Social media marketing for small businesses to achieve scalability in 2023!


Social media marketing (SMM) for small businesses requires a strategic approach. Unlike large enterprises with dedicated resources and ample time, small businesses must be agile, adaptable, and inventive. 

Merely investing money without a plan won’t yield the desired results. It’s essential to employ social media intelligently to effectively engage your target audience.

A business will likely create content strategies for social media, and this is because there are 4.2 billion more active users of social media than in 2017. They spend as much as 2 hours on social media every day.

Social media marketing is a facet of digital marketing that harnesses the potential of widely used social media platforms to accomplish marketing objectives and enhance brand presence. However, it necessitates more than merely establishing business accounts and sporadically sharing content at will.

It mainly includes these factors:

  • Managing different social media platforms and optimizing the content.
  • Posting pictures and live videos that represent your brand.
  • Monitor your reputation by responding to and engaging with the comments of your customers and followers.

What is Social Media Marketing (SMM)?

SMM is utilizing social media platforms for promotional purposes, such as advertising a brand, product, or service. This marketing approach enables a brand to engage in ongoing conversations on platforms like Twitter, Facebook, and Instagram.

To ensure successful social media marketing, it is advisable to adhere to certain best practices, such as creating compelling content that directs users back to your website and actively responding to inquiries and comments. 

While social media advertising is an option, posts can also gain visibility organically, without the need for monetary investment, or they can be promoted through paid advertising campaigns. By familiarizing themselves with the core principles of effective social media strategies, small businesses can achieve a favorable return on investment and establish a thriving presence on social media.

Social media marketing also involves paid social media advertising, such as paying for ads about your business. It will enable your brand to appear in front of a large audience of highly targeted users.

What are the benefits?

Reach a wider audience

Over 3.6 billion users are active across social media channels, and a single share of your post can increase brand exposure substantially reaching a broader audience.

These platforms offer a global audience due to the absence of geographical limitations. However, language barriers can restrict your reach to only those languages in which you communicate effectively.

This is changing, however, and automatic translation technology is advancing, so the ability to persuade and sell products in the native language may be attainable soon.

It’s important to note that local regulations and taxes can constrain your international expansion, but once you navigate these hurdles, the potential to market to a worldwide audience becomes feasible.

Become an active participant

Social media allows you to present your business as an active participant in the market. Creating a personable profile and up-to-date profile increases the authenticity & transparency of the business. 

By posting engaging content, and interacting with users, you can establish a relatable persona that your audience can connect with and trust. It will also allow for brand discoverability.

Drive traffic

With social media marketing, you can easily drive traffic to your website. Add a link in your profile, blog post links in your posts, or targeted ads, you can attract visitors and convert them into customers. Additionally, social signals indirectly contribute to your search engine optimization (SEO) efforts.

Get the attention of the right customers

By researching your target audience and which platforms they use, such as Instagram or Facebook, a small business can offer features such as shops, direct messaging, and appointment booking capabilities.

If the content is relevant and relatable, it will generate leads and conversions directly on these platforms. A small business can also create hype around upcoming events, offers, product launches, sales, and more through influencer marketing.

Build relationships

Small businesses typically prioritize their local community and individuals. Many small businesses actively engage in their communities, establishing a strong bond with customers and enabling brands to communicate and connect with them directly and indirectly.

To enhance customer engagement, small businesses can encourage customers to share pictures featuring their products on social media. 

Moreover, small businesses should welcome reviews, questions, comments, and concerns from consumers to foster interaction and dialogue.

Being active on social media is highly important; it allows organizations to market to customers and enables direct interaction with them. 

It can be a positive or negative comment; any feedback received should be resolved with customer service and the creation of personalized one-to-one relationships.

As a small business owner, establishing connections with individuals on social media is relatively straightforward. By providing timely responses, small businesses can earn the respect and appreciation of current and potential customers.

A small business can network, gather feedback, hold discussions, and establish direct connections with individuals, fostering relationships and enhancing customer engagement.

Since a small business is targeting a local or specific audience, they will more than likely purchase or engage with your brand on social media.

Cost-effective tool

When implemented effectively, managing a social media program can be relatively inexpensive. With the right knowledge, team, and strategic approach, marketing teams find it easy to utilize social media with minimal overhead costs. 

Gain valuable insights

Feedback is crucial for a business to thrive. Leveraging the analytics and reporting features of social media marketing, each platform can give you valuable insights into your page’s followers.

This makes it possible to understand their demographics, their interests, and how they prefer to engage with your brand, enabling you to refine your marketing strategies accordingly. A small business should collect reviews and provide customers with a way to ask questions at any time.

How Can A Small Business Get Started?

Establish clear and attainable objectives

Small businesses need a social media marketing strategy with planning and implementation. The initial step involves establishing clear and achievable objectives. Here are some questions to define the objectives:

  • What are the business’s social media goals?
  • How can social media contribute to the growth of a business?
  • How can the brand effectively reach its target audience?
  • What strategies should be employed to market the brand to the intended audience?
  • How can the business ensure that its products or services remain relevant in the realm of social media?

Goals play a significant role in evaluating how social media can expand your business. Without well-defined objectives, it becomes challenging to outline the specific actions necessary for success.

These goals can be expanding your audience, establishing yourself as a trusted authority in your industry, increasing lead generation, or any other goals that align with your business’s needs. If you operate a profit-oriented enterprise, your aim is to foster the growth of your business.

Develop a distinctive Brand personality

It is not just important but equally important to relate to your target audience. The success or failure of your social media marketing heavily depends on the personality of the brand on social media. Notably, prosperous businesses almost always possess a distinctive personality.

Your brand should be no exception. It is essential to cultivate a unique brand personality that resonates with people and sets you apart from the competition. 

This is crucial because individuals prefer engaging with real personalities rather than faceless entities.

To thrive on social media, injecting personality into your brand’s interactions makes engagement fun and exciting. Consider asking these questions:

  • How can the brand emulate its vision and essence?
  • What voice should be adopted to effectively communicate with the target audience?
  • What kind of persona should the social platform embody?

Select the Appropriate Social platforms

Source: Rootadvisors

The five most popular social media platforms include Facebook, Instagram, TikTok, Twitter, and YouTube, each with its own strengths and weaknesses.

Choosing the right platform:


It may look like an outdated platform that not many use, however, it still holds relevance. Facebook offers a range of options to select from, such as professional pages, paid post promotion, and native advertising.

The vast reach of Facebook is so significant, it serves as a testament to the immense influence Facebook’s audience holds.

Facebook is slowly serving the senior demographic, so if your business targets customers from this category, Facebook serves you well. You can also target foreign markets as Facebook is universal. Creating and publishing posts is easy and very straightforward.


Next in line after Facebook, Instagram boasts a substantial and well-established following that has grown over the years. 

While it may be challenging to find seniors on Instagram, as its primary audience consists of millennials and teenagers, the platform’s international reach is comparable to that of Facebook.

What sets Instagram apart is its emphasis on visual content, making it crucial for businesses to create compelling high-quality images and videos to thrive on the platform. 

Although this can be a hurdle for many small businesses, the investment proves worthwhile in the long run. Additionally, Instagram provides options for paid advertising.

Your target groups will be millennials and people under 25. Moreover, women are more active on Instagram than men. So, if your brand offers services unique to women, Millenial or Gen Z, this platform is the perfect place.


TikTok is a highly popular platform for short-form videos with a significant return on investment. More than (62%) of users belong to the age group of 18-24. 

According to reports from marketers, TikTok holds the second-highest potential for audience growth in 2023. You can utilize this platform by leveraging its features such as ‘TikTok shopping’ and ‘TikTok ads’

TikTok proves to be an excellent platform for reaching Generation Z, moreover, TikTok ads reach 1 billion adults every month.


Although more focused on news and trending content. Nearly 54% of Twitter’s users will likely purchase new products. 

A number of politicians, journalists, celebrities, and comedians are active on the platform. In Japan this platform is a hit, sitting neatly at #1. Twitter offers an ad platform for businesses to target their audience.


YouTube, a video-sharing platform owned by Google, allows individuals to watch, upload, rate, share, and comment on various types of content. Any type of long-form or short-form video content can be posted on YouTube. 

Numerous businesses on YouTube possess a creative, visual, or educational element. Given the platform’s strong emphasis on creativity, having a dedicated video editor to produce content is crucial.

Frequently, businesses collaborate with YouTubers for product placement, leveraging the engaged audiences these influencers have already cultivated.

Utilizing YouTube influencers can serve as a more convenient approach to marketing your business on the platform, as it eliminates the need to invest time and effort into content creation and building a following, which can often take years.


Another platform that has a 76.7% female user base. It is an emerging and visually driven app, used for pictures. It had been growing since the pandemic. 

This platform allows users to “pin” and save and display content on digital bulletin boards. It can be pinned according to categories such as food and photography. 

However, it may not be for everyone. It is mainly popular for DIYs, fashion, craft, art, beauty, photography and food. Businesses outside these categories can focus too, but it is good for brands that specialize in those areas. 


LinkedIn, being the most business-oriented social media platform, offers an excellent avenue for connecting with other businesses and professionals.

As a platform with a longer history, LinkedIn places less emphasis on media content and instead focuses more on text-based updates.

While LinkedIn serves as a valuable platform for forming connections and recruiting employees, it may not be the optimal choice for large-scale marketing or attention-grabbing campaigns.

Nevertheless, it proves to be an ideal platform for small businesses operating in the B2B sector or catering to specific niches.

Your target group can be professionals or B2B businesses. High-profile people can also be targeted such as executives. If that is your target audience, a LinkedIn profile is necessary.

Put Videos To Use

Video ads are becoming increasingly popular on social media because they tend to be short, digestible pieces of content within a short time. 

Consumers will be more convinced to buy a product after watching a video ad. Primarily, videos exhibit superior retention rates when compared to alternative content formats.

The amalgamation of visuals, audio, and storytelling elements enhances viewers’ ability to retain and recollect the conveyed information.

Furthermore, videos possess the capacity to go viral, enabling them to reach a broader audience and generate increased organic engagement.

Moreover, video marketing empowers businesses to establish a more intimate and genuine bond with their audience, fostering a sense of personalization.

Navigating five new networks may be daunting, but as a brand, choosing a few social media platforms that align with the business’s objectives is the way to achieve social media success.

For example, businesses catering to older consumers find more value on Facebook. If your target audience comprises younger Gen Z and Millennial demographics, leveraging TikTok would be beneficial. 

Instagram is well-suited for businesses selling visually appealing products, such as clothing. YouTube will serve as an excellent platform for any business that can create informative, fun, and creative videos, regardless of length, to educate prospective customers.

Ultimately, the choice of social platforms depends on your target audience. While developing a social media marketing strategy conduct thorough research, study how your competitors utilize these platforms, and carefully select the platforms and social media management tools that best suit your business.

Understand Your Audience

The audience is the ultimate decision-maker. Considering the right target audience is vital for the success of small businesses.

Begin by conducting market research. If you are already present on social media, analyze the available analytics to see what content reaches which audience and how many comments or likes the post gets. 

Look for commonalities in terms of interactions, behavioral triggers, interests, and demographics.

Understanding your audience enables you to formulate effective content marketing strategies that yield optimal results for your brand.

Highlight Your Unique Selling Proposition (USP)

Amidst the sea of identical products, services, and messages, standing out, especially for a small business can be challenging. However, you can differentiate yourself by emphasizing your unique selling proposition (USP) in every social media marketing campaign. 

A great USP in a social media marketing strategy is key to capturing people’s attention and achieving success.

To identify your USP, consider the following questions:

  • What makes the brand unique?
  • How can it distinguish itself from the competition?
  • How can the products or services add value to people’s lives?
  • How can the message effectively communicate the positive qualities of the brand?

Remember that merely selling a product or service will only get you so far; as a brand, offering the benefits of choosing your brand will create a lasting impression. People need to understand what sets your company apart and why it is the best choice for their needs.

Develop a Social Media strategy

This should be the last step once you have gathered all the information. Engaging in social media marketing without a clear strategy can lead to wasted efforts. 

Merely being active on all platforms does not guarantee significant results. It is crucial to create a targeted strategy aligned with specific goals.

An effective social media strategy should include the following elements:

  • Setting realistic goals and objectives
  • Thorough understanding of the target audience
  • Competitor analysis
  • Establishing legitimate profiles on all relevant platforms
  • Consistently delivering high-quality content
  • Regular monitoring and evaluation of performance

The noise on social media can be distracting. A well-defined social media marketing strategy will help you avoid distractions and channel your efforts towards the growth of a small business.

After all is done, track the progress on social media. Study the available data and identify the goals you have achieved, determine which content has garnered the most engagement, and extract valuable insights.

For example, after launching a new campaign on Instagram, analyze the analytics and insights section to identify areas for improvement or focus in future campaigns.

Do not be disheartened if it doesn’t achieve instant success on social media. Building a successful presence takes time and persistence.

The Right Time To Post On Social Media

This is one crucial step that many miss. Not everyone is going to always be online. Your target audience checks social media intermittently throughout the day; hence, it becomes essential to align your content accordingly to yield positive results.

Here is a list:

For Instagram: The best time is weekday mornings. Weekends are great, and I improve engagement. Tuesdays and Wednesdays – 10.00 am to noon.

For Facebook: Facebook users tend to scroll many times during the day, but weekday mornings or mid-morning is ideal. Mondays through Thursdays – 8.00 am to 1.00 pm,

For LinkedIn: It is a professional platform; middays are best. Weekends are the worst time to post since many won’t be active on those days. Tuesdays through Thursdays from 10 a.m. to noon.

Twitter: Since Twitter covers the latest news and trends, the best time would be in the mornings. Tuesdays through Thursdays – 9.00 am to 2.00 pm.

TikTok: 90% of TikTok users access the app daily. However, the best time would be in the morning or in the evening. Tuesdays and Wednesdays – 2.00 pm to 5.00 pm.

YouTube: YouTube users are engaged the most online, more than Instagram and TikTok. The best times would be afternoons and evenings. Tuesdays through Saturdays – 12.00 pm and 9.00 pm.


Understanding social media is not rocket science, although it may require consistent efforts and being active to get the right attention.

Once equipped with knowledge of social platforms, a small business can now begin the planning process for establishing a social presence.

Social media marketing is about determining which social channels to utilize, strategizing the content, and having the right approach that will help you cultivate relationships with your audience while effectively meeting your marketing goals.

Social media marketing can be daunting, however with a supportive team of experts, our digital marketing services offer cost-effective and all-inclusive solutions that are just right for your business; right from full website audit to boosting your online presence. Learn more and fill out contact information for a free consultation.

It is crucial to recognize the significance of remaining adaptable. Engage with the consumers; this will help you gain valuable insights about them. These insights should consistently shape your tactics and propel your efforts towards greater success. 

By committing to learning from past experiences and incorporating those insights into future strategies, conquering social media marketing can be within your reach.

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