A Guide on How To Market Your Business on Social Media

Mar 5, 2024

It doesn't matter what industry your business is in - social media marketing is an essential tool to expand your message reach, engage with customers, and ultimately drive website growth and sales. With billions of active users across platforms such as Facebook, Instagram, Twitter (X), LinkedIn, and TikTok, the potential to grow your business through each of your social platforms is vast. 

While it may be frustrating to watch competitors growing or “going viral” for similar content you are creating, it’s also encouraging to know that no two paths toward marketing success on social media look the same. And once you find that perfect blend of strategy, content, and engagement, the possibilities are truly endless. In this guide, our social media marketing team will provide practical steps and techniques to effectively strategize your efforts on social media and build the winning recipe that’s unique to your brand.

Define Your Goals

Before diving into social media marketing, it's crucial to define what you want to achieve. Goals can range from increasing brand awareness, generating leads, and driving website traffic to boosting sales. Specific, measurable, achievable, relevant, and time-bound (SMART) goals will guide your strategy and help you measure success. Here are a few examples of what these initiatives might look like for your business:

Goal Example 1: Increase Instagram followers by 20% within the next six months by posting high-quality content consistently and engaging with followers daily.

  • Specific: Increase Instagram followers
  • Measurable: By 20%
  • Achievable: By posting high-quality content consistently and engaging with followers daily
  • Relevant: Helps grow social media presence and brand awareness
  • Time-bound: Within the next six months

Goal Example 2: Boost website traffic from social media channels by 30% in the next quarter by implementing targeted advertising campaigns and sharing blog posts weekly.

  • Specific: Increase website traffic from social media channels
  • Measurable: By 30%
  • Achievable: Through targeted advertising campaigns and weekly blog post sharing
  • Relevant: Drives traffic to the website, potentially increasing leads or sales
  • Time-bound: In the next quarter

Goal Example 3: Improve engagement rate on Facebook posts by 15% over the next three months by analyzing audience insights, optimizing posting times, and creating more interactive content.

  • Specific: Improve engagement rate on Facebook posts
  • Measurable: By 15%
  • Achievable: Through audience analysis, posting optimization, and interactive content creation
  • Relevant: Enhances brand interaction and visibility on Facebook
  • Time-bound: Over the next three months


Know Your Audience

Understanding who your target audience is and where they spend their time online is critical to your social media strategy. Different platforms appeal to different demographics and interests. Use social media analytics, which can be found in each platform’s settings or creator tool pages, and general market research to identify your audience's preferences, behaviors, and which platforms they prefer to use.

Choose the Right Platforms

Don't spread yourself too thin by trying to be active on every social media platform. Rely on your initial audience research and select the platforms that best fit your target demographic and business goals. For example, LinkedIn is an ideal choice for B2B organizations, while Instagram and TikTok are well-suited for visually-driven content aimed at younger audiences.

Create Compelling Content

There's a reason why the saying goes, “content is king” in social media marketing. Your content needs to be engaging, valuable, and relevant to your audience. Mix up your content types (e.g., posts, videos, stories, live sessions) to keep your audience engaged and encourage interaction while ensuring your content aligns with your brand voice and identity.

For the content portion of your social media marketing strategy, seek to include a vision board of posts you would like to incorporate and stick to that type of content for at least six months before deciding to switch it up. You need a useful sample size to understand what is working and what isn’t. Then, you can make data-based adjustments. 

Schedule Your Posts

Consistency is key to keeping your audience engaged and growing your presence on social media. Use scheduling tools to plan and publish your content at optimal times when your audience is most active. This approach ensures a steady stream of content and helps you manage your time effectively.

Here are a few of the top tools to consider. It’s important to keep in mind that each tool will meet a different set of needs and that just because something worked for your competitors doesn’t necessarily mean it will be a good fit for you. When feeling indecisive, try a few free trials and test the features thoroughly before making your choice.

Hootsuite: Hootsuite is one of the most well-known social media management platforms. It allows users to schedule posts across multiple social media platforms, monitor social media activity, engage with followers, and analyze performance through detailed analytics. Hootsuite's user-friendly interface and comprehensive features make it a favorite among businesses of all sizes.

Buffer: Buffer is another popular social media scheduling tool that enables users to schedule posts, track performance, and manage multiple social media accounts from one dashboard. Buffer offers a simple, intuitive interface and features like customizable scheduling, social media analytics, and collaboration tools, making it ideal for individuals and small businesses.

Sprout Social: Sprout Social is a robust social media management platform that provides scheduling, publishing, engagement, and analytics tools. It offers advanced features such as social listening, keyword monitoring, and CRM integration, making it a valuable tool for businesses looking to streamline their social media efforts and improve audience engagement.

Later: Later primarily focuses on visual content scheduling for platforms like Instagram, Pinterest, Facebook, and Twitter. It offers features like a visual content calendar, drag-and-drop functionality, user-generated content curation, and hashtag suggestions. Later's emphasis on visual content and its user-friendly interface make it a popular choice for businesses and influencers looking to maintain a cohesive and visually appealing social media presence.

CoSchedule: CoSchedule is a comprehensive marketing calendar and social media scheduling tool that allows users to plan, schedule, and execute marketing campaigns across multiple channels. It offers features like a drag-and-drop calendar, social media automation, workflow management, and integration with popular marketing tools like WordPress, Google Analytics, and Mailchimp. CoSchedule's all-in-one approach to marketing management makes it a valuable tool for marketing teams and agencies.

Engage With Your Audience

Social media is a two-way communication channel, which means it’s important to be involved as much as your team is able and develop a consistent engagement strategy. Respond to comments, messages, and mentions to engage with your audience. This interaction helps build customer relationships and boosts your content’s visibility and engagement rates.

Utilize Social Media Advertising When Necessary 

Organically growing an audience on social media can be challenging, so consider using social media advertising to extend your reach and target specific audiences. Platforms offer various advertising options, from sponsored posts to display ads, allowing you to target users by demographics, interests, behaviors, and more.

Monitor and Analyze Your Performance

Use analytics tools provided by social media platforms, such as those mentioned previously, to track your performance against your goals. Analyze metrics such as reach, engagement, clicks, and conversions to understand what works and what doesn't. This data will help you refine your strategy and make informed decisions.

Note: The top mistake we see businesses make regarding social strategies is not allowing enough time between big content changes. It’s critical to make changes based on actual data and research. Doing so will make your plan more effective and help your digital marketing team find the path to success more quickly than just trying something random and hoping for the best.

Stay Updated With Social Media Trends

Social media is ever-evolving, with new platforms, features, and trends emerging regularly. Stay informed about the latest developments and adapt your strategy to leverage new opportunities. If you are too busy to keep up with the latest trends and news, it may be time to enlist the help of a digital marketing agency. Doing so will help you stay relevant in your industry and maintain that critical competitive edge.

Successful social media marketing requires planning, creativity, and consistency. When you’re ready to find your ideal recipe for success based on performance data and trends, you can effectively market your business on social media and achieve your biggest business goals. Contact our dedicated team at Fable Heart Media. We’ll cook up a blend of strategic partnerships, media attention, optimized content, and advertisements that reach the right audience at the right moment so you can spend less time stressing over the small things and more time perfecting your stellar product or service. 

Remember, social media marketing is a marathon, not a sprint. It takes time, effort, and patience to see results, but the potential rewards for your business are significant.

Send us a message or give us a call at (904) 479-1472 to set up your free consultation today, and don’t forget to visit our blog page for more key digital marketing tips.

We Help You Achieve Measurable Growth

We are Fable Heart Media, a digital marketing agency in Jacksonville, FL, that focuses on driving measurable growth and obtaining results for our clients. Whether you own a small company or lead a marketing team, our team can help you achieve your business goals. We love creating stunning websites and writing awesome blogs, but for us, nothing tops the feeling of watching our clients grow online due to our marketing partnership.