How to Use Social Media for Your Business
RESOURCES, COMMUNITY
Utilize social media to grow your business, connect with customers, and boost your brand visibility.
Don’t Wait to Start Posting Content!
Social media is an essential tool for small businesses to build brand awareness, engage with customers, and drive sales. It’s more common than ever to gain massive exposure and go “viral” for small businesses owners. The best time to create your platforms and post content is today! Take a photo, create a short video, or write a post to share online or with your local community.
Your social media presence is one of the first things a new viewer or customer refers to when trying to establish trust, connection, or likeness for what you have to offer. This is your first impression to the world.
Learn to use the top social media platforms to enhance your business and increase profits.
Why Use Social Media for Your Business?
Increased Visibility: Social media allows you to connect with a broader audience through platforms where your target customers spend time. You can reach people you’ve never met, that have never heard of you, or are interested in the stuff you’re offering. Social media algorithms have developed to give viewers what they want (that hopefully being your product/service!).
Cost-Effective Marketing: Social media allows free and low-cost advertising options compared to traditional approaches. Creating content with your own device, on your own time, & using your own product/services/face is the most affordable marketing option. Some small businesses may find that they require little to no marketing – their content can organically reach their target audience with enough consistency.
Remember! Consistency is key. Once you’ve established a social media presence, keep creating content (photos, videos, advice, share posts, etc.) over time. This will build trustworthiness as well as allow more time for you to reach your target audience.
Customer Engagement: Platforms provide a direct way to interact with and understand your audience.
Instant Popularity: With one video, post, or story – your business or brand can be seen by millions of eyes overnight. The benefits of utilizing social media are endless and can be powered with great content and a plan.
How to Choose the Right Platform for Your Business
Each platform serves different audiences and content types. Pick the one that fits the audience you’re trying to reach, one that fits the kind of content you’d like to create, and one that logically fits your business model.
Example: If you plan to offer lawn care services to local homeowner’s, you might advertise and create content for platforms like Facebook, Instagram & other miscellaneous social media platforms such as Nextdoor. This is where you will find local homeowner’s, where they spend most of their time online & will allow for photo & video content.
Here’s a breakdown of common platform options:
- FACEBOOK
- INSTAGRAM
- LINKEDIN
- TIKTOK
- YOUTUBE
- PINTEREST
- TWITTER
Facebook for Business – Official site for creating ads and building business pages​.
Facebook Ads Guide – Learn about ad formats and specifications​ that you can use to promote your business on Facebook.
Audience: Ages 25–55; popular among a diverse demographic.
Content Types: Text posts, photos, videos, Stories, live streams, and Groups.
Facebook Content Tips:
- Post consistently to keep your followers engaged.
- Use Facebook Ads for precise targeting.
- Build a community by starting a Group around your business theme.
Instagram for Business – Start a business account and explore growth strategies​
Instagram Ads – Create and optimize ads tailored for Instagram​
Audience: Ages 18–34; visually inclined users.
Content Types: High-quality photos, Reels, Stories, and carousel posts.
Instagram Content Tips:
- Use hashtags to expand reach.
- Create visually appealing posts with consistent branding.
- Experiment with Reels and interactive Stories to boost engagement.
LinkedIn Marketing Solutions – Tools for growing your presence​
LinkedIn for Small Business – Tailored guidance for small enterprises
Audience: Ages 25–50; professionals and B2B audiences.
Content Types: Articles, updates, job postings, and thought leadership posts.
LinkedIn Content Tips:
- Use LinkedIn Ads for professional targeting.
- Share industry insights to establish expertise.
- Network with potential clients and partners.
TikTok for Business – Learn to create effective ad campaigns​
TikTok Creator Marketplace – Collaborate with creators to boost reach
Audience: Ages 16–34; younger, creative users.
Content Types: Short videos, challenges, tutorials, and behind-the-scenes content.
Tiktok Content Tips:
- Collaborate with influencers for broader reach.
- Focus on authentic and humorous content.
- Participate in trending challenges to increase visibility.
YouTube for Business – Create ads and grow channel visibility​
YouTube Creator Academy – Learn video production and audience growth tips​
Audience: Ages 18–55; ideal for detailed or educational content.
Content Types: Tutorials, vlogs, product demos, and Shorts.
Youtube Content Tips:
- Optimize video titles and descriptions with keywords.
- Share how-to videos to educate and engage your audience.
- Consistently upload quality content to grow your channel.
Audience: Ages 25–45; women dominate the user base.
Content Types: Infographics, step-by-step guides, and product pins.
Pinterest Content Tips:
- Pin consistently and use keywords for SEO.
- Create boards that align with your business theme.
- Link pins back to your website or store for increased traffic.
Twitter for Business – Guidance on building ads and engaging with followers​
Twitter Help Center – Tips for effective account management
Audience: Ages 18–49; professionals and news consumers.
Content Types: Short updates, threads, and polls.
Twitter Content Tips:
- Use trending hashtags to join relevant conversations.
- Share quick updates, news, or customer support responses.
- Leverage Twitter Ads to promote your posts.
After You Pick Your Platform
Create and Secure Your Account
Register Your Business Name: Use your official business name as your username/handle for consistency.
Secure Access: Set a strong password and enable two-factor authentication to protect your account.
Set Up Profile
Upload a Profile Picture: Use your logo for brand recognition.Choose a Cover Image (if applicable): Add a relevant image that reflects your brand or recent promotions.Fill Out the Bio:
Include relevant hashtags (e.g., #SmallBizColorado).
Include a clear description of your business (e.g., services/products offered).
Add a link to your website or landing page.
Add Contact Information
Include Essentials: Email, phone number, and business address (if applicable).
Set Up Messaging: Enable features like instant replies or FAQs for platforms that support direct messaging.
Link to Your Other Platforms
Add links to your other social media accounts (e.g., Instagram on Facebook).
Ensure consistent branding across platforms.
Enable Business Features
Convert to a business account (if not done already) to access insights and promotional tools.
Set up your shop or services section if the platform supports it (e.g., Facebook Shop, Instagram Shopping).
Post Introductory Content
Introduce Your Business: Post a welcome message or video about your mission and what users can expect.
Pin a Key Post: Highlight an important post (e.g., an offer, about your business) at the top of your profile.
Invite Followers
Use Personal Networks: Invite existing customers, friends, and family to follow your account.
Promote Your Profile: Share your handle on your website, email signatures, and physical materials (business cards, flyers).
Engage with the Platform’s Features
Experiment with different content types:
- Posts, stories, or reels on Instagram.
- Polls and events on Facebook.
- Videos or shorts on YouTube.
Explore features like hashtags, tags, and platform-specific tools (e.g., Instagram highlights, LinkedIn company pages).
Publish Consistent Content
Start posting regularly based on your content calendar.
Use professional tools like Canva for design or Buffer for scheduling posts.
Monitor Progress
Access the platform’s analytics to track engagement, follower growth, and content performance.
Make improvements based on insights and feedback.
Tips for Success on Any Platform
It’s important to build trust and share content online relating to your business.
Keep these 5 tips in mind while sharing your business to your virtual community:
- Know Your Audience: Understand the demographics, interests, and habits of your target audience.
- Create Quality Content: Invest in high-quality visuals, clear messaging, and engaging formats.
- Engage Regularly: Respond to comments, join in conversations, and post consistently.
- Analyze Performance: Use platform analytics to understand what works and refine your strategy.
- Stay Authentic: Build trust by being genuine and relatable.
How to Create a Social Media Plan
1. Set Goals
You want to identify specific objectives for your social media efforts. These could include:
- Increasing followers
- Boosting sales
- Enhancing engagement
- Driving website traffic
Make sure your goals are SMART (Specific, Measurable, Achievable, Relevant, and Time-bound).
Example: If you want to Boost Sales: “Increase website sales by 15% through social media promotions over the next 2 months.”
2. Choose Platforms
Focus on the social media platforms where your target audience is most active.
Consider the following:
- Facebook: Great for reaching a broad audience and sharing a variety of content. You will find an older crowd on Facebook due to how long its been around & ease of use.
- Instagram: Ideal for visual content and engaging younger audiences. You can find a variety of content here. Additionally, Instagram can be a place to build brand image as its focus is images.
- LinkedIn: Best for B2B marketing and professional networking. You may also use this platform for hiring new employees.
- Twitter: Useful for real-time updates and customer service. This platform tends to work well for sharing stories, news updates, etc.
- TikTok: Perfect for short, engaging videos and reaching a younger demographic. You will find most businesses chose this platform from the start because of its popularity.
You may want to use one or multiple platforms to boost your business.
3. Plan Content
Create a content calendar to schedule your posts.
Plan a mix of:
- Promotional Content: Highlight your products or services.
- Educational Content: Share tips, tutorials, and industry insights.
- Entertaining Content: Post engaging and fun content to keep your audience interested.
4. Engage Daily
Dedicate time each day to interact with your followers.
This includes:
- Responding to comments and messages
- Liking and sharing user-generated content
- Participating in relevant conversations
It’s important to just start creating! A timeline of your business paired with consistent content create trustworthiness.
5. Adapt Based on Feedback
Monitor your social media performance using analytics tools. Adjust your strategy based on audience responses and data insights. This could involve:
- Changing the type of content you post
- Adjusting your posting frequency
- Experimenting with different formats (e.g., videos, infographics)