Maximize Your Small Business Growth with Smart Social Media Strategies

When running a business, free tools are often coveted. Most services these days do come with strings attached, and at the end of these very long strings can be price tags. Costly, costly price tags. These seemingly inexpensive line items do add up over time—especially when you’re hoping to be in business for the long haul and for years and years to come.

Social media, though, is a tool that at the end of the day is completely free. Though there are always ways to sponsor ads or pay for boosted posts that target a specific demographic, the basics are readily available without you paying a single cent. The important thing is to understand which social media channel to prioritize. 

So what are the best ways small businesses can capitalize on the unlimited potential of social media?

1. Leverage your audience

Picking up Likes on Facebook and followers on Instagram is more than just what meets the eye. It is a numbers game. You may think that every individual who has “Liked” your page on Facebook will see what you post. In reality? That’s not true.

Facebook knows attention can be diverted in any number of ways. Distractions are everywhere these days. Their goal is to keep people logged in and returning multiple times throughout the day. One way to keep content “fresh” is to only show you content that is trending well.

When you post an image of the fresh herbs the local farmer just dropped off at your restaurant for your Friday night chicken cassoulet special, wouldn’t you think that everyone who has Liked your page sees how fresh the thyme, rosemary, and basil is? The reality? Facebook only shows what you share to a small percentage of your Likers. Posts on your page won’t reach your entire audience every time. The best way to leverage your audience is to have a large audience that keeps on growing.

2. Make It To The Top

What helps boost your posts to the top? Interaction. The more Like, Love, Haha, Wow, Sad, Angry reactions there are, the better! On your end, your responsibility is to keep the conversation going. Write a response to every comment you get. When you think about what you might post, try to imagine what might appeal to your audience. Is it a weekly humorous Ryan Gosling meme? Is it a monthly competition? Is there a discount involved? Do you always feature new products on Monday? Do you participate in the #tbt (throwback Thursday) event that adds in a significant dose of nostalgia on the days before Friday?

3. Stay On Schedule

To make sure your brand is getting in front of the eyes of individuals who may frequent your small business, you need to keep posting. Create a content calendar that you adhere to from week to week. As you get ideas of what might be good to post, add it to your schedule. A content calendar helps you keep your ideas for social media organized so when you log in, you know just what you have logged in to do.

4. Follow Your Inspiration

Whether you are a seasoned expert in the world of social media or having just set up a profile page for your new downtown location, keep your inspiration high by following those whose businesses and business strategies you adore. Not only will their posts offer you a bit of inspiration, but you can keep tabs on how they work to promote new products, celebrate customers, and commemorate certain milestones. What do they do once they reach 1k followers? What do they do when they get a new shipment of highly-prized merchandise? Take notes and follow suite.

5. Have Fun!

Play around with all the bells and whistles. If you have no idea where to start, simply YouTube some options and gather a basic understanding. Instagram offers features like Stories, Boomerang, a variety of seasonal stickers, and hashtag options which can shine a light that mirrors your own unique personality.  Markup certain photos with doodles or designs however you’d like! Screenshot customer’s handles when they sing your praises and post what they have to say about your business. This third-party validation is one way to show that you’re not the only one that thinks your brand and business is the bomb.

6. Social Media Isn’t A Science

Though some might say that social media can be decoded and dissected in a way that will bring in a certain profit by a certain period of time, the heart of social media is all about connecting. Connecting with others. Connecting with strangers. Connecting with friends. Connecting with family. If you share materials and promotions and posts in ways that aim to connect, then there is no wrong way to do it.

7. Be Yourself

What is it about the people who you do follow on social media that keeps you coming back for more? Chances are, even if those individuals are complete strangers, you begin to feel akin to them, to their successes and their failures and their daily ups and downs. Throughout your social media journey, stay true to you. Don’t pretend to be anyone else and while you can mimic the ways that other businesses promote and stay “in the feed,” don’t sacrifice your own unique voice.

Success comes when you’re rooted in what feels most authentic to you.