As a small business owner, you’re probably painfully aware of the importance of a social media presence for your business. But with limited time and expertise to dedicate to digital marketing, how do you decide where to focus your efforts?

Small business owners don’t have the same resources as larger companies. Your social media team is likely made up of just one manager: you.

This doesn’t mean your social media marketing efforts are doomed. It just means you’ll need to be more focused and strategic right out of the gate. The best way to do this is by establishing a fantastic profile on one platform instead of stretching yourself thin across many.

Choose a Platform That Elevates Your Brand

Which platform displays your product or service in the best way?

You may absolutely adore Twitter and love the idea of posting a witty tweet once a day for your business. But if you run a gym, Twitter won’t emphasize one of your biggest selling points: your clients, trainers and atmosphere.

You don’t join a gym before touring it (unless you’re limited on options). You join based on the vibe, and above all, how it will help you meet your goals. That’s why gyms have top of the line equipment: to stay relevant and competitive in the fitness market. A site like Instagram that prioritizes visual content is better suited for a gym. The best part about Instagram? You still have room to show some personality in your posts like Gold’s Gym does below:


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Consider How Often You Engage with Customers

For some businesses, engagement is key. If you run a business that provides a technical service, you can use Twitter or Facebook to answer commonly asked questions or conduct Ask Me Anything (AMA) sessions.

This kind of social media activity kills two birds with one stone. By answering commonly asked questions from everybody, you provide value and market your expertise to prospective leads while also engaging with your existing customers and staying on top of customer service.

If Twitter’s short format is too limiting, Facebook is your best bet. With Facebook you can answer questions in detail and share longer form posts that include helpful content and still give a look into your small business’s company culture.

Take Advantage of Niche Social Media Marketing

Yes, Facebook is big and popular and chances are everyone you know has a profile. That said, its vast user base may work against your social media marketing efforts.

Don’t discount the power of niche social networks, especially if your product or service is perfect for a very specific audience.

Pinterest is the quirky, communal social network that allows users to explore different niches with their boards. A creative marketing agency could build boards that focus on each of their areas of expertise to both attract potential clients and serve as resources for existing ones. Instead of marketing on Facebook and reaching people who have more of a B2C focus, agencies can build a portfolio of relevant content to inspire clients and share their knowledge.


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Exploring niche social networking opportunities also encourages you to be consistent. Nothing motivates you to put out more content like genuine interest and enthusiasm from prospective buyers.

Look at The Numbers

If you’re lucky, you have extensive information about your current customers. Key demographics about your customer base give you a rough idea of where they spend most of their online time.

This is more important than you think. Remember our earlier advice about picking a platform that elevates your brand? Well, let’s suppose you own an architectural firm. That advice alone would tell you to market on Instagram, since architecture is a visual job.

The thing is, Instagram has a younger user base and not many young people think about building or designing homes. Most are either in school or just starting their careers and hardly in a place to buy a home. Throw in the fact that today’s young adults prioritize things like travel and experiences over home ownership and you’ve found yourself marketing to the wrong crowd.

Those who want and can afford to hire an architect are likely older (and more likely in the B2B realm). A social network like Facebook or Pinterest would be more suitable than Instagram.

In scenarios like this one, demographics can be very helpful.

Getting your small business on social media doesn’t have to be a chore. In fact, if you choose the right social network, you may enjoy the process more than you expect. Social media helps you reach your customers in a way that feels less opportunistic than ads. It also gives you the chance to start a conversation with prospective leads and build a foundation of trust when it comes to your company.