“Social Media Marketing?” you ask yourself, scoffing internally. “Isn’t that just for hip coffee joints and the latest viral video about soap or tortilla chips or beer?”

Your business already creates beautiful graphics, your emails have a consistent open rate, and your trade show presence is reliable, professional, and fun for attendees. With all of these marketing methods conquered, how much use could your business possibly derive from social media marketing?

A whole lot. If you do it right, that is.

There is incredible value in marketing on Facebook, LinkedIn, YouTube, or even on Snapchat, you just need to harness that power correctly. This is why so many companies have staff positions specializing in social media and why marketing and advertising agencies now have entire divisions devoted to those services. These social media websites aren’t just company time wasters; they’re platforms that offer the most direct channel of communication that business have ever had to reach out and engage with their customers.

Let’s face it: unless you’re Amazon or Apple, you probably don’t have customers who check your official website every day. But most of your clients probably do check their Facebook accounts every day, which means that a good Facebook marketing campaign can give you a huge leg up on the competition in scoring readers for your web content, inspiring conversations among your followers, and ultimately, making sales.

However, even as you focus on building up your Facebook following, remember that “social media services” in the marketing realm isn’t all about Facebook marketing. On the contrary, Facebook is merely one of many social media platforms that you should be using to reach your audience.

If you want to get the biggest effect out of your social media marketing, don’t just focus on the “big dogs” like Facebook, Twitter, and LinkedIn. In addition to those sites, turn your attention to more “niche-based” social media outlets like Instagram and Pinterest, or pay attention to up-and-coming platforms like Snapchat, WhatsApp, or Wanelo, all of which are incredibly popular right now among younger users. Interested in learning more? Check out this American Express blog about new social media networks to watch this year