Easy Ways to Market Your Small Business on Social Media

Your time is precious, and so is social media. Here’s what small business owners should know to get the most out of each platform.

Why should you use social media for your small business?

If you own a business, you’ve probably looked into social media marketing for small businesses, and that’s a smart move.

There are now a whopping 4.2 billion active social media users. That’s almost double the number from just five years ago, back in 2017. These users spend an average of 2 hours and 25 minutes on social channels every day.

And guess what? Social media isn’t just for big businesses anymore. In fact, 71% of small to mid-sized businesses use social media to market themselves, and 52% post something every day.

If you want to keep up, you’ve got to get online. Here are five crucial reasons to use social media for your business.

Reach more potential customers

Getting new customers can be tough. You might have a fantastic product and a stunning website, but if no one knows about you, it’s all in vain.

Social media has made things fair, giving small businesses a chance to compete with bigger companies for attention. By creating interesting and engaging content on social media, you can reach a broader audience and convince them to buy from you.

Increase your brand awareness

A well-thought-out social media marketing strategy will boost your business’s visibility. When you share interesting, relevant content, people will share it with their friends, extending your reach and exposure. The more your brand is seen online, the better your chances of people recognizing it and eventually making a purchase.

Understand your customers better

How well do you really know your customers? Social media can help you learn more detailed information about their interests, needs, behaviors, and desires. This info can be used to enhance your social media marketing strategy and make sure you’re creating content that appeals to your target audience.

We’ve gathered demographic information for all the major social networks. Use it to figure out where your audience hangs out online. But remember, these demographics are just a general overview.

Get to know your competitors better

Your competition is on the internet. No doubt. They’ve probably thought about their social media game. By checking out what they’re up to, you not only get ideas for your own plan but also figure out what’s working for them and what’s not. This info about your rivals is super important for making your social media strategy a winner.

Doing a competitive analysis helps you see what’s successful and what’s not for other businesses like yours. Look beyond just your main rivals and get inspiration from successful businesses in all kinds of industries.

Build lasting relationships with your customers

Social media is more than just sharing cool pictures and clever captions. It’s also about making connections with your customers—the folks who buy your stuff and tell their friends about you. So, it’s crucial to nurture these connections.

Showing that you care about your customers and their experience with your business goes a long way in keeping these relationships strong. As fans share and like your content, you climb up in the social algorithms and get new, free exposure.

Remember, the average person on the internet has 8.4 social media accounts. Connect with them on different platforms for different things. For example, use Facebook to build your audience and get leads, and Twitter for customer service.

Let’s see which social media platforms work best for small businesses.

Which social media platforms are good for small businesses?

Now that you know how to use social media for your small business, it’s time to go online.

When you’re checking out the best platforms and tools to plan your social media strategy, don’t assume where your audience spends their time.

Your gut feeling might say if you’re after Gen Z, forget Facebook and focus on Instagram and TikTok. But the facts say almost a quarter of Facebook users are 18 to 24 years old.

If you’re selling to baby boomers, social media might not seem like a big deal. But it is. Facebook and Pinterest are the top social networks for boomers. People over 65 are the fastest-growing audience for Facebook.

Picking your platforms doesn’t have to be all or nothing. Use different social channels to reach different people or meet different business goals.

Discover the top social media platforms for small businesses.

Facebook

Regardless of your personal feelings about this social media giant, Facebook remains the most widely used platform globally. With over 2.9 billion monthly active users and more than 200 million businesses, it’s a powerhouse.

Facebook is an excellent choice for small businesses due to:

• Broad demographic reach: Users on Facebook come from all age groups, genders, and interests.
• Versatility: You can create a Facebook page, run advertising campaigns across Meta products, monitor audience data, and set up an e-commerce shop, all on one platform.
• Comprehensive customer service: Facebook enables a complete customer service journey, from the initial interaction to the final sale.

If you’re considering Facebook for your small business, ask these key questions:

1. Who is your target audience? Facebook’s most engaged users are typically between 18-44 years old. If your audience falls outside this range, explore other platforms.
2. What are your business goals? Facebook accommodates various goals, from creating brand visibility with a Facebook Page to selling products through Shop or ad campaigns. Clearly defining your goals helps decide if Facebook aligns with your business.
3. How much time can you commit? Research suggests that posting 1-2 times daily yields the best results on Facebook. If you lack the time for this commitment, reassess your resourcing strategy.

Instagram

While Facebook caters to a broad audience, Instagram allows you to target specific niches. Particularly suitable for industries like fashion, food, or film, where your target audience is likely on Instagram.

It’s essential to note that Instagram attracts a younger demographic, with the majority of users falling between 18 and 34 years old. If your target audience is baby boomers, consider directing your efforts elsewhere.

Instagram is a valuable platform for small businesses because:

• Explore its in-app shopping feature: Instagram simplifies the process for users to purchase items they come across in your posts, Reels, and Stories.
• Leverage its visual nature: Instagram’s emphasis on visuals makes it particularly advantageous for businesses in the fashion, beauty, travel, and food sectors.
• Engage with active users: The average Instagram user spends approximately 11 hours per month on the app.

Before diving into Instagram for your small business, consider these questions:

1. Is my brand visually appealing? Given Instagram’s visual nature, your posts must have aesthetic appeal.
2. Can I commit to consistent posting? Like any social media platform, Instagram benefits from a steady presence, with 3-7 posts per week recommended.
3. Do I have the time and resources for engaging content creation? If high-quality content creation is a challenge, Instagram may not be the ideal platform for your business.

Twitter

Another platform with broad appeal is Twitter, ranking as the 9th most visited website globally and boasting over 200 million daily active users. Twitter users are active shoppers, with 16% of internet users aged 16-64 using Twitter for brand research, and 54% expressing likelihood to purchase new products. For advertisers, Twitter’s CPM is the lowest among major platforms.

• Engage in conversation: Twitter thrives on interactive discussions, whether with your customers or other businesses.
• Real-time updates: Twitter is the go-to platform for staying informed about current events, making it a favorite among news organizations and journalists.
• Utilize hashtags: Hashtags effectively broaden the reach of your content to those interested in specific topics.

Before jumping into Twitter for your small business, ponder these questions:

1. Are your customers active on Twitter? While Twitter is excellent for relationship-building, it might not be worthwhile if your customers aren’t active on the platform.
2. What type of content suits your business? Twitter excels in sharing quick news and updates, but if your content is mainly visual or longer-form, another platform might be more suitable.
3. Can you commit the necessary resources? Tweeting at least 1 to 5 times per day is recommended. If this commitment seems challenging, Twitter might not be the best fit for your small business.

TikTok

You might be skeptical about fitting TikTok into your brand’s marketing plan, but even well-established brands with audiences well beyond Gen Z are giving this platform a shot.

@softlikekass

Finally got to see Leavenworth all lit up with Christmas lights! Although I love this little town in all seasons, I can’t deny how magical the Holidays are. ❄️🎄🥹 #Leavenworth #Washington #PNW #Mountains #Snow #Sledding #ChristmasLights #MerryChristmas #HappyHolidays

♬ Carol of the Bells – Instrumental – Russell Davis & Roy Vogt & Michael Green & Marty Crum & Jeff Kirk & David Angell & Carrie Bailey & Steve Patrick & Nancy Allen & Ginger Newman & Sarah Valley

TikTok stands out for small businesses because:

• Level playing field: You don’t need a massive budget to create top-notch content.
• Emphasis on creativity: Success on TikTok comes from thinking outside the box and unleashing your creativity.
• Viral potential: Good content on TikTok can reach millions of people.

Before jumping on TikTok for your small business, consider these questions:

1. Time commitment: While you don’t need a full production team, crafting TikTok videos and consistently posting them takes time.
2. Target audience on TikTok: TikTok’s audience leans toward the 18-24 age range. If you’re targeting Gen Z or young millennials, TikTok is worth considering.
3. Creative ideas: Unsure about the content that works on TikTok? Explore the app for inspiration.

Pinterest

In recent years, Pinterest has transformed from a creative catalog into one of the internet’s most powerful visual search engines. Pinterest users not only enjoy discovering and saving new ideas but also use the platform to make purchasing decisions.

Pinterest is a solid platform for small businesses due to:

• Positive environment: 8 out of 10 Pinterest users report feeling good on the platform, contributing positively to your brand’s image.
• Visual emphasis: With 90% of information transmitted to the brain being visual, Pinterest is the ideal spot to showcase appealing visuals of your products or services.
• Access to new audiences: As a visual search engine, Pinterest offers the chance to be discovered by people actively searching for products and services like yours.

Before incorporating Pinterest into your small business strategy, ponder these questions:

1. Do you have lots of pictures to share on Pinterest? Since Pinterest is mostly about pictures, it’s important to have really good ones to make your posts stand out.
2. Are the people you want to reach using Pinterest? About 29% of the ads on Pinterest are seen by women aged 25-34, but only 15% are seen by men.
3. Do you have things to sell? Many people on Pinterest like to shop, and 75% of them say they’re always looking for something to buy. So, make sure you have things for them to check out.

YouTube:

YouTube is a popular place for sharing videos, and it has the potential to reach a lot of people—around 2.56 billion. It’s not just a big audience; it’s also a good place to promote what you’re selling.

Here’s why YouTube is good for small businesses:

• Bring people to your website. When you put a link to your website in your YouTube videos, it can bring more visitors to your site.
• Improve your website’s Google ranking. YouTube videos often show up when people search on Google, which can help more people find your website.
• Let more people know about your brand. YouTube has a lot of users who really like watching videos. Share interesting videos to help more people learn about your brand.

If you’re thinking about using YouTube for your small business, ask yourself these questions first:

1. Do you have what you need to make videos? Making YouTube videos is more than just recording a quick video on your phone. You need a good camera and some skills for editing (or know someone who can help).
2. Do you have something different to share? There’s already a lot on YouTube, so you should have something special and interesting to say before starting your own channel. Ask yourself: What can I share that others in my industry aren’t?
3. Can you keep to a regular schedule? If you start a YouTube channel, it’s important to regularly post new videos. It could be once a week, once a month, or even once a day. The key is to be consistent.

Social Media Tips for Small Business

After you’ve figured out which social media platforms are right for your business, it’s time to start sharing content. Here are some simple tips to help you get started with social media marketing for your small business:

Plan Your Content Ahead:

The biggest mistake small businesses make on social media is posting without a plan. Instead of spending a little time every day thinking of something to post, it’s better to plan ahead. Create a social media content calendar to schedule your posts in advance. This way, you can avoid last-minute stress and have a mix of content types (like blog posts, images, infographics) ready.

In your content calendar, include:

• The type of content (blog post, image, infographic, etc.)
• Posting date
• Social network
• Content link (if applicable)
• Brief content description
• Copy for the post body
• Any campaigns, holidays, or important dates
• Links, tags, or hashtags for the post
• If you’re not sure how to start, check our free content calendar templates or watch a video for a step-by-step guide.

Schedule Your Posts:

Once you have a calendar, create your social media posts in advance and use scheduling tools like Sprout Social or Buffer to post them automatically at the right time. This way, you can dedicate specific blocks of time, whether daily or weekly, to create your social content. This approach is more efficient than letting social posting interrupt your other business tasks throughout the day.

Automation tools like chatbots and AI content creation can also help reduce the time spent on social media marketing.

Commit to Community Management:

Posting creative content is crucial, but to see real results from social media marketing for small businesses, you must commit to community management. Engage with your audience, respond to comments, and participate in conversations. Building a community around your brand is key to success on social media.

Community management means building a community with your customers through online interactions. This includes responding to comments, answering questions, and engaging with customers on social media. Think of it like an extension of your customer service – you should interact with your audience as much as they interact with you. This helps create a network of customers who feel connected to your brand and are more likely to become loyal, repeat customers. It’s also crucial for ranking in social media algorithms; active and engaged users are rewarded, increasing the chances of your content appearing in their feeds.

Follow Trends:

Don’t jump on every viral meme, but pay attention to social media trends to understand what people are looking for. This insight helps you create relevant content that resonates over time. Social listening, using tools like Buffer, is valuable for gathering information about what your audience wants to hear. Setting up streams for mentions of your brand on different social channels allows you to respond to concerns or positive reviews promptly and keep track of sentiment regarding your business.

Sell on Social Media:

Social media marketing now includes social commerce, letting you sell products directly from social channels. This trend is booming, with a projected global market value of $492 billion in 2022. Nearly every social platform offers some form of social selling, such as Facebook and Instagram Shops, Pinterest Buyable Pins, TikTok Shop, and more. Social commerce is especially useful for small businesses in ecommerce or retail, reducing friction points in the online selling process. Since potential customers are already on social media, they don’t need to leave the platform to make a purchase.

When visitors find your website and navigate to your product pages through social media, you’re meeting them where they already spend their time. This increases your chances of making a sale.

Use Data to Shape Future Posts:

Even for small businesses, it’s crucial to know what works and what doesn’t on social media. Social media analytics tools can help you track your progress and identify which posts generate the most engagement—likes, comments, shares, clicks, etc.

This data is incredibly valuable when planning future content. If a particular type of post is successful, try to recreate that success in upcoming posts. If a certain post type isn’t performing well, experiment with new content to better engage your audience.

Analytics also reveal which social media platform is most effective for your business. If one platform gets more engagement than another, consider focusing your efforts there. You don’t need to be everywhere; stick to the platforms that deliver the best results.