Social Media Marketing Guide for Businesses in 2024

Social media marketing ultimate guide
  • Andre Kay
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Social media is a pivotal platform businesses can leverage to create brand awareness, promote sales, and maintain an active customer base. 

Not only does social media marketing help you scale your business, it provides opportunities to learn about your target audience and build a sustainable relationship with them.

By using paid and organic social media marketing, you can learn more about your followers and discover more effective ways to reach them with your products and services.

This guide will provide you with everything you need to know about social media marketing, including the benefits of social media marketing and how to utilize social media marketing effectively. 

About Sociallybuzz

Sociallybuzz is a leading social media marketing, management, and digital advertising agency for small and medium-sized businesses. With over 12 years of experience, we know how to create and execute marketing campaigns that will help you grow your business. Our social media agency has created successful targeted social media campaigns that acquired our customers more leads, sales, and revenue.

Check out some of our case studies:

  1. 10.57% Conversion for Our Client Leveraging Google Performance Max. Learn More
  2. We used Facebook Ads and Google Ads to Drive Over 6 Figures in Sales for a B2B Brand. Read More
  3. 18X Return on Advertising Spend and Over $3 Million in Sales for an Online Store. Read More

What is social media marketing?

social media

Social media marketing is a type of digital marketing where you use popular social media platforms, such as Facebook, Instagram, and X (formerly known as Twitter), to promote your business, attract customers, and sell your products or services. 

Social media marketing does not end with creating a social media account and posting your products and services; it involves measurable marketing strategies that yield a timely return on investment. 

Social media marketing can include launching and promoting a new product, posting content, in the form of images, stories, videos, and live videos, that reflects your brand and draws in the right audience, building a social media community, and interacting with your customers by responding to comments, shares, and likes. 

Social media marketing also involves paid social media advertising, where you get to promote your business to a large number of users who are your highly targeted audience.

Benefits of social media marketing

Social media is one of the best free marketing platforms for small businesses. The following are the benefits of social media marketing: 

Increase brand awareness: 

Social media gives your business a visual treat. It increases your brand visibility by boosting brand awareness. Better awareness translates to better marketing results for your business.

If you want to build your visual identity and expand your reach, consider running campaigns that drive social engagement, including comments, likes, shares, reposts, and saves. It also aids in raising brand awareness by driving traffic to your website. 

You can accomplish this by including links in your posts, bio, and profile that point to your website, where customers can take actions like filling out forms or making purchases.

Generate leads and increase conversions:

Sharing and promoting your product and services on social media to people who follow your account and interact with you is a simple approach to enhance lead generation, increase conversions, and raise sales. 

You can also directly generate leads and conversions on these platforms through features like Instagram/Facebook stores, direct messaging, call-to-action buttons on profiles, and appointment booking options.

Humanize your brand: Social media allows you to add the human touch to a brand and make your business an active player in your industry. 

Customers appreciate it when they feel they’re interacting with humans who understand their needs and are positioned to meet them. Your audience can become familiar with, engage with, and trust your persona through your posts, user interactions, and profile.


Marketing and advertising on social media is affordable. Many social media platforms offer paid and organic marketing options. It will only cost you time if you choose to market organically. 

However, paid social media promotion is one of small businesses’ most cost-effective advertising solutions. You can create a budget for as low as $1.00 daily to promote your products on Facebook.

Build relationships and enhance connections: 

By interacting with your social media followers, you build relationships and create enduring connections with them. 

A way to achieve this is by engaging with them on your posts, responding to their queries and comments, and offering to assist them when necessary. 

To help you gain your followers’ trust and demonstrate how much you appreciate their support and feedback, you can ask them questions about your products and their problems or even offer giveaways.

Keep tabs on your competitors: 

You can ensure that your marketing is distinctive and stands out from the competition by looking through the social media profiles of your competitors.

Keeping tabs on your competitors gives you an idea of what works and what doesn’t for them, which, in turn, helps you make decisions about how to proceed with your marketing strategies.

How social media marketing works

Even though social media is a constantly evolving digital landscape, most of the fundamental actions you must take to succeed remain the same.

Set smart goals

Business goals: Sociallybuzz.com: social media marketing agency for small businesses

What do you hope to accomplish with your social media efforts? Increased lead generation, website traffic, brand exposure, customer engagement, and consumer satisfaction are some examples of goals. 

The first action is to set Specific, measurable, achievable, relevant, and time-bound (SMART) goals that align with your overall business objectives. This helps determine the precise steps and strategies required to accomplish your goals. 

For instance, if your goal is to use social media to generate more leads, you may take concrete steps like posting more frequently, optimizing your content for sharing, or launching targeted advertising campaigns.

Market research

Audience research: Sociallybuzz.com: social media marketing agency for small businesses

When you are done setting goals, initiate market research to gather the data of your ideal audience and buyer persona so you are better acquainted with their preferences and pain points. 

This will enable you to tailor your offerings to meet their needs appropriately. To achieve this, consider the particular demographic you’re trying to reach and why. 

You can then decide what content will draw them to your business. Conducting market research will also help you learn how to create engaging content and sustain your followers’ interest. 

Decide which social platforms you’ll use

social media platforms

Choosing suitable social media platforms to market on will help you seamlessly navigate your marketing journey. 

The social media platforms you choose will depend on your target audience’s needs and where they spend their time. You stay ahead of the curve when you’re aware of the interests and needs of your potential customers and where they go to satisfy them. 

Create a schedule and content calendar for your posts

Social media calendar: Sociallybuzz.com: social media marketing agency for small businesses

It’s important to stay organized and plan for when and what you will share on your social media platforms. 

A social media calendar is one of the surest ways to guarantee that your content is organized by date and time. It helps you create descriptions, edit images and videos, and plan your posts ahead of time. 

Additionally, you can automate your posting time by creating a posting schedule that allows your content to go live at the set time.

Share engaging content


You’ll need to share engaging and compelling content on social media to entice users to “Follow” you and engage with your brand. 

Utilize all the features the platform provides to up your game. Consider the type of content your competitors post and how they can inspire you to develop new ideas that spotlight your brand. 

Additionally, take advantage of trends. Social media trends are constantly changing, particularly on platforms like TikTok, where short videos are popular. It’s okay to leverage these trends, but you’ll have to do so creatively.

Learn about your competitors 

business growth

Learning about your competitors enables you to understand who your competitors are and what they are doing well—and not doing well. It will help you spot marketing gaps and how you can maximize them to your interest. 

Look at the feedback left by your competitors’ customers to see what aspects of them their customers appreciate and do not. 

Pay attention to recurrent themes or regular concerns to identify their pain areas. Then, try to address those pain points in your approach. 

One of your competitors may be strong on Facebook but hasn’t invested much time on Twitter or Instagram. 

Concentrating on platforms that underserve your audience could be better than trying to lure customers away from a dominant competitor.

Utilize crucial metrics and key performance indicators (KPIs)

Instagram stats sociallybuzz.com

Data drives social media marketing. Zoom in on social media metrics that align with your marketing objectives. Take note of your post reach. 

How much of your content reaches your target audience? What type of sentiment do people associate with your marketing efforts? 

This will help you determine how people talk or feel about your brand. Observe your post engagement—the number of impressions divided by the total number of interactions. 

This reveals how well your audience perceives you and how open they are to engaging with your brand. Watch the performance of your hashtags. 

Which hashtags were you using the most? Which hashtags were most frequently linked to your company? Possessing answers to these questions can aid in determining the future direction of your content.

Assess and adjust your marketing strategy

Top 8 Best Marketing Strategies To Grow Your Local Business

Since social media is constantly changing, it’s critical to assess the effectiveness of your plan periodically. 

Think about establishing a consistent schedule for evaluating your social media strategy. Depending on the demands and resources of your business, this could be done on a monthly, quarterly, or annual basis. 

Use these reviews to identify areas for improvement, new opportunities to pursue, and what’s not working. 

As you take these evaluations, determine whether you’re closer to your social media goals and objectives. Juxtapose your actual performance with the KPIs and standards you set, and note any shortcomings and areas needing adjustment.

Social media marketing stats that show the importance of social media marketing

The following are key social media marketing statistics to highlight the importance of social media marketing.

  • The global social media use has surged to an unprecedented 4.9 billion people. This figure is expected to increase to almost 5.85 billion users by 2027.
  • Facebook is the most popular social media platform, with 2.9 million monthly active users worldwide, and YouTube is right behind it with a monthly active user base of 2.5 million.
  • More than 70% of people who have a favorable experience with a business on social media will tell their networks about that business. 
  • A brand’s social media post has influenced 76% of users’ purchasing decisions. This shows how social media has transformed the retail industry.
  • The social media advertising market, with an impressive 4.53% annual growth rate, is predicted to reach $247.30 billion by 2027. 
  • On average, Facebook users click on 12 Facebook ads every month.
  • 81% of users research products and services on Instagram.
  • Almost 80% of X users report that their perception of a business improves when it responds to their tweet.
  • 4 out of 5 LinkedIn users make business decisions.

Social media marketing tips for businesses

Consider these social media tips to get your social media campaigns off to a good start.

Infuse versatility in your content

Content is king in social media marketing, as is obtainable with other facets of digital marketing. Infuse versatility in your content by sharing diverse content that is entertaining and helpful to your target audience. Make sure you post frequently. 

This post can comprise How-tos and brief tips, industry and local news, data and insights, contests, questions, polls, announcements, and updates.

It also entails taking advantage of social media’s range of media formats, such as photographs, videos, narratives, live streaming, online shops, and more.

Stay active and consistent

Social media marketing is not about doing whatever you like but what your audience wants and earning credibility. 

You’ll have to post great content regularly to gain traction with your audience. Using social media for marketing, you can present your brand image across various platforms. 

While every platform has a distinct environment and voice, your company’s core identity—amiable, entertaining, or reliable—should never change. 

Don’t just post, engage

Put differently, don’t schedule all your posts by logging in once a month. Communities exist on social media platforms. 

It’s important to monitor who is interacting with your content and to interact with them in return. You can do this by liking, sharing, and commenting on their posts, running live broadcasts, posting polls and questions in real-time to encourage conversation, and reposting other related content.

Use the 3 Rs

Use the 3 Rs (Repurpose, repost, and recycle) to stay active and engaging with your audience.

  • Repurpose: Condense a case study into an Instagram customer spotlight, transform a webinar deck into a LinkedIn carousel post, create a Facebook post based on a customer review, and more. There are many other options you can explore.
  • Repost: Reposting is a great approach to closing gaps in your content schedule, but use it only in moderation. User-generated and influencer content should be reposted on Instagram and retweeted. Additionally, you can select content from reliable sources and provide links to them in your posts.
  • Recycle: Add your Facebook Live recordings to your YouTube channel; repost your best-performing blog posts each month to attract new readers; upload your TikTok videos and Instagram Reels on YouTube.

Use content creation tools

You can create visually appealing posts with the help of content creation tools. If you want your posts to be noticed in people’s feeds, include eye-catching images—pictures, illustrations, or text transformed into artwork. 

With the help of templates and features found in content creation platforms like Canva and Freepik, you can quickly produce visuals that represent your brand, appear professional, and include your logo.

Use analytics to gauge success

Without tracking data, it is impossible to assess the effectiveness of your social media marketing campaigns. 

One excellent social media marketing tool that you can use to gauge the effectiveness of your most successful campaigns and identify which ones are better left untested is Google Analytics. 

To ensure that your social media marketing campaigns are properly tracked, add tracking tags to them. For more information about which social media posts connect with your audience the most, utilize the analytics available on each social media platform.

Consider using paid social media ads

Social media ads are an affordable marketing strategy to reach a wider audience. If you play your cards well, your content and offers can reach a large audience at a meager cost.

With the exact targeting options provided by most social media platforms, you can direct your advertising budget toward the precise demographics most likely to be interested in your business.

The best social media marketing platforms for small businesses

The best social media marketing platforms for small businesses include Facebook, Instagram, X (formerly known as Twitter), LinkedIn, Pinterest, TikTok, and YouTube.


Facebook is the most extensive local business directory and the largest social media network in the world. 

People of all ages use it to follow brands, find and visit local businesses, engage in groups and forums, and connect with friends and family. 

You can effectively use Facebook to build customer relationships, announce new products, milestones, and events, and organize talks and live streams. Facebook advertising is your best option if you’re trying to acquire new audiences or generate leads.


Instagram is primarily a visual content-focused network. It attained one billion monthly active users in 2018. 

The platform, a significant nexus for influencers, e-commerce stores, and physical companies alike, promotes brand creativity. 

Whether visually striking images or witty phrases, developing original methods to showcase your products is key. Its wide range of content formats—Feed articles, Stories, Lives, Reels, and IGTV—has made it a popular platform. You use Instagram for social buying, Influencer marketing, and sharing user-generated content.

X (formally Twitter)

X is an excellent place to start for many small businesses looking to use social media to market their product. 

X requires less setup and offers a direct platform for communication with followers. X is still one of the most popular platforms for customer support. 

Look no further if you want to learn social media marketing fundamentals, such as hashtag usage, tagging, brand voice, and social media etiquette. 

Here are some ways to utilize X to market your brand: Follow influencers on X to stay updated with news and trends. 

Make yourself accessible for FAQs and customer support, and share a story through a series of Tweets in one thread.


LinkedIn is a professional platform and vibrant community celebrating learning, leadership, and fundamental values. 

So, in addition to networking, prospecting, and exchanging industry insights, it’s an excellent platform for communicating your business culture and developing a personal brand that works in tandem with your brand.

Remember to utilize the many options available on LinkedIn business pages when creating your page. 

LinkedIn is an excellent resource for attracting top talent, connecting with peers, partners, and customers, sharing the company’s achievements and milestones, and following industry updates and insights.


Pinterest is one of the greatest networks for social selling. Pinterest marketing is viral, particularly with Millennials and Generation Z. Every month, more than 465 million users utilize this visual pinning tool to get ideas for future purchases. 

Like Instagram, Pinterest is fueled by pictures and motivational material, with products acting as the page’s focal point.


In September 2021, TikTok reached a billion users, maintaining its position as one of the most widely used apps globally. 

The short-form video app is well-known for its hyper-personalized algorithm that captivates users for hours and its viral trends and specialized communities. 

Thanks to TikTok marketing, brands can now connect with their customers in an entirely new way.

Remember that entertainment is why many people use TikTok, so ensure your content reflects that. Share relatable, inspirational, and humorous videos and participate in trending challenges.


YouTube is one of the most widely used search engines worldwide, with billions of monthly users from over 100 countries and 80 languages. 

Although it might not immediately appear like it, YouTube is a good platform for social media marketing because it allows you to follow and share accounts you like, like, and comment on other people’s videos and upload your videos.

Additionally, your homepage features a hand-picked feed that contains suggested videos. Adding value is more important for social media marketing on YouTube. Use YouTube for creating educational videos, how-tos, and tutorials.

Best social media marketing tools for small businesses

Many social media marketing tools can facilitate your marketing efforts, save time, and allow you to focus on other things. 

  • HubSpot: HubSpot provides a social marketing tool enabling you to authentically post, track, and engage with your followers. To learn how different platforms, content kinds, and publishing times perform, you can plan and publish your content ahead of time and compare detailed information on the engagement of your posts.
  • Hootsuite: Hootsuite is a social media management tool that helps you locate, organize, control, and analyze your content. With a thorough content analysis, you can plan posts ahead of time for your social media platforms at once and track your return on investment.
  • Sprout Social: With the aid of Sprout Social, you will be able to plan and coordinate content development, oversee campaigns, gauge engagement, and evaluate content reports and analysis.

How to market your products and services on social media

The following are different ways to market your products and services through social media:

  • Introduce special offers: Rather than just introducing your new product or service, you can implement discounted pricing, combo offers, mega sale offers, two products at the same rate, and buy one get one free deal. Whatever deals you make, it’s best to make them short-term. 
  • Organize a contest: Spice up your marketing efforts by holding a social media contest. Customers find social media contests interesting, so they participate, allowing you to advertise your products and services. 
  • Share customer reviews: Sharing customer reviews published on a website is one of the most effective techniques for advertising your products on social media. Not only will this draw in new customers, but it will also raise your products’ star ratings.
  • Use short-form videos: Social videos are viral now that TikTok and Instagram Reels have become popular. Because of their high interaction rate, short-form productions are still the dominant content on social media across all platforms. According to Sprout Social’s 2022 Index statistics, short-form videos are 2.5 times more engaging with consumers than long-form ones. Additionally, 66% of customers say they focus mostly on short-form content.

Summary: Social media marketing for businesses

Social media marketing delivers extra benefits beyond expanding your audience and increasing site traffic.

It transforms your company into a persona with whom your target market may interact and establish a stronger connection.

This social media marketing guide highlights crucial things you need to know to grow your following, enhance engagement, and increase conversions. 

If you take note of each of the above processes and set attainable targets, you’ll be well ahead of the curve with your social media marketing. 

About Sociallybuzz

Sociallybuzz is a leading social media marketing, management, and digital advertising agency for small and medium-sized businesses. With over 12 years of experience, we know how to create and execute marketing campaigns that will help you grow your business. Our social media agency has created successful targeted social media campaigns that acquired our customers more leads, sales, and revenue.

Check out some of our case studies:

  1. 10.57% Conversion for Our Client Leveraging Google Performance Max. Learn More
  2. We used Facebook Ads and Google Ads to Drive Over 6 Figures in Sales for a B2B Brand. Read More
  3. 18X Return on Advertising Spend and Over $3 Million in Sales for an Online Store. Read More

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