Why Social Media Matters & How to Make It Pay Off

alexbrowne867
Aug 12, 2025
2 min read

If you’re Googling “digital marketing agency near me,” you’re already asking the right question: who can turn social media into real business results? This article explains why social media still matters for small and mid-sized businesses, and gives you a practical, scalable plan to make it work.

The 5 reasons social media still matters

DiscoveryPeople don’t only “search”, they discover on feeds, Reels, and Shorts. Social puts you in front of customers before they know they need you.
TrustActive profiles with consistent branding, real team photos, and quick replies build credibility fast. Your feed is the new first impression.
Community & retention: Posts, comments, and DMs create a two-way channel. When you treat followers like a community, retention and referrals climb.
Conversion assist: Customers rarely convert after a single click. Social warms the lead and supports conversions that finalize through search, phone, or in-store channels.
Customer insight Comments, polls, and DMs reveal language, objections, and ideas you can use in ads, web copy, and offers.

What success looks like (simple funnel)

TOFU (Awareness): short videos, carousels, quick tips, brand stories. Goal: reach, video views, profile growth
MOFU (Consideration): case snippets, before/after, FAQs, testimonials: website visits, saves, DMs, email signups
BOFU (Conversion): limited offers, service highlights, booking prompts. Goal: leads, bookings, store visits, sales

Pro tip: Every month, plan one post for each funnel stage so you’re not only “getting likes”, you’re moving people closer to a decision.

The 30–60–90 day plan (modular & scalable)

Days 1–30: Foundation

Brand kit (logo, colors, fonts), voice rules (3 words: e.g., clear, helpful, local).
Select two primary platforms (typically Instagram and Facebook, or LinkedIn for B2B).
Create a 30-day calendar with 12 posts (3 per week), incorporating a mix of video, carousels, and single images.
Set up tracking: Google Analytics, Meta pixel, and UTM links to your site.
Launch weekly Stories and 1 Reel/Short minimum.

Days 31–60: Optimization

Double down on formats that drive saves, shares, and clicks.
Publish one lead magnet (e.g., a guide or checklist) and capture email addresses to build your list.
Test $5–$15/day in boosting top posts to your local radius.

Days 61–90: Scale

Turn best-performing content into a simple ad set (traffic or leads).
Add one landing page that matches your best post/ad promise.
Introduce a monthly theme (e.g., “Holiday Prep,” “Spring Refresh”).

Metrics that matter (and how to read them)

Reach & views: Are you increasing visibility weekly?
Engagement rate (ER): Quality of content; a rate of 4–6% on organic is considered healthy for SMB feeds.
Clicks & traffic quality: Time on page, bounce rate, and pages/session.
Leads & bookings: Form fills, DMs, calls—track with UTMs and call tracking.
Cost per result (when boosting/ads): CPL/CPA trending down = scale.