Social media can be a small business owner’s best friend—or a giant time-suck. The difference? Strategy.
Whether you’re a solo entrepreneur or managing a small team, showing up online is essential for building brand awareness, engaging with customers, and driving sales. But with so many platforms out there, how do you know which ones are right for your business? And once you’re there… what do you actually post?
Let’s break it down.
Why Social Media Matters for Small Businesses
Social media gives you a direct line to your audience. It’s where you can:
- Build relationships with customers and prospects
- Establish credibility in your industry
- Showcase your products or services in real-time
- Promote sales, events, or announcements
- Stay top of mind in an increasingly competitive space
And the best part? It can be done on a small budget—as long as you’re consistent and intentional.
Which Social Media Platforms Should You Be On?
Not all platforms are created equal, and you don’t need to be on every one. Choose based on where your audience spends their time and where you can show up consistently.
Here’s a quick guide:
- LinkedIn – Perfect for B2B companies, consultants, and service providers. Great for thought leadership and professional networking.
- Instagram – Best for visual storytelling. Great for showcasing products, behind-the-scenes content, and customer experiences.
- Facebook – Still a strong choice for local businesses and community engagement. Ideal for promotions, events, and updates.
- TikTok – A creative space for short-form video. Great if you want to reach a younger, trend-savvy audience.
- X (formerly Twitter) – Ideal for thought leadership and timely updates, but requires frequent engagement to be effective.
If you’re new to social media, start with one or two platforms and grow from there.
What Should You Post?
Once you’ve picked your platforms, it’s time to plan your content. A good rule of thumb: mix it up to keep your audience engaged and informed.
Here are a few content types to rotate through:
- Product or service highlights – Show what you offer and how it helps.
- Behind-the-scenes – Let people see the human side of your business.
- Industry news – Share relevant trends or insights to show your expertise.
- How-to or educational posts – Teach your audience something useful.
- Customer testimonials or success stories – Build trust through social proof.
- Holiday or seasonal content – Keep things timely and fun.
- Promotions and sales – Announce discounts, events, or launches.
- Employee spotlights – Introduce your team and boost your company culture.
Why Images Matter (and How to Make Them)
Posts with images or videos get significantly more engagement than text-only posts. Even a simple visual can stop someone from scrolling right past your content.
Not a designer? No problem.
Use free tools like Canva or Adobe Express to create professional-looking graphics, even if you’ve never touched a design program before. These platforms offer templates for every type of social media post—just drop in your logo, update the text, and you’re good to go.
Tips for creating strong visuals:
- Stick to your brand colors and fonts for consistency
- Use high-quality images (stock or your own)
- Keep text minimal and readable
- Don’t forget to include your logo or website URL
Final Thoughts
Social media doesn’t have to be overwhelming. Start small, be consistent, and stay focused on where your audience is. Whether you’re sharing customer stories on Facebook, posting tips on LinkedIn, or showing off your latest product on Instagram, the key is to be authentic and active.