Social Media for Small Businesses:
What to do - and what not to do
Social media is a crucial tool for small businesses to connect with their audience, build brand awareness, and drive growth. But knowing the right social media strategies and understanding what not to do on social media can make or break your online presence.
Let’s walk you through the do’s and dont’s….
Building a strong social media foundation
Why consistent branding is non-negotiable
A successful social media strategy starts with a solid foundation: consistent branding. Your brand is more than just your logo – it’s the visual elements, messaging, tone of voice and overall experience you provide.
Consistency across platforms builds trust, helps with recognition, and makes your brand memorable.
But consistency doesn’t mean being robotic.
Think of it as creating a cohesive narrative that tells your brand’s story in a way that feels authentic and relatable.
Storytelling through visuals
Storytelling isn’t just for authors – it’s a powerful tool for your business too. Small businesses often underestimate the power of storytelling – Cognitive psychologist Jerome Bruner suggests we are 22 times more likely to remember a fact when it has been wrapped in a story. Why? Because stories are memorable.
Go beyond the standard product posts. Share the story behind your brand – showcase your team, give a behind-the-scenes look, or highlight milestones in your clients/customers journey.
Authentic storytelling fosters a deeper connection with your audience, turning casual followers into loyal fans.
Pitfall to avoid: Inconsistent branding and posting without purpose
Nothing says “unprofessional” like inconsistent branding. Make sure your profile pictures, cover photos, and bio information are uniform across all platforms.
A disjointed presence confuses your audience and dilutes your message. Also, avoid the trap of “posting without purpose.” Generic posts like “Happy Monday” or “#TGIF” won’t cut it 🥱 (yawn)
Every post should have a clear reason, whether it’s to educate, inspire, or entertain your audience. Keep it compelling and always include a clear call to action.
Know your audience inside out
Why understanding your target audience matters
To create content that resonates, you first need to understand who you’re talking to. Knowing your target audience allows you to tailor your social media strategies to their preferences, behaviours, and challenges.
How to research your audience
Audience research isn’t optional – it’s actually essential.
Use tools like social media analytics, Google trends, surveys, and feedback from platforms like YouGov to get to know your audience better.
The insights you gather will help you craft content that truly speaks to your customers, ensuring your message hits home every time.
Pitfall to avoid: Ignoring audience feedback
Your audience is telling you what they want – are you listening? Ignoring feedback can mean missing out on valuable opportunities to improve and grow.
Regularly monitor comments, messages, and reviews on your social media channels, and your competitors (shhh) 🤫.
Find out their concerns, address concerns of your own customers promptly, acknowledge positive feedback, and engage actively to build a loyal community.
Use what your customers say within your marketing as ways to address pain points or ways you can stand out from competitors.
Choose the right platforms for your business
Focus on quality over quantity
Not all social media platforms are created equal, and not every platform is right for your business.
It’s better to be great on a few platforms than mediocre on many.
If your business is visually oriented, platforms like Instagram or Pinterest may be more effective than Twitter.
Assess where your target audience spends their time and focus your efforts there. Then post frequently to increase your following.
Pitfall to avoid: Overextending on platforms
Trying to be everywhere at once? You’re setting yourself up for burnout. Instead, assess the demographics and user behaviours on each platform and prioritise those that align with your business goals.
Quality content on a few platforms is far more effective than spreading yourself thin across many.
Crafting a content strategy that works
Create content that educates and engages
Content is king, but not just any content – valuable content that educates, engages, and entertains. Share tips, how-to guides, and industry insights that your audience finds useful.
When your content adds value, your brand is seen as an authority in your field.
Why not try creating content from your perspective on how something you did within your expertise worked for you? Or what didn’t work…..
Pitfall to avoid: Over-promotion
Yes, you want to promote your products or services, but don’t turn your social media channels into a nonstop sales pitch.
Balance promotional posts with educational and entertaining content to keep your audience engaged without overwhelming them.
Visuals matter – a lot
Humans are visual creatures, and compelling visuals can significantly boost your social media engagement.
Invest in high-quality images and graphics that align with your brand’s aesthetic. And don’t forget about user-generated content – it’s a powerful way to showcase real customer experiences and build community around your brand.
Pitfall to avoid: Low-quality visuals
Low-quality visuals can damage your brand’s reputation; too many stock images are pointless – plus in most cases using real imagery and authentic photos will convert better than stock photos.
Always prioritise quality over quantity in your visual content.
A consistent, professional visual style contributes to a strong, cohesive social media presence.
Engage, don’t just broadcast
Foster a community, don’t just broadcast
Social media isn’t just a megaphone for your brand – it’s a platform for building relationships.
Engage with your audience through interactive content like polls, quizzes, and contests.
These not only boost engagement but also provide valuable insights into your audience’s preferences.
Pitfall to avoid: Neglecting community management
Ignoring comments, messages, and mentions on your social media channels creates a disconnect; ie don’t just post then disappear!
Actively participating in conversations, responding to enquiries, and showing appreciation for user-generated content fosters a sense of community and loyalty.
Stay ahead of the curve
Keep up with trends, but stay true to your brand
Social media trends come and go, and staying relevant means staying informed. But jumping on every trend isn’t the answer either.
Stay true to your brand while incorporating trends that align with your business goals.
Pitfall to avoid: Falling behind competitors
Competitors who embrace new trends can leave you in the dust. Stay ahead by continuously adapting your strategies to leverage emerging features and trends.
A social media expert can be invaluable in keeping your strategies fresh and competitive.
Tailored strategies for maximum impact
One size doesn’t fit all
Every business is unique, and your social media strategies should reflect that. Tailored strategies that align with your specific business goals and audience will yield the best results.
Are you a goal setter? Find out why you should be here
Ready to elevate your social media presence?
Whether you’re just starting or looking to revamp your current strategies, personalised support can help you unlock the full potential of your social media presence.
Let’s chat about your business goals and how we can provide the expertise needed to elevate your online presence.
