Social Media Marketing (SMM)

3 Minutes Read

What is it? And what are the benefits?

Social Media Marketing is about using social media platforms to connect with your target audience to build your brand, increasing sales and driving traffic to your website. This involves posting relevant content on social media profiles, listening to and engaging followers, analysing results and running ads.

Well-working social networks can be a great form of Inbound Marketing. It is a relatively new marketing concept in which marketers try to “attract” potential customers with engaging content. It attracts attention with content relevant to the audience rather than massively “pushing” a message to anyone.

Social media not only helps your potential customers discover relevant information, piquing their interest, but it also helps create an image of your company and build a close, personalised relationship. That will all pique the potential customer’s curiosity about your company.

Why should your business be on social media? Because everyone is there. Current consumers, potential consumers, competitors… Your brand will also need to be present to reach where your customers are and ensure it is listened to.

Did you know that about 60% of the global population uses some social network? That’s already more than 4.74 billion people connected daily by online platforms! (Global Digital 2022).

A study carried out in Portugal by Marktest Consulting indicates that the number of social networks where the Portuguese have an account has doubled in the last 10 years.

See 7 benefits that Social Media can bring to your business:

1. Brand awareness

A social media presence makes it easy for existing and potential customers to find and connect with your brand.

Social media allows you to spread the word about your business to thousands of people anywhere, anytime. There is no demographic, location or consumer type limit to what your brand can reach. Every time someone shares one of your posts, your reach increases.

These social platforms are a great place to tell your brand’s story and help people understand your business better.

2. Advanced Audience Segmentation

Before social media, it was difficult for businesses to determine accurately if their ads were targeting the right audience.

Audience segmentation is one of the most significant benefits that social media platforms have brought to the business world. When a company sets up an ad on one of these platforms, it will need to indicate the profile of the person who will see it. Companies can then effectively reach the target audience for their products.

The right audience for your company is on social media. You can find them based on what they say and the associated data on their profiles.

3. Brand loyalty

One of the primary goals of almost every company is to develop a loyal customer base.

Social networks are not just for presenting the brand’s new products and promotional campaigns. Customers see these platforms as a service channel where they can communicate directly with the company.

On social media, companies can talk directly to their customers. It is possible to make them loyal by creating a close connection ensuring better service and satisfaction in services or products.

People tend to buy brands they know and trust. We should try to create a relationship with customers on a more personalised level and only then induce the sale.

It is possible to create communities around our brand, which can then spread the word and become true brand advocates.

4.Increase in Leads and Sales

Social media can be an incredibly effective tool for generating leads and driving them through the buying cycle. By combining organic and paid tactics, marketers can expand their reach and attract more leads. Teams can then use social listening and other social media research to convert those leads into sales.

In other words, brands that engage with their target audience daily can convert leads.

5. Improves search engine ranking

Search engine optimization (search engine optimization) is crucial to achieving better rankings and getting traffic to the website. Although social media does not directly increase search engine rankings, Social Media Examiner states that over 58% of marketers who have used social media for a year or more see improvements in their search engine rankings.

By being able to have top positions for your keywords, you will boost your traffic and generate positive results for your business.

To get a better chance at good search engine rankings through social media, create high-quality content that integrates your specific keywords. Content like blogs, infographics, case studies, business information and team member photos will make your company’s social media profile intriguing and trustworthy.

6. Multichannel campaigns

Buyers move quickly between channels – from website to social, email and social again. Although social networks have an impact on themselves, they can become more powerful by becoming an integral part of various marketing strategy initiatives. Social media messages will reinforce messages from other channels and provide another opportunity to reach your audience wherever they are, regardless of where they are.

7. Good price

Marketing on social networks is possibly the cheapest way of advertising, which is especially relevant for small businesses’ competitiveness. Profiling is free for almost all social media platforms, and all paid promotions you decide to invest in are relatively low cost compared to other marketing tactics. Being economical is a great advantage because it allows a greater return on investment (ROI) and invests in other marketing tools and business areas.

At Link37, we have a team specialised in Social Media with the most advanced tools on the market at your disposal. At Link37, we have experience and knowledge. Contact us!


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