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What's Social Media got to do with it?-A primer for small business owners

Updated: May 30, 2021

That social media addiction...oh the stories I could tell you...

We’re living at a time when attention is the new currency. Those who insert themselves into as many channels as possible look set to capture the most value." - Pete Cashmore, Founder of

There's now 3.42+ billion active social media users across the globe.

Users are spending almost two and a half hours per day on various platforms.

So what does that mean to small business owners?

In an ever-growing digital landscape, EVERY GOOD/SERVICE is now bought/sold online.

Small business owners who don't create an effective social media strategy...can soon see their core customer base dwindle - or worse yet, lose them altogether to a competitor.

"But how do I start?" is usually the response when faced with the stark reality.

Fear not - we've got you covered !!!

You're living for the "Likes" Image

1. Define your goals

What do you want from social media? Do you want to promote your product/service? Generate leads? Create relationships?

Your "End Game" will determine your social media strategy- how often you post/what you post.

You'll also need to measure those goals.

For instance, if you want to promote your product/service, you'll need to measure the number of sales/inquiries generated from social media.

2. Do an Audit

Look at your existing social media page(s).

How many of your post captions encouraged likes or engaged readers enough to comment?

Are you using actionable tools and tips (including freebies) or are you selling?

Remember, the Instagram Algorithm's changing-these days it's skewed towards creating conversations and content. You need to look at what works- and do more of the same.

Make friends -Remember, It's SOCIAL media!!

3. Who's Your Audience?

In this era of short attention spans - 8 seconds at the last count-you'll need to zero in on who you're talking to.

This includes:

  • Their age,

  • Occupation, and gender

  • Their interests

  • Their online activity – when do they go online (and why)

  • How and why they use social media

knowing your target audience, the things that challenge them, and their pain points,

allows you to speak to their needs and offer solutions - or at least start the conversation.

According to social media usage statistic by age, all people are on social media: 90% of people aged between 18 and 29, 82% of 30- to 49-year-olds, 69% of 50-64, and 32% of people aged above 65+ -Pew Research

4. Post consistently

One of the best ways to capture your targeted audience is by posting regularly.

Share brand updates and upgrades, and encourage customer feedback via questions and comments.

Using Direct Messaging (DM) also helps potential customers to reach out to you.

Your customers will follow your posts and engage with you, increasing your "know, like, and trust" - resulting in increased sales.

5. Post quality content

Now that you've captured their attention, how do you keep it?

By posting quality content that displays your intended message to potential prospects.

Strategies to do this include:

  • Creating a kick-ass profile -complete with a high-definition headshot or logo

  • Ensuring that your IG grid is creative/consistent

  • Planning your posts using a content calendar

  • Mixing your content between short and long posts

  • Using video content as much as possible.

This allows them to build stronger relationships with your brand using comments, shares, and saves.

Video Content is money in the bank Image: Unsplash

6. Track your social media conversations

A big part of creating an effective marketing strategy involves becoming more "Social".

Pro tip: follow through with client conversations and respond to all queries.

Doing this creates more "social engagement" with your potential audience, and positions you as a "subject-matter expert" in your industry.

This allows you to create a buzz around your product/service.

“Social media will help you build up loyalty of your current customers to the point that they will willingly, and for free, tell others about you.” - Bonnie Sainsbury, Founder and CEO of Social Media Smarter

You should always be focusing on creating more traffic for your brand.

This includes a well-considered strategy- one which captures all the points discussed above.

Despite popular belief, it's not as intimidating as it seems.

Make it fun and allow your personality to shine through.

It's like what your mom told you when she dropped you off at Pre-K all those years ago...

"Play nice, make friends, and share your snacks!!"

If you liked these tips, please leave a comment below!

For more, check out my 1:1 coaching sessions


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