Social Media for Small Businesses: Beginning with the Basics 

​​The world has changed and social media has become one of the most important methods for driving advertising and sales for small businesses. For many, social media, with its changing apps, ever-changing algorithms and infinite complexities can be overwhelming and confusing.

The benefits of introducing social media into your marketing strategy can result in business growth, increased brand awareness, and a direct connection between you and your consumers. Whether you are introducing social media for the first time or reworking existing social media accounts, consider the following eight important topics:

Quality over quantity  

Focus on being successful on a couple of social media platforms before adding more to your repertoire. List your priority platforms (based on your audience and content) and remove any accounts that you don’t have time to maintain. Double down on your #1 platform. 

Don’t post unless you have a clear strategy 

All your social media platforms should have strategic objectives based on their audience and the platform’s capability. For example, prioritize posts with links on platforms where links are clickable (i.e., Facebook). Ensure these objectives align with your business goals and vision.  

Get inspired 

Look at what your competitors are doing. See what is working and what isn’t. Find inspiration in their successes! Create an active list of your favourite ideas for future reference and posts.

Use social media to provide value 

Every post should answer the question ‘what value am I providing my audience?’ The downfall of social media is that most users' information overload whenever they log on. You need to ensure you are providing value to your audience to keep them engaged and connected with your brand. 

Repurpose content 

Every piece of content you create should be repurposed three different ways. Think of content as your social media currency, don’t throw it away! And while it’s important to repurpose, don’t post the same piece of content on all of your social media platforms at the same time. Ensure that your posts align with each platform’s strengths and find unique ways to deliver all pieces of content. 

Image of sample content repurposed across Facebook, Instagram, and LinkedIn

Consistency is key 

By committing to a consistent posting schedule for each of your social media platforms, you can increase your engagement and strengthen the relationship with your loyal followers. Consistency is more important than the frequency of your posts. Commit to a convenient posting schedule and be consistent with the overall appearance of your message.

Build relationships 

Interaction and engagement on social media are just as important as posting. Engaging with your audience can build trust. Not only does it support the algorithm, but it can result in future sales and long-term brand loyalty. Respond to messages in a timely manner, interact with your audience accounts, and share content from like-minded accounts. 

Video content is KING

“Photo only” social media accounts are taking a back seat to those that prioritize posting videos. Consistent video posts garner more exposure on social platforms because it commands and holds audience attention for a longer period of time. It also allows you to capture a wider range of content and allows for more creative freedom. Start to incorporate video content through posts, stories, live videos, or by creating a TikTok or Reel. 

This understanding of social media is only one step in a path towards successful social media fluency. Continue to follow our social accounts and blog posts for more ideas on how to incorporate social media into your small business strategy. Having trouble with where to start?  Connect with us to learn more about how we take your social media platforms from unseen to sought-after. 

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