Social Media Strategy for People Who’d Rather Do Literally Anything Else
Using social media to grow your small business without crying.
A smart social media strategy can be a game-changer when it comes to growing your small business. By showing up consistently online, small businesses can create a loyal customer base without the often out-of-budget cost of traditional advertising. It’s not just about selling—it’s about making connections that naturally lead to growth over time.
You may not have given a lot of thought to what kind of strategy to use on social media. Many entrepreneurs we have talked to use a method that could best be called “I guess I should put something on Instagram today”. Social media can be a real bummer to keep up with when you’re trying to stay on top of the basic day-to-day running of your business. This is especially true if you, well…ABSOLUTELY HATE MAKING CONTENT. Developing a plan of attack will really focus your efforts and make you feel a little less lost and a lot more confident.
Set goals
Decide what you want to accomplish with your content. Are you hoping to grow awareness of your business? Drive traffic to your website? Engage with your customers? Establish yourself as an expert in your field? It will be much easier to decide WHAT to post when you figure out what your ultimate goal is. And keep in mind that your goal may shift as your business grows and changes.
Know your audience
Facebook users are very different from Tik Tok users. Think about your ideal customer and what platform(s) they are most likely to be active on. What does their schedule look like? That will dictate what time they are most likely scrolling and will help you decide when to schedule your posts.
Speaking of platforms
You don’t have to be everywhere. If you have the time and bandwidth to post a ton of places, great, but don’t get hung up thinking you have to do it all. It’s better to do one really well than half-ass five of them.
Content mix
Everything you post should reflect the overall values of your business, but it shouldn’t all be cookie cutter. Mix it up with educational content, behind the scenes type content and a generous sprinkling of posts that show your personality. If there is one thing we have learned from our own social media, it’s that our customers LOVE to see the real people behind the work, so don’t forget to let folks see behind the curtain.
Consistency is queen
Yes, consistency is posting on a regular basis, but in this case I also mean consistency in style, colors…basically an overall vibe that helps people “recognize” your content.
Engage
Above all, social media is a community, so participation is give and take. Respond to messages and comments. Interact by commenting, liking and sharing when you see content that resonates.
Track and adjust
The idea of tracking analytics might make you sleepy, but that is where the real progress is made. A simple spreadsheet where you see what posts get the most engagement will give you BIG insight into what your customers like. Look for patterns in the days and times that get the most traction. Is your audience night owls or early risers? Do they love the fun and light content or more technical or heavy topics? It’s totally okay to experiment a bit and see what happens to the numbers.
Growing your small business on social media takes some patience and the ability to roll with the punches. Things change fast—what worked last month might totally flop today—so be flexible. You’ve got to be willing to try new things, learn from what tanks, and keep showing up even when it feels like you're screaming into the void. It’s not going to be instant magic, but with some consistency and a sense of humor, social media can help your business blossom.