In 2004, when Facebook first started, it was an invite-only platform for college students. Fast-forward over 20 years, and now social media is a part of everyday life for most Americans. It’s also a key part of digital marketing. So here’s the question: Should your business be using social media? In almost all cases, yes—because it’s a cost-effective way to reach more people.
With over 5 billion social media users worldwide in 2025, it’s safe to say your audience is already online. Social media helps you build your brand, connect with potential customers, and increase sales.
For first-time users, social media can feel overwhelming. There are several platforms with active user bases and unique benefits for business owners. While there are plenty of great marketing books, this guide breaks down the essentials of social media marketing in a simple, actionable way. After reading, you’ll know where to post, what to post, and how to get started.
What Is Social Media?
Social media includes platforms like Facebook, Instagram, and TikTok where users connect, share, and interact online. For businesses, these platforms are powerful tools for promoting services, showcasing your brand, and connecting with customers.
Because it takes time to manage social media, it’s smart to plan ahead and budget for content creation, monitoring, and scheduling.
Popular social media platforms in 2025 include:
- X (formerly Twitter)
- TikTok
- YouTube
Why Do I Need Social Media?
Social media has changed how customers find and interact with businesses. These platforms offer a space where businesses can be more approachable, answer questions, and earn trust.
A Google study on shopping behavior found that over half of consumers research businesses online—including social media—before making a purchase.
Social media helps you:
- Build awareness
- Share updates
- Respond to customer questions
- Highlight reviews and success stories
How Do I Create a Social Media Marketing Strategy?
No matter your industry, you can create a strong social media presence with the following steps:
1. Set clear goals.
Ask yourself:
- Do I want more leads?
- Do I want more web traffic?
- Do I want stronger customer relationships?
Start with one or two goals and track progress over time.
2. Know your audience.
Think about your ideal customer—what platforms they use, their age, job, interests—and tailor your posts to them.
3. Choose the right platforms.
According to 2024 Pew data:
- TikTok is big with younger users
- Facebook is still widely used by older adults
- LinkedIn works well for business and professional services
4. Create content that connects.
Mix it up: photos, videos, tips, promotions, FAQs. Use a simple calendar to plan content and avoid last-minute stress.
5. Use analytics to improve.
Track what posts get clicks or comments and adapt. Social media platforms offer free tools to help you measure engagement.
6. Consider working with influencers.
Local influencers can help get your business in front of the right people. Reach out via DM or partner with a marketing agency.
7. Use scheduling tools.
Apps like Sprout Social and Buffer let you plan posts in advance—freeing up time and keeping you consistent.
How to Get Customers With Social Media
Use social media to teach, inspire, and inform. Show off your team, post quick tips, answer common questions, and keep people updated.
Other tips:
- Share changes to hours or services
- Offer seasonal promotions
- Use short videos to explain services
Set Up a Business Page
Every major platform offers a business profile. These pages make it easier for customers to contact you and often appear in Google search results.
Example: Winters Home Services uses its Facebook page to list hours, contact info, and customer reviews.
Platform Ads
Paid ads appear in social feeds and let you target customers by age, location, interests, and more. Even a small budget can go a long way.
Check out this Facebook ads beginner guide for tips.
Sponsored Posts
Sponsored posts look like regular posts but reach more people because you pay to boost them. They’re effective for raising brand awareness without feeling like a traditional ad.
Social Media Strategy by Platform
Here’s what works best on each major platform in 2025:
Still a go-to for users over 35. Great for events, reviews, and sharing business updates. Business Pages remain one of the best tools for small business visibility.
Visual-first. Great for before-and-after photos, behind-the-scenes Stories, and Reels that highlight your business in action.
X (formerly Twitter)
Quick updates, links, or commentary. Best if you’re sharing blog content or staying active during events or campaigns.
TikTok
Short, creative videos with music or text overlays. Use it to explain what you do, share testimonials, or give useful tips.
Professional content and industry-specific updates. Best for B2B networking or showcasing your company’s expertise.
YouTube
Best for how-to videos, product walkthroughs, or client testimonials. Use longer videos to tell your business’s story.
General Social Media Tips
- Engage your followers. Respond to messages and comments.
- Encourage loyalty. Share happy customer stories and behind-the-scenes moments.
- Have a simple plan. Even a few posts per week can make a difference.
- Ask for help if needed. Agencies like Scorpion can help manage social media so you can focus on running your business.
Social Media Marketing: The Takeaway
Now that you’ve got the basics down, you’re ready to use social media to grow your business.
Start with one or two platforms. Stay active, learn what your audience likes, and post content that makes your business stand out.
The Scorpion System
Running a business is hard. Finding help with marketing shouldn’t be. Scorpion offers the tools, team, and guidance to help you grow with social media.
Want support? Talk to us today. We’ll help you reach more people and get more leads from Facebook, Instagram, and beyond.
Let’s talk about social media marketing. Schedule a consultation.
