If you’re a small business owner trying to figure out how to stand out online, you already know that social media isn’t just optional anymore—it’s essential. But between running your business, managing customers, and wearing all the hats, showing up consistently on Instagram, Facebook, or TikTok can feel overwhelming.
Don’t worry—we’ve got you. This guide breaks down everything you need to know to get your social media marketing working for your business, not against your time.
Why Social Media Matters for Small Businesses
You don’t need a million followers to make an impact. Social media helps you:
Build brand awareness (so people remember you)
Stay top-of-mind with your audience
Connect directly with potential customers
Showcase your products/services in action
Drive traffic to your website or online store
It’s a powerful tool—but only if you use it with intention.
Step 1: Know Your Audience
Before you post anything, ask yourself:
Who are you trying to reach?
What problems do they have?
What kind of content would stop them mid-scroll?
Whether you’re targeting first-time homebuyers, busy parents, or local business owners, understanding your audience is the key to content that connects.
Step 2: Choose the Right Platforms
You don’t need to be everywhere. Focus your energy where your people actually hang out:
Instagram: Great for visuals, behind-the-scenes, Reels, and Stories.
Facebook: Still strong for local businesses, events, and community updates.
TikTok: Ideal for short-form videos, trending content, and brand personality.
LinkedIn: Best for B2B, networking, and sharing your expertise.
Start with one or two platforms and grow from there.
Step 3: Plan Your Content
Posting randomly won’t get you far. Create content that falls into a few key categories:
Educate: Share tips, how-tos, or industry insights.
Engage: Ask questions, run polls, or share relatable moments.
Promote: Talk about your services/products (without sounding salesy).
Showcase: Post client testimonials, before & afters, or your workspace.
Pro tip: Use a content calendar so you’re not scrambling for ideas every day.
Step 4: Be Consistent (Not Perfect)
You don’t need to post every day. But consistency—whether that’s 3 times a week or twice a month—builds trust and keeps your brand top-of-mind.
Set a schedule you can stick to, and remember: progress beats perfection.
Step 5: Use Video (Yes, Even If You’re Camera Shy)
Video content—especially short-form like Reels or TikToks—gets more engagement than static posts. You can show your face, or you can film:
Product demos
Behind-the-scenes peeks
Day-in-the-life clips
Customer shoutouts
It doesn’t need to be fancy. Just start.
Step 6: Engage With Your Audience
Social media isn’t just about broadcasting—it’s about community. Respond to comments, reply to DMs, and interact with other local businesses. Building relationships is what turns followers into fans (and buyers).
Step 7: Track What’s Working
Take time each month to check your analytics. Look at:
What content got the most engagement
When your audience is most active
What posts drove traffic to your website or store
Use that info to tweak your strategy over time.
You don’t need to go viral to make social media work for your business. With the right strategy and a little consistency, you can build a presence that attracts the right people and helps your business grow—on your own terms.
And if you ever feel stuck? That’s what we’re here for.
Need help with your social media? Fraser Business Marketing offers done-for-you content, branding support, and monthly plans to keep you showing up consistently.
