Social media marketing helps you connect with customers, build your brand, and grow your business online. This guide breaks down the practical steps to create and run effective social media campaigns.
What you’ll learn:
- Pick the right social platforms for your audience
- Create content that drives engagement
- Set clear, measurable goals
- Build an active community
- Track what works (and what doesn’t)
- Update your strategy based on data
Basics of SMM
| Year | Average Spending (in $) | % Increase from Previous Year |
|---|---|---|
| 2021 | $5,500 | – |
| 2022 | $6,250 | 14% |
| 2023 | $7,100 | 14% |
Social media connects billions of users worldwide through platforms like Instagram, TikTok, and LinkedIn. Each platform offers unique ways to reach and engage with your target audience. What works on TikTok’s short-form videos won’t necessarily work for LinkedIn’s professional network.
Benefits of social media marketing
Social media marketing gives you affordable ways to reach your target audience. You can show your brand’s unique voice, share useful information, and talk directly with customers.
This direct connection helps you learn what your audience wants and needs. Their feedback guides your marketing and product improvements.
- Increase brand awareness: Every social media post puts your brand in front of new potential customers. Smart use of hashtags and partnerships with influencers spreads your message further. Regular posting keeps your brand visible to followers.
- Generate leads and sales: Social media ads and clickable posts create clear paths to purchase. Strong calls-to-action and special deals turn interest into sales. Testing different approaches shows which tactics bring the best results.
- Build customer relationships: Quick responses to messages and comments show customers you care. Real conversations build trust – celebrate customer wins and solve their problems promptly. Happy customers become brand advocates who recommend you to others.
Learn from Competitors
Study your competitors’ social media activity to spot opportunities. See which content types get engagement, how they handle customer service, and what their followers say. Use these insights to improve your own strategy and find gaps in the market.
Setting up for success
| Year | % of Total Marketing Budget |
|---|---|
| 2021 | 25% |
| 2022 | 28% |
| 2023 | 31% |
Choose goals that fit your business
Start with your main business goals. Do you want more website visitors? New customers? Better brand recognition? Your social media strategy should support these bigger aims.
Clear goals help you pick the right content and tactics. They also show if your social media work brings real business results.
Make goals you can measure
Set SMART goals – Specific, Measurable, Achievable, Relevant, and Time-bound. This turns big ideas into step-by-step plans.
Instead of “get more followers,” try “gain 1,000 new Instagram followers in Q1 through daily posts and weekly reels.”
Track these numbers to see what works:
- Engagement (likes, comments, shares)
- Click rates on your links
- Conversion rates from social traffic
- New follower counts
- Return on ad spend
Sample of social media goals for 2025
Looking ahead, here are some example goals that can guide your social media strategy in 2025 and beyond:
- Build Your Brand: Add 5,000 new followers across your social accounts by December 2025 through partnerships and quality content.
- Better Customer Care: Answer all social media messages within 2 hours during business hours.
- More Website Visits: Get 40% more traffic from social posts by June 2024 using targeted campaigns.
- Find New Customers: Create social media ads that bring in 500 leads each quarter.
Build your social media plan
A strong social media plan helps you stand out online. Here’s a 9-step process to create a strategy that matches your business goals.
How to create your social media strategy:
- Match goals to business needs: Set clear, trackable goals that help your overall business. Focus on real results like more sales, better brand recognition, or stronger customer connections.
- Know your audience and pick your platforms: Find out who your customers are and which social networks they use most. Check your current customer data and social stats to make smart platform choices.
- Study your competition: Look at what other businesses in your field do on social media. Note which posts get attention and where they fall short. This shows gaps you can fill with your content.
- Check your current social media: Review your social accounts. Find your top posts, spot what needs work, and see if your content helps meet your goals.
- Fix your profiles: Make your social profiles match your brand. Write clear descriptions, add calls-to-action, and test all links. Start accounts on important platforms you’ve missed.
- Get fresh ideas: Watch successful brands outside your industry. Read marketing blogs and ask followers what content they want. This keeps your social feed interesting.
- Plan your content: Use a content calendar to schedule posts ahead of time. Mix different types of content and mark important dates. This prevents rushed, last-minute posts.
- Make great content: Focus on posts your audience wants to see. Try articles, images, and videos to find what works best. Each post should help or interest your followers.
- Watch and improve: Check your social media stats often. Watch engagement, follower growth, and conversion numbers. Test new ideas based on what the data shows works best.
Content creation guide
Your social media content sells your brand and connects with customers. Here’s how to make posts that grab attention and build your audience.
Mix original and shared content
Create unique posts and share relevant industry content that matches your brand. Switch between promotional posts and helpful or fun updates that your followers want to see.
Share news from your industry, expert tips, and positive customer content about your brand.
Plan your content
A solid content plan helps you post messages that engage followers and meet your business goals. Pick topics your audience cares about that fit your brand.
Try different content types – videos, images, polls, and live streams reach different viewers. Split your content into brand building (70%), talking with followers (20%), and sales posts (10%). Change this mix based on what works.
Choose your brand voice
Your brand voice shows personality in your writing. Keep it the same across all posts to build trust. Match your voice to your audience while staying true to your brand values. Think about your company mission and how you want customers to see you (expert, friendly, etc.). Use language your audience understands.
Content ideas for 2025
- Short videos: Make quick, eye-catching videos for TikTok and Instagram Reels to grow your reach
- Ask your audience: Create polls, quizzes, and Q&As to start conversations and build connections
- Show your work: Share company culture and team moments to help customers know the real people behind your brand
- Share your values: Post about your environmental and community work – customers want to support brands that care
Collaborate with content creators
Team up with social media creators who match your brand and speak to your target customers. They bring new followers and add trust to your brand.
Try different team-ups like sponsored posts, joint content, account takeovers, or affiliate deals. This brings fresh content to your feed and puts your brand in front of new audiences.
Social media platforms guide
| Social Media Platform | Average Annual Spending (in $) | % of Total Social Media Budget |
|---|---|---|
| $2,500 | 35% | |
| $2,700 | 38% | |
| $650 | 9% | |
| $700 | 10% | |
| TikTok | $400 | 6% |
| $150 | 2% |
Platform overview
Each social network has unique features and user groups. Pick platforms that match your audience and content type. From Instagram photos to LinkedIn business updates, the right platform puts your brand where customers spend time.
- Facebook: Leads social media with billions of users. It offers targeted ads, many content types, and detailed stats. Use Facebook Pages for customer service, sales, and building a following. Works for most brands thanks to its wide user base.
- Instagram: Focuses on photos and videos. Perfect for brands with good-looking products targeting younger users. Stories, Reels, and IGTV help tell your brand story. Shop features let customers buy direct.
- TikTok: Grows fast with young users through short videos. Its system shows content to many viewers fast. Great for brand awareness and viral marketing. Works well for user content, challenges, and creator partnerships.
- LinkedIn: Tops B2B social media for professional networking and industry content. B2B companies benefit from targeted ads and long articles. Builds expert status and business connections.
- Pinterest: Helps users find visual ideas for lifestyle, home, fashion, and food. Most users are women. Drives sales through search and shop features.
- YouTube: Leads video content for tutorials, reviews, and brand stories. Build an audience with detailed videos and how-tos. Strong search features help SEO.
- X (formerly Twitter): Works for quick updates and customer talks. Good for joining conversations and sharing news. Hashtags help more people find your posts.
Choose your platforms
Pick platforms based on your goals, audience, and content you’ll make regularly. Focus on doing well on a few networks instead of trying all of them.
Test different platforms to see what fits your brand. Change your plan based on results.
Track your social media success
| Opinion | % of Dentists Agreeing |
|---|---|
| Worth the investment | 75% |
| Requires too much time | 60% |
| Effective for patient acquisition | 80% |
| Better ROI on traditional marketing | 40% |
Pick your KPIs
Match what you measure to your goals. For brand growth, watch follower counts, reach, and views. For engagement, track likes, comments, and shares. For sales, check click rates and website visits.
- Engagement: How people interact with your posts
- Reach and Views: How many people see your content
- Follower Growth: Speed of gaining new followers
- Click Rate: How often people click your links
- Sales Rate: How many clicks turn into sales or signups
Track customer scores for service quality and hashtag success for campaigns.
Check your results
Look beyond daily stats. Use platform tools or outside apps to see long-term trends.
Find patterns – which posts get more action? When are followers most active? Link these findings to your marketing work to spot what brings results.
Compare your results
Check your numbers against industry standards and competitors. Start with your own baseline, then look at industry averages.
This shows where you lead and where to improve. Set goals based on past results to track growth. Smart comparisons help set real targets for your social media work.
Grow your social media skills
Good social marketers stay curious and keep learning. Follow industry news, join marketing talks, and take workshops to build skills.
Try new content types and tools to see what your audience likes. Pay attention to their feedback – it shows what they want and need.
Focus on building real connections with your followers. When you put customers first and give them value, you’ll hit your goals and build a strong community.
SMM FAQs
Why do dentists need social media marketing?
Social media helps dentists reach new patients and stay connected with current ones. Share before/after photos, patient reviews, and office updates to show your work and build trust. Social posts teach patients about dental health and keep your practice visible in your local area.
What is the average cost of social media marketing?
Social media costs vary by service level and location. Small to mid-sized dental practices typically spend $1,000-3,000 monthly for full management including content creation and ad running.
How much do dentists spend on marketing?
Most dental practices put 2-5% of revenue into marketing. New offices or those growing fast might spend more. The exact amount depends on practice size and location.
What makes a good social media ad budget?
Start with $200-1,500 monthly per platform. Test what works for your practice and adjust based on results. Your budget should match your goals and local competition.
Should I pay for social media marketing?
Paid social media helps reach more targeted patients than organic posts alone. It works well for promoting specific services or reaching certain age groups and neighborhoods.
Is social media marketing worth the cost?
Yes, when you have clear goals and track results. Good social media brings in new patients and keeps current ones engaged with your practice.
How much do Instagram Ads cost per 1,000 views?
Instagram ad costs run $5-10 per 1,000 views on average. Costs change based on your targeting, competition, and timing.
What do social media video ads cost?
Video ad costs vary by platform and targeting. You might pay cents to a dollar per view. Check each platform’s current rates for exact pricing.
How much should Facebook ads cost?
Start Facebook ads at $1-2 daily for basic targeting. Increase spending as you see what brings in patients. Competitive areas or specific patient targeting may need bigger budgets.
Resources & Tools
Social media management & analytics tools:
- Hootsuite: a comprehensive tool for scheduling posts, tracking social media engagement, and analyzing results.
- Buffer: ideal for scheduling, publishing, and analyzing posts on multiple social media platforms.
- Sprout Social: offers in-depth analytics, post scheduling, and audience engagement tools.
Social media content creation tools:
- Canva: an intuitive design tool perfect for creating visuals, infographics, and social media posts.
- Adobe Express: offers tools for video, web page, and graphic creation.
- Unsplash: a resource for high-quality, royalty-free images.
