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What Is Social Media Marketing?

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Social media marketing should be a part of your business routine – that is, if you want your business to beat the competition. With creative content and thoughtful posts, you can build on an online presence that drives strong customer relationships. Below we’ll explain exactly what SMM is and how it works.

The Basics of Social Media Marketing (SMM)

SMM involves using platforms like Instagram, TikTok, LinkedIn, Facebook, and YouTube (or any other social channels) to form genuine connections. These relationships help you develop your brand, boost website traffic, and convert more sales. Businesses who engage in SMM typically post regularly to numerous platforms, publishing advertisements, organic content, product promotions, etc.
SMM also involves engaging with your audience directly. This means responding to comments, answering questions, and even sharing others’ content. The end goal is to show your followers that they mean something to you – it’s not just business.

Why SMM Is Important

Social platforms have become a part of many people’s everyday life. Half of the world’s population uses them. But the sheer numbers aren’t the only reason why these platforms matter. Consider how social platforms reach people: through direct contact.

These tools mark the first time in history that advertising and marketing involves a two-way channel between the buyer and the seller. Buyers can interact with the seller in real-time by commenting on their posts, sharing content, or expressing approval and disapproval. This feedback loop can transform your relationship with your buyers. There’s no doubt that these new media platforms are indispensable.

SMM Process

Confused about SMM? Here’s a framework.

Audience Identification

First, you need to identify who you’re trying to reach. With the billions of people on social platforms, it’s wise to target your content to just a segment of users. Before focusing on what you’ll post, ask yourself what your ideal follower would look like: where they would be from, how old they would be, and the type of people they follow on their social accounts.

Brand Strategy

Now you can focus on integrating your brand strategy into content that your target audience wants to see. Define some of your brand’s values and goals. Keep these keywords in mind as you write your content. Make sure that every single post reflects the values and goals you’ve identified.

Content Creation and Publication

Let’s get to the good part: content creation and publication. Awareness of your audience and brand strategy will guide you in forming all your content. An SMM strategy often involves a mix of content: photos, videos, reels, short captions, and graphic designs. While content should be different enough to hold the interest of your followers, it should maintain a consistent identity.

Listening and Engagement

As we mentioned earlier, a key part of your SMM strategy focuses on your audience. The people who interact with your content are likely the ones who are buying your product. If they’re not happy, it’s your job to make things right. If they are happy, express your gratitude for their continued support of your brand.

You can approach audience engagement in several ways. At the most basic level, you should try to respond to as many comments on your posts and respond to direct messages. When people tag you in their posts, it’s a good idea to interact by giving a like a comment. And for the most engagement, you could host content on your page that offers product giveaways or exclusive reveals to your followers who participate in the challenge.


Your SMM strategy doesn’t end just because you’re posting consistently. You need to see how effective your content is, and that’s where analytics comes in. Different platforms have different systems, so it’s a good idea to familiarize yourself with the abilities of each. You may get access to information like post views, the average age and location of your followers, and the number of times your post was saved.

How SMM Affects SEO

You’ve probably heard about SEO or search engine optimization. SEO involves the strategies of appearing higher on web search engine results pages to generate more traffic and ultimately get more conversions. SMM plays a role in boosting your SEO because it will help to position your brand as a top authority on a subject.

Using SMM can directly impact your SEO through strategic keyword use. If you include your targeted keywords in blog posts, social updates, captions, and more, those pages will appear higher up on search pages the more people view and share the page. Then, all roads will lead back to your product.

Advantages of SMM

Social media marketing can change the game for your digital strategy. Below are just a few advantages of SMM.

Higher Reach

SMM lets you reach thousands of people at once: a near-impossible feat before the creation of social platforms. You can form connections with people who are way out of your radar.

Stronger Connections

That being said, those connections don’t have to be shallow. A commitment to posting quality content and being transparent about your business process will only result in more people trusting your brand.

Cost-Effective Output

You can keep posts up on your platform for years to come. Unlike traditional marketing and advertising, your message can live on. You’ll be saving money and resources in the process.

Community Leadership

If you want your business to make a difference, SMM is your chance. You can team up with other businesses on your platform or sponsor donations on your account. Once you have a solid following, you’ll have the resources to accomplish more than just increasing your sales. You can leverage your followers’ trust in you into something that will help others in need.

Social media marketing can boost growth for your business like almost no other method can. By teaming up with experts, you can develop the most effective strategy for your budget. Contact Anthem Software to learn how our automation tools can help you streamline your marketing efforts.

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