What is Social Media Marketing, and Why is it Important for Business

5.04 billion people use social media worldwide. That's over half the global population scrolling, liking, and sharing every day. Is your business making the most of this massive audience?

At Deebo, we know that effective social media marketing (SMM) goes beyond just having a profile. It's about strategic engagement, brand building, and driving real business results.

In this guide, we'll cover:

• Refreshing your understanding of SMM.
• The true impact of social media on modern businesses.
• Key strategies to elevate your social media game.
• How to measure and maximise your social media ROI.
• Common pitfalls to avoid and how to overcome them.

Ready to transform your social media presence from a nice-to-have into a powerful business driver? Let's dive in.

What Exactly is Social Media Marketing?

Let's start with the basics. Social media marketing is the practice of using social media platforms to promote your products or services, engage with your audience, and build your brand. 

It's like having a digital megaphone that lets you shout about your awesome business to a global audience – but in a much cooler and more strategic way.

Social media marketing encompasses a wide range of activities, including:

• Creating and sharing content (posts, videos, stories, etc.)
• Engaging with followers through comments and messages.
• Running paid advertising campaigns.
• Collaborating with influencers.
• Analysing data to improve your strategy.

At its core, social media marketing is about joining the conversation, adding value, and building relationships that ultimately drive your business forward.

The Evolving Impact of Social Media on Business

While most businesses have a social media presence, many aren't harnessing its full potential. Consider this: 73% of marketers report that SMM has been "somewhat effective" or "very effective" for their business. But what separates the successful from the stagnant? Here's what:-

• Strategic Brand Engagement: 

Successful brands differentiate themselves by engaging strategically on social media. 54% of social browsers use these platforms to research products. 

This makes it crucial for brands to shape their public perception actively and engage at multiple touchpoints in the customer journey.

• Proactive Use of Customer Insights:

Top-performing companies stand out by leveraging social listening tools like Hootsuite and Sprout Social. 

These tools provide real-time feedback and trend data, enabling brands to make informed decisions. In fact, 85% of marketers who use these insights effectively see a significant boost in brand awareness.

• Innovative Approaches to Social Commerce: 

The key to success in social commerce lies in innovative sales strategies, with sales through social media expected to reach $1.2 Trillion by 2025. The most successful businesses are those that integrate their social media efforts with their sales processes, creating seamless shopping experiences directly on social platforms.

Key Strategies to Improve Your Social Media Game

Feel like putting more effort into social media marketing? Great! But before you start posting like there's no tomorrow, let's talk strategy. Here at Deebo, we believe in setting you up for success, so consider these steps as you dive in:

• Define Your Goals

What do you want to achieve with social media marketing? More sales? Increased brand awareness? Better customer service? Having clear goals will guide your strategy and help you measure success.

• Know Your Audience

Understanding who your target audience is and which platforms they use is crucial. There's no point in killing it on TikTok if your audience is hanging out on LinkedIn.

• Choose Your Platforms Wisely

Speaking of platforms, don't try to be everywhere at once. Focus on the platforms where your audience is most active and where your content will shine.

• Create a Content Calendar

Consistency is key in social media. Plan your content in advance to ensure a steady stream of posts that align with your goals and resonate with your audience.

• Engage, Engage, Engage

Social media is a two-way street. Don't just broadcast – interact with your followers, respond to comments, and join relevant conversations.

• Embrace Video Content

Video posts generate 48% more views. But it's not just about views—it's about engagement. Live videos, in particular, keep viewers watching 3x longer than pre-recorded content.

• Leverage User-Generated Content (UGC)

Consumers find UGC 9.8x more impactful than influencer content when making purchasing decisions. Encourage and showcase customer stories, reviews, and creative uses of your product.

• Personalisation at Scale

71% of consumers engage only with personalised messaging. Use social media management tools to segment your audience and deliver tailored content.

• Integrate Social Customer Service

76% of consumers expect companies to respond within 24 hours on social media. Make social media a key part of your customer service strategy.

• Monitor and Analyze

Keep an eye on your metrics and adjust your strategy accordingly. Most platforms offer built-in analytics tools to help you track your performance.

• Stay Up-to-Data

Social media is constantly evolving. Stay informed about new features, algorithm changes, and emerging platforms to keep your strategy fresh

Measuring and Maximising Social Media ROI

ROI remains a challenge for many businesses. Here's how to tackle it:

• Set Clear KPIs: Move beyond vanity metrics. Focus on engagement rates, click-through rates, conversion rates, and customer lifetime value.

• Use UTM Parameters: Track which social media efforts drive traffic and conversions on your website.
• Implement Social Media Attribution Models: Understand the role of social media in your overall marketing funnel.
• Leverage A/B Testing: Continuously test different content types, posting times, and ad formats to optimise performance.

Common Pitfalls and How to Overcome Them

• Inconsistent Posting

According to Sprout Social, 69% of social media marketers struggle to find time to create content. However, as a business, you can overcome this challenge by either having a content team or partnering with digital marketing specialists like ourselves.

• Ignoring Platform-Specific Best Practices

Each platform has its own algorithm and user behaviour. Ignoring these best practices can do more harm than good. So, consider studying your chosen platforms’ best practices before tailoring the content.

• Negative Feedback

It's bound to happen sooner or later. Have a plan in place for handling negative comments professionally and turning them into opportunities for excellent customer service.

• Over-Relying on Organic Reach

Organic outreach is great, but it won't take you too far. Consider a balanced approach of organic & paid strategies. 

For this, we recommend boosting your existing—best performing—organic posts through paid measures to help them reach greater heights.

Emerging Trends to Watch

What's next for social media marketing? While we can't predict the future with certainty, we're keeping our eyes on these trends:

• The rise of short-form video content (hello, TikTok and Instagram Reels!).
• Increased use of augmented reality for immersive experiences.
• The rising popularity of Ephemeral Content.
• The growing importance of social commerce features.
• More emphasis on authenticity and transparency from brands.
• The potential impact of AI and machine learning on social media strategies.

The key to success in social media marketing is to stay agile, keep learning, and always put your audience first.

Step up Your Social Media Game with Deebo: Your Pathway to Business Success

Social media marketing has evolved from a nice-to-have into a critical business function. 

By focusing on advanced strategies, measuring what matters, and staying ahead of trends, you can turn your social media presence into a powerful driver of business growth.

At Deebo, we're committed to helping you navigate these challenges and opportunities. Remember, effective social media marketing is an ongoing testing, learning, and optimising process. Stay curious, stay agile, and watch your social media efforts pay off.

Ready to take your social media marketing to the next level? Let's connect and explore how we can help you achieve your goals.