How It Works and Why Your Business Needs It

Published by Audubon Media

In today's digital-first world, social media marketing isn't just a trend—it's a powerful business strategy that connects brands with customers, drives growth, and builds loyal communities. Whether you’re a local boutique, startup, or national brand, understanding how social media marketing works can be a game-changer for your business.

This article breaks it down in simple terms—so you know exactly what it is, how it works, and why it’s essential for success.

What is Social Media Marketing?

Social media marketing (SMM) is the process of using social platforms—like Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter)—to promote your brand, products, or services. It involves sharing content, engaging with audiences, running paid ads, and tracking performance to improve reach and results.

How Does Social Media Marketing Work?

Let’s simplify it into key steps:

1. Choosing the Right Platforms

Each platform has its own audience and tone. For example:

• Instagram is ideal for visual storytelling and product promotion.

• Facebook is great for community building and long-form content.

• LinkedIn is best for B2B, professionals, and thought leadership.

• TikTok helps businesses go viral with creative short videos.

2. Setting Clear Goals

Your goals might include:

• Increasing brand awareness

• Driving traffic to your website

• Generating leads and sales

• Building a loyal following

• Improving customer service

Define what success looks like before you post.

3. Creating Engaging Content

Content is the fuel. Effective content includes:

• Photos & Videos that stop the scroll

• Stories & Reels that show behind-the-scenes moments

• Educational Posts that provide real value

• User-Generated Content that builds trust

• Infographics & Carousels that simplify complex ideas

4. Posting Consistently and Strategically

It’s not just about posting often—it’s about posting with purpose. A good social media strategy uses:

• Content calendars

• Peak engagement times

• Hashtags and trends to increase visibility

5. Engaging With Your Audience

Social media is social. Responding to comments, answering messages, and sharing follower content builds real relationships—and trust.

6. Running Paid Ads

If you want to grow faster, paid advertising helps target specific audiences by age, location, interests, or even behavior.

You can run:

• Boosted posts

• Story ads

• Retargeting campaigns

• Conversion-focused ad funnels

7. Analyzing and Adjusting

Track what works—and what doesn’t—using built-in analytics or tools like Meta Business Suite, Later, or Sprout Social. This helps you refine your strategy over time.

Why Social Media Marketing Matters

• Cost-effective: Compared to traditional advertising, social media offers huge reach at a fraction of the cost.

• Builds trust and credibility: Reviews, comments, and stories create social proof.

• Boosts SEO and web traffic: More eyes on your brand = more clicks and conversions.

• Helps you stay top-of-mind: Consistent presence keeps your business relevant.

Social media marketing works because it meets people where they already are—scrolling, liking, and discovering. It allows businesses of all sizes to show up, speak directly to their customers, and grow in real time. Whether you're new to social or ready to level up, it starts with strategy, consistency, and connection.

Want help building your social media presence?
Audubon Media specializes in digital marketing that turns attention into action.