Social Media Marketing: How to Do Business on Social Media

In today's world of technology, using social media is essential for businesses that want to grow by reaching their customers.

All types of companies can benefit from social media advertising because it helps them connect with potential buyers in a competitive market. This article will teach you how to use social media for business correctly.

Platforms such as Facebook, Instagram, Twitter and LinkedIn have billions of users altogether. This means businesses have access to lots of people – but it also means there is a lot of competition for attention.

You need more than just accounts on these websites if you want to stand out to customers and make them interested in what you have to say or sell.

Today, you need a plan that makes good use of these platforms so that when people do see your content, they respond to it by liking, sharing, or commenting on it. Let's get started!

Short Summary

What Is Social Media Marketing?

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Social media marketing is all about using social platforms to connect with your audience, increase brand visibility, direct traffic to your website, and make more sales. To do this, you can share content on social networks and use it for advertising purposes.

An excellent example of a company that has used social media marketing effectively is Dove. The brand's "Real Beauty" campaign has seen success because it promotes body positivity and self-love.

When people see these types of messages alongside powerful images on Instagram or Facebook (among other sites), they feel connected to what Dove stands for beyond just liking their products – which creates loyal customers!

Wendy's is another example worth noting: the fast food chain has been able engage with its customers through Twitter in a way that is both funny and relatable. By responding light-heartedly when fans tweet at them (or even trolling rival companies), Wendy's gets people talking about their brand – often young adults specifically.

In short, social media marketing helps companies connect with their customers in ways that are humanizing. By listening carefully online, brands can better understand consumers' needs and desires—sometimes leading directly to not only increased sales but product improvements, too!

Benefits of Social Media Presence for Your Brand

If you want your brand to be seen, get people talking about it, and turn leads into customers ahead of any competition, being on social media is a must-have as part of your overall marketing toolkit. In fact, not incorporating it into your digital marketing strategy might leave you at a disadvantage. Why?

Increased Brand Awareness

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Sound social media representation can build brand awareness among a broad audience and recognition for potential customers.

For example, Airbnb uses Instagram well by sharing some of the most beautiful travel destinations on its profile, attracting the eyes and minds of travelers from all across the world, and reinforcing its brand identity as an even more exciting accommodation provider.

Moreover, Coca-Cola creates engaging shares on social media websites like Facebook and Twitter, which helped it gain immense popularity among worldwide consumers.

In this manner, businesses are able to enhance their reach, become appealed to new customers, and thus competent brand in a competitive marketplace.

Improved Customer Engagement

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More interactive customer interaction on social media helps companies be very close to buyers, hence giving them the feeling that they are valued.

For instance, replying to customer inquiries on platforms like Facebook or Twitter is an indicator of the value attached to their input and how keen you are on what they say.

There can also be customer interaction through the use of a quiz, contest, or event live streaming of the brand. In other words, customer engagement in the use of social media enforces brand loyalties and gives insights toward product improvement.

Drive Website Traffic

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Since the use of one of these social media presents a great way to share compelling content, you get a chance to drive traffic and lead customers into your business.

For example, when one shares blog posts, product improvements, or special promotions on Facebook or even Twitter, people click on such links to read more about that particular topic.

This increases traffic to e-commerce, further increases visibility, and gives businesses double chances of getting the leads and sales. This way, in enhancing their online presence and making their lead generation efforts count, businesses reach out to the target through social media.

Cost-Effective Marketing

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This is quite an economical method of approaching a bigger audience than some of the previous expensive advertising tools on TV or Print.

For instance, a focused advertisement campaign on Facebook can fetch a greater ratio of conversions than paying for a full-page magazine ad. Instagram or Twitter, for example, would involve customized price options for promoting your content in front of a given demographic.

This might be well within the scope of most businesses trying to reconcile brand visibility with the sales funnel overnight.

Competitive Advantage

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In today's cutthroat digital environment, having a strong social media presence can really set your brand apart from the competition.

Platforms such as Facebook, Instagram, and LinkedIn offer superb opportunities for showing off what makes you unique, connecting directly with customers – old and new alike – and standing out in busy marketplaces.

Just look at Nike or Starbucks: thanks in no small part to their ability to create fantastic content that sparks conversation among users (and sometimes even goes viral!), these two companies have become synonymous with leadership in an increasingly influential space.

The benefits don't continue after increased visibility, too. Done well over time, this kind of outreach fosters trust and long-term loyalty from clientele, too!

Key Components of a Good Social Media Marketing Strategy

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If businesses want to have a significant effect on social media, they need a good strategy. There are several essential parts of this that you have to think about and use properly.

By bringing these elements together in a well-rounded social media marketing strategy, along with a polished business website, you'll increase how often people see your brand, attract more visitors to your site, and—ultimately—make more sales or deals.

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There are many social media marketing platforms businesses can use to improve their social media marketing strategies and reach more people. Each platform has different features that may suit certain types of business or target audience better than others:


Facebook is often seen as a must-have and the best social media platform for any business because it has lots of users and many advertising options. You can use Facebook ads to increase awareness of your brand, get people interested in your products or services – even if they're not looking to buy them right away – and sell directly from the site or app.


If you rely on beautiful images or video to sell your stuff or would like an ad with more text than Facebook allows, Instagram might be worth considering – especially as its parent company is owned by Facebook so that campaigns can be run on both sites at once.


Twitter appeals to companies that want a user-friendly means of chatting with fans (or critics) publicly via text message-length posts containing links, photos, or videos. You'll also find out what's hot in your industry before much else does!


If you want to make the most out of video content, YouTube is essential. It's the second biggest search engine next to Google and it allows companies to do things like break down complex subjects for their viewers visually, sell products or services in creative ways through video advertising, and keep people entertained with high-quality content.


Pinterest functions as a visual discovery platform for people on the lookout for inspiration in all areas of their lives. Any business that can cater to what users want out of life by using well-targeted pins should do well on here.


LinkedIn is perfect if you're running a B2B company and want to use social media as a networking tool. It provides chances for firms to show off their knowledge in an industry, advertise jobs (and look up profiles of) potential new staff members, and find freelance-type work.

Finally, LinkedIn Ads offers more targeted options for any firm that wants to reach business people via advertising.


If you want your business to get noticed by young people, especially young women who are into fun things like dance challenges or comedy skits, advertise on TikTok!

It's a new social media platform where users share short videos of themselves – and lots of them use hashtags to show up in trending lists. So if you sell something like lipstick, you can pay for your ad to appear when girls search for topics like "new makeup," too.

How to Create a Social Media Marketing Strategy

To make the most out of your online presence, connect with your desired demographic, and foster business expansion, you need a social media marketing plan. Follow these seven steps to create a blueprint for success that will help you accomplish your marketing objectives.

1. Set Clear Objectives

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Setting clear goals is essential for a successful social media marketing strategy. For instance, if a company wants to raise awareness of its brand, it needs to track metrics such as the number of followers it gains and how many people see its posts.

If generating web traffic is the objective, click-through rates from social media will indicate whether this is happening or not. Increased sales can be measured by looking at conversion rates from social media campaigns.

By having objectives that are specific and quantifiable, like these, companies can check in regularly on their progress and make course corrections if necessary—and ensure their social media efforts serve broader business goals.

2. Identify Your Target Audience

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Determining who your target audience is is vital if you want your social media marketing strategy to work. By conducting research, you can find out exactly who your perfect customers are – as well as what they like, how they behave, and which platforms they use.

For example, if you run a fashion brand that wants to sell clothes made from recycled materials to Gen Z customers, Instagram and TikTok are better channels than LinkedIn.

If you know the age, sex, or interests of the people who buy from you, use this data to shape both your content and the platforms on which you promote it. That way, you're not just likely to get more interaction with your posts but also build up brand loyalty over time – meaning more return visits in the future!

3. Choose the Right Platforms

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If you want your marketing strategy to work, it's essential that you choose the proper social media channels. For instance, if your fashion label targets young adults, then Instagram and TikTok could be good options as they are highly visual platforms with lots of youthful users.

On the other hand, LinkedIn might be better for a B2B company that wants to network with professionals and show off what it knows best.

By matching up demographics, user numbers, and levels of engagement with objectives plus target audiences, there is more chance that any effort put into using sites like these will pay off big time!

4. Develop Engaging Content

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If you want your social media plan to work, you need exciting posts – and lots of them! That's why big brands don't just use words in their social posts. They use eye-catching pictures and videos, too.

Nike does this on its Instagram account. It also shares cool videos, as well as shots of new products and famous sports stars wearing them. On Twitter, Nike creates polls where people can join in.

Food companies do the same. Have you ever noticed how recipes on Tasty's Facebook page often start with a video? Or how do most Pins from food companies like Birds Eye look amazing?

By planning ahead (using something called a content calendar), you can make sure people will always have something they love to share from your social media accounts. No matter whether it's beautiful images or videos, they just have to watch again, and again, and again!

5. Implement a Consistent Brand Voice

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It's essential to have the same voice for your brand on every social media site. When you determine how you sound and what kinds of things you post, people will recognize your brand more quickly—and maybe even like and trust it.

For instance, Wendy's has a funny, unique way of tweeting that customers love. Sephora does something similar. Its Instagram posts are helpful and friendly—it feels like hanging out with a friend who knows a lot about beauty.

When your messages are consistent—meaning they match across all platforms—it helps customers know it's really you (not an imitator) everywhere online. Plus, being consistent gives people an idea of what to expect from you—which can keep them coming back or turn them into super-fans!

6. Monitor Performance Metrics

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Assessing how well your social media marketing plan is working requires keeping a close eye on performance metrics. Examining key performance indicators (KPIs) such as engagement rates, reach, conversions and website traffic provides valuable insights into what's working with your audience – and what isn't.

For instance, video content generates way more engagement than text posts alone. Armed with this knowledge, you can shift resources accordingly to do more video marketing versus other tactics that aren't garnering as much attention or interest from viewers.

So, don't forget using social media management software. Taking a data-driven approach allows you to tweak or entirely rework campaigns for better outcomes down the road.

7. Optimize Your Strategy

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Making constant improvements is vital to your social media strategy's success. By examining information from social media management tools, you can spot trends and use them to make choices that improve performance.

For instance, if posts made in the evening get more engagement, you can change when you schedule content to go live. Or if videos do better than images — or vice versa — you can create more of what works as part of your regular output.

By using up-to-the-minute information to refine what you do, you can ensure that your strategy has the most substantial possible impact and is better attuned to what your audience wants.

Tips to Improve Your Social Media Strategy

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You're in the world of social media, where things move fast. It's not enough to post regularly- you want your presence to be noticed.

Think about creating an experience for your followers that reflects who you are and what you do while also resonating with them. Here are some social media marketing tips to step up your game:

Embrace Content Variety

Have you ever walked into a café only to discover they serve one type of coffee? Your audience feels similarly bored when your content lacks variety. Mix things up: provide how-tos alongside quick tips, ask engaging poll questions one week, and host a contest the next.

Don't just stick to text: images, videos (pre-recorded or live), GIFs, or infographics - different formats can enrich how your followers engage with what you offer.

Be Authentic to Your Brand

Whether you're crafting a clever tweet or sharing a behind-the-scenes clip on Instagram, make sure that everything you post reflects your brand's personality.

If your company has a fun, youthful image, let that come through in all of your updates. Being consistent helps people get to know and trust your brand.

Encourage Interaction

Social media is meant to be a two-way street. That's why engaging with your fans and followers is just as important as the content itself. Take note of who is liking or commenting on your posts—and join the conversation.

Ask questions when you share news or exciting facts: encourage others' thoughts or experiences, too! Consider hosting contests or giveaways (with prizes for participants picked at random). This can be an exciting way to foster engagement, turning casual followers into active members of your community!

Capitalise on Social Media Marketing Tools

You don't have to be a graphic designer to get creative - even if you don't have one on tap. Canva and Freepik, among others, offer templates and resources to help you make great visuals pretty much on the fly.

So whether it's an infographic that sums up a blog post nicely or an attention-grabbing image to go with your tweet, there are ways and means of keeping hold of your audience without having to remortgage the house.

Harness the Power of Hashtags

Think of hashtags as signposts for users (there are well over one billion now). If deployed correctly, they can help rocket your content out into the wider world.

For example an accountancy firm wouldn't simply use #accountant – far too broad. But they might deploy something like #TaxSeasonBlues along with more conventional tags such as #FinanceTips or even something jokier like #MoneyMattersMan.

Repurpose Content Wisely

Creating content from scratch can be an overwhelming job. So why not give new life to what you already have? Turn customer testimonials into spotlight posts. Share excerpts from your blog articles. Repurposing content not only saves time but helps drive home your message on multiple platforms.


To excel at social media marketing, you need to be imaginative, flexible, and regular. Take your content in different directions while still reflecting your brand values; make sure this consistency extends across every platform. Interact with your followers actively.

Use tools that help you create good content (there are lots out there), make hashtags work for you by choosing the right ones – or making up your own! And don't forget about all the great stuff you've done before: see how far it can go if you give it a new twist.

Remember too that social media platforms keep changing: keep an eye open for new trends and don't be afraid to try them out. If you stay focused on what your customers want and do everything with sincerity, success won't be far behind – even in such a fast-moving field!

Frequently Asked Questions

What Do Businesses Do on Social Media?

This media will be used by organizations that usually communicate with its followers, advance brand names, foster engagements, advertise offerings, and create sales leads. They will provide customers with direct communication, allows them to offer feedback thus offering targeted advertising.

What Can Social Media Do for Small Businesses?

There is no doubt that social media is really a gem, especially when it comes to the small-scale business sector. It increases brand visibility, helps to reach a greater number of people, influences customer visits to the website, increases active leads and sales, and even builds brand loyalty.

What Is the Best Social Media for Business?

The best social media site is always the one that a business deems to be the most effective in reaching their customers and business goals. Therefore, some common social media areas include Facebook (most widely used), Instagram (visual), LinkedIn (business contacts), and Twitter (instant news).

How Do I Start Promoting My Business on Social Media?

For example, one way is to create necessary profiles on relevant social media and identify such factors as what you want to achieve, who you want to reach, what you will post and how often, the use of tools like hashtags upon publication of posts, or paid promotion to increase the reach of the audience.