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How to approach social media as a small business

Social Media for Small Business

Nowadays, you may miss out on your brand’s significant benefits if a small business doesn’t have a social media presence. You can gain new customers and engage more insightfully with recurring ones through social media. Social media can be a highly cost-effective and personalized way of reaching your customers while providing valuable insights into your brand.

More customers, new prospects, and leads can be reached with an effective social media presence implemented in a small business marketing plan. Here are some tips and best practices for creating a successful presence on social media to market your brand:

  • Craft a social media marketing strategy. The best way to ensure success on social media is to go in with a plan. What do you want to promote? What is your audience? Set up expectations and goals.
  • Post consistently. Your followers value a steady presence, so follow a consistent posting schedule. While being consistent, only post a little, which can be off-putting for your followers.
  • Develop a clear voice. Create a consistent voice and tone in your social media presence that resonates with your audience and influences how they see your brand. Listen to your audience and find ways to relate to them without looking like you’re trying too hard. Most importantly, don’t be afraid to show a little personality. This helps present your business as adaptive, friendly, and relevant.
  • Keep your audience interested. Provide fun ways to generate more leads and engage with your customers, like running social media contests, linking to your website or special offers in your profile bio, and hosting live videos with exciting updates or news.
  • Know your audience. To inform your content, use your analytics tools to see demographic information, customer behavior, and social media trends. Knowing what your audience wants to see from you and responding accordingly to their inquiries can go a long way toward boosting your engagement rates.
Interesting tutorial on how to create Instagram Business Pages can be found in YouTube.

Where to start:

  • Choose the platforms that fit your audience.
    Every business’s target audience will be unique, but each social media platform has a different personality. You don’t have to show up consistently everywhere—doing so would stretch your brand too thin. Every social media channel, such as TikTok, Instagram, Facebook, Twitter, Snapchat, LinkedIn, and Pinterest, has its characteristics and specific audience. For instance, if you have a younger audience. TikTok is an excellent place to start, while Instagram works almost like a website for your brand. A lot of people go to Instagram accounts even before visiting your company’s website.

    Check Social media demographics breakdown by platform.


  • Build long-term relationships with your customers
    Social media isn’t just about posting pretty pictures and witty captions. It’s also about building relationships with your customers. These people will buy your products and services and tell their friends about you, so nurturing these connections is essential.

    Showing that you care about your customers and their experience with your business will go a long way in securing these relationships long-term. And, as fans share and like your content, you rise in the social algorithms and gain new, free exposure.

    Keep in mind that the average internet user has 8.4 social media accounts, so you can connect with them on different platforms for different purposes. For example, you could use Facebook to build your audience and generate leads and Twitter for customer service.


  • Plan your content in advance
    The number one mistake small businesses make on social media is posting content on the fly. While it may seem easier to spend a little bit of time every day coming up with something to post, this can be more time-consuming (and stressful) in the long run.

    Creating a social media calendar can help you plan your content and avoid last-minute scrambling. Plus, it’s easier to come up with a mix of content (e.g., blog posts, images, infographics, etc.) when you have time to think about it.

Additional advantages:

  • Use social media for sales:
    One of the advantages of using social media platforms is the power to increase your sales by allowing you to advertise and sell directly to your audience:
  • Advertise on social media. The major social platforms, including Facebook, Instagram, and Twitter, have advertising platforms that help you reach your target audience and monitor your ad campaigns.
  • Sell on social media. Facebook and Instagram offer sales platforms and shoppable posts that make it easy for businesses to start selling online.
  • Work with brand ambassadors. Finding social media influencers or enthusiastic customers to act as brand ambassadors is an effective way to boost word-of-mouth buzz about your business and boost sales.

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