As a business owner, having a strong online presence is a no-brainer when it comes to growing your brand. However, when it comes to social media and business, I’ve found that many business owners make the mistake of thinking that they need to be on all of the social platforms in order to reach the most people.  While I can’t fault the enthusiasm, the extensive over-use of social media is often not aligned with a clearly defined social media strategy, which means that all of the efforts being put in to creating content for all the channels could be a waste of time as this scattered approach doesn’t tend to come with tangible results.

While you might argue that by being visible on multiple channels, you’re reaching a high amount of people, the reality is that of that number, it’s likely that a large percentage aren’t interested in or have a need for your product/service. For example, you might own an eCommerce business where the majority of your audience is women aged over 50. You’ve been trying to build momentum on TikTok – now, let’s pause for a moment and think about how affective these efforts have been. The percentage of TikTok users over 50 account for only 3.4% of active monthly users – knowing this, is TikTok really the most effective platform for you to be spending time on? It might be time to re-think your approach by asking ‘what social media platforms do my target audience spend the most time on’?

Rather than trying to be on all of the platforms at once, it’s much more effective to pick one or two platforms that highlight your business offering the best and focus on them.

Why is Social Media Marketing Important for Small Businesses?

Globally, there are 4.2 billion active social media users – almost twice as much as five years ago. On average, these users spend 2 hours and 25 minutes on social channels daily. And they aren’t just mindlessly scrolling either; recent reports have shown that eCommerce sales are on the rise, which highlights just how valuable social media is as a tool for businesses.

Just think, those 2.5 hours users spend online each day present you with the perfect opportunity to focus on building brand awareness, developing customer relationships and making direct sales, to name a few!

Top Tips for Creating a Social Media Strategy for Small Businesses

If you’re ready to take your business’ social media marketing to the next level, these are the tips you need to know to help you get started!


Know Your Customer and Nail Your Messaging!

If you’re new to discovering the Content Collective Co blogs, you’ll soon get sick of me saying that knowing your customers is the most important thing in business! Naturally, it comes with no surprise that knowing your customer is absolutely integral to social media marketing. Just with any other business and marketing plan, your social media strategy needs to start with your customers in mind; what are their primary wants and needs? What problems do they have that need to be solved? How can you help that solve that problem?

If you don’t already have an ideal client avatar profile set up, you’ll want to create one that details information about the person you want to target. Some info you’ll want to know includes:

  • Age
  • Gender
  • Location
  • Hobbies
  • Sources of information
  • Resistance to purchase

Once you’ve got that information, you will be able to understand your audience’s motivations and will know what messages and content will resonate with them the most. 

You’ll want to use the language and tone of voice that your target audience resonates with – remember, it’s your job to be as informative, helpful and approachable as possible!


Set SMART Goals

One of the most important steps that need to be included in the development of a successful social media strategy is goal setting. After all, you need to know what you’re working towards/what you’re trying to achieve in order to know what success is.

When defining your social media goals, I like to take a macro approach and look at wider business goals for the course of the next 12 months. From there, I’ll look at how I can best utilise social media to help achieve those goals and break them down into smaller chunks of 3 and 6 months.

For example, you might have a revenue goal that you’re working towards. In order to achieve that, let’s say that you need to increase your website referrals from social media by 40% within the next year. To help achieve that goal, you might start by ramping up social media posting frequency and/or allocate budget to social media advertising.

The number one piece of advice I can give here is to make sure that everything you post ties back to your overarching goal in some way.


Measure and Refine

Once you’ve got your social media goals in place, it’s important that you check your metrics regularly to see how your content is performing. As a minimum, I would recommend setting aside some team once a month to review key metrics such as engagement, web traffic and conversions.

You want to be looking to see what has worked well and what hasn’t. For content that has performed well, continue to post content similar to that. If there are items of content that haven’t performed well, look to see if there is anything that you can test – ie, copy, imagery, time of posting etc.

Even the most established businesses are always testing and learning – don’t be disheartened if you don’t see results straight away; you will be constantly learning and that is powerful!

Over time, using performance insights you’ll be able to fine-tune your social media approach so that your strategy will help in achieving overall business objectives.


Social Media Marketing for Small Business

As you put the above into practice, over time you’ll find what works and what doesn’t, which will enable you to expand your efforts and audience. One of the great things about social media marketing for small business is that you can constantly test and adjust and use the relevant platforms in whatever way makes the most sense for your business at any given time.

Get started using social media for your small business today. Download our free social media calendar to help you post the right content to the right social channels at the right time!