For a small business, a social media strategy is essential to increase brand awareness, reach your target audience, and increase sales.

With a strong social media strategy, you'll never run out of ideas to post – and you'll soon have a dedicated community on hand.

Ready to Learn How to Build a Small Business Social Media Strategy? Let's start:

What is a Social Media Strategy for Small Business?

A social media strategy includes everything you want to do and achieve on social media. It describes what you publish, what platforms you use, and measurable goals that support your specific business needs.

Smart social media strategies for small business can increase brand awareness, empower your audience, and increase sales.

However, this growth will not happen overnight. It requires one consistent and strategically Approach.

Check out the Chai Cafe Kolkata Chai Co. – You publish regularly on multiple platforms and have built a thriving community.

Their social media usually features three types of content: recipes, product photography, and videos.

How to Use Social Media for Small Business

Her recipe contributions are informative and inspiring, while her product images are directly promotional. Their video content features artists from the Indian community and provides insight into the brand values ​​of Kolkata Chai Co.

All of this content works together to increase brand awareness and increase sales. This creates a coherent strategy for social media on all platforms.

How to Create a Small Business Social Media Strategy:

  1. Define your social media strategy
  2. Identify the right social media platforms
  3. Define your brand voice
  4. Create and manage your posts
  5. Track and measure your goals

Part 1: Define your social media strategy – and set your goals

Building a social media strategy from scratch may seem intimidating, but setting SMART goals keeps the process realistic and achievable.

A SMART goal is:

  • Specific
  • Measurable
  • Reachable
  • Relevant
  • In time

Apply this method to your social media marketing plan by basing the goals on metrics specific to your business.

For example, you might want to keep track of how many people are following your social media account each month.

If this is your first time creating one Social media strategyIt's a good idea to start with a handful of important goals so that you can really focus on them.

This allows you to track progress over time and use it as a basis on which to build in the future.

Do you want to learn how to set goals (and actually achieve them?)? free goal setting workshop That will help you achieve those social goals!

Part 2: Identify the Right Social Media Platforms for Your Business

Everyone Social media platform has a unique set of pros and cons – meaning you can be selective with your approach.

Starting with platforms that make the most sense for your business will save you time and avoid getting overwhelmed by your business Content calendar.

Not sure which platform is best for your company? Here is a basic overview:


As a visual platform, Instagram is the perfect platform to showcase your products or services in action. It's also a great place to build a community that loves your brand.

Plus, Instagram now has a plethora of ecommerce features that make it easier than ever to convert your followers into customers.

6 Ways Brands Can Use Instagram Shoppable Posts to Make Sales

Instagram is also known for its huge community of social media influencers. Working with creators or influencers to create sponsored posts can be a great way to reach relevant audiences and potential new customers.

Aside from sponsored posts, Instagram can also be a great platform to find organic User generated content (UGC) about your products or services.

How to Create a Small Business Social Media Strategy

Sharing UGC is a great way to show your products in action and can serve as a valuable third-party recommendation for your brand.

Improve your content workflow with LaterUser Generated Content Tools – Create, Schedule and Publish UGC to Your Feed in Minutes!


Facebook that most common The social media website is a universal platform where you can share photos, company updates and information, videos, and other informative content to increase brand awareness and trust.

Much like Instagram, Facebook is packed with e-commerce features – and has some of the most advanced targeted advertising tools in the industry.

Everything You Need To Know About Facebook Photo Dimensions (+ Free Infographic)

Facebook also features an advanced suite of community forum features such as: B. Facebook groups, messenger rooms and live events.

Plus, The powerful analytics tools from Facebook They will help you learn more about your followers and help you achieve your SMART goals.

Would you like to improve your Facebook strategy? Plan, plan and Post on Facebook with later – for free!


Twitter is a short messaging and shareable media platform, making it ideal for company announcements, articles or blog posts, and customer support.

Twitter is great for a quick, real-time connection. This also makes it the first choice for businesses that have tons of news and resources to share.

For example beverage brand innocent drinks often uses Twitter to communicate with her customers and answer questions:

How to Create a Small Business Social Media Strategy

Tick ​​tock

If you think TikTok is only for teenagers, think again.

TikTok is a video-controlled platform full of informative, entertaining and creative content. Companies use the platform to show how their products work, to exchange ideas behind the scenes, to give tips and to face current challenges.

Here, Lucume uses the platform to promote a collection of their clay earrings:

@lucumeshopValentine's collection! Come this Monday (:! #Polymerclay #smallbusiness # fyp ♬ Yo Perreo Sola – Bad Bunny

TikTok's younger audience is great for business Marketing to Gen Z., but TikTok demographics are changing – with more millennials than ever before.

Do you want to improve your TikTok skills? To join Later 10-day challenge! Every day we're showing you a new TikTok skill or hack that you can use on your own TikTok feed:


Unlike most social platforms, YouTube lets you share videos in longer form with a huge maximum upload file size of 128GB (or 12 hours!).

This makes it the perfect platform for more detailed, educational content like styling tips, interviews, tutorials, and transformations.

For example later uses YouTube to share tips, strategies, how-to videos, courses, and conference sessions on social media:

YouTube typically takes more time and energy than other platforms, but it can produce tremendous results. YouTube is primarily a search engine, which means that when users search for and discover content, they are more likely to have a strong interest in the topic and a real intention to get involved.

Ready to start? Find out everything you need to know A YouTube channel will be created here.


As a visual discovery platform, Pinterest is perfect for reaching new, relevant target groups. Additionally, the entire experience is fully clickable, making it easy for browsers to become customers.

SMEs on Pinterest

On Pinterest, users “pin” photos that link to resources, product pages, and content across the web. Pins are usually visually appealing, and the links generally point to blog posts or product pages.

Pinterest is a great platform for driving traffic to your website, and brands can create “boards” full of curated Pins so your audience can easily find related Pins all at once.

As a Pinterest partner Later offers exclusive features to help you grow your business on Pinterest. Plan and plan your pins with Later now!


LinkedIn is a great platform to build your network, increase brand awareness and attract new talent to your company.

Similar to Twitter, many brands use LinkedIn to share company updates, press releases, media reports, articles, or blog posts.

Plus, with more than 722 million users worldwide and a ton new engagement-promoting functionsIt's a platform to think about in order to develop a strategy for.

Now that you know what each platform offers, choose the most relevant to your business. Don't be afraid to start with just 1 or 2 – it's better to focus your energy where it is most effective.

DID YOU KNOW THAT: You can now plan and plan your content for Instagram, Facebook, Twitter, Pinterest and TikTok with Later – all from one easy-to-use dashboard!

Part 3: Define Your Brand Voice

Your brand voice is like your company's personality – that's how you speak to your audience. And it can differ slightly from platform to platform.

Take the Washington Post, for example. On Tick ​​tock They use comedy to create fun and informative videos. On Twittershare the highlights of an article without lint:

How to Create a Small Business Social Media Strategy

If you're struggling to set your tone, consider your brand's values ​​and mission. Are you formal and serious or more relatable and friendly?

One brand that does this well is Pure home, a range of natural cleaning products with an environmentally friendly mission.

You direct your values ​​with a friendly voice and sustainability-oriented content in the tone of your brand:

TIP: Think about how you would talk to a friend about your business, product, or service as you refine your brand's tone of voice!

Part 4: Create and Manage Your Social Media Posts

Now that you've defined your goals, selected the platforms, and developed your branding voice, it's time to create and publish content.

As a busy small business owner, it is helpful to practice so as not to get overwhelmed while creating content Content batching.

This is a helpful productivity method that lets you create multiple subtitles, photos, and videos in a set amount of time.

And if you want to schedule content, use Later The social media scheduling tool can save you time and always share content for publication at the best time.

Instagram scheduler

Later you can upload photos in batches, find amazing UGC, schedule content weeks in advance, and more.

And with functions such as Best Time to Post and a free one Unsplash integration – Your Content calendar will be strategic, consistent and coherent.

# 5: Track and Measure Your Social Media Goals

Now that you have your content strategy in place, everything is well done! You did the hardest part.

Don't forget, however, that the key to a successful small business social media strategy is consistency.

Monitoring your analytics to see how many people you are reaching and how they are interacting with your posts is critical to your strategy as it shows you what works – and what doesn't.

Fortunately, Later analytics makes it easy to track insights that inform your content strategy – whether engagement is increasing or your audience is growing.

There you have it – a quick guide to creating a small business social media strategy.

Take the time to develop SMART goals, define your brand voice, and choose platforms that are aligned with what you want to achieve.

When you create consistent content and analyze your metrics, you are one step closer to creating a successful long-term strategy.

Ready to Simplify Your Small Business Social Media Strategy? With Lateryou can schedule, schedule and monitor your posts in one place!

Written by

Martha Kendall

Martha Kendall is a freelance B2B SaaS writer who loves creating strategic blog posts that drive and convert traffic. When she's not writing, she snuggles up to her fluffy cats and reads good books. Find her on Instagram – @ martha.kendall


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