Crafting a 5-Step Social Media Strategy for Small Businesses

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In today’s digitised world, an effective social media strategy has become necessary for businesses. It’s a requirement. This is especially true for small businesses, where social media’s low cost and extensive reach can make it a game-changer. This article provides a quick guide for creating a social media strategy for a small business.

What is a Social Media Strategy?

A social media strategy is a comprehensive plan focusing on everything business-related on social media. It encompasses goals, measurable objectives, formatting, content themes, and ways of managing and understanding analytical data. Certain elements must be in place to create a simple social media strategy for small businesses.

social media strategy for small businesses

Why do Small Businesses Need a Social Media Strategy?

Small businesses often operate under resource constraints. Therefore, an effective social media strategy plan grants them a cost-effective way to reach their customers. According to SproutSocial, 78% of salespeople using social media outperform their colleagues who do not. Further, 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers actively use social media platforms, implying a vast demographic that can be tapped into.

Creating an Easy Social Media Strategy for Small Businesses

1. Set Measurable Goals

Setting clear objectives is the first step to creating a social media strategy for a small business. Goals may include:

  • Boosting brand awareness: Measure this by tracking follower growth rate, post reach, and brand mentions.
  • Increasing product sales: Monitor website clicks, conversions, and e-commerce tracking.
  • Engaging with customers: Look at likes, shares, comments, and mentions.

Remember to make these goals SMART (Specific, Measurable, Achievable, Relevant, Time-Bound). For instance, you could set a monthly goal to generate 100 new leads through Facebook ads.

smart goals for your social media strategy

2. Identify Your Audience

Understanding your audience is crucial to establishing a simple social media strategy for a small business. Use market research to determine demographic considerations like age and location and preferences like interests and browsing behaviours. Tools like Facebook Insights or Instagram Insights can provide information about your current followers.

3. Choose The Right Platforms

Depending on your audience, some social media platforms may be more beneficial for your business. After obtaining audience demographic data, compare it with the demographics of different social platforms. For example, if your product is visually appealing or targets a younger demographic, Instagram may be preferable over LinkedIn.

4. Create and Post Engaging Content

This critical step forms the essence of your online presence and involves producing and sharing content related to your brand’s offerings while ensuring it answers your audience’s concerns and interests.

  • Behind-the-scenes looks at your business: These posts offer a peek into your company’s daily operations, your team, or how your product is made. It’s an excellent way for your audience to know the people behind the brand and the values you uphold. To create such content, use your smartphone to take candid shots during a typical workday or team gatherings.
  • User-generated content (UGC): UGC is any content (pictures, videos, testimonials, tweets, etc.) created and published by unpaid contributors or, using a better-known term, fans. It serves as social proof, enhancing your credibility and relatability. Offer incentives to boost customer participation in sharing their experiences with your products and services. Feature these posts on your pages. Always remember to acknowledge or credit the source.
  • Educational posts: Teach your audience something new about your industry, products, or services. Informational posts should be part of your easy social media strategy for small businesses. These can be how-to guides, explainer videos, infographics, or frequently asked questions. As a business owner, you have a broad knowledge base to tap into and share with your audience.
  • New product or service announcements: Social media is a great way to announce new products or services. You could create posts leading up to the big release day, including teaser images, countdown timers, and sneak peeks. Use graphic design tools like Canva to make these posts, even with limited design skills.

Consistency is crucial when posting on social media, but spamming your followers’ feeds is optional. Quality is equally important, and a content calendar will ensure you maintain a regular posting schedule while keeping your content diverse and engaging.

5. Constant Evaluation

Analyse your progress by looking at the growth in follower count, engagement rate, or website traffic from social media, depending on your goals. This insight can help you to adjust your content strategy, posting times, or target audience. Tools like Sprout Social or Hootsuite can help simplify this process.

These steps make it easy for small businesses to set up a fruitful social media strategy. It’s all about planning, executing, and optimising your strategy to effectively correspond to your audience and business goals.


With some planning and constant tweaking, anyone can learn how to create a simple social media strategy for small businesses. While initially intimidating, remember that consistency and quality matter the most on social media.

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