Social media tips for small business

Lots of small businesses – and business owners – are on social media, but there’s a big difference between sharing pictures and chatting with friends versus using social effectively for low-cost marketing. So, where do you start?

You can use social media to meet several different objectives, such as building your brand, establishing credibility, generating good word-of-mouth, or forming a stronger bond with existing customers and other businesses. Or, you might just want to use social media to drive people to your website, where they'll potentially convert to customers.

In this article, we'll provide social media tips for small business owners and give you some real-world examples. We hope these will be inspiring and help you generate engaging your posts and updates have genuine appeal.

Use social media as a low-cost way to market a new business.

Gemma Whates, founder of online retail shop ALL by MAMA, used social media to kick off early-stage marketing for her business.

"ALL by MAMA a is an online marketplace for businesses run by mums working around family life. It launched in November 2014 and our vision is to become the world's best marketplace for parent-run businesses. Coming from a marketing background and worrying about the long hours after maternity leave, I was looking for ways to work more flexibly around my son and support others to do the same."

Gemma also started collaborating with influencers to engage new audiences and boost brand credibility. "Building traction is hard, but once consumers can see that others are engaged, they begin to take an interest."

Don't be afraid to think outside the box.

On social media, a creative idea can carry the name of your business to more people than you might otherwise expect – but it needs to be a good idea. The Wild Detectives, a hybrid bookshop/bar/café, wanted to raise its profile so it took to Facebook. The owners wanted to bring awareness to the time people spend procrastinating with online reading, and put this into perspective against all the great books we could otherwise be reading.

The plan was to post engaging headlines on Facebook but link them to thematically similar classic literature plots. So, ‘British guy dies after selfie gone wrong’ linked to a piece on Oscar Wilde’s The Picture of Dorian Grey, while ‘Teenage girl tricked boyfriend into killing himself’ was about Romeo and Juliet.

The Wild Detectives used Facebook as an instrument to reach out to its audience and then direct them to Medium, the blogging website where the articles live. This campaign kicked off on National Read a Book Day, and has since gone viral - the shop saw a 600% increase in followers.

As Andrés de la Casa-Huertas, Creative Director at The Wild Detectives, says, “Ideas go further than money.”

Find the network that's best for your small business.

The major social networks each have different strengths, so it’s important for you to market your business on the platforms that are most suitable.

Twitter, for instance, is best for short, written messages - think: sharing links, starting conversations, and responding to threads. It helps people stay in touch with your business and get updates about new offers, specials, or changes to normal service.

Instagram is a network for inspiring visuals, and can also be a shoppable platform - when you post a photo of a product, you can add a link to that product's page on your website. All customers need to do is tap to shop!

When you're posting photos on Instagram, choose images that reinforce your brand or product, and connect with customers in the comments. You can also use Instagram Stories to give followers a more unfiltered look at your business - this is a great place to do a Q&A, give a tour of your studio, or repost customer testimonials.

Facebook does lots of things other networks do, but in a single place. You can post pictures and videos, have conversations, provide updates about your business, and share promotions. Facebook is a great place to create buzz around your business - ask customers to leave reviews and 'Like' your page. This will give you exposure to their Facebook friends, and potentially send new clients your way. You can also add a 'Shop' section on your page, and link to products on your website through Facebook posts.


Sally’s Cottages, a family-run vacation rentals business, uses Facebook to post pictures of its cottages and Cumbria's Lake District to encourage people to share them. Sally’s Cottages also likes to get into conversations with customers to find out more about them and answer any questions. Actively engaging with followers is a great way to connect  with people who might later come back and book a vacation.

Like Instagram, Pinterest is a highly visual platform. According to Shopify, over 90% of Pinterest users plan purchases using the platform. Many people flock to Pinterest for inspiration when redecorating a home, looking for new recipes, researching hair and beauty trends, or planning a wedding - so if your business is relevant for any of these categories (caterers, florists, interior decorators, hair stylists), you should definitely start pinning.


Need help creating perfectly-sized graphics? Find free customizable templates in Vistaprint's Social Design Studio.

TikTok is a relatively new social platform that lets users get creative with videos, music, and sound effects. If you want to give customers a behind-the-scenes look at your business or film a tutorial, TikTok could be a perfect platform for you. Right now, we're seeing a lot of calligraphers, hair stylists, and boutiques showcase their skills and products via TikTok.

Connect with the rest of the small business community.

One of the other great benefits of social media is how it can facilitate online networking - especially with LinkedIn. LinkedIn is aimed at professionals and it can be used to build contacts with other business owners. It’s also particularly useful for thought leadership, an approach that positions a business as a significant voice in its field. You can blog, create discussion groups, and post updates that help establish you as an expert.

As with any social platform, think about the audience you want to connect with on LinkedIn and target them with information they’ll find useful and relevant – this will also reinforce your brand and position you as an expert. One of the great benefits of LinkedIn is that it lets you see where everyone works and their job title, so as you see who responds to the content you share, you’ll get a clearer picture of who's engaging with you. These people can potentially make great business partners or customers.

Attract (and engage with) followers.

When you create a new social account, start by following your family and friends - and ask them to share your posts or accounts with their social circles. You should also think about the audience you want to connect with, and target them with information they’ll find useful and inspirational.

Make sure to include links to your social accounts on your website or blog, and include your social handles on any communications you send out - email newsletters, postcards, take-out menus, and more.

And you'll need to do more than just post static images to your Instagram grid - there are small things you can do to make your posts engagement soar. The simplest way to continue growing your following is to stay active. Create exciting updates, run giveaways, and offer exclusive access or discounts to your followers. Ideally, your followers will like, share, retweet, or repost content from your account, increasing your reach. Also consider asking questions and soliciting feedback from your audience - people love to participate in contests or polls and share their opinion.


It can also be useful to seek out key accounts to follow. Engage with influencers who are prominent in your industry, businesses in your area, or bloggers you admire. If these types of accounts follow you back, it can help grow your audience even more.

Sally’s Cottages runs a 'Cottage Giveaway' on Facebook each month, offering a free stay in one of their cottages. To enter the giveaway, they ask followers to answer a question in the comments section, then randomly select a winner. A promotion like this keeps up the interest on their Facebook page and draws new followers to their business every month.

Beyond asking questions, play with emojis and weave them into your social media posts. When used correctly, people respond well to emojis, and posts with emojis generate more interaction and dialogue than text alone. Emojis are usually used in informal conversations between friends, and by adding them to your social strategy, your communications come off as warm, friendly, and authentic...the perfect recipe for customer engagement.

Pay attention to posting times.

Social media is only effective if your posting times are aligned with your audience’s platform activity. (Have you heard the famous quote, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Apply this rationale to your social posts!) If no one is online to see your posts, do they have an impact? They might, but you’re certainly leaving a lot of engagement and interaction up for grabs.

It's not enough to post when you remember to, or when you have a spare minute. A social calendar should be part of your marketing plan, as posting frequency is almost as important as quality. So, aim for posting several times a week, and think about varying what you post. Why not mix in retweets alongside news about your business and general chatter with your customers?

Use your platform-specific analytics and insight tools to monitor when your audience is most active and tailor your posting schedule to those times. If new content is published when your followers are on the platform, they’re more likely to engage, comment, like, or share than when they see it hours or days after its original publish date. Integrate these specific times into your social media editorial calendar and social media marketing tool to develop posting consistency.

Real-time updates are more exciting for followers, as they want to be the first ‘like’ or comment or be the first to share an update within their network. Timing is everything for social media and paying attention to activity times will enhance your customer engagement.

Find your voice, then keep talking.

When you feel you’ve found your ‘voice’ for social media – and decided which platform works best for you – it’s important to keep the conversation going...and keep your followers engaged.

Hopefully, you now have a better idea about using social media to connect with customers and reinforce your brand. Remember, customer engagement is all about communication and showing your clients that you care about them, their time, and their interests. Use your brand voice to attract and retain their attention, while sprinkling in outstanding images, creative text, and light-hearted emojis to really bring your business to life and build long-term loyalty.

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