What is Social Media Marketing? A Step-by-Step Guide

Over the past ten years, social media has exploded in popularity. Websites such as Facebook and Twitter have become integral parts of most people’s daily lives.

By posting pictures and updates, interacting with others, and listening to what other people have to say, individuals gain valuable insights into what is happening in the world at large.

And while some may still feel that these sites are mostly for narcissistic teens and twenty-something adults looking to show off their newfound fame, there are many ways they can be used by businesses, with the power of social media marketing (SMM).

What exactly is Social media marketing?

Social media marketing: the buzzword you’ve probably heard the term thrown around a lot in recent years but what exactly does it mean? Is it just about posting on Instagram and Twitter?  Well, not exactly. Many people have a general understanding of social media marketing but don’t fully grasp the ins and outs of it. From building brand awareness to generating leads and driving sales, social media marketing can do it all.

Social media marketing is a powerful tool for businesses to connect with their target audience and promote their products or services. It is no wonder why so many companies have an account on one or more of the major sites like Facebook, Instagram, and YouTube. They know how important it is for their business and want to make sure everyone is aware of it.

But with so many different platforms and strategies to choose from, it can be overwhelming to know where to start. In this article, we’re going to break down the basics of social media marketing and give you a clear understanding of what it is and how it can benefit your business.

Why is Social Media Marketing so important?

It’s no secret that social media has become a huge part of our daily lives. In fact, according to a study by Hootsuite and We Are Social, there are now over 4.5 billion active internet users and over 3.8 billion active social media users worldwide. That’s a lot of people scrolling, liking, and sharing on their favorite platforms!

Social media marketing is important for a variety of reasons, let me break it down for you.

Step 1:

Reach Your Target Audience First and foremost, social media platforms allow you to reach a massive audience. With over 3 billion people using social media globally, you have the opportunity to connect with your target audience in a way that traditional marketing methods simply can’t match. By adding some content to the appropriate platforms, you can create an audience that will eventually become loyal consumers. This is especially true for businesses that are more than just a few pieces of equipment!

Step 2:

Build Your Brand Social media also allows you to build your brand and create a personal connection with your audience. Platforms like Instagram and Facebook allow you to showcase your brand’s personality and values, and by consistently posting valuable content, you can establish yourself as a thought leader in your industry.

There are many ways to use social media as a tool to grow your business. Some of the most common strategies include: – Product reviews – Announcements and updates – Interactive discussions – Q&As.

Step 3:

Increase Website Traffic and Sales Social media can also drive more traffic to your website and increase sales. By creating engaging content and running targeted ad campaigns, you can direct people to your website, where they can learn more about your products or services and make a purchase.

Step 4:

Get Feedback and Improve Lastly, social media platforms allow you to get instant feedback from your audience, which can be invaluable in improving your business. By engaging with your followers, you can learn what they like and dislike about your products or services, and use that feedback to improve your offerings and make more informed business decisions.

What are the different Social Media Marketing platforms?

What are different social media marketing platforms? Well, there are a lot of options out there, so let’s break it down step by step.

best social media marketing platforms compared

Image by WordStream

First off, there are the big players. Facebook, Instagram, Twitter, and LinkedIn are all examples of social media platforms that have a large user base and a wide range of features.

  1. Facebook: Facebook is one of the most popular social media platforms, with over 2.8 billion monthly active users. It’s a great platform for businesses to connect with their target audience and promote their brand but it also sparked an epidemic of fake accounts that waste company resources and do not help your business. Facebook has a variety of advertising options, including sponsored posts, carousel ads, and video ads.
  2. Instagram: Instagram is a visual platform with over 1 billion monthly active users. It’s a great platform for businesses to showcase their products and services through visually appealing content. Instagram also has a variety of advertising options, including sponsored posts, stories, and IGTV ads.
  3. Twitter: Twitter is a micro-blogging platform with over 330 million monthly active users. It’s a great platform for businesses to share real-time updates and engage with their audience. Twitter also has a variety of advertising options, including promoted tweets, promoted accounts, and promoted trends.
  4. LinkedIn: LinkedIn is a professional networking platform with over 740 million monthly active users. It’s a great platform for businesses (B2B marketing) to connect with other professionals and promote their brands. LinkedIn also has a variety of advertising options, including sponsored posts, sponsored InMail, and sponsored content.
  5. YouTube: YouTube is a video-sharing platform with over 2 billion monthly active users. It’s a great platform for businesses to share videos and promote their brand. YouTube also has a variety of advertising options, including pre-roll ads, display ads, and sponsored cards.
  6. TikTok: TikTok is a short-form, video-sharing app with over 1 billion monthly active users. It’s a great platform for businesses to create fun and engaging content and promote their brand. TikTok also has a variety of advertising options, including in-feed ads, branded hashtag challenges, and branded effects.
  7. Pinterest: Pinterest is a visual platform where users can save and share images and videos with over 400 million monthly active users. It’s a great platform for businesses to showcase their products and services and promote their brand. Pinterest also has a variety of advertising options, including promoted pins, promoted carousels, and promoted videos.
  8. Snapchat: With over 255 million active users, Snapchat is a great platform for creating engaging and interactive content. It’s particularly popular among younger audiences and is a great way for businesses to connect with them.
  9. Finally, there are platforms that are focused on communities and groups. Reddit, Quora, and WhatsApp groups are some examples of this type of platform. These platforms are great for businesses that want to connect with a specific group of people and build a community around their products or services.

Social media marketing doesn’t stop when you go home from work, it is always on. This means anyone can monitor what you are doing at any time. Each social media platform comes with its own unique features and audience. It’s important for businesses to understand the different platforms and how they can be used to connect with their target audience and promote their brand.

How to do Social Media Marketing?

Marketers are concerned with how their messaging is delivered when developing marketing programs. Social media, both free and paid, aids in getting those messages to the right people at the right time. Brands can also learn more about their audience’s personal, geographic, and demographic information through social media. This allows organizations to tailor their messaging and content for maximum engagement.

Pillars of Social Media Marketing: Understanding the Fundamentals


Social media marketing is a constantly evolving field, but there are certain fundamental principles that should be followed in order to be successful. These principles are often referred to as the “pillars of social media marketing”. They include:

  • Strategy

The first step in creating a successful social media marketing plan is to develop a strategy. This includes setting goals and objectives, identifying target audiences, and determining which platforms will be the most effective for reaching those audiences.

For example, if your goal is to increase brand awareness among young adults, you may want to focus on platforms like Instagram and TikTok that have a high percentage of users in that age range.

  • Audience research and targeting

Once you have a strategy in place, the next step is to research and identify your target audience. This includes analyzing demographics, interests, and behaviors to create detailed buyer personas. This information will help you tailor your messaging and content to the specific needs and wants of your target audience.

For example, if you’re targeting working professionals, you may want to focus on LinkedIn as your primary platform and create content that appeals to their career-related interests.

  • Platform selection

After researching and identifying your target audience, the next step is to select the platforms where they are most active. Platform selection should be based on the specific goals of your campaign.

For example, if your goal is to increase brand awareness, platforms like Facebook, Instagram, and Twitter are ideal, while if your goal is to drive sales, platforms like Pinterest and Instagram shopping are more effective.

  • Content creation and distribution


Once you have selected the platforms, the next step is to create content that resonates with your target audience. This includes text, images, videos, and live streaming. It’s important to make sure that the content is relevant, engaging, and visually appealing. When creating content for your social media marketing strategy, it’s important to adhere to the 70-20-10 rule to ensure a healthy mix of content types and increase engagement. The rule suggests that 70% of your content should be focused on your core message, 20% should be curated or shared content, and 10% should be experimental and outside of your usual content focus. Content should be distributed on a consistent basis to keep your audience engaged and interested.

For example, if you’re targeting working professionals, your content should be focused on career development, work-life balance, and professional growth.

  • Engagement and community building

Building a community on social media is important for creating brand loyalty and driving engagement. This includes responding to comments and messages, creating conversations, and promoting user-generated content. It’s important to show your audience that you care about their opinions and that you’re listening to their feedback.

For example, if you’re targeting working professionals, you can create a LinkedIn group and encourage discussions on career-related topics.

  • Advertising and paid promotions

Social media advertising can be a powerful tool for reaching a large audience quickly. It’s important to set a budget and determine which platforms will be the most effective for your campaign. Platforms like Facebook, Instagram, and LinkedIn offer a variety of targeting options, allowing you to reach specific demographics and interests.

While organic engagement is important, paid promotions can also play a role in driving engagement and reaching new audiences. This includes using social media advertising, influencer marketing, and other paid promotions to reach your target audience.

  • Analytics and Measurement

The final step in any social media marketing campaign is to measure and analyze your results. This includes tracking your metrics, such as engagement, reach, and conversions, and using that data to optimize your strategy and improve your ROI.  By constantly measuring and analyzing your results, you can improve your social media marketing efforts over time.

Advantages and disadvantages of Social Media Marketing

Advantages of Social Media Marketing:

  • Increased brand awareness and reach
  • More opportunities for engagement and customer service
  • Cost-effective and efficient promotion
  • Better targeting and personalization
  • Provides valuable insights and analytics
  • Helps increase website traffic
  • More opportunities for lead generation and conversions

Disadvantages of Social Media Marketing:

  • The constant need for fresh content
  • Time-consuming and resource-intensive
  • Risk of negative feedback or backlash
  • Difficulty in measuring ROI
  • Privacy concerns and data security risks
  • Can be overwhelming with too many platforms
  • Can be distracting and lead to procrastination

Social media marketing can be a powerful tool for businesses, but it’s important to understand the potential downsides and be prepared to manage them. It’s also essential to use it strategically, being selective with the platforms you use and the content you post.

Also, read: Which is better for your business, social media marketing or digital marketing?

What is the future of social media?

The Future of Social Media Marketing: A Look into What’s Next

It’s no secret the way we interact with others has changed dramatically in recent years. With the evolution of technology, people have become more connected through different channels- from messaging apps to chat groups and forums, to social networks.

The future of social media marketing is constantly evolving, and with every new channel that emerges, there are always two main questions that arise: how will this influence our society and relationships, and what will be done with all of this information?

As we look ahead, it’s hard to predict exactly what will happen in the realm of SMM, but there are certain trends and developments that we can expect to see in the coming years. Some of these may bring positive changes and others may have negative impacts, but the key is to stay aware and adapt accordingly.

Let’s delve into and examine this further:

  1. Increased focus on video content: Video has been growing in popularity for a while, and it’s expected to continue to be a major focus in the future of SMM. Platforms such as Instagram, TikTok, and YouTube will become more important in terms of reaching and engaging with audiences.
  2. Emphasis on personalization: With the rise of data and analytics, there will be an increasing focus on personalizing messages and content to specific audience segments. This will require marketers to have a deep understanding of their audience’s needs and preferences.
  3. The rise of visual and immersive content: With the growth of platforms like Instagram and TikTok, visual content will continue to be a major focus in social media marketing. Brands will also experiment with immersive technologies such as virtual and augmented reality to create more interactive and engaging experiences for their audience.
  4. The emergence of new platforms: As technology continues to evolve, new social media platforms will emerge and gain popularity. This will require marketers to be agile and adapt to new platforms in order to reach new audiences.
  5. Greater Emphasis on Influencer Marketing: Influencer marketing has been on the rise in recent years, and it’s likely that this trend will continue. Businesses will continue to partner with influencers to reach new audiences and promote their products or services.
  6. Integration of AI and automation: Artificial intelligence and automation will play a more significant role in the future of SMM. This will enable brands to save time and resources by automating repetitive tasks and improving their targeting and personalization.
  7. Greater Focus on Authenticity and Transparency: With more and more businesses using social media, consumers are becoming increasingly savvy. They want to see authentic and transparent content from brands. We’ll likely see businesses focusing more on creating genuine and meaningful connections with their audiences.
  8. Greater focus on privacy and security: In light of recent data breaches and privacy concerns, social media platforms will likely place greater emphasis on user privacy and security in the future. This may affect how brands collect and use data.
  9. Emphasis on social commerce: Social media platforms will continue to evolve to enable more seamless transactions between brands and consumers, making it easier for users to purchase products and services directly from social media.

Overall, the future of SMM will require brands to be more creative, adaptive, and strategic in their approach to reaching and engaging with audiences across different platforms and mediums.


In conclusion, social media marketing is a powerful way to reach and engage with your target audience. By creating a strategic plan, understanding your audience, and consistently creating and sharing valuable content, you can drive brand awareness and conversions through social media platforms. It’s important to remember that each business and marketing channel is unique, so it’s essential to test and adjust your strategies to see what works best for you. But the good thing is that with the help of Social media marketing you can easily target your audience and can increase your brand awareness and conversions.



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