Social media marketing for your business in 2023

Social media marketing is one of the many ways you can promote your business. Read on to discover what social media marketing is, its benefits, and the 2023 social media trends that you should be aware of. 

What is social media marketing?

Social media marketing involves using social media platforms – the platforms on which users build social networks and share information – to promote your products/services, build community with your target audience, and drive traffic to your business. 

As well as enabling you to engage with existing and potential customers, social media marketing has purpose-built data analytics that you can use to track the success of your efforts and identify even more ways to engage with audiences. 

With new features and platforms popping up every day, social media marketing is constantly evolving – creating new opportunities, all the time. 

What are the different types of social media marketing? 

Social media marketing can take many forms, including: 

• content creation – sharing photos and videos that align with your brand 
• advertising and sponsorships – funding posts to appear on your target audience’s feed, either by ‘boosting’ organic content  or designing unique advertising campaigns 
• influencer marketing – getting individuals with large followings to promote your products or services. 
• community management – essentially customer service, responding to comments and messages as well as monitoring your reputation 
• leveraging user-generated content – sharing content by users that showcase or praise your brand 

Benefits of social media marketing for business 

With its widespread usage and versatility, social media is one of the most effective (and modern) ways to market your business. 

Here are the key benefits of marketing on Instagram, Facebook, Twitter, LinkedIn, YouTube, TikTok, or any other social media platform: 

Generating new leads and boost conversion 

Promoting your products and services on social media is an easy way to improve lead generation, boost conversion and increase sales because you’re engaging with people who are already following your account and thus interested in your brand. 

You can generate leads and increase conversion through features like Instagram/Facebook shops, direct messaging, call-to-action buttons, and appointment booking functions. 

Driving traffic 

Social media is an excellent channel for increasing traffic to your website. Inserting links in your profile, posts and advertisements gives your audience ample opportunity to visit your website and make a purchase, converting them to customers. 

Fostering relationships with your customers

Social media is also a great place to connect and engage with your followers. You can build lasting relationships with your customers by responding to their questions and comments, offering them a helping hand, and even asking them questions about products and pain points that build trust and show them that you value their input and support. 

Social media marketing trends to look out for in 2023 

As we mentioned earlier, social media is always evolving. As a small business, it’s important to stay on top of trends to make your social strategy count. 

We’ve scoured the web for the key social media trends on the cards for 2023, so you don’t have to. 

Short videos are here to stay 

TikTok, Instagram Reels and YouTube Shorts are taking over social media feeds (and consumer attention) and there’s no doubt this format will continue to stick around in 2023.¹ 

If you haven’t already, now is the perfect time to add short videos into your social media strategy, so you can meet customers where they are. 

Goodbye to copy and paste content 

In 2022, jumping on trending sounds (particularly on TikTok) was in; in 2023, it’s on the way out. 

Experts predict that creators and brands will produce more unique, original content this year, instead of solely using trending audio.² There’s expected to be an increase in them starting their own ‘trends’ by using a popular audio, but putting their own spin on it. 

This means instead of following the crowd, you’ll need to come up with innovative content that sets you apart from competitors. 

Keyword search and SEO are a go 

A Google survey revealed that the way people find information online is changing, with 49 per cent of Gen Z using TikTok and Instagram as their search bar, instead of Google. Later’s Lindsay Ashcraft says this change reflects users’ desire for a more exploratory experience with curated takes and personal anecdotes.² 

According to Lindsay, if you want your content to get discovered, it’s time to optimise your posts with keywords. You can do this by making a list of keywords you’d like your brand to rank for and integrating them into your content, including descriptions, hashtags, text-in-video and closed captions. 

The emergence of employee advocacy 

Employee advocacy is when your team talks on behalf of your business, typically on their personal social media accounts. Whether it’s a job listing, links to the latest blog, product launches or a glimpse into company culture, Hootsuite says employee advocacy can boost your brand reputation, both for customers and potential recruits.³ 

Krista Neher says that more and more businesses are realising the power of their employees, and that you can tap into employee advocacy by creating an engagement plan with training, tools and resources that encourage and excite employees to create work-related content.¹ 

Wrap-up

Whether you’re new to business or have been in the game for years, social media is an essential marketing strategy. Now that you know why social media marketing is so important, and how to leverage it, you can start advertising on social media to take your business further. 

_{1 Forbes. (2022). 2023 Digital Marketing Trends To Take Advantage Of Now} 

_{https://www.forbes.com/sites/forbescoachescouncil/2022/11/15/2023-digital-marketing-trends-to-take-advantage-of-now/?sh=2e14891e61f4}

_{2 Later Blog. (2022). 10 Social Media Trends That’ll Be Huge in 2023 https://later.com/blog/social-media-trends/} 

_{3 Hootsuite. (2022). Employee Advocacy on Social Media: What is it and How to Do it Right 
https://blog.hootsuite.com/a-6-step-guide-for-creating-an-employee-advocacy-program-for-your-business/}