Creating a Core Social Media Strategy for Your Small Business

Heather Agnew
Oct 8, 2023
4 min read

Updated: Aug 20, 2024

by: Heather Agnew, A Little Biz Help

Social media has become an integral part of our lives, allowing us to connect and engage with others on a global scale. For small businesses, it offers a powerful platform to inform, connect, and build community. However, to maximize the impact of your social media presence, it’s important to develop a well-defined core strategy. In this article, we will explore the key elements of creating a social media core strategy for small business owners.

Who are you as a business on social media?

Voice, Identity, Presence, Message

Before diving into social media, it is useful to take some time to establish your identity and understand what sets you apart as a business. Define your unique voice, whether it’s strictly professional and sales or business oriented, or educational and informative, or light and humorous, ensure consistency across all your social media platforms. Craft a clear and concise message that reflects your business, industry, and the value you bring to your clients or customers.

Who is your audience?

Consider your target audience and their demographic. Are you primarily reaching out to a local market or national/international? Are you speaking directly to customers, or to other businesses? Understanding your consume

rs needs, goals, and what information they need about your business will help tailor your content and approach to effectively engage them.

What type of content will you share?

Content is the lifeblood of social media. Determine the type of content that resonates with your audience and aligns with your objectives. This may include educating clients on how to make choices about services like yours (how are we different from other businesses) or illustrating your services. For example:

• If you are a florist: this is the type of bouquet of flowers you might choose for this occasion.

• If you are a contractor: this is what a good drywall job looks like.

• If you have a bike shop: these are the types of e-bikes we sell/rent.

Additionally, you can explore topics related to your industry, for example:

• If you are an accountant: how to prepare for tax season.

• If you are a landscaper: how to plan your summer annuals.

• If you are a baker: how to update your family favorite recipes.

Research your demographic’s needs and interests to identify what they are looking for in content. Are they seeking new ideas and options, do they want to see samples of your work, do they want to get to know you and your business better before booking your services? By understanding their needs, you can tailor your content to meet their expectations and foster meaningful connections.

Promotions and community engagement

Social media provides a platform to promote your business and your products, services, sales and seasonal offerings. Utilize captivating visuals, persuasive writing, and engaging storytelling to communicate the unique benefits a

nd value of your business. You might leverage various social media features such as Instagram stories, Facebook events, and YouTube live sessions to create excitement and generate interest.

Beyond promotions, prioritize community engagement. Respond to comments, messages, and direct interactions with authenticity and care. Build relationships with other allied professionals and businesses by engaging in discussions, resharing relevant content, and offering support and encouragement. These interactions not only strengthen your community but also elevate the conversation around your industry.

Where and how to share your content?

Choosing the right social media platforms is crucial for reaching your target audience effectively. Instagram, Facebook, YouTube, TikTok, and X (Twitter) are popular platforms, each offering unique features and audiences. Identify the platforms that align with your goals and devote your resources accordingly.

When it comes to format, leverage a diverse range of content types to keep your social media presence engaging and dynamic. Experiment with photos, videos, written posts, slideshows, carousels, reels, and stories to showcase your expertise and creativity. By mixing up the formats, you cater to different preferences and capture the attention of a wider audience.

Frequency and consistency

Maintaining a consistent presence on social media is crucial for building a strong following and establishing credibility. Determine a realistic posting frequency that allows you to consistently share valuable content without overwhelming yourself. Quality should always take precedence over quantity.

Create a content calendar to plan and organize your posts in advance. This ensures a steady flow of content and helps you stay focused on your core messages and objectives. Utilize scheduling tools and analytics to optimize your posting times and measure the impact of your content.

Why are you on social media?

Understanding your purpose for being o

n social media will guide your strategy and actions. Reflect on the impact you wish to have as a business. Are you aiming to provide information, education, drive sales, or encourage participation? Clearly articulate your intentions and let them drive your content creation and interactions.

Remember your professional responsibilities on social media.

As a business owner you are representing yourself, and to a certain extent your industry on social media, so it’s essential to uphold your professional standards and consider the impact of your messaging.

Represent yourself and your business community with integrity, compassion, and respect. Be considerate in your language and messaging and

be mindful of the images and videos you share. You can use stock images, or take your own photos or videos, ensuring you have obtained consent from your customers or anyone else in your images/videos that you will share.

Social Media for Small Business

Developing a social media core strategy for your business involves:

defining your voice
identifying your audience
creating compelling content
engaging with your community
selecting suitable platforms
choosing diverse formats
maintaining consistency
aligning your actions with your core messages.

By approaching social media strategically, you can make the most of these platforms to drive sales and engagement and have a positive impact on your community and elevate the conversation around your industry.