By John Eberhard
Social media marketing is one of the biggest marketing concerns for small business owners, and where many seek help.
Social media marketing has become one of the most powerful tools available to businesses of every size. With billions of people logging in daily across platforms like Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter), it’s no longer optional for companies to have a presence. It’s essential. But just being on social media isn’t enough. You need a strategy that builds meaningful connections and delivers content that resonates with your audience.
Below, we’ll break down how to do social media marketing effectively today, including how to grow your network of friends, followers, and connections, and what types of content businesses should be posting.
Building Your Social Media Network
The first step in social media marketing is growing your reach. Without a strong base of followers and connections, your message will have limited impact. Here’s how to build up your presence in today’s environment:
- Start with Your Existing Network
Your friends, family, coworkers, and past clients are your best starting point. Invite them to follow your pages, connect with your business profiles, and share your posts. Even a small circle of loyal supporters can amplify your reach by engaging with your content.
- Consistently Engage with Others
Social media is a two-way street. To build your audience, you can’t just post and disappear. Comment on posts from people in your network, share relevant content from others, and respond to comments on your own updates. When people see that you’re active and engaged, they’re more likely to connect with you.
- Use Platform Features to Expand Reach
Each platform has unique tools for growing connections. For example:
- Facebook: Join relevant groups and participate in discussions. Run ad campaigns specifically for getting people to like your business page.
- LinkedIn: Send personalized connection requests to people in your industry or target market.
- Instagram & TikTok: Use hashtags strategically to get discovered by new users.
- X (Twitter): Engage in trending conversations to gain visibility.
By leveraging these features, you can steadily grow your follower base beyond your immediate circle.
- Provide Value First
People will follow and connect with you if they consistently get value from your content. Avoid making every post a direct sales pitch. Instead, focus on educating, entertaining, or inspiring your audience. This approach creates trust and positions you as an authority in your field.
What Businesses Should Post on Social Media
Once you’ve built up a network, the next step is deciding what to post. The right content mix will help you connect with your audience, establish authority, and ultimately drive sales.
Here are the most effective types of content businesses should focus on today:
- Educational Content
Posts that help your audience solve problems, learn new things, or understand your industry better will always perform well. Examples include:
- How-to tips and step-by-step guides or blog posts
- Short explainer videos or reels
- Infographics that simplify complex topics
- FAQs answered in post format
This type of content builds authority and shows you care about helping your audience.
- Behind-the-Scenes Content
People love to see the human side of businesses. Share what goes on behind the curtain—your team in action, company milestones, or the process of creating your product or service. This makes your brand relatable and approachable.
- Customer Stories and Testimonials
Social proof is one of the most powerful forms of marketing. Highlight customer success stories, positive reviews, or case studies. When people see others benefiting from your product or service, they’re more likely to trust you.
- Industry News and Trends
Sharing timely updates about what’s happening in your field positions you as someone “in the know.” Add your perspective or insights to make these posts even more valuable.
- Interactive Posts
Polls, quizzes, and question prompts encourage your audience to engage with you directly. The more engagement your posts receive, the more likely they are to be shown to others by the platform’s algorithm.
- Promotional Content (Done Right)
Yes, you should promote your products or services. But do it thoughtfully. Highlight special offers or discounts, new launches, or unique benefits, but keep promotional content balanced with other types. A good rule of thumb is the 80/20 rule: 80% helpful or entertaining content, 20% promotional.
Tips for Successful Social Media Marketing Today
To wrap things up, here are a few best practices that apply across all platforms:
- Consistency is key: Posting once in a while won’t cut it. Aim for a regular schedule that keeps you visible but doesn’t overwhelm your followers.
- Use visuals: Photos, videos, and graphics consistently outperform text-only posts.
- Adapt to each platform: Don’t just copy-paste the same post everywhere. Tailor your content to the style and audience of each network.
- Track your results: Use analytics tools provided by each platform to see what’s working and what isn’t. Double down on posts that get strong engagement.
- Stay authentic: People can spot insincerity a mile away. Be real, approachable, and transparent in your posts.
Final Thoughts
Social media marketing today is all about building real relationships and delivering value. Growing your network of friends, followers, and connections requires consistency and genuine engagement, while the types of content you post should focus on education, authenticity, and interaction—not just sales pitches.
If you invest time and effort into social media the right way, it can become one of the most powerful drivers of visibility, trust, and revenue for your business.
If you want help developing a social media marketing strategy, or want someone to handle all of social media marketing for you, contact Real Web Marketing at 661-441-2429, or fill out a form here.
