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What is Social Media Marketing? A Basic Guide for Businesses

Blog / Oct 24, 2021

What is Social Media Marketing? A Basic Guide for Businesses

Hawra Hashem
Marketing Manager

Are you searching for a new way to help your business stand out? Do you want to do a better job of connecting with people interested in your brand and building a loyal following? Social media marketing may be just the solution you’re looking for.

Social media has become a lot more than a way to connect with friends and family. Today, it’s a crucial place for growing businesses to invest their time and best resources. If you haven’t started already, it’s time to learn how to use social media effectively. If you don’t, you’ll quickly fall behind your competitors and lose eager customers searching for a brand like yours.

Today’s guide is an intro to social media marketing to help new and evolving businesses start moving in the right direction. By covering the basics first, you can build a solid foundation for your future business and grow from there.

What is Social Media Marketing?

We’ll start with a basic definition of social media marketing (SMM). SMM involves using social media channels like Facebook, Instagram, TikTok, YouTube, and Snapchat, among others. You can share content, engage with users, and market your business organically or through paid advertising.

Social media is an excellent place for businesses to engage with current and future customers. You can build a brand-new audience or expand your reach. Promote products and services, and then share all the reasons someone should choose you over a competitor. Connect with real people in authentic ways while incorporating your unique brand personality.

You can also prove yourself to be an expert in your field and a trustworthy source of information. Social media channels have tools allowing you to track engagement and other analytics to inform your marketing decisions. Gain key insights into consumer behavior, preferences, and interests to strategically craft future campaigns.

Why is Social Media Marketing Important for Modern Businesses?

3.78 billion people around the world use social media today. As a progressive business, failing to tap into that massive market may be unwise. By taking advantage of the powerful tools on social media, your business can reach new heights. You can increase brand awareness, build authentic relationships to win lifelong customers, and grow your revenue.

Source: Statista

Your business can easily communicate with your audience on social media when you release a new product or service. Answer questions and ease concerns on the spot. You can also share news and important messages, spreading them quickly throughout your community.

Here are a couple more stats to tickle your fancy (and prove that we mean what we say):

  • Over 80% of people ages 18-49 are active on social media.
  • 71% of consumers who’ve had a good experience with a business on social media will likely recommend the brand to their family and friends.


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4 Benefits of Using Social Media as a Marketing Tool for Your Business

Here are a few additional advantages to taking social media marketing seriously.

1. Expand Your Audience

Sharing intentional, valuable, entertaining, and newsworthy content will help you engage current followers and attract new ones. Use tactics to reach new people through organic and paid advertising campaigns. Warm up a cold audience by letting them get to know you better. Then send traffic to your website where you can convert them into qualified leads and customers.

2. Engage Authentically

A whopping 86% of consumers claim that authenticity is crucial for deciding which brands they like and want to support. Fortunately, social media can be one of the best places to engage authentically with people. So don’t just think of social media as a clever marketing tool. Think of it as a relationship builder.

Providing outstanding customer service and engaging in honest conversations with your audience is key to building lasting relationships. So be transparent, consistent, and humble. Share valuable information, and make each individual you converse with feel valued and seen. You won’t only build trust with people. You could also build loyal lifelong advocates for your brand.

3. Get Ahead of Competitors

Social media can help you stand out. You can learn what your competitors are doing (or aren’t doing) on different channels and then learn how to do it better. Experiment with various strategies, and don’t be afraid to get creative. If a competitor is doing something better than your brand, try implementing some of their strategies. But don’t ever copy. Add your own twist to every post and campaign to make them unique.

4. Increase Leads and Revenue

Social media can be a cost-effective way to promote your business, win leads, and produce a higher return on investment. You can reach people by sharing various types of content on different channels. Successful campaigns can help you quickly gain new leads and send traffic straight to your website. It can also help you sell products and services more effectively.

How Social Media for Digital Marketing Works

Did you know that social media channels can change consumer behavior? Persuade someone to buy from your business rather than a competitor. Or encourage followers to help you expand your audience by sharing valuable content on a trending topic.

You have a myriad of ways to get people’s attention and urge them to act. But it doesn’t happen automatically. You need a few key ingredients, outlined below.


No one should run a business without a strategy. If there’s no rhyme or reason to do something, then you shouldn’t do it. You won’t be moving in a specific direction toward a worthwhile goal. The same goes for social media.

To start on the right foot, so to speak, you need to develop a sound strategy. Start by answering the following questions:

  • Who is your target audience?
  • What are your top goals? And how can social media help you achieve them?
  • How will you measure your goals? Which key performance indicators (KPIs) will you use?
  • Which platforms should you focus on? Where is your target audience spending the most time?
  • What types of content do you want to share? What will resonate best with your audience and engage people?
  • Are you going to pay for advertising or focus primarily on organic marketing methods?


Your goals will inform your content strategy. Remember the three stages of the customer journey: Awareness, Consideration, and Decision. If your goal is to build a new audience, focus on posting awareness-stage content like blog articles and cultural highlights. To reach people in the middle of their journey, share content to help them decide if you’d be a viable solution to their problem. If you want to focus on selling your service or product, you can share decision-stage content like comparison guides and case studies.


A considerable part of social media marketing is getting your followers to engage with your brand. It’s not always easy. But it will help you reach more people and expand your impact.

Engagement can include elements such as likes, shares, comments, direct messages, tags, and more. Remember to respond to comments and engage in conversations (keeping it light and positive). Also be sure to listen closely to what people online are saying. What are their needs and desires? What do they expect from a business like yours?

Gaining a deep understanding of what your audience cares about and enjoys will help you increase engagement. Monitoring user behavior on your posts and your competitors’ posts will also help inform future efforts. Check out some listening and engagement tools to make the process easier and more efficient.


Understanding how your content performs on social media is another crucial piece of the puzzle. Knowing your engagement rates (clicks, likes, etc.) and reach on different posts will tell you what content resonates best with your audience. It’s also important to know if your social media presence grows month over month, stays stagnant, or declines.

Don’t be afraid to switch up your strategy regularly. Improve as you go. As you do, your social media efforts will begin to flourish. You’ll start giving people what they love to see.

Ready to Build a Brilliant Social Media Marketing Strategy?

If social media marketing is something you’d like to start or improve for your business, Kubbco can help. Developing an effective strategy takes time and intentional effort. There are many moving pieces that you need to get right to stand out and get noticed online.

Kubbco is a full-service social media agency with the experience and skills to take your business to the next level. We can help you develop an effective strategy, create awesome content, monitor profiles, and measure results. Reach out anytime to discuss your needs and objectives.

Contact us to start the conversation.