The Social Media Playbook for Small Businesses
Published on Dec. 2, 2024 at 4:36 p.m.
By Lisé Badeaux.
Social media has become an essential tool for small businesses to build brand awareness and connect with their audiences. Unlike traditional advertising, social media allows businesses to establish direct and meaningful relationships with their customers while showcasing their unique identities.
Many small businesses have successfully leveraged this tool to gain visibility, such as restaurants, furniture stores and pop-ups. These platforms offer endless opportunities for businesses to grow, but they also come with unique challenges that require careful navigation.
Managing on a budget
One of the most significant hurdles small businesses face when advertising on social media is managing a limited budget. Unlike large corporations, small businesses often lack the financial resources to invest heavily in paid campaigns.
Kaitlyn Patterson from Nebo Agency in Atlanta highlights the importance of maximizing these limited resources by optimizing campaigns to reach the right audience with quality content.
“I would advise them, if they have the budget, to work with an agency that has experience in social media,” Patterson said. “Working alongside an agency, even for a short time, can help a small business owner get started on the right foot, and possibly learn some tricks of the trade.”
Small businesses can focus on organic strategies first, using metrics to identify successful posts before amplifying them through boosting. This approach ensures that every dollar spent delivers maximum value.
Time is another constraint that small businesses frequently encounter. With limited staff, it can be challenging to dedicate consistent effort to social media management. For those unable to work with an agency, creating a dedicated “social media manager” position may be a worthwhile investment.
Who is this brand?
A strong and consistent brand identity is critical for a small business to stand out on social media. It is vital that the business’s online presence aligns with its physical locations, website and other materials. Elements such as logos, color schemes and consistent imagery create a cohesive look that reinforces brand recognition. The business’s tone of voice should also remain consistent across all platforms. By imagining the brand as a person, businesses can create authentic and relatable content that resonates with their audience.
Building a content strategy tailored to the target audience is also essential for social media success. Different platforms cater to different demographics and content types, so businesses should focus their efforts where their audience is most active. For example, visual-heavy platforms like Instagram are ideal for showcasing products, while LinkedIn might be better suited for professional services.
A well-structured content calendar ensures regular posting, helps businesses stay organized and enables them to capitalize on timely and relevant topics. “What works on social media tends to change pretty quickly, so be mindful of how you can adapt your content,” Patterson stated. “But, it’s much easier to maintain a consistent, authentic voice when you have guidelines for what that voice should be.”
The numbers behind the posts
User-generated content is a powerful tool that small businesses can use to engage with their audience and build trust when it comes to the fast pace environment. Encouraging customers to share their experiences, tag the business in their posts or leave testimonials creates authentic content that can be shared to reach a wider audience.
Hannah McMurphy, a director at Underground Media in Tuscaloosa, Alabama, knows the importance of putting the audience at the beginning of any brand’s social media.
“You don’t have to spend thousands and thousands of dollars to see growth on a social media platform,” McMurphy said. “I think a great social media page starts with quality content. You want content that is going to grab attention as people scroll through endless posts each day.”
To measure the success of their efforts, small businesses should track metrics that reflect meaningful engagement. Standard metrics like impressions, likes and engagement rates provide valuable insights into how content resonates with the audience. For paid campaigns, cost-efficiency metrics like CPM (cost per thousand impressions) and CPC (cost per click) are particularly useful. While follower count can be considered a vanity metric, it is still an important indicator of growth for businesses just starting to establish their online presence.
Using these analytics, businesses can refine their strategies, focusing on what works and eliminating what doesn’t. McMurphy emphasized the importance of organic content, stating, “At Underground Media, we don’t believe that plugging in media to an automatic posting program warrants the best results. We strive to produce and push organic content on a regular basis so that our clients are actively in front of their target audience.”
Staying connected with the audience through genuine interactions, such as responding to comments and messages in a friendly and authentic manner, further strengthens this bond.
Where can I start?
For small businesses new to social media, Patterson’s advice is simple: “I’d recommend that they start by using available resources to educate themselves on organic and paid social media.”
Without professional help, there are also plenty of free online resources like those offered by Meta and Hubspot Academy to help business owners learn the basics of social media marketing.
Social media platforms provide free resources and step-by-step guides for setting up and running campaigns. With patience and a commitment to learning, businesses with limited budgets can make a meaningful impact online. Partnering with agencies, even on a short-term basis, can provide valuable expertise and a strong foundation for long-term success.
The journey to building a strong social media presence may be challenging, but the potential rewards are worth the effort. By establishing a cohesive brand identity, crafting targeted and engaging content, and consistently refining their strategies based on analytics, small businesses can unlock the full potential of social media to grow their reach and build lasting customer relationships. With persistence and creativity, small businesses can thrive in the competitive digital landscape.
