To this day, social media is still one of the best marketing strategies for many small businesses.

A good social media strategy can convert followers to sales and help you market your small business efficiently for relatively little to no outlay, depending on the level of support you require to run your social media campaign. With over 2.6 billion people using social media worldwide, you need to be if you aren’t on board with social media for your company.

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How to effectively use social media to help your small business.

Identify the right channels for you.

There are undoubtedly some main players in social media, and making sure you are using the right channels for your business, and ideal customer is vital.

Facebook is the oldest current social media platform, and as such, it reacts to an older type of user with more Millenials and boomers being active users, for example.

Before deciding on what social media platform is right for you, do some research into discovering where your ideal client spends their time and what type of marketing is better for you. If you are marketing to younger adults and a predominantly gen z client, you need to be where they are, which means using video marketing in a lighthearted way on platforms such as TikTok. Short and snappy is key, as well as creating content designed to go viral and not always for all the right reasons depending on your ethos!

Twitter has a broad scope of users, is more suited for those on top of trending topics, and can convey information effectively within limited characters.

Go live

Most social media channels offer you the option to go live on the platform, meaning you can engage with people in real-time and allow the chances to develop a more personal rapport with followers to enlighten them on what you are doing, new projects or releases dates or anything else that is relevant.

Research has found that 67% of people will be inclined to make a purchase following watching a live video of an event or demonstration as they get to preview what they are buying before committing. Live videos have their time and place and are perfect for hitting sales or selling an event.

Follow your progress

Creating a brand story for people to follow along with helps you to build a connection with people. Consistency in your postings can help you to build a more accurate picture of who you are and what your aim is for your business as well as what you stand for.

Using the stories features on platforms such as Facebook and Instagram, you can share more minute details that people want to see but that don’t always warrant their own main post. Allow them to see behind the scenes. Introduce staff members or share what is happening daily via regular stories and updates. Typically these disappear after 24 hours; however, Instagram has an option to save highlights.

So, for example, if you had a new product launch and you really want to get people on board and excited, you can build up engagement via using stories that share the process of bringing the product to sale and how and when it can be purchased. Stories can then be supported by main grid posts. However, you should be aware of instagram removing likes which can impact how visible your posts are on the platform.


People are more likely to buy something thanks to a real-life review of a product or service by someone who has actually bought it. Social media is a great way to benefit from user-generated content.

Stuck for something to share, or don’t you have the time to create new content? Why not ask for customers to share their purchases online via written reviews or images. Create a hashtag for people to use when they share content and ask for permission to share this, thanks to specific tags or wording they can use. You can then generate new posts using their content and words and boost your marketing strategy thanks to honest and invaluable feedback from customers.

Creating an effective social media campaign means putting time and effort into your posts and assessing how and where to post for maximum impact. While nothing stops you from opening accounts across all the major platforms, knowing how to tailor your content to match each platform and appeal to the user demographic will help you create a more effective approach for your business.