more completely trust the credibility of your business. People use social media platforms to stay connected to their friends, family, and communities. Since people are already talking, why not throw your brand into the mix? More likely than not, they’ll mention your brand to a friend when your products or services are needed, overall providing your business with social proof of its quality. Putting your brand in an atmosphere where people are sharing, liking, and talking, can only improve the conversion rates of your existing traffic.

Better Customer Satisfaction

Social media is a networking and communication platform. Creating a voice for your company through these platforms is important in humanizing your company. Customers appreciate knowing that when they post comments on your pages, they will receive a personalized response rather than an automated message. Being able to acknowledge each comment shows that you are attentive to your visitors’ needs and aim to provide the best experience.

Every customer interaction on your business’s social media accounts is an opportunity to publicly demonstrate your compassion for your customers. Whether an individual has a question or a complaint, social media allows you to address the matter using interpersonal dialogue. A brand devoted to customer satisfaction that takes the time to compose personal messages will inherently be viewed in a positive light, even if responding to a customer complaint.

Improved Brand Loyalty

One of the main goals of almost all businesses is to develop a loyal customer base. Considering that customer satisfaction and brand loyalty typically go hand in hand, it is important to regularly engage with consumers and begin developing a bond with them. Social media is not just limited to introducing your brand’s products and promotional campaigns. Customers see these platforms as a service channel where they can communicate directly with the business.

The millennial generation is known for being the most brand-loyal customers of all. Since these technology natives require communication with their brands, businesses must implement social media marketing to get the attention of their most influential consumers.

More Brand Authority

Customer satisfaction and brand loyalty both play a part in making your business more authoritative, but it all comes down to communication. When consumers see your company posting on social media, especially replying to customers and posting original content, it makes you appear more credible.

Regularly interacting with customers demonstrates that your business cares about customer satisfaction, and is available to answer any questions that they might have. Satisfied customers are eager to spread the word about a great product or service and they usually turn to social media to express their opinion.

Having customers mention your business on social media will advertise your business, and show new visitors your value and brand authority. Once you obtain a few satisfied customers who are vocal about their positive purchase experience, you can let the advertising be done for you by actual customers who enjoyed your product or service.

Cost-Effective

Social media marketing is possibly the most cost-efficient part of an advertising strategy. Signing up and creating a profile is free for almost all social networking platforms, and any paid promotions you decide to invest in are relatively low cost compared to other marketing tactics. Being cost-effective is such an advantage because you can see a greater return on investment and retain a bigger budget for other marketing and business expenses.

If you decide to use paid advertising or buy stuff like followers, views, likes, etc. on social media, always start small to see what you should expect. As you become more comfortable, fine-tune your strategy and try increasing your budget. Just by spending a small amount of time and money you can significantly increase your conversion rates and eventually get the return on investment on the money you initially invested.

Gain Marketplace Insights

One of the most valuable advantages of social media is marketplace insight. What better way to know the thoughts and needs of your consumers than by directly talking to them? By monitoring the activity on your profiles,, you can see customers’ interests and opinions that you might not otherwise be aware of if your business didn’t have a social media presence.

Using social media as a complementary research tool can help gain information that will aid you in understanding your industry. Once you gain a large following, you can use additional tools to analyze the demographics of your consumers. Another insightful aspect of social media marketing is the ability to segment your content syndication lists based on topic and identify which types of content generate the most impressions. These tools give you the ability to measure conversions based on posts on various social media platforms to find the perfect combination for generating revenue.

Put your social media marketing plan to work: designate tasks.

Social media marketing is changing the business world.

A successful social media marketing strategy often requires a motivated team. It’s important not only to have the best people on board but also to distribute tasks between them wisely, and then ensure seamless collaboration in order to actually complete those tasks effortlessly.

  • Define your social media workflow and name specific tasks.
  • Decide who is responsible for what part of the whole social media content strategy (i.e. creating copy or visuals, approving and scheduling posts, moderating the profile).
  • Take advantage of dedicated tools to ease collaboration between team members.
  • Don’t forget to include your client (if applicable) – in fact, client approval is often necessary to maintain a certain brand voice.
  • With solutions like this, your work becomes less complex and time-consuming – instead of exchanging numerous emails, you can do all your tasks in one place comfortably for everyone.

Thought Leadership

Posting insightful and well-written content on your social media is a great way to become an expert and leader in your field. There is no one way to become a thought leader – it requires work that can be supported by online networking tools. To establish yourself as an expert, be sure to utilize social media platforms and build your presence.

Be communicative, connect with your audience, share content, and promote your authority. When your social media campaign is aligned with other marketing efforts, your skills will be highlighted and followers will look up to you. Being able to directly connect with your customers creates a relationship that they will value, allowing you to become a notable influencer in your field.

Creating your social media marketing plan

social media marketing makes you get recognized.

“A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing. The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.”

Read on for detailed steps to creating a social media strategy.

Define your target audience

If you haven’t already identified and documented your buyer personas, start by defining the key demographics of the audience you’re trying to reach, such as age, gender, occupation, income, hobbies and interests, etc. Defining your target audience helps you create focused advertising that addresses your ideal consumer’s specific needs.

Consider your ideal consumer’s challenges and what problems they’re solving daily. Focus on no more than four types of people that represent the majority of your buyers. Don’t get hung up on the exceptions or outliers, or you’ll never get started!

Start blogging

Fresh content is the linchpin of a successful social strategy, so commit to consistently creating new, quality content. Compile a list of common questions from prospects and commit to addressing these questions with at least one new blog post per week.

Combining your blogging and social media strategies can help your content reach a larger audience. For example, you can create a social media post that includes a tip for your followers and a link to a blog post that expands upon the post. The social media post will drive traffic to your blog, making it easy for readers to share the blog post with their followers and expand the blog’s reach.

Create educational content

Create downloadable content like ebooks, checklists, videos, and infographics that address your buyer’s pains. If your content is beneficial, people will likely share it on social media and extend your reach.

Focus on a few key social channels

Most startups and small businesses don’t have the bandwidth to establish and sustain a quality social media presence on every single channel. It’s also overwhelming to learn the rules of engagement on multiple networks simultaneously. Start small. Research key networks to learn where your target audience is spending time. For instance, if your ideal consumers are business professionals, it may be beneficial to post on LinkedIn rather than Instagram.

Focus your effort on building, nurturing, and sustaining a community on the social channels where your target audience spends most of their time before moving on to another channel.

Develop a recipe card to guide you

Social media isn’t an exact science. It doesn’t work the same for every business or industry. To see results for your business, create a recipe card. A recipe card is a posting and engagement schedule that keeps your team on track and helps you post content consistently.

Develop a reasonable recipe card, one you can stick to and get your team to follow. Set goals for your posting and engagement frequency, and hold yourself accountable for following your recipe.

Measure your results

There are countless things to track on your social media channels. Start by looking at how much traffic your social accounts drive to your website or blog.

Social media platforms offer tools to help businesses track analytics. For example, you can use Facebook’s Page Insights, Instagram’s Account Insights, and LinkedIn’s Visitor Analytics to see what people are responding to and look for trends related to particular topics or keywords that generate more interest than others. Once you get an idea of your average traffic and post-performance, set goals for key metrics, and keep a scorecard to measure your progress.

Be sure to choose metrics that are easy to gather, because if it’s too time-consuming to track, you’ll fall off the wagon! Examples of simple metrics include net new fans and followers, number of interactions, and visits to your website from social.

Adjust your tactics

Social media won’t start working overnight. Establishing a following, stabilizing your brand, and seeing the results of your efforts takes time. So experiment to find the right combination of channels, content, and messaging that works for your audience. Keep track of changes in your post views, audience demographics, and post interactions, and make changes as needed.

Over time, you’ll be able to adjust your recipe card, content, and personas based on the information you’re gathering, which will help you fine-tune your strategy and generate more consistent results.

Is your social media marketing strategy sorted out for 2022?

Social media marketing is shifting the world of business

“If you set actionable goals and address each of the steps above, you’ll already be way ahead of the curve when it comes to your social media marketing strategy.”

Now when someone asks you ‘What is social media marketing and how to plan it? you will know how to answer the question. Even though developing a social media strategy may seem like a lot of work at first, in reality, it’s quite simple. Knowing how to create a social media plan is highly beneficial for companies wishing to improve their social media presence and grow their business.

This guide highlights that there are plenty of moving pieces to a modern social presence. That said, putting together yours doesn’t have to be a drag.

And if you need more inspiration for actionable ways to build out your strategies, make sure to check out our packages for social media likes, followers, views, and impressions packages for all platforms including Instagram, Facebook, YouTube, SoundCloud, Telegram, TikTok, etc. Best of luck in 2022!