What is Social Media Marketing (SMM), Why, How to, and More

What is Social Media Marketing (SMM), Why, How to, and More

Nowadays, social media is prevalent in many facets of our lives. It has not only revolutionized the way we communicate and share information, but it has also transformed the way businesses market themselves.

In this ultimate guide, we will take a deep dive into social media marketing, including its benefits, best practices, and strategies to help businesses succeed in their SMM efforts.

What is Social Media Marketing?

What is Social Media Marketing

Social media marketing (SMM) is the process of using social media platforms to promote products or services, build brand awareness, and engage with customers. It involves creating and sharing content and brands on social media channels such as Facebook, Twitter, Instagram, LinkedIn, YouTube, and TikTok to engage with the target audience and drive business goals.

SMM has become an essential part of modern marketing strategies, as social media platforms have become a primary source of information, communication, and entertainment for billions of people worldwide. By using SMM, businesses can connect with their target audience, build brand awareness, generate leads and sales, and enhance customer engagement and loyalty.

SMM encompasses a range of activities, including creating and publishing content, engaging with followers, running ads and promotions, collaborating with influencers, tracking metrics and analytics, and responding to feedback and inquiries. By implementing these activities effectively, businesses can leverage the power of social media to achieve their marketing objectives and grow their business.

Why is Social Media Marketing Important

There are numerous advantages of social media marketing to businesses, some of which include:

Increased Brand Awareness

Social media platforms such as Facebook, Twitter, Instagram, and LinkedIn provide businesses with an opportunity to increase brand awareness by reaching a larger audience. By creating and sharing engaging content, businesses can attract more followers and increase their visibility.

Improved Customer Engagement

Social media allows businesses to engage with their customers directly, providing a platform for two-way communication. This enables businesses to address customer queries, resolve issues, and respond to feedback in real-time, which can help build customer loyalty.

Cost-Effective Marketing

Traditional marketing strategies like TV or print advertising may not always be as cost-effective as social media marketing. Businesses can create and share content on social media platforms for free, and they can also use paid advertising to target specific audiences at a lower cost.

Increased Website Traffic and Sales

Social media platforms can be used to drive traffic to a business’s website, which can increase the chances of converting visitors into customers. This social media advertising can also be used to target audiences that are more likely to make a purchase, increasing sales and revenue.

Social Media Marketing Statistics

Social media marketing has become increasingly popular over the years, and for good reason. It is an effective way for businesses to reach potential customers and build brand awareness. These are some figures from social media marketing that show its efficacy:

  • There are over 3.96 billion social media users worldwide, which equates to around 51% of the global population.
  • Social media usage has increased by 13% in the past year alone.
  • 83% of social media users expect brands to be present on social media.
  • Social media is used to research items by 54% of consumers.
  • 71% of customers who have enjoyed working with a brand on social media are inclined to tell others about it.
  • Social media use lasts, on average, 2 hours and 25 minutes every day.
  • Social media advertising spend is expected to reach $102 billion in 2021.
  • Video content performs well on social media, with 54% of consumers wanting to see more video content from brands.

These statistics demonstrate the advantages of social media marketing and highlight the importance of having a strong social media presence. By utilizing social media platforms effectively, businesses can reach potential customers and build brand awareness. It is important to keep up with social media marketing trends and adjust your strategy accordingly to stay ahead of the competition.

How to Market on Social Media

Businesses should adhere to the following recommended practices to get the most out of social media marketing:

Define Goals and Objectives

Before embarking on an SMM campaign, businesses should define their goals and objectives. This can help them determine which social media platforms to use, what type of content to create, and how to measure success.

Know Your Audience

To create content that resonates with their target audience, businesses must understand their demographics, interests, and behavior patterns. This can help them create content that is relevant and engaging, increasing the chances of attracting and retaining followers.

Create Engaging Content

Engaging content is key to attracting and retaining followers on social media platforms. Businesses should create content that is informative, entertaining, and visually appealing, and should use a mix of formats such as text, images, and videos.

Use Hashtags

Hashtags can help increase the visibility of social media posts by making them more discoverable. Businesses should use relevant hashtags in their posts, and should also create their own branded hashtags to help promote their brand.

Monitor and Respond to Feedback

Monitoring and responding to feedback is essential to building a strong social media presence. Businesses should regularly monitor their social media channels for comments and feedback, and should respond promptly and professionally to any queries or concerns.

Social Media Marketing Strategies

To succeed in social media marketing, businesses should use a combination of strategies, including:

Content Marketing

The process of content marketing entails producing and disseminating worthwhile content that appeals to and engages a target audience. These can include social media updates, blog entries, articles, videos, and infographics.

Influencer Marketing

Partnering with social media influencers to market a company or product is known as influencer marketing. Businesses may enhance brand awareness and reach a larger audience with the aid of influencers.

Paid Advertising

Paid social media advertising can help businesses reach a targeted audience and increase engagement and sales. This can apply to Facebook advertising, promoted tweets, and sponsored posts.

Social Media Analytics

Social media analytics can help businesses track the performance of their SMM efforts and make data-driven decisions. By analyzing metrics such as reach, engagement, and conversions, businesses can optimize their SMM strategies and improve their ROI.

Social Listening

Social listening involves monitoring social media channels for mentions of a brand or product, and analyzing the sentiment behind those mentions. This can help businesses identify customer pain points, gain insights into their competitors, and improve their reputation management.

The Top Platforms for Social Media Marketing and How to Utilize Them

With the ever-growing popularity of social media, there are a plethora of social media platforms available for businesses to use as part of their marketing strategy. Each platform has its unique advantages, audience, and demographics. Let’s take a look at some of the best social media networks and how to use them effectively for marketing.


Facebook is the largest social media platform, with over 2.8 billion monthly social media users. It’s an excellent social platform for businesses to connect with potential customers and build brand awareness. One of the main advantages of Facebook is the ability to target people at the right time, in the right place, with the right message. With Facebook Ads, businesses can target users based on their age, location, interests, and behaviors.

To use Facebook effectively for marketing, brands should create a business page and regularly post engaging content that resonates with their audience. Customer service is also crucial on Facebook. Responding to comments and messages in a timely and professional manner can help build a positive reputation for the brand.


Instagram is a visual platform that has over 1.2 billion monthly active users. It’s an excellent platform for businesses that want to showcase their products and services through visual content. One of the main advantages of Instagram is the ability to reach potential customers who are interested in the brand or product. With Instagram Ads, businesses can target users based on their interests, behaviors, and demographics.

To use Instagram effectively for marketing, brands should create a visually appealing business profile and regularly post high-quality photos and videos. Using relevant hashtags can also help reach potential customers. Instagram Stories and Reels are also great features that can help increase engagement with the audience.


Twitter is a platform that has over 330 million monthly active users. It’s an excellent platform for businesses that want to connect with their audience in real-time and build relationships with potential customers. One of the main advantages of Twitter is the ability to join conversations and trends related to the industry or niche. Brands can also use Twitter to provide customer service and quickly respond to inquiries and complaints.

To use Twitter effectively for marketing, brands should create a professional business profile and regularly post engaging content that sparks conversations. Using relevant hashtags and joining conversations can help increase the brand’s visibility and reach. Brands should also prioritize customer service on Twitter and respond to inquiries and complaints promptly.


LinkedIn is a platform that has over 740 million members, making it the largest professional networking platform. It’s an excellent platform for businesses that want to connect with other professionals in their industry and build their brand reputation. One of the main advantages of LinkedIn is the ability to target users based on their job title, industry, and location.

To use LinkedIn effectively for marketing, brands should create a professional company page and regularly post relevant and informative content. LinkedIn is also an excellent platform for B2B marketing and lead generation. Brands can use LinkedIn Ads to target decision-makers and potential clients in their industry.


With over 2 billion active users each month, YouTube is the most popular video-sharing website. It’s an excellent platform for businesses that want to create engaging video content to showcase their products and services. One of the main advantages of YouTube is the ability to reach a global audience and increase brand awareness.

To use YouTube effectively for marketing, brands should create a YouTube channel and regularly post high-quality video content. Creating video content that educates and entertains the audience can help increase engagement and build brand loyalty. Brands can also use YouTube Ads to target users based on their interests and demographics.

The Pillars of Social Media Marketing

No matter which social media platform a brand chooses to use, it’s important to have a solid social media strategy in place. Social media marketing is built on the following pillars:

  1. Planning and Strategy: Creating a social media plan and defining the brand’s goals and objectives.
  2. Content Creation: Creating high-quality content that resonates with the audience and aligns with the brand’s message.
  3. Engagement: Building relationships with the audience through conversations, comments, and messages.
  4. Analytics: Measuring and analyzing the performance of the social media strategy and adjusting accordingly.

By following these pillars, brands can create a successful social media marketing campaign that reaches potential customers and builds brand loyalty.

How to Succeed in Social Media Marketing

To succeed in SMM, businesses should follow best practices such as defining goals and objectives, knowing their audience, creating engaging content, using hashtags, and monitoring and responding to feedback. They should also use a combination of strategies such as content marketing, influencer marketing, paid advertising, social media analytics, and social listening.

Businesses can gain a lot from social media marketing, such as better consumer involvement, enhanced brand awareness, cost-effective marketing, and increased website traffic and revenue. By implementing these strategies, businesses can build a strong social media presence, connect with their target audience, and achieve their marketing goals.

If you need help with social media marketing whether it’s social media management, advertising, or content creation, 427 Digital can provide you with the expertise and support you need to succeed. Contact us today to learn more about our services and how we can help you take your social media marketing to the next level.