Social media marketing provides multiple platforms on which businesses can brand, advertise, and ingratiate themselves with their audience all at once. While also seeing what competitors are doing. 

What is social media marketing?

Social media marketing is the creation of content that promotes your business or products on a social media platform, such as Facebook, Instagram, Twitter, or LinkedIn. Social media marketing has become an extremely popular way for businesses to connect with their audiences since each platform reports millions – or even billions – of users each day. Since its advent, social media marketing has grown into its own field. Complete with unique terms that are essential to understanding how it works.

Why social media marketing is important

Increased brand awareness

Social media increases brand awareness. It means if you create a business page for your company and engage with the audience by answering their queries or posting informational articles you are increasing your brand awareness. Furthermore, social media can increase traffic to your website through reshare, retweet, and comments.

Increase website traffic

One of the major benefits of social media is that it helps to increase your website traffic. By sharing content on social media, you are providing users to click through your website and visit it. The more quality content you share on your social account, the more traffic you will generate while making conversion opportunities.

 Analysis of the competition

If you’re on social media, chances are your competitors are too. Which gives you the chance to see what they’re doing on social media, what is working for them, and what isn’t, so you can learn from their mistakes. Pay attention to what kinds of campaigns they are running, how they interact with customers, and how they promote their products or services. This helps you to design your marketing strategies better. 

More brand authority

A regularly updated online presence goes a long way in establishing your business as a brand authority. Additionally, regular interaction with customers shows that you are committed to and care about your customers and their satisfaction. Social media makes that easily attainable and visible.



Facebook is at the top of many business owners’ lists for the best social media network to use. Not only does it have a lot of users (over 2 billion), making it great to build brand awareness, it’s also one of the most well-developed platforms for businesses.

What to post

Facebook is a fairly conversational platform. However, if a consumer decides to like your Facebook page, they are likely looking to receive updates: about new products, or get information about upcoming launches or events. It’s important that you’re connecting with those who follow you and providing the right type of content for them.

 Try sharing a few different types of content with your audience by driving the most impressions, engagements, and shares. Once you’ve determined the types of content and updates your audience responds to, keep sharing in that way.


When it comes to business-to-business (B2B) marketing, Twitter is really powerful. The platform can connect leads with resources, notify them of new products, and much more. It’s also a great channel for consumers looking to ask questions, raise concerns, or communicate directly with the brands.

If you’re looking to use the channel, being active and timely responses are key. If you’re not able to maintain an active presence and speedily respond to customers’ tweets, it can actually be more damaging than rewarding.

What to post

Most business profiles tweet a wide array of content, including product promotions, sales, funny thoughts related to their industry, data insights, and new releases.


This channel quickly emerged as a great gathering place for professionals and is a must for B2B companies.

LinkedIn users are employees and business owners interested in making new connections in their field and consuming content related to their industry. This makes it an optimal place to share blogs and other resources that offer solutions to industry-related issues.

What to post

LinkedIn is a place for people to connect with other business professionals and network online. If a LinkedIn user is following your company on LinkedIn, they likely care about the information and insights you can bring them and business-related updates.

LinkedIn is also a great platform for video. If you have the ability to create a product or insight focused video, you can see your engagement rates climb!


This platform is ideal for businesses that create a lot of visual content, such as restaurants, boutiques, and retailers. It’s a compelling way to showcase exactly what your business offers through pictures and video content.

Plus, if you use Instagram stories, you can take viewers on all sorts of journeys, whether it’s a behind-the-scenes look or store update.

What to post

Posts on Instagram should be photos, images, or short videos of content that contain your brand. This includes your brand values and personality, your company story, the expertise you can offer them, and some promotional items. 

Stories are a more casual and conversational way of posting content for your audience to see. Stories are live for 24 hours and can be done in a wide array of styles. If you are looking to drive engagement on your Stories or would like feedback for a product or campaign, you can use a poll or ask an open-ended question for your followers to answer.


Creating video content for YouTube can greatly increase the credibility of your brand and drive a lot of engagement. Optimizing your video is very important. Because it makes sure your video shows up in the search result when someone searches for related videos.

Additionally, as the platform is owned by Google, you can build out your paid campaigns directly in the Google Ads interface with targeting options powered by the largest search network.

What to post

“How to” is one of the top four content categories on YouTube. Your audience is out there looking for content to show or explain something to them. Additionally, YouTube users are 3x more likely to watch a YouTube video to learn how to use a product compared to reading instructions.

Things to avoid in social media marketing

  • Posting too much: 

Your followers want to see your content, but they don’t want their feed to overflow with your content  A good rule of thumb is to post during business hours (i.e., between 6 a.m. and 7 p.m.) and only when you have a good reason to post, like genuinely good content or an update.

  • Flashy trends:

 Trends come and go, but they could make or break your business. If you see a trend you are interested in, think carefully about the benefits of participating versus the risks, keeping in mind how your followers are likely to respond.

  • Fake followers:

 As you get further into the world of social media, it can be easy to get caught up in follower counts and be tempted into buying followers or using influencers with a high percentage of fake followers. These accounts provide no actual engagement, which is ultimately what matters in social media marketing.

  • Inconsistency: 

Try to remain consistent in the types of content you post and when. Customers will be confused if you put out different personas or engagement styles each day, throwing them off of your brand. Determine the kind of online presence you want to have and stick to it.

  • Inauthenticity:

 Remember why you got on social media in the first place – to expand your audience and increase your brand awareness. If you are projecting a persona on a social platform that is not true to your business, customers will feel misled and confused.


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