A beginner's guide to selling products and services through social media

Social media marketing is all about connecting with customers in their favorite online spaces.

These days, your social media marketing strategy should be one of the key parts of your overall marketing ambitions.

An effective and holistic social media marketing plan can give you access to potentially billions of social media users who engage daily across various platforms. It also means you're better positioned to make the most of your social media marketing resources.

In this guide, we'll look at some actionable tactics that can take your social media marketing strategy to the next level, as well as some brands who've really cracked the formula. We'll also share some of the social media tools that can make the task that little bit easier.

As we unpick the fundamentals of social media marketing, we'll look at some tricks of the trade – like using specific strategies to enhance social media engagement or using paid advertising to boost reach. We'll also share some ways you can use key analytics to get better results from your social media accounts in the future. 

The goal here is to build a refined and adaptive social media strategy that not only increases brand awareness and drives website traffic but also converts engagement into tangible leads – all while staying in step with trends and making the most of new features.

In this guide:

What is social media marketing?

Social media marketing is pretty straightforward. It involves using the various social channels – such as Facebook, Instagram, X, and emerging social platforms – to promote your brand, products, or services.

At its core, it's the art of creating compelling content that makes your audience tick while also getting closer to achieving your business goals.

Whether you’re sharing an article, announcing a new product, or engaging directly with customers, every interaction on social media falls under this umbrella.

The essence of social media marketing lies in its versatility. It's about more than just posting content – it's about crafting a distinct voice that really speaks to your target audience.

The next time you're scrolling through social, you'll probably notice a few particularly well-crafted posts that are getting a lot of traction – leading to lots of conversation and even influencing purchasing decisions. These kinds of posts are the goal, balancing the need to create engaging content with tangible results.

Getting those results in social media marketing starts with developing a robust strategy, then rolling out some high-quality content, and keeping it up with a regular posting schedule.

Why social media marketing is essential in 2025

Social media has changed the game for marketers. Over 92% of the UK population uses social media, which has made it one of the most effective channels to connect with potential customers. 

The massive scale of platforms like Facebook and TikTok means billions of monthly active users are available across different social media networks. This kind of reach gives you an opportunity to connect with a highly diverse social media audience. It also allows you to engage with people in real-time, something that wasn't often possible in traditional marketing (like TV or print advertising).

Social media is also a fairly cost-effective mode of promotion. Traditional marketing channels often come with substantial overheads, whereas social media – supported by both organic engagement strategies and targeted paid social media marketing – allows businesses to reach a wide audience with relatively modest investment. This is particularly beneficial for smaller brands that need to make every marketing dollar count.

Precision targeting is another thing that elevates social media marketing. With some advanced social media advertising tools, you can create highly refined campaigns that speak directly to your target audience. When you pair this with smart segmentation and data-driven insights, you can craft messages that get you more engagement and conversions, all while making sure your audience sees the content that's most relevant to their experience.

You're more likely to earn long-term credibility and trust if you consistently engage your audience and build a reliable social media presence. It's all about combining frequent, authentic storytelling with community-building interactions to reinforce the value and reliability of your message.

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The No-Nonsense Guide to Building a Social Media Strategy

Need a clear and easy path for navigating social media strategy? You’ve come to the right place.

How to develop a winning social media marketing plan

Crafting a great social media marketing plan begins with a clear understanding of your company’s business objectives and progresses through a series of deliberate, strategic steps.

Start by defining your goals. Ask what you want your social media efforts to accomplish. Perhaps your aim is to boost brand awareness so that more people recognize your name, or maybe you want to drive increased traffic to your website to generate leads or sales. It could also be about fostering customer loyalty by providing brilliant customer service and engaging content. Whatever your goal, being clear on your objectives is the first step in creating a plan that can later be refined and improved.

Once your social media marketing goals are sorted, the next phase is selecting the right social media platforms. Not every channel suits every brand. 

To find your best platform mix, you'll need to work out where your potential customers are most active. For instance, if your brand is highly visual, platforms like Instagram and TikTok – where short-form video content flourishes – might be ideal. If your target audience consists of professionals or B2B contacts, then LinkedIn is a natural choice. 

Adopting a multi-channel approach across social media platforms will maximize your reach and allow for content customization according to each platform’s culture and format. For example, what you post on Reddit may need to differ from Facebook.

From there, your overall strategy should encompass content creation, scheduling, and audience engagement.

Invest time in creating a content library that includes blogs, videos, and infographics; plan the timing of these posts carefully using a content calendar; and outline clear tactics for encouraging audience interaction. 

As most successful social media managers will tell you, the goal is to design a robust plan that is both consistent and flexible enough to adapt to new trends and audience feedback.

Finally, every solid plan must include a measurement component. Don't forget to monitor key performance indicators such as engagement rates, reach, and conversion metrics via regular social media audits. This part of your strategy will help you review progress, identify areas that need improvement, and ensure that every tactic aligns with your broader business objectives.

Key components of a successful social media marketing strategy

A really good social media marketing strategy will touch on the following points.

Guidelines for brand voice

In order to present consistent messaging across multiple platforms, you'll need to provide some guidance for your social media team. Appearing authentic and approachable is key on social media, and you'll probably find that a plain-spoken and friendly tone generally works best on most platforms.

This means writing posts in a clear and engaging manner and using active language to communicate your ideas. If you want your content to feel approachable and relatable, it's best to avoid jargon and aim for a conversational tone.

A variety of content

Diversification of content is equally important. 

Instead of the same evergreen content on repeat, your narrative should capture attention through an evolving mix of storytelling, visual imagery, and interactive elements. High-quality images, well-produced video snippets, and engaging infographics can illustrate your points in different ways and make the content more memorable. 

If you throw some user-generated content and testimonials into the mix, this will add authenticity to your message, giving real-world examples of your brand’s value.

An optimized posting schedule

Having a posting schedule that reflects when your audience is online is another key factor. This means analyzing data to determine the times when your audience is most active and the best frequencies for your posts. 

It's worth doing this homework, as it will do wonders for your visibility and engagement without overwhelming followers with too much information at once. 

You can also use paid initiatives to boost organic reach, but maintaining consistency in content quality and timing is the bedrock of a successful strategy.

Data-driven flexibility

Flexibility is the name of the game when refining your approach. 

This could involve using A/B testing to experiment with different types of posts and messaging styles, allowing you to understand what resonates best with your audience. 

Regularly reviewing performance metrics via a social analytics tool and occasionally switching up your tactics is a good way to keep your social media marketing strategy fresh and engaging.

Increasing brand awareness through social media marketing

Enhancing brand awareness is one of the most important objectives of any successful social media strategy. 

Standing out in a crowded social media feed requires a blend of creativity, authenticity, and strategic planning.

One of the best ways to increase brand awareness is simply by posting high-quality, engaging content that tells your brand's story. That’s how influencers become successful, for instance. The trick is not purely promoting products and services – you want to give an insight into the values, mission, and unique character of your organization by humanizing your brand.

Authentic storytelling that incorporates real customer experiences, behind-the-scenes glimpses, and thought-provoking narratives are all great ways to create a lasting impression on your audience.

We mentioned influencers just now, and collaboration with influential accounts is a really powerful option. When someone with a lot of followers shares your content, they extend your reach and increase curiosity and trust in your brand. Influencer marketing boosts your visibility and enhances your credibility, as recommendations from a trusted influencer carry significant weight in the age of parasocial relationships.

Direct engagement with potential customers also plays a crucial role. If you're quick to respond to comments and comfortable getting involved in genuine conversations, you're more likely to build a sense of community and trust. 

The key here is creating an approachable and authoritative vibe and an environment where your audience feels valued and is more likely to advocate on your behalf. Essentially, every interaction is an opportunity to reinforce your brand’s image and deepen customer loyalty.

What’s more, targeted social media advertising can take brand awareness to the next level. Start by carefully segmenting your audience based on demographics, interests, and behavior, then craft messages to resonate with each segment.

Rather than bombarding users with generic ads, this precise targeting allows you to deliver content that directly speaks to individual needs, which is really handy when it comes to driving higher engagement and conversion.

Crafting a content strategy that drives engagement

A well-developed content strategy is at the heart of successful social media marketing. It requires a thoughtful balance of originality, consistency, and flexibility to capture and retain your audience’s attention.

Begin by creating a detailed social media content calendar that outlines what will be posted, when, and on which platforms. This not only helps ensure a steady stream of content but also allows you to plan around seasonal trends, product launches, or industry events. 

When properly executed, the calendar serves as a roadmap that aligns your content with your overall marketing goals and provides a clear timeline for execution.

That diverse content we mentioned earlier is key to maintaining engagement. Instead of relying solely on still images or short videos, aim for a variety of formats such as infographics, surveys, and tutorials. 

This variety keeps your audience engaged and allows you to share the same message repeatedly while making it sound fresh. Each piece of content should be designed to spark conversation, educate, or inspire action – whether that means driving traffic to your website or encouraging followers to share your posts.

Equally important is optimizing your content for SEO. Sprinkle in a few relevant keywords or hashtags where appropriate to enhance online discoverability. 

The goal is to create content that not only engages your audience but also performs well in search results so that you make sure your content reaches an even wider audience.

Measuring success: Social media metrics and analytics

No matter how compelling your content or how well-crafted your social media marketing strategy may be, real progress can only be measured by data. Careful tracking of your social media efforts can also allow you to make some improvements in your strategy in the future.

Begin by identifying the key performance indicators (KPIs) that align with your specific business objectives. 

While metrics such as follower counts provide a general sense of audience size, the true value lies in tracking engagement rates, reach, website traffic, and conversion rates. These indicators show not only how many people see your posts but how many take meaningful action as a result.

From there, use analytics tools like Brandwatch to gather data across your different platforms. 

Tools allow you to integrate native insights with third-party data to understand your performance comprehensively. Use that to experiment and refine your approach over time, and you'll be ready to evolve your tactics over time based on what the data reveals.

Brandwatch also provides custom dashboards that help you visualize these metrics. By tracking and comparing data over time, you can pinpoint which strategies drive the most engagement and ditch or refine those that fall short. 

Remember, your strategy will probably have a few flaws, and that's OK. By checking in on the data, you can make sure your efforts improve over time, and that will maximize the impact of your social media marketing in the long run.

>> Learn more about social media analytics today!

Advanced tactics for effective social media marketing

Once you have a solid foundation in place, it’s time to explore a few advanced tactics that can elevate your social media marketing success. These strategies are all about further boosting engagement and driving measurable growth.

First of all, let's talk about paid social media marketing. 

While organic growth is vital, supplementing it with paid social media marketing campaigns allows you to make the most of advanced targeting capabilities. 

Experimenting with a range of ad formats – such as carousel ads, video snippets, and interactive posts – can help you identify which creative elements are giving the most bang for your buck. Constantly monitoring ad performance means you can make the most of your budget and adjust your messaging based on audience response.

Social listening and competitive analysis are also vital for maintaining an edge. 

By monitoring conversations about your industry, you can spot upcoming trends and adjust your strategy proactively. 

This not only includes paying attention to what your competitors are doing (without directly comparing or referencing them) but also involves gathering feedback on your own social media campaigns. 

These valuable insights will help you make necessary improvements, making your strategy more agile and responsive.

Finally, advanced reporting techniques – such as customized dashboards and systematic A/B testing – allow you to fine-tune every aspect of your campaign. 

This continuous cycle of testing, learning, and optimizing means that your social media marketing strategy can flex when needed, and it's less likely to start feeling stale.

Using Brandwatch to support your social media marketing efforts

For businesses seeking to streamline and supercharge their social media efforts, incorporating Brandwatch’s suite of tools can be a game-changer. 

With solutions such as Brandwatch Social Media Management, you gain the ability to plan, schedule, and monitor your posts in real-time, making it easier to adjust your strategy on the fly. 

Brandwatch helps you aggregate data from various social channels and provides actionable insights that drive smarter decision-making.

Similarly, using Brandwatch Consumer Research delivers in-depth insights into consumer behavior, enabling you to tailor your content and campaigns to meet your audience’s specific needs and preferences. 

By integrating these tools into your marketing ecosystem, you can conduct regular social media audits, gather neutral and data-backed insights, and continuously optimize your efforts.

Having these kinds of tools at your disposal is great for driving higher website traffic, more robust engagement, and long-term lead generation.

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Digital Marketing Trends 2025

Case studies and success stories

Real-world examples are great for helping us understand how a good social media strategy – and a bit of help from the Brandwatch suite – can really change the game.

Take Kägi, the company that sells Swiss chocolate wafers around the world. They plan all their social media posts with the help of an external agency and use the Brandwatch suite to optimize their social media marketing strategy.

“Before we used Brandwatch, it was quite cumbersome to have an overview of all our social media channels and not to miss fans’ comments,” explains their Digital Manager Team Lead, Anja.

“Thanks to Brandwatch, this got a lot easier. With Brandwatch, we are able to complete all our social media activities with a very small team... and community management and content planning can be done efficiently.”

Another company that used Brandwatch to streamline its social media strategy is Burgerheart, a burger concept restaurant with 20 stores across Germany. 

The social media efforts for all stores are managed centrally, which used to be time-consuming and resource-draining for their marketing team. Again, they used the Brandwatch suite to make sure everyone was on the same page.

“With Brandwatch, we save time, collaborate well within the team, and utilize the very intuitive and extensive publish function,” explained Theresa Hußenöder, Marketing Manager at Burgerheart. 

“We are more time-efficient, and we’re able to optimize our organic reach through the analyses. For instance, knowing when our fans are online helps a lot.”

While we might not have a crystal ball, it's safe to say that several trends are poised to reshape the field of social media marketing. 

First of all, advanced artificial intelligence is getting to the point where it can drive more personalized content creation, which will allow brands to tailor messages and strategies to individual user behavior with remarkable precision. This hyper-personalization means that brands will soon be able to launch campaigns that resonate on a deeper level, increasing both engagement and conversion rates.

The shift toward immersive content is also changing the social media marketing landscape, with augmented reality (AR) and virtual reality (VR) technologies becoming more mainstream. 

These tools have the potential to completely change how audiences experience brands, offering interactive and memorable experiences that traditional formats cannot match. Imagine being able to try on a new outfit without having the garment in your hands or testing new furniture in your home before you hit purchase.

Integrated social commerce is another evolving trend – just look at the phenomenal rise of TikTok Shop as an example.

Social media platforms are increasingly incorporating direct purchasing features, meaning the line between social media and e-commerce is getting blurrier by the day. This development allows businesses to transform passive followers into active customers seamlessly. 

It's also worth noting that maintaining a focus on data privacy and ethical marketing is a big part of building consumer trust in an era of heightened awareness about data security.

Bringing it all together: Your action plan

Social media marketing has a lot of benefits, from building brand awareness to driving customers to your website and ultimately bringing in sales. 

Your success will likely hinge on choosing the social media platforms best suited to your target audience and drawing up a detailed yet flexible social media marketing strategy.

Within that plan, you'll need to think about diverse content creation, strategic scheduling, and proactive engagement tactics. 

Once it's all up and running, you can track advanced analytics to continuously monitor performance, adjust your strategies, and make sure that all your efforts are on track to help you meet your broader business goals.

If you're ready to take your social media marketing strategy to the next level, Brandwatch’s cutting-edge solutions can optimize your digital strategy by delivering actionable insights that drive growth. 

You can request a demo of Brandwatch Social Media Management to see how it all works. Don't delay, embrace the future of social media marketing and empower your brand – the results are worth it.