Social media marketing is the use of social media like Facebook, Twitter, or LinkedIn to market a company’s products or services.
\Ahrefs' LinkedIn post of a blog article about homepage SEO
How to do it
To begin, you’ll want to have a presence on major social platforms like Facebook, Instagram, Twitter, YouTube, and LinkedIn. Even if you’re not going to be active on those platforms, having a page or brand account offers legitimacy and also protects your brand account from potential squatters.
Social media is all about content. To build a following and gain engagement, you’ll need to post frequently. Understandably, being active on so many different social media platforms can be difficult if you are resource-stretched.
On a basic level, you should be active on the standard social networks: Facebook, LinkedIn, and Twitter.
So if you’re already creating content, you can always share those articles, videos, or podcasts on your social media pages. For example, all we do on our Facebook page is share our newly published content:
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Ahrefs' Facebook post of a blog article about marketing automation
Furthermore, you can always repurpose content on social media. In fact, that’s what we do all the time.
For example, this tweet is an image from our article on doing a content audit:
If there’s a platform you want to invest further in, consider creating custom content for it. Watch how other brands and influencers craft their content, and you’ll get an idea of what works and what doesn’t.
Experimentation is the name of the game. Following tried-and-tested formats is a good idea, but don’t be afraid to try new things.
That was how Wendy’s did it, with a completely different tone, format, and identity compared to other brands at that time. (If you see brand accounts being funny or sarcastic today, you can credit it to Wendy’s.)