How to Do Social Media Marketing?

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Welcome to the dynamic world of social media marketing! Whether you’re just starting out or looking to enhance your existing strategies, this guide is your roadmap to navigating the bustling social media landscape.

Here, you’ll discover essential tips on connecting with your audience, tailoring your content to meet their needs, and leveraging different platforms to maximize your brand’s impact.

Join us as we explore the fundamentals, from setting clear goals to crafting compelling content and analyzing your results. Ready to amplify your online presence and drive engagement? Let’s dive in!

Key Takeaways

  • Platform understanding: know the strengths and demographics of each social media platform to use them effectively.
  • Content creation: balance original and curated content to keep your audience engaged, using a mix of media including videos and infographics.
  • Goal setting: set SMART goals specific to your business needs and align them with broader marketing objectives.
  • Audience engagement: utilize interactive content like polls and direct engagement through comments to foster a loyal community.
  • Performance metrics: track important KPIs to measure the success of your campaigns and adjust strategies accordingly.
  • Optimization: continuously refine your approach based on analytics and feedback, staying adaptable to new trends and platform changes.

Understanding the Basics

YearAverage Spending (in $)% Increase from Previous Year
Average Annual Spending on Social Media Marketing by US Dentists

Social media is more than just a digital hangout spot—it’s the heartbeat of the internet. Platforms like Instagram, TikTok, and LinkedIn have transformed how we connect, share, and do business. With billions of users worldwide, social media offers a unique opportunity for brands to tap into a vast audience ready to engage.

The key to success lies in understanding each platform’s nuances, from the short, catchy videos on TikTok to the professional discussions on LinkedIn. As algorithms evolve and user preferences shift, staying updated on the latest trends is crucial for any marketer looking to make an impact.

Benefits of Social Media Marketing

Social media marketing stands out as a cost-effective and dynamic way to reach your target audience. It allows you to showcase your brand’s personality, share valuable content, and interact directly with customers and prospects.

This direct line to your audience provides insights that other marketing channels can’t match, enabling you to tailor your approach and improve your offerings. When done right, social media marketing not only amplifies your brand’s voice but also strengthens your market position.

Increase Brand Awareness

With every post, tweet, or share, you introduce your brand to new eyes and remind existing followers of your presence.

Utilize hashtags, collaborate with influencers, and engage in trending conversations to extend your reach. A steady stream of content keeps your brand at the forefront of your audience’s minds.

Generate Leads and Boost Conversions

With targeted advertising features and the ability to post clickable content, you can guide your audience from discovery to purchase without them ever leaving the platform.

Use compelling calls-to-action, exclusive offers, and engaging visuals to encourage clicks. Track your results and tweak your strategy to maximize ROI. By making the purchasing process as seamless as possible, you turn casual browsers into loyal customers.

Foster Relationships with Customers

Through direct messages, comments, and community posts, you can create a dialogue that feels personal and genuine. Show your audience that you value their feedback by responding promptly and thoughtfully.

Celebrate their successes, address their concerns, and make them feel like part of your brand’s family. These positive interactions build trust and loyalty, turning customers into brand advocates.

Learn from Competitors

One of the most overlooked benefits of social media marketing is the ability to learn from your competitors. By observing their social media strategies, you can identify what works and what doesn’t, find gaps in your own approach, and uncover new opportunities.

Pay attention to their content, engagement tactics, and customer feedback. Use these insights to refine your strategy, innovate your content, and stay ahead of the curve.

Setting Up for Success

Year% of Total Marketing Budget
Percentage of Overall Marketing Budget Spent on Social Media

Setting Goals That Make Sense for Your Business

Start by asking what you want to achieve with your social media presence. Is it more followers, higher engagement, increased web traffic, or direct sales?

Your goals should align with your broader business objectives, ensuring that every tweet, post, or story contributes to your company’s success. Clear goals help focus your efforts and resources on strategies that move the needle, making your social media activities more efficient and effective.

S.M.A.R.T. Goals and Meaningful Metrics

Diving deeper, your goals should be S.M.A.R.T: Specific, Measurable, Achievable, Relevant, and Time-bound. This framework turns vague aspirations into actionable plans. For example, instead of aiming to “increase social media engagement,” set a goal to “increase comments and shares on Instagram posts by 30% within three months.” Pair each goal with meaningful metrics to track your progress.

Engagement rates, click-through rates, conversion rates, and follower growth are just a few key performance indicators (KPIs) that can provide insights into your social media strategy’s effectiveness.

Example Social Media Goals for 2024 and Beyond

Looking ahead, here are some example goals that can guide your social media strategy in 2024 and beyond:

  1. Increase brand awareness: grow your follower base by 25% across all platforms within the next year by leveraging influencer partnerships and engaging content.
  2. Enhance customer service: reduce response time to customer inquiries on social media to under 2 hours, improving customer satisfaction and loyalty.
  3. Drive website traffic: boost traffic from social media channels by 40% in six months through targeted campaigns and compelling call-to-action.
  4. Generate leads: use social media ads to generate 500 new leads per quarter, focusing on high-conversion content and exclusive offers.

Strategizing Your Approach

Creating a robust social media marketing strategy is essential for standing out in the crowded digital landscape. Follow these nine steps to craft a strategy that’s tailored to your business’s unique needs and goals.

How to Create a Social Media Marketing Strategy in 9 Steps

  1. Choose goals that align with business objectives: begin with clear, measurable goals that support your overall business objectives. Whether it’s increasing brand awareness, driving sales, or improving customer engagement, your social media goals should contribute directly to your company’s success.
  2. Research your target audience and select your platforms: understanding who your audience is and where they spend their time online is critical. Use demographic data, customer feedback, and social media analytics to pinpoint your ideal audience. Then, choose social media platforms that best match your audience’s preferences and behaviors.
  3. Get to know your competition: analyze your competitors’ social media presence to learn what works and what doesn’t. Look at their content, engagement strategies, and audience responses. This insight can help you identify opportunities to differentiate your brand and refine your approach.
  4. Conduct a social media audit: evaluate your existing social media accounts. Assess what’s working and what isn’t, identify your most successful content, and determine how closely your social media efforts align with your goals. This audit will lay the groundwork for improving your strategy.
  5. Set up accounts and improve profiles: ensure your social media profiles accurately reflect your brand and are optimized for discovery. Use consistent branding, update your bios with clear descriptions and call-to-action, and ensure all links are working. If you’re not present on a key platform yet, now’s the time to set up an account.
  6. Find inspiration: look beyond your industry to find content ideas and creative strategies. Follow brands that are known for their social media prowess, subscribe to industry newsletters, and ask your audience what they’d like to see more of. This can spark new ideas and keep your content fresh.
  7. Create a social media content calendar: planning is key to maintaining a consistent and engaging presence. Use a content calendar to schedule posts, track important dates, and ensure a good mix of content types. This will help you stay organized and avoid last-minute scrambles for content.
  8. Create compelling content: content is the core of your social media strategy. Focus on creating posts that resonate with your audience, whether that’s informative articles, eye-catching visuals, or engaging videos. Experiment with different formats to see what generates the most interaction, and always aim to provide value.
  9. Track performance and make adjustments: use analytics tools to monitor the performance of your content and campaigns. Look at engagement metrics, follower growth, and conversion rates to gauge what’s working. Be prepared to adjust your strategy based on these insights, experimenting with new approaches to continually refine your social media efforts.

Deep Dive into Content Creation

Crafting compelling content is the cornerstone of successful social media marketing. Here’s how to ensure your content stands out and resonates with your audience.

Create (and Curate) Engaging Social Content

Creating engaging content involves a mix of original posts and curated resources that align with your brand’s identity and your audience’s interests. Balance promotional content with informative, entertaining, or inspirational posts.

Curate content by sharing industry news, insights from thought leaders, or user-generated content that reflects positively on your brand.

Defining Your Content Strategy

A well-defined content strategy is essential for delivering consistent, impactful messages that drive engagement and achieve your social media goals. Start by identifying the themes and topics most relevant to your audience and your brand.

Consider incorporating a variety of content types, such as videos, infographics, polls, and live sessions, to cater to different preferences. Set a content mix that aligns with your goals, such as 70% brand building, 20% community engagement, and 10% direct sales, and adjust based on performance and feedback.

Finding Your Brand Voice

Your brand voice is how you express your brand personality in words—it should be consistent across all your content to build recognition and trust. Whether it’s professional, playful, or somewhere in between, your voice should resonate with your target audience while staying true to your brand’s core values. To find your voice, consider your brand’s mission, the qualities you want to convey (e.g., expertise, approachability), and the language your audience uses. Consistency in your brand voice helps reinforce your brand’s identity and can make your content more relatable and memorable.

Content Ideas for Social Media Marketing

For 2024, consider leveraging these content ideas to keep your audience engaged:

  • Short-form video: with platforms like TikTok and Instagram Reels booming, short, captivating videos can significantly increase engagement and reach.
  • Interactive content: polls, quizzes, and Q&A sessions encourage active participation, making your audience feel more connected to your brand.
  • Behind-the-scenes looks: share insights into your company culture, production processes, or the people behind your brand to humanize your business and build a stronger community.
  • Sustainability and social responsibility: highlight your brand’s efforts in these areas, as consumers are increasingly looking to support brands that contribute positively to society and the environment.

Collaborate with Creators

Partnering with influencers and content creators can amplify your reach and lend credibility to your brand. Choose collaborators whose audience overlaps with your target market and whose values align with your brand’s.

Collaboration can take many forms, from sponsored posts and co-created content to takeovers and affiliate marketing. These partnerships can introduce your brand to new audiences and add fresh voices to your content mix, enhancing its appeal and relevance.

Leveraging Social Media Platforms

Social Media PlatformAverage Annual Spending (in $)% of Total Social Media Budget
Social Media Marketing Budget Allocation

Overview of Social Media Marketing Platforms

The digital age presents a plethora of platforms, each with its strengths and audience demographics.

Understanding these platforms’ nuances is key to deploying your marketing strategy effectively. From the visual storytelling of Instagram to the professional networking of LinkedIn, selecting the right platform can elevate your brand’s presence and engagement.


With billions of users worldwide, Facebook remains a powerhouse for digital marketers. It offers extensive targeting options for ads, a variety of content formats, and robust analytics.

Brands can leverage Facebook Pages for community building, customer service, and direct sales through the Marketplace and Shop features. The platform’s broad demographic appeal makes it suitable for most brands looking to establish a digital presence.


Instagram is a visual platform that thrives on aesthetics, storytelling, and community engagement. It’s ideal for brands with visually appealing products or services, looking to connect with a younger, image-conscious audience.

Features like Stories, Reels, and IGTV allow for creative content delivery, while shopping features enable direct e-commerce opportunities.


TikTok has surged in popularity, especially among Gen Z and Millennials, offering a platform for short, engaging video content. Its algorithm excels at surfacing content to a wide audience, making it an excellent tool for brand visibility and viral marketing campaigns.

Brands can leverage TikTok for user-generated content, challenges, and influencer partnerships to reach a younger demographic.


LinkedIn serves as the premier B2B social media platform, facilitating professional networking, thought leadership, and industry-related content.

It’s particularly effective for B2B companies, offering targeted advertising options and opportunities to publish in-depth articles, fostering professional relationships, and establishing industry authority.


Pinterest is a visual discovery engine, ideal for brands in the lifestyle, home decor, fashion, and food industries. Its user base predominantly consists of women, making it a powerful platform for brands targeting this demographic.

Pinterest drives purchase decisions and website traffic through high-intent search behavior, with features like shoppable pins enhancing e-commerce efforts.


As the leading video-sharing platform, YouTube offers immense potential for long-form content, tutorials, product reviews, and brand storytelling. It’s a crucial platform for building an engaged audience through video content, suitable for detailed demonstrations, educational content, and entertainment.

YouTube’s extensive reach and powerful search capabilities make it a valuable asset for SEO and visibility.

X (formerly Twitter)

X, formerly known as Twitter, excels in real-time communication, news sharing, and direct engagement with audiences. It’s an ideal platform for brands looking to establish a voice in ongoing conversations, provide customer service, and share timely updates.

The platform’s hashtag system facilitates discoverability and participation in broader discussions.

Picking Platforms for Your SMM Strategy

Choosing the right platforms involves understanding your brand’s goals, audience, and the type of content you can consistently produce. Consider where your target audience spends their time and the nature of your message. It’s better to have a strong presence on a few platforms than to spread yourself too thin.

Experiment with different platforms to find the best fit for your brand, and don’t be afraid to adjust your strategy as you gather insights and feedback.

Metrics, KPIs, and Performance Analysis

To measure the success of your social media marketing efforts, it’s crucial to focus on the right metrics and KPIs. These indicators help you understand the impact of your strategies and guide you in making data-driven decisions.

Opinion% of Dentists Agreeing
Worth the investment75%
Requires too much time60%
Effective for patient acquisition80%
Better ROI on traditional marketing40%
Dentist Opinions on Social Media Marketing ROI

Establish Your Most Important Metrics and KPIs

Identifying the most relevant metrics and KPIs for your business starts with your goals. If brand awareness is your aim, track follower growth, reach, and impressions. For engagement, look at likes, comments, shares, and engagement rate. If conversion is the goal, focus on click-through rate, conversion rate, and bounce rate for traffic directed to your website.

Other important KPIs include customer satisfaction scores (e.g., Net Promoter Score) for service-oriented goals and hashtag performance for campaign tracking.

How to Analyze Your SMM Impact and Results?

Analyzing your social media impact involves more than just monitoring daily metrics. Use analytics tools provided by social platforms or third-party applications to get a comprehensive view of your performance over time.

Look for trends in your data, such as which types of content generate the most engagement or what times of day your audience is most active. Correlate these findings with your marketing activities to identify what’s driving success.

Social Media Metrics

Delving deeper into social media metrics:

  • Engagement metrics provide insights into how interactively your audience engages with your content.
  • Reach and impressions measure how far your content is spreading and how often it’s seen, highlighting your brand’s visibility.
  • The follower growth rate reflects how quickly you’re gaining new followers, indicating the appeal of your brand.
  • CTR shows how effectively your content prompts users to take action, such as visiting your website.
  • Conversion rate measures how many of those clicks result in the desired action, such as making a purchase or signing up for a newsletter.

Benchmarking Your Results

Benchmarking is essential for understanding your performance in the context of industry standards or against competitors. Start by establishing baseline metrics for your own performance, then compare these to available industry averages or direct competitors.

This comparison can reveal areas of strength and opportunities for improvement. Also, set internal benchmarks based on historical performance to track progress over time. Benchmarking helps in setting realistic goals and expectations, ensuring that your social media efforts are aligned with achievable outcomes.

Optimizing Your Strategy

To stand out in the fast-paced world of social media, your strategy must be dynamic and adaptable. Here’s how you can optimize your approach to stay ahead of the curve.

Make Your Social Presence as Timely as Possible

Timeliness on social media isn’t just about responding quickly to comments and messages, though that’s important. It’s also about joining conversations as they happen and posting content relevant to current events and trends.

Use social listening tools to monitor keywords and hashtags related to your industry, and be ready to engage with or create content that reflects the latest happenings. This shows your audience that your brand is aware and active, making your social presence more relatable and engaging.

Assemble Your Content Calendar

A content calendar is essential for planning and organizing your social media activities. It helps ensure a consistent posting schedule and a balanced mix of content types and themes. When assembling your calendar, include all relevant social platforms and plan for key dates and events important to your audience.

Also, leave room for flexibility to incorporate timely topics or trending discussions. A well-maintained content calendar keeps your strategy focused and helps prevent content gaps or overlaps.

Post at the Best Times to Engage

Maximizing engagement means knowing when your audience is most active on each platform. Use analytics tools to determine the days and times your posts receive the most interaction and plan your schedule accordingly.

Keep in mind that the best times can vary by platform, audience, and even the type of content. Regularly review your engagement data, as these optimal posting times can change based on evolving user behavior and platform algorithms.

Evaluate and Improve Your Social Media Strategy

Continuous evaluation is key to a successful social media strategy. Set regular intervals to review your analytics, comparing current performance against your goals and benchmarks.

Look for patterns in what content types, posting times, and engagement strategies are working or not. Use these insights to refine your approach, experimenting with new content formats or engagement techniques.

Bringing Other Departments into the Mix

Social media isn’t just a marketing tool; it can provide value across your entire organization. Encourage collaboration between departments—such as customer service, HR, and product development—to leverage social data and insights.

For example, customer feedback collected via social media can inform product improvements, while HR can use social platforms for employer branding and recruitment.

Future-Proofing Your SMM Strategy

To future-proof your social media strategy, stay informed about emerging trends and platform updates. Invest in ongoing training for your team to keep their skills sharp and their strategies innovative.

Additionally, explore new technologies, such as AI and machine learning, for content personalization and automation. Be open to experimenting with new platforms or features to reach your audience in novel ways.

Finalizing Your Social Media Strategy

It involves establishing a solid foundation on which to build and iterate. Ensure your strategy aligns with your business goals, speaks to your target audience, leverages the right platforms, and employs metrics for continuous improvement.

Keep your strategy document dynamic, updating it with new goals, insights, and tactics as your understanding of what works best deepens.

Becoming a Better Social Marketer

The path to becoming a better social marketer is paved with curiosity, learning, and experimentation. Stay informed about the latest trends in social media and digital marketing. Follow thought leaders, participate in industry discussions, and attend workshops or webinars to expand your knowledge.

Experiment with new content formats, engagement techniques, and marketing technologies to discover what resonates with your audience. And perhaps most importantly, listen to your audience. Their feedback is invaluable for shaping a strategy that meets their needs and exceeds their expectations.

As you continue to refine your social media marketing efforts, remember that the essence of social media is connection.

With a customer-centric approach, a willingness to adapt, and a commitment to delivering value, you’ll not only achieve your marketing objectives but also foster a loyal and engaged community.

Dental SMM FAQs

Why do dentists need social media marketing?

Dentists need social media marketing to enhance their visibility, engage with current and potential patients, and build their brand in a competitive market. Social media platforms are ideal for sharing educational content, practice updates, patient testimonials, and promotions, which can help in attracting new patients. It also allows dentists to connect with their community, showcase their expertise, and enhance patient loyalty and trust.

What is the average cost of social media marketing?

The average cost for social media marketing can vary widely depending on factors like the platform used, the scale of the campaigns, geographic location, and the specific services included (e.g., content creation, and ad management). Small to medium-sized businesses might spend anywhere from $1,000 to $3,000 per month on comprehensive social media marketing services.

How much do dentists spend on marketing?

The amount dentists spend on marketing can vary based on the size of the practice, location, and the marketing strategies employed. On average, dental practices may allocate around 2-5% of their gross revenue to marketing. For new practices or those looking to expand rapidly, this percentage might be higher.

What is a good budget for social media advertising?

A good budget for social media advertising depends on your marketing objectives, target audience, and the competitive landscape. Small businesses often start with a budget of $200 to $1,500 per month per platform. It’s important to start with a budget you’re comfortable with and adjust based on the performance and ROI of the ads.

Should I pay for social media marketing?

Paying for social media marketing can be beneficial if you want to reach a larger or more targeted audience than you can through organic methods alone. Paid social media can enhance your visibility, drive traffic to your website, and increase patient acquisition. It’s particularly useful for reaching specific demographics or promoting particular services.

Is social media marketing worth the money?

Social media marketing is often worth the money for businesses looking to increase their online presence, engage with their audience, and attract new customers. The key is to have a clear strategy, define measurable goals, and continuously monitor and adjust your campaigns for the best ROI.

How much are Instagram Ads per 1,000 views?

The cost of Instagram ads per 1,000 views varies widely based on targeting, industry competition, ad quality, and time of year. On average, it can range from $5 to $10 per 1,000 impressions. However, this is a general estimate and costs can fluctuate.

How much do social media video ads cost?

The cost of social media video ads depends on the platform, targeting options, ad duration, and campaign goals. On platforms like Facebook and Instagram, video ad costs can range widely. A general ballpark figure could be anywhere from a few cents to over a dollar per view, but it’s best to consult the specific platform’s ad manager for more accurate pricing.

How much should I pay for Facebook ads?

The amount you should pay for Facebook ads depends on your campaign objectives, target audience, and the competitive landscape. Businesses might start with a budget of $1 to $2 per day for low-competition keywords and increase it based on the campaign’s performance and desired results. For more competitive keywords or targeted campaigns, the budget may need to be higher.

Resources & Tools

Social media management & analytics tools:

  • Hootsuite: a comprehensive tool for scheduling posts, tracking social media engagement, and analyzing results.
  • Buffer: ideal for scheduling, publishing, and analyzing posts on multiple social media platforms.
  • Sprout Social: offers in-depth analytics, post scheduling, and audience engagement tools.

Social media content creation tools:

  • Canva: an intuitive design tool perfect for creating visuals, infographics, and social media posts.
  • Adobe Express: offers tools for video, web page, and graphic creation.
  • Unsplash: a resource for high-quality, royalty-free images.

Author: Ihor Lavrenenko

Ihor Lavrenenko dental SEO expert

For the last 10 years, I’ve worked for two online marketing agencies (as an SEO specialist and an SEO team lead). It was a great experience optimizing local dental websites and big programmatic healthcare projects for the US local market. In this blog, I’ll happily share my experience with dentists who want to promote their websites.