• Businesses are actively investing in social media marketing. 
• SMM allows your business to reach around 62.6% of the world’s population. 

Ignoring social media in marketing can spell doom for your business, here are 15 easy ways to market your business on social media. Social media has become an undeniable force for businesses and presents a powerful opportunity to connect with customers, build brand awareness, and drive sales. However, navigating this landscape requires a strategic approach. 

According to Data Reports, as of April 2024, over 5.07 billion individuals use social media globally, representing 62.6% of the world’s population. Your business can reach all these individuals with a strategic approach. Plus, this number is growing at an annual rate of 5.4%. The report further says that the average person spends around 2 Hours and 27 minutes per day on social media platforms. 

Sprout Social estimated that social media ad spending will soon cross $219.8 billion in 2024. The report further states that $255.8 billion of total social media ad spending will be generated through mobile by 2028. All these statistics reveal that social media is a credible ground for businesses to market themselves. 

1. Start with Creating a Comprehensive Social Media Marketing (SMM) Strategy

A comprehensive social media marketing (SMM) strategy lays the foundation for success and provides a blueprint for achieving business goals. Marketers can start by setting Specific, Measurable, Achievable, Relevant and Time-Bound (SMART) goals that align with their business objectives.

Some goals might be to increase brand awareness by 20% in the next quarter, drive 10% more website traffic through social media, or generate 50 qualified leads per week. All these are SMART goals that can be achieved by creating a comprehensive SMM strategy. 

For example, a local bakery, A, wants to increase brand awareness and drive in-store traffic. Their SMART goal would be to gain 1,000 new followers on Instagram within the next three months. With a 2% click-through rate on posts promoting their new weekend brunch menu, they can achieve their SMART goal. 

2. Choose the Right Social Media Channel

Picking the right social media channel is like aiming for a bullseye. A strategic approach dictates how effectively you reach the target audience and maximize the marketing impact. Note that each social media platform has a distinct personality and user base, and brands/businesses must choose the right channel. 

Facebook ➖the granddaddy of social media, boasts a massive and diverse audience. It can be an excellent choice for general brand awareness campaigns and content marketing. Instagram ➖is a heaven for visual content and thrives on images and short videos. Twitter ➖well-known for real-time conversations and breaking news. LinkedIn ➖is the professional networking platform that caters to B2B businesses and professionals. 

Demographics and social media habits play a crucial role in channel selection. A Pew Research Center survey states that 88% of 18-29-year-olds use social media, compared to 73% of adults. Also, people often follow brands or content creators that align with their hobbies and interests. 

For example, a company, B, sells fitness trackers and wishes to target your professionals. Their research shows that their audience is more active on Instagram and YouTube. The team shall create visually appealing infographics showcasing product features on Instagram and partner with fitness influencers on YouTube. This approach proved successful as they selected the right social media channel. 

3. Optimize Your Social Media Profile

In the digital age, your social media profile is your online storefront. It’s the first point of contact customers have with the brand; hence, optimizing the profile is vital. According to a Microsoft study, the human attention span is diminishing and has shrunk to an average of 8 seconds. Hence, a startling social media profile can help grab their attention. 

Social Media Today research reveals that a complete and optimized social media profile might boost conversion rates by up to 25%. Hence, optimizing a profile can significantly improve social media marketing and return on investment (ROI). Here are a few tips for optimizing social media profiles. 

Focus on the profile picture and cover photo, as these visuals are like billboards for your brand. Use high-quality, professional images that clearly represent your business. Note that the username should be easy to remember and consistent across platforms. Also, do not leave visitors guessing what to do next; hence, include a clear call to action (CTA) in the bio. 

For example, a local coffee shop, C, uses high-resolution images on its storefront as its profile picture and mouth-watering images of its latte art as its cover photo. Its bio clearly states that it’s a specialty coffee shop offering ethically sourced beans and freshly baked pastries. It also includes a clear CTA like “Visit us for your morning cup of Joe!” 

4. Introduce Yourself

In a fiercely competitive social media landscape, the competition for attention is cutthroat, and introducing yourself as a business can be a powerful marketing tool. It’s your chance to establish a connection, build brand personality and leave a lasting impression on potential customers. 

A Sprout Social study found that 78% of consumers are likely to do business with a company that shows personality on social media. Hence, introducing yourself allows the brand to inject personality and warmth into your brand. Also, social media thrives on interaction and community, and an engaging introduction sets a positive tone for future communication. 

To craft a compelling introduction, go beyond the basics. Avoid just listing your products or services; tell your story. Let the audience know what inspired you to start your business. What makes your brand unique? Etc. Let the brand personality shine through. Maintain a consistent voice across all introductions, as it helps build brand recognition. 

For example, Company D, which specializes in unique, funny-scented candles, uses humor to introduce itself. Their bio strategically and playfully describes their candle creations with quirky names like “Procrastination Station” and “Burnt Out Boss,” etc. This touch of lighthearted humor in the introduction resonates with their target audience, who appreciate a touch of humor in their everyday lives.

5. Strategically Use Hashtags

Hashtags (#) are like magic spells on social media platforms. If used strategically, they can propel your content into the feeds of targeted audiences and significantly increase your reach. Marketers must understand hashtags’ strategic use, which can be a powerful tool for a successful SMM strategy. 

According to a Brand watch study, tweets with hashtags result in 17% more engagement than those without. Hashtags act as discovery tools, allowing users to find content related to specific topics or interests. Not all hashtags are created equal, and marketers need to find the balance between using popular hashtags for increased visibility and incorporating niche hashtags to attract qualified leads. 

Conduct proper research and analysis to strategically use hashtags. Avoid throwing random hashtags; instead, use social listening tools and explore trending hashtag sections to identify relevant hashtags the target audience uses. Avoid limiting yourself to a single hashtag; marketers can also consider creating a branded hashtag specific to their business or campaign. 

For example, eco-conscious clothing company D uses a combination of popular hashtags like #sustainablefashion and #ethicalclothing to reach a broader audience interested in eco-friendly clothes. They might also incorporate niche hashtags like #organiccotton and #veganapparel to target a more specific customer base. 

6. Work with Influencers

Influencers reign supreme in the social media landscape because they’ve built dedicated followings and established themselves as trusted sources within their niche. Partnering with the right influencers can be a game-changer for social media marketing strategies that aim to boost brand awareness, credibility, and sales. 

According to a study by Edelman, around 63% of consumers globally trust influencers over traditional advertisements; this statistic highlights the power of social proof. Influencers have cultivated communities of highly engaged followers. Strategic partnerships with them allow brands to tap into their audience and reach a targeted demographic already interested in their niche. 

When selecting influencers, avoid going just for follower counts. Choose the influencers whose values, content style, and target audience align with your brand. Also, consider influencers’ follower size. Macro-influencers with millions of followers offer broad reach, while micro-influencers with thousands of followers boast higher engagement rates. 

For example, a vegan food startup, V, this company collaborates with vegan food bloggers on YouTube. The bloggers shall create recipe videos featuring the startup’s plant-based meat alternatives. This strategy further leverages the blogger’s capability and credibility and allows them to showcase the versatility and taste of the products, driving brand awareness and potential sales. 

7. Run Social Media Ads

In the ever-evolving social media marketing landscape, organic reach is valuable and attainable when running social media ads. Running such ads amplifies the brand message, allows it to reach wider audiences, and ultimately leads to achieving marketing goals with laser precision. 

SMM advertising platforms offer sophisticated targeting opportunities. Marketers can define their ideal customers by demographics, interests, behaviors, and even online activities. Unlike traditional advertising, SMM ads provide detailed analytics; brands can track impressions, clicks, engagement rates, and even conversions, which further allows them to measure the effectiveness of ad campaigns for better results. 

According to Sprout Social, the total social media ad spend might cross $219.8 billion by 2024, highlighting the growing importance of paid advertising. They also predicted that around $255.8 billion of social media advertising spending will be generated through mobile by 2028. 

For example, an e-commerce startup, E, leveraged Instagram Ads to promote its new line of organic skincare products. It further targeted its ads towards women interested in beauty and wellness, showcasing user-generated content featuring its products and highlighting its positive customer reviews. This approach builds trust and entices potential customers to visit its website and make purchases. 

8. Set Up Shop

Multiple social media platforms allow businesses to set up shop directly within their social media profiles. This approach is blurring the line between browsing and buying. Shopify states that 73% of shoppers worldwide used social media to discover new products in 2023. 

Social media shops eliminate the need to navigate away from the platform to a separate website. This further reduces purchase friction, leading to higher conversion rates. As people are already engaged with the platform, setting up shop here transitions into making the buying process smoother. 

Platforms like Facebook and Instagram offer built-in shop functionalities. Some of these features allow brands to showcase their products, set prices, manage inventory and even process payments directly within the platform. These features enhance customer experience. They can include high-quality product images, detailed descriptions, and customer reviews and integrate chatbots for real-time customer support. 

For example, the clothing boutique G skillfully used Facebook Shops to showcase their latest fashion collections. Customers can browse photos of models wearing the clothes and provide detailed descriptions and size charts. This shop also integrates a feature that allows customers to message the boutique for any query before purchasing. This approach eliminates friction and provides a convenient way for customers to learn about the products. 

9. Go Live

Going live on social media presents an opportunity to connect with the audience in real-time, fostering a sense of connection and authenticity. Live streaming can be a powerful tool with the potential to engage with the audience, showcase brand personality, and achieve marketing objectives. 

According to a Wyzowl study, video is the third most engaging type of video content, and 37% of social media users find it the most engaging format. Live streaming offers an element of rawness and immediacy that captivates viewers and encourages them to interact. Live streams also create a two-way communication channel. 

Brands can host Live Q&A Sessions to answer audience questions about the products, services or industry. This helps provide valuable information and positions the brand as a thought leader. Product demos and tutorials help showcase products or services in action while allowing viewers to see how the offerings work and their potential benefits firsthand. 

For example, a local fitness studio, S, periodically conducts live workout sessions on Instagram Live. This approach allows potential clients to experience the instructor’s style and get a taste of the studio’s atmosphere and ambience before signing up for a class. Live streams also encourage existing members to participate remotely if they cannot attend a class in person. 

10. Engage with Your Audience

Social media is not a one-way street; engaging with the audience is crucial for building relationships, generating brand loyalty and achieving marketing goals. Engagement boosts brand perception, as responding to comments and messages shows that you care about your audience. 

A Sprout Social study reveals that 75% of consumers expect brands to respond to their social media messages within the first 24 hours. Marketers must promptly and genuinely interact with their audience as it fosters a positive brand perception and builds trust. 

To capitalize on audience engagement:

1. Make it a habit to respond to all comments and messages, both positive and negative.
2. Address customer concerns promptly, thank them for compliments and participate in conversations.
3. Run social media contests or giveaways to incentivize engagement. 

For example, the Coffee Shop Chain Z encourages customers to share photos of their intuitive coffee creations on Instagram using the hashtag #youcupofjoe. They go beyond reposting user-generated content; they comment on pictures and engage in customer conversations in the comments section. This interaction builds a sense of community and encourages repeat business. 

11. Run Contests & Giveaways

In social media marketing, contests and giveaways hold immense power. They act like magnets with the power to attract new followers, boost engagements and generate excitement around the brand. Short Stack reveals that contests boost brand awareness by up to 90%. 

Contests and giveaways can create a snowball effect. Participants share them with their network, which expands reach beyond the existing follower base. The allure of winning a free product or service further incentivizes users to like, share, comment on, and follow the page, thereby boosting brand engagement metrics. 

To craft compelling contests and giveaways, avoid offering generic prizes. Instead, choose a reward that aligns with the brand’s target audience. This ensures that the brand attracts suitable people. Set clear guidelines for participation, eligibility criteria, and how winners will be chosen to showcase authenticity and genuineness. 

For example, the photography app P runs photo contests on Instagram, encouraging users to submit photos edited with the app and tag a friend. The winner of the competition receives high-end premium camera accessories. This contest intelligently aligns with the app’s purpose, attracting users who actively edit photos. The approach further expands their reach to the network of friends tagged in the entries. 

12. Leverage Trends

Social media thrives on trends, and multiple moments of cultural significance, viral challenges, or trending topics have captured attention. Businesses can skillfully leverage these trends to position themselves in the spotlight, generate buzz, and connect with their audience on a deeper level. 

A Social bakers study revealed that brand posts that refer to trending topics receive two times higher engagement than the competition. Trends offer a springboard to showcase the brand personality and connect with the audience on a relatable level. Humorously referencing such trending memes or participating in a viral challenge demonstrates that the brand is aware of current events and can connect with the audience on a personal level. 

To capitalize on trends, businesses need to stay informed, utilize social media listening tools, follow industry publications, and actively engage with the target audience. They need to adapt and avoid blindly jumping on every trend. Carefully choose a trend that organically aligns with the brand voice and target audience. Note that a forced attempt can appear inauthentic or in bad taste. 

For example, a sneaker brand, Sneaks, uses trending dance challenges on TikTok to showcase its newest shoe styles. It actively partners with social media influencers to create engaging videos featuring the dance moves and the brand’s sneakers. This helps leverage the popularity of the challenge while promoting its product in a fun and organic manner. 

13. Create and Cater for a Community

Businesses must focus on building a thriving community around the brand, as this is the key to fostering loyalty, generating organic brand advocacy, and achieving sustainable growth. According to Edelman, 83% of consumers are likely to recommend brands they feel connected to. 

Communities provide a credible platform for direct interaction with the audience. By encouraging discussions and feedback, brands can gain valuable insights into customer preferences, needs and pain points. This information provides additional insight for refining the products, services and overall marketing strategy. 

Encourage interactions to capitalize on community building. Avoid being one-way broadcasters; respond to comments, answer questions, and actively participate in conversations. They can also encourage user-generated content by hosting contests, featuring customer photos or videos, and acknowledging user contributions. 

For example, an online Yoga Studio, Y, skillfully utilizes a private Facebook group for its members. The group offers a space for members to discuss yoga poses, share workout routines, and motivate each other. The studio owner actively participates in the user group, answering questions, providing workout tips and hosting live yoga sessions for group members. This approach creates a sense of exclusivity, fosters a strong sense of community, and encourages loyalty and repeat business. 

14. Use the Right Tools

Excelling in social media marketing demands a diverse and precise toolkit. There are tools available for post-scheduling, data analysis, etc. These tools are aimed to streamline the workflow, boost efficiency and help brands achieve marketing goals. A Buffer study revealed that social media managers save 6 hours per week using scheduling tools. 

Social media analytics tools provide invaluable insights regarding audience demographics, content performance, and campaign effectiveness. This data empowers marketers to make informed decisions about their social media strategy, tailor content to resonate better and optimize efforts for maximum engagement and effectiveness. 

Here are some popular social media management tools categorized accordingly. Scheduling tools allow you to schedule posts across multiple platforms, manage content calendars, and collaborate with team members. For example, Hootsuite and Buffer. Analytics tools help track KPIs, such as Sprout Social and Brand24. Content creation tools help you design eye-catching graphics, videos, etc., for example, Canva and Adobe Spark. 

For example, a local bakery, L, uses a free scheduling tool to plan its social media posts for a week in advance. This approach allows them to consistently publish fresh content without the hassles of staying active on social media. These approaches offer social listening features, allowing them to monitor brand mentions and identify trending topics to incorporate their content strategy.

15. Test & Track Performance

Social media is beyond the “set it and forget it” scenario. The key to successful SMM lies in constantly testing, analyzing, and refining campaigns. Marketers can track performance, implement A/B testing strategies, and optimize social media efforts for maximum impact. Hence, businesses must invest in testing and tracking performance. 

A Social Media Examiner report suggests that 80% of marketers agree that social media measurement is crucial to justify the ROI of their social media efforts. Strategically tracking performance allows marketers to see what type of content resonates with their audience, what drives engagement, and what contributes to achieving marketing goals. 

Prominent testing and tracking strategies include A/B testing and key Performance Indicators (KPIs). A/B testing allows marketers to compare two variants of a social media post to see which performs better. KPIs include metrics like likes, comments, shares, reach, website traffic, etc. This data allows marketers to identify areas for improvement. 

For example, an online learning language platform called P tracks website traffic generated through social media campaigns. It analyzes which social media platforms drive the most website visits and conversions. This knowledge helps in proper budget allocation for the highest ROI. 

In conclusion, marketing on social media platforms is essential for every business in today’s digital world. Companies can use any or a combination of the tips mentioned above to leverage SMM skillfully. With technological advancements and a boost in social media, businesses must focus on marketing on social media to achieve business goals.