Stop shouting into the void: How to create a social media marketing strategy for your small business

Which social media platform should YOU focus on in 2025?

A strong social media presence isn’t just optional for small businesses anymore—it’s essential. 77% of small businesses in the U.S. use social media for essential functions like sales, marketing, and customer service. (Source: https://www.businessdasher.com/social-media-for-business-statistics/)

But let’s be honest—managing social media can feel overwhelming. With so many platforms and constantly shifting algorithms, it’s easy to feel like you’re shouting into the void.

If you’re like most small business owners, you probably struggle with:

  • Picking the right platforms for your audience.
  • Creating content that grabs attention.
  • Measuring whether your social media efforts are paying off.

This guide breaks down the process into manageable steps. From understanding your audience to tracking success, you’ll learn how to create a social media strategy that works.

Understand your audience

Before posting anything, start with a clear picture of who you’re trying to reach.

  • Dive into the data: Use analytics tools on platforms like Facebook and Instagram to find details about your audience’s age, location, and interests.
  • Study their habits: Where do they spend time online? What kind of posts do they engage with most?
  • Check out your competition: See who your competitors are interacting with and what’s resonating on their accounts.

When you understand your audience, it’s easier to create content that resonates—and drives results.

Set SMART goals

Don’t jump into social media without a plan. Define your goals upfront to stay focused and measure your progress. Use the SMART framework:

  • Specific: What do you want to achieve? Examples: more website visits, leads, or sales.
  • Measurable: Attach numbers to your goals, like increasing engagement by 10% or gaining 500 new followers in 3 months.
  • Attainable: Be realistic about what you can accomplish with your resources.
  • Relevant: Align your social media goals with your broader business objectives.
  • Time-bound: Give yourself deadlines to stay on track.

Setting clear goals helps you focus on what matters and track your success.

Choose the right platforms

You don’t need to be active on every platform—just the ones your audience actually uses. Here’s a quick overview of popular platforms:

  • Facebook: Great for building community and reaching a wide audience.
  • Instagram: Ideal for visual storytelling and connecting with younger audiences.
  • Twitter: Perfect for quick updates, conversations, and trending topics.
  • LinkedIn: Best for B2B marketing, professional networking, and thought leadership.
  • Google Business Profile: A really great way to bring your website closer to the first page of search results.

Choose the platforms that align with your audience and goals, and focus your efforts there.

Create engaging content

This is where your strategy comes to life. Focus on making content that captures attention and keeps your audience coming back.

  • Define your content pillars: Pick 3–5 topics or themes that align with your brand and resonate with your audience. Examples: product tutorials, industry tips, or behind-the-scenes glimpses.
  • Mix up your formats: Don’t stick to just text posts. Experiment with photos, videos, stories, polls, and live streams to keep your content fresh.
  • Plan with a content calendar: Organize your ideas and schedule your posts to maintain consistency.

Quality content helps you build trust, engagement, and a stronger connection with your audience.

Promote your content

Creating great content is only half the battle. You also need to get it in front of the right people.

  • Boost your organic reach: Use relevant hashtags, post when your audience is active, and respond to comments to build engagement.
  • Invest in paid ads: Even a small budget can help you target specific audiences and increase your reach.
  • Cross-promote your content: Share your social media posts on other channels like your website, emails, or blog to maximize visibility.

A combination of organic and paid strategies will help your content get noticed.

Track your results

The only way to know if your strategy is working is to track your progress.

  • Focus on key metrics: Examples include reach (how many people see your posts), engagement (likes, comments, shares), and conversions (leads or sales).
  • Use analytics tools: Most platforms have built-in tools to help you monitor performance. You can also use third-party apps for more advanced tracking.
  • Make data-driven adjustments: Use your insights to refine your strategy. Double down on what’s working and tweak or drop what isn’t.

Tracking results helps you stay efficient and continuously improve your social media efforts.

Conclusion: Your social media strategy starts now

Building a social media strategy doesn’t have to be overwhelming. When you know your audience, set clear goals, and create engaging content on the right platforms, you’ll start seeing real results.

Ready to take the next step? Take our 30-second quiz to find out which social media platform you should focus on.

Which social media platform should YOU focus on in 2025?

Which social media platform should YOU focus on in 2025?

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