Here in Victoria (and indeed nationally), there is a vibrant small business scene that thrives on connection, and social media offers the perfect platform to foster it. Whether you’re a local bakery, a sustainable clothing boutique, a small retailer, a food and beverage producer, or a team of tech whizzes, understanding how to leverage social media can be the difference between blending in and standing out.
What’s the best platform for my small business?
There’s no one-size-fits-all answer, but it’s not about picking the “trendiest” platform. It’s about understanding where your ideal customers hang out online.
Are they foodies on Instagram? Busy parents on Facebook?
Research your target audience and choose the platforms where you can genuinely connect with them.
And no, you don’t have to sign up for them all.
Many of my clients have only one social media platform and do well on that platform. Your clients will find you if you only hang out on Instagram, and you can attract new followers with great, engaging content.
How can I use social media effectively without getting overwhelmed?
Think of it as your virtual shopfront and community hub. Showcase your products, share your story, engage in conversations, and offer valuable content. Be authentic, be consistent, and be responsive. Remember, it’s about building relationships, not just blasting promotions. Set aside some time each week to manage this. Be consistent.
Yes, you can only post once a week or once a fortnight if you want.
Is social media even necessary for a small business? Can I run a small business without social media?
This is a question I get asked a lot.
I have some clients who have amazing websites and one social media platform, and I have clients who don’t have websites and only socials. I have some clients who have one platform and only post a few times a year. It always depends on your clients and how you and your brand interact with them.
For me, it’s about staying in front of everyone, from warm referrals to connections to having a laugh and making connections. Social media for my brand has been worth the investment of my time, learning the ins and outs of each platform and understanding the data and insights behind engagement.
So, can I run a business without it? Technically, yes.
But in today’s digital landscape, it’s like running a store with the blinds shut. You’ll miss out on connecting with potential customers, building brand awareness, and competing in your industry.
Social media is a powerful tool that, over the last 10 years, has levelled the playing field for small businesses.
Ready to unlock the power of social media for your small business venture?
First things first…
Start with a plan. Yes, that’s right, you must have a goal!
What do you want to achieve with social media?
Is it brand awareness, increased sales, directing them to your website to do the heavy lifting, or community building?
Once you have identified that, you need to define your objectives and tailor your strategy accordingly.
Platform pick-and-mix: Not every platform is created equal. Facebook might be your go-to for local events, while Instagram showcases your stunning visuals.
Research your audience, choose wisely, and track—meaning use those data sets, insights, and analytics to understand your followers and their pain points!!
Know your audience
We are a diverse lot, so get specific. Are you targeting young families? Busy professionals or older people? Craft your content and tone to resonate with their needs and interests.
Listen and learn that social media is a two-way street.
Respond to comments, answer questions, and engage in conversations. Your audience will appreciate the genuine connection.
Expand your audience:
Don’t be a wallflower! Share valuable content, run contests, celebrate your successes and your team, and collaborate with local influencers. Show the world what makes your business unique.
Utilise and leverage local hashtags:
#BrightCoffee, #MelbourneCoffee, #GeelongHandmade, #ieatmelbourne #partyhire #pubs #melbournemoments #YarraValleyEats #GoSeymour #fiveminuteout #PutMurrindindiOnYourTable #tourismnortheast #regionaltourism #victoriashighcountry #youdidnthearitfromme.
See what others are using, research popular # tags about your industry and pain points from your clients, and these gems may just connect you with potential customers who are actively searching for small businesses like yours.
Build relationships:
Social media is about people, not just products. Share your team’s stories, highlight customer experiences, share your origin story, and celebrate milestones.
People buy from people they trust.
Connect with other small businesses: Cross-promote, participate in relevant online communities, and build a supportive network.
Collaboration is key!
Pay attention to trends:
As consumers, we are always on the pulse of what’s hot. Jump on trending topics, participate in relevant challenges, and adapt your content to stay fresh and engaging.
Embrace new features: live videos, disappearing stories, interactive polls, trending music, or new templates…. These can be powerful tools to grab attention and boost engagement.
Mix up your formats:
Variety is the spice of life (and social media)!
Share eye-catching photos, informative articles, behind-the-scenes snippets, and even fun quizzes. Keep your audience guessing and coming back for more.
Bonus tip: Consistency is key! Regularly post high-quality content, respond promptly to messages, and track your progress to see what resonates.
Ok, so why is social media a great tool for your business?
Everything! It’s a cost-effective marketing tool, a 24/7 customer service channel, a platform to build brand awareness, and a way to connect with potential customers on a personal level. It’s about building trust, loyalty, and ultimately, sales. Best thing? You can track, link to your website, and engage with your clients from anywhere your device is connected to the internet.
Which social media is best for startups?
Start small and focus on mastering one or two platforms.
If you are starting and budgets are low…. Facebook and Instagram offer great organic reach and engagement potential.
In saying that….. “Remember your target audience; where do they hang out??”
As you grow, you can experiment with platforms like LinkedIn or TikTok, depending on your target audience. Remember, social media is a marathon, not a sprint. Be patient, experiment, and refine your approach. With these tips and a sprinkle of your brand’s charm, you’ll be a social media whiz in no time!
Ok I am growing as a business, and I am running out of time to create socials.
So here are a few tips…
- Schedule your posts in advance using free tools like Meta ( Instagram and Facebook) with its planner; check out Hootsuite or Buffer. There are so many schedulers that will connect with your platforms, of course, but yes, most are subscription-based.
- Repurpose content across platforms.
- Create tiles in programs like Canva (you can even schedule now using Canva).
- Check out the CapCut app/web for templates for videos and photos.
- Create templates for common responses, or use auto-responders where possible.
And if that works for a while, don’t be afraid to enlist help!
1. Consider a Digital Solutions Program Mentor to help you streamline and plan
2. Hire a virtual assistant,
3. Enlist an agency,
4. Consider completing a small course or workshop – the skills and tips you learn won’t go to waste.
or
4. Lean on AI to manage the day-to-day tasks.
I hope this helps. If you need more assistance, reach out to me via sam@samhicks.com.au