social media marketing

A Guide to Social Media Marketing: Getting Started

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Building an impactful and unique online presence takes time, effort, and commitment. It takes time and effort to succeed online, but the impact could be huge if done right.

If you’re developing social media presence, this blog will help you with what marketing on social media looks like.

In it, I’m going to discuss several different ways you can use social media as part of your marketing strategy. These come from our own experience with using various social media platforms. Also, researching strategies used by professionals who have had success with certain tactics.

You don’t have to sign up for Facebook ads before you start creating content for your profile. Neither do you need to sign up for Google Ads to get traffic to your blog from search engines.

It takes time and effort to succeed online, but the payoff could be huge. You can develop an online presence to increase brand recognition and traffic to your website.

What is Social Media Marketing?

Social media marketing is using social media platforms to build your brand. It includes everything from creating and running social pages and promoting content for your products. Social media is an extremely powerful tool for any business. It allows you to interact with potential customers on an ongoing basis.

Think of it as free advertising for your business. The unique content you create, however, should be specific to the platform you are sharing on. This will increase engagement, boost conversions and grow your brand awareness.

Let’s face it, social media can be a drag. However, with an effective SMM strategy, you can create a campaign that will generate leads and sales for your business. Of late, social media stats show that there are over 4.62 billion social media users worldwide in 2022. This number will only increase with internet availability growing.

Benefits of Social Media Marketing

Building an impactful and unique online presence takes time, effort, and commitment. It takes time and effort to succeed online, but the impact could be huge if done right.

Increase Brand Awareness

With social media marketing, you can reach a wider, more diverse audience. Most social media networks have millions of users, and connecting with them allows you to reach a big audience. These might otherwise go unnoticed by traditional marketing methods.

Social media marketing is also a great way to keep your customers engaged. For example, a Facebook page allows business owners to post promotional content. You can also respond to comments and stay on top of the brand conversation.

You Connect with Customers

With social media, customers choose to follow you. When you have quality content on your account, this comes much easier as your content can appeal to a lot of people. You can directly connect with your customers, and know who they are and what they like about your content.

Using a measure of your KPIs you can identify which content works for your audience and which one doesn’t. You can even offer great customer support by responding to customers.

Build Your Brand

The reason companies are using social media is to build their brand. The most powerful brands grow based on relationships. Social media allows consumers to connect directly with brands, as well as with each other.

Because it’s free to share your content, people who like the content are most likely to share it. People can share, like, retweet, blog, and pin, your content. This way your brand becomes a part of your audience’s conversation.

The beautiful thing about it is you can monitor all this through social listening. Unlike traditional media, social media marketing is interactive. A content creator can gauge audience reaction and respond to comments, which encourages brand loyalty.

Drive traffic to your website

Social media is great at driving traffic to your website. Some social media allow you to post content with a link. Having a link makes it easy for customers to click and check out your website for more information.

Depending on the business, you can even drive your bookings through social media. When your audience is high quality, you will get more quality traffic to your website.

What’s Involved in a Social Media Strategy?

Your audience. This is the first and most important element any social media marketing plan should include. The success of your social media campaign will depend on who your target audience is.

Your Company

If you’re working with a small or medium-sized business, your employees will be a part of your social media strategy. Your employees can help answer questions from fans, post on social media, and interact with customers on sites like Facebook.

Your Customers

Understand, your customers can help your social media strategy by spreading the word about your business. If customers talk about you on social media, it can help your business. It builds trust with customers, and other customers will see the posts and check out your business.

Your Competitors

If your competitors are using social media effectively, you might want to learn from them.

Your Social Media Management Tool

Social media management tools can help you schedule posts in advance. They can help you write social media updates in bulk, and keep track of how your posts perform. They can also measure the success of your social media campaign and help you identify areas for improvement.

Your Budget

It’s important that you have a plan for how much money your social media strategy is going to cost. Social media management is relatively inexpensive, but there are also free tools available.

Professional Help

If your social media presence is lackluster, you may want to consider hiring a professional social media marketer. While hiring a social media marketer comes at a price, it can also result in a serious boost in your company’s social media marketing.

Your Social Media Goals

Are you looking to increase your brand awareness? Or maybe you’re trying to boost sales. Whatever you’re trying to achieve through social media, it’s important to use your goals as a benchmark for your success.

Choosing a Social Platform

A nice way to build your brand is to use social media as a way to get fans and followers. However, not all social media platforms are equal. For instance, Twitter has a lot of followers, but very few people will ever see it if you’re not active on it.

Similarly, Facebook can be very popular, but if you don’t work your profile often, it could be hard for people to find you. That’s because you stand among the “people everyone knows” on the platform. Let’s look at how many people are active on different platforms.


  • Users1.9 billion reported during the second quarter of 2021,
  • Accounts for 72.19% of all social media market share


  • Users186 million daily active users worldwide
  • Accounts for 8.7% of all social media market share


  • Users1 billion monthly active users
  • Accounts for 3.9% of all social media market share



  • UsersOver 2 billion logged-in monthly users worldwide
  • Accounts for 4.69% of all social media market share


  • Users416 million monthly active users worldwide
  • Accounts for 8.15% of all social media market share

Facebook Marketing

In the world of social media marketing, Facebook is by far the most popular website. It has become the way businesses and individuals advertise themselves on the internet.

Facebook can be a great tool for attracting customers because of the variety of ways you can use it. You can use Facebook to advertise your products and services in many ways. This guide to Facebook marketing will help you develop a plan of attack to take your business to the next level. Grow website traffic, leads, and sales.

Setting up a Facebook Page

To create a Facebook page:

You must already have your own Facebook account before you can create a Facebook page. If you don’t have an account, review our lesson on getting started with Facebook.

  1. Click the drop-down arrow on the toolbar, then select Create Page.
  2. Choose either Business or Brand or Community or Public Figure as your page category.
  3. Enter a Page Name and Category, then click Continue.
  4. Upload a profile picture and a cover photo for your Page.
  5. The Facebook page will appear. From here, you can customize your page, invite people to like the page, create posts, and more.

Customizing a Facebook Page

There are many ways to customize the appearance of your Facebook page. Here are some basic tips that will help to make your page look more polished and professional.

  • Use large, high-quality images for your profile picture and cover photo.
  • Choose a short name for the page because it will also be the page URL
  • If you want people to be able to leave reviews on your page, you will need to include a street address for the organization.

Promoting Your Posts Using Paid Ads

There are different types of advertising techniques to choose from that can help you to get the most out of the platform. Paid ads are another way to increase reach and grow your audience. You can either choose to promote a page or an individual post.

This is the most common and traditional way of advertising on Facebook.

To start, you need to have a Facebook business page. You can do that by clicking here. If you already have one, you can adjust it and link it to your page.

Click on “Settings” from the drop-down menu on the right and then click “Add Page”. Facebook will guide you to set the privacy level of your page.

After that, click on “postings” in the left pane and select “Add your business”.

Twitter Marketing

Within the realms of this guide, Twitter marketing is one of the most important marketing strategies you can put in place. As I mentioned in this article on How to Grow your Email List on Twitter, having an active following is crucial.

Setting up a Twitter Profile

A business needs to have an official Twitter account. This is a way to reach out to customers who want your business, product, or service.

Your Twitter page needs to be mobile-friendly, have an URL for those customers who want to learn more about you. Also, be active in engaging with customers regularly.

When you set up your account, you can take the following steps:

  1. Create a new Twitter profile on or your mobile device.
  2. Fill in the information on the profile and answer the general information questions.
  3. Add your name, business name, website address, phone number, and e-mail address to your profile.
  4. Fill in the profile name with the name of your business.
  5. Follow all relevant Twitter users, including those who you followed.

Promoting your Posts Using Twitter Paid Ads

Twitter promotions, social media ads, and website tactics. When you use the Twitter timeline, it is important to get people to pay attention.

It is far easier to get people to spend time on your timeline if they can do so by clicking on a link within a tweet. A lot of people will spend time on a page but click on a link to go to another page.

This is a good indication that your tweet was not compelling enough to compel the person to spend their time on your website. If you do not put a compelling headline or send a link that is outside of their interest, they will be less likely to click through to your website.

There are a lot of social media marketing strategies that you can use to promote your posts on the Twitter timeline.

LinkedIn Marketing

LinkedIn has an incredible reach. It has more than 774 million users who are all professionals. Think about that for a minute. That’s huge! A solid strategy can work wonders for your business if you can use the platform effectively.

LinkedIn offers more value to its members than many pay-per-click (PPC) websites and for good reason. Searching for what you’re looking for on LinkedIn will uncover tons of useful contacts without much time commitment. Additionally, 4 out of 5 Linkedin users are decision-makers.

The social network offers its 774 million members easy access to experts in a variety of industries. It includes sales, marketing, and technology. It’s also an excellent source of news and information about the local social scene.

Setting up a LinkedIn Profile

There are many reasons to join LinkedIn, the most important reason being that it is the most trusted social media network for business. Also, the number one online network for professionals.

You can browse this site in your browser or log in to LinkedIn with a business account or a personal account. There are different ways to get into your account. If you want to have a full-fledged business page on LinkedIn, the best way is to create a LinkedIn business profile.

If you don’t know what a business profile is, a business profile is when you create your profile specifically for business. It is how a company or person stands out among others and makes a lasting impression.

Promoting Posts on The LinkedIn Timeline Using Paid Ads

The very first thing you have to consider is how to promote posts on your LinkedIn timeline. The posts that will work best for you will depend on your industry and customers.

For example, business owners will get better results posting in the morning. This is because people are more likely to visit businesses in the morning.

Your posts should not be there only to advertise your business. Instead, it should also be there to draw the customer to your profile and the post you have created to attract the customer. LinkedIn saw a 55% increase in conversations among connections in 2020

A lot of people think social media promotion is about spending money on ads and never reaching the “believers” among us. That’s a big mistake.

There’s no formula for success when it comes to social media marketing. You, however, have some things you can do to increase the likelihood of success no matter what your budget is.

Study successful campaigns and apply some of their lessons to your own business. Because of these lessons, you can develop a plan that will lead to increased traffic and more popular blog posts.

Now that we have reviewed what social media marketing is, its benefits, and how you can get started on social sites, It’s time to get started with your social media marketing.

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Nonofo Joel
Nonofo Joel

Nonofo Joel is the CEO of The Brand Shop, leading with innovative branding strategies and a passion for growth. A passionate volunteer on the Lehikeng Board, he's committed to advancing human capital development across Africa.