Why your small business needs social media in 2024? [Guide+ Examples]

Social media is crucial in making your struggling small business grow. Learn social media marketing for your small business’s brand awareness and lead generation.  

Started your small business in 2024? You need a beginner's friendly toolkit by Creatosaurus.

As your time social media is also crucial for your small business. 

While standing with your business in such a competitive landscape, you must catch the audience at the right place and permanently. This might sound difficult, but it becomes easier when you understand your social media correctly.  

When it comes to small businesses, you need to be smart- at your objectives, the social media platform you’re using to post, or how you present it. It’s not about throwing money to make your business run. 

“Social media is a powerful tool that allows businesses to engage directly with their customers and build lasting relationships.” – Sundar Pichai, CEO of Google.

Not just this…

• Businesses can connect with potential customers globally, regardless of geographical boundaries.

• Through social media marketing consistent posting and engagement, small businesses can increase their visibility and establish their brand identity.

• By sharing content and linking back to their website, small businesses can drive traffic to their online social media platforms, increasing opportunities for sales and conversions.

• Effective social media marketing strategies can lead to lead generation and sales conversion by targeting specific audience segments and promoting products or services.

Bonus: Use Inbox to manage your social media platforms in one place. So, that you can easily analyze which platforms work for you.

Why social media presence is important for your business?

In 2021, social media usage by small businesses reached 91%, marking a notable rise from 86% in 2020. 

This surge demonstrates the profound impact of social media on small enterprises, indicating a growing acknowledgment of its ability to connect with target audiences and expand the business. 

This is an important reminder that social media is an indispensable tool for small businesses striving to maintain competitiveness in the contemporary digital world.

You may have done marketing if you own a small business. 

In 2021, 35% of small businesses intend to boost their spending on social media marketing. 

This figure shows the growing significance of social media marketing for small businesses over the years. It highlights that many businesses see the potential in social media to connect with their target audience and are prepared to invest in it. 

It might be a clear picture in front of you of ‘why I need social media support for my small business marathon?’

Social media is a giant for connecting people, sharing ideas, and making discoveries. So, none of no surprise that it’ll help your business be identified. 

• To reach a wider audience: Social media platforms like Facebook, Instagram, and Twitter boast billions of users. By having a presence on these platforms, you can get your business at the forefront of a massive potential customer base that traditional marketing methods might miss.

• To build brand awareness: It is a fantastic tool for spreading the word about your small business. You can share engaging content, run promotions, and interact with potential customers to build brand recognition and establish yourself as a thought leader in your industry.

• To boost your business’s engagement: social media is all about two-way communication. You can use these platforms to connect with your customers on a more personal level, answer their questions, address concerns, and build stronger relationships. This shows loyalty which encourages brand advocacy.

• To drive traffic to your website: You can share links to your website in your posts, and interested customers can easily click through to learn more about your products/services.  Social media is a powerful tool for driving traffic to your website. 

• To gain valuable insights into small businesses: Analytics tools allow you to track how your posts are performing and gain valuable insights on social media into your audience's demographics and interests. This can be used to refine your social media strategy and better target your customers.

Bonus: Here it calls for analytics; Our social media measurement tool allows you to track, record, and do analysis in a few clicks. 

• To stay ahead of the competition:  Most businesses are already using social media. By having a strong social media profile, you can ensure that you're not falling behind your competitors differently and that you're reaching the same audience they are.

Explore the ‘Social Media Marketing’ section on our blog page to learn and understand strategies around social media help you to shine online. 

Choose the best social media platform for small businesses

Literally! If I were a small business owner, I’d be making the BIGGEST mistake of posting everywhere like posts on Instagram and stories on Snapchat. 

This is not done. 

Let’s break down the theory of choosing the perfect social media platform according to your business type. 

Before that too… Ask yourself the 3 major questions when you choose any platform for your small business: - Who is my target audience? What are my business goals for social media? and What resources can I dedicate to social media? 

Choosing the best social media platform for small businesses depends on factors like the nature of the business, target audience, and marketing goals. 

Social media marketing is increasingly becoming popular among small businesses. 

Here, according to a study by Burson-Marsteller, 86% of the 100 largest companies on the Fortune 500 list use at least one social media platform. The most popular social media platform among businesses mentioned in the passage is Twitter, with 65% of companies using it.

It represents that what’s your platform is described by what’s your business. 

Easy right?

But which social media platform? There are many so which one? So, when you go online, it gives you many choices for making profiles and uploading. Your assumptions might not help you here. 

• If you’ve entered Instagram to do social media marketing for your business just because the count of Gen-Zs lies there. 

OR

• If you’ve understood the algorithm of video content better to reach your target audience. 

Both scenarios give no 100% results to your small business. What you need to understand is every social media platform at its key factors. Without biasing for one or without making false assumptions. 

Facebook Marketing

For promoting your small business on social media, Facebook is the OG one. With around 2.9 Million monthly active users, Facebook captures and reaches out to everyone’s feed. There are more than 200 million businesses on this platform. 

So, forget what you think about this meta-giant it proves itself every day. 

Why choose Facebook? Facebook marketing offers a strong set of advantages for small businesses, allowing them to reach new customers, connect with existing ones, and promote their products/services in a targeted and cost-effective way.

• Helps to cover Massive Reach: Facebook boasts a huge user base, giving small businesses the potential to connect with a vast pool of potential customers.

• Gives you Targeted Advertising support: Facebook's advertising platform allows for highly targeted campaigns, ensuring your message reaches the exact demographic most likely to be interested in your offerings.

• Allows Engagement and Community Building: FB is a great platform to foster engagement with your audience. You can share updates, stories, and promotions, and directly interact with potential and existing customers, building a sense of community around your brand.

• Gives access to Multiple Content Formats: Facebook allows you to share various content formats, including text posts, images, videos, and live streams. This versatility can help you cater to different audience preferences and keep your content engaging.

Ask these important questions before you start even posting: -

• Who is your ideal customer? Understanding your target audience is crucial for crafting content that relates to them.

• Does this post add value? People scroll through Facebook quickly, so your content needs to grab their attention and offer something worthwhile. Remember, people have developed a low attention span.

• What is the best posting time? Weekdays (Monday-Thursday): Generally considered the best days to post, with peak engagement times between 8 am and noon. Tuesdays and Wednesdays often see the highest overall engagement. Fridays: Engagement drops slightly after lunch, so aim for mornings (around 9-11 am).

Instagram Marketing 

Instagram is more likely to be considered as the modern-age platform where the young population spends most of their time. 

In January 2024, approximately 16% of active global Instagram users were males aged 18 to 24 years. Over half of Instagram users worldwide are 34 years old or younger.

Instagram serves online shopping options in the format of its posts, reels, and stories on your small business page. As people are spending a particular time only on Instagram; an active user spends around 33 minutes on the platform per day.  

Why do you have to promote your small business on Instagram?

• Visual Storytelling:  Unlike text-heavy platforms, Instagram thrives on pictures and videos. This is perfect for small businesses because it allows you to showcase your products/services attractively and engagingly. 

• Free Marketing Tool: Instagram is free to use. You can create a business account and start posting content without spending a dime.  Of course, there are paid advertising options available too.

• Shopping-oriented: Instagram allows its audience to buy products/services through videos, reels, or posts. 

What type of questions do you need to ask before diving in?

• Is your target audience even on Instagram? While Instagram boasts a large user base, some demographics may skew younger or lean toward other platforms. Research audience trends to see if Instagram aligns with your goals.

• What do you hope to achieve with Instagram marketing? Do you want to increase brand awareness, drive website traffic, or boost sales? Having clear goals will help you tailor your strategy and track your progress.

• What is the right posting time? One specific time that consistently shows good results is 7 am on weekdays. This is because people tend to check their phones first thing in the morning or while commuting to work.

YouTube Marketing

YouTube is all about video-structured content that gives your targeted audience a sense of relatability and loyalty. 

According to the Digital 2024 Global Overview Report, YouTube can potentially reach 2.49 billion users with ads. This figure represents half of the 5.04 billion global social media users, making YouTube the second most popular social platform.

A Nielsen study from 2016 found that advertisements presented with both visual and audio elements received 2.4 times more attention compared to ads shown with only subtitles and no audio.

What is the major role of YouTube in small business promotions? YouTube is a premium platform when it comes to making people believe about anything. 

• Improved SEO: Videos with relevant keywords and descriptions can rank well in search engine results, both on YouTube itself and on Google. This can drive organic traffic to your channel and website.

• Versatility: There are endless video formats you can use to promote your small business on YouTube channel, from product demos and tutorials to customer testimonials and behind-the-scenes glimpses.

• Engaging Content: Video is a powerful and engaging format. People are more likely to watch a video than read text, making this a great platform to capture attention and memorably communicate your message.

What kind of questions do you need to ask before a kickstart?

• What is my content strategy? How often will I post, what kind of videos will I create, and how will they align with my goals? As YouTube deals with video-oriented content, it might be difficult to be so creative. 

• Who are my competitors on YouTube? Look around your competitors, the best understanding will come from there. Build the type of content marketing strategies that they didn’t have. 

• What will be the best time to post videos? One specific time that tends to do well is Friday at 3 pm Eastern Standard Time (EST). This coincides with people getting off work or school in the US and other parts of the world and primes them to discover new content.

Pinterest Marketing 

People misunderstand Pinterest as not for marketing concepts. It’s not just a creative picture-scrolling thing as it has proved a leading visual search engine. Back in time, Pinterest was not built to handle e-commerce but now more than just seeing and saving pins it sells the product/service over there. 

As of January 2024, the United States led the world in Pinterest users with over 89 million users. Brazil ranked second with 37.14 million users, while Mexico, Germany, and France followed in third, fourth, and fifth place, respectively.

Why Pinterest for social media marketing of small businesses? Text can be a powerful tool for B2B marketing on Pinterest, even though visuals are the platform's core.

• Repurpose Existing Content: B2B companies can transform text content like white papers, eBooks, and blog posts into pins.

• Product Titles as Visuals: Even product titles can be turned into visual content for pins.

• Leveraging Text When Short on Content: If a B2B company lacks unique visual content, it can still use Pinterest by sharing inspirational quotes, slogans, and other text-based content.

Bonus: Want to add some inspiring quotes for your small business pins? Here you go! Quotes- The tool is hyped for its storage of n number of quotes. You search and the quotes are here. 

From Marketers to Product Managers.

What is the best time to post on Pinterest? Evenings: 6:00 PM, 8:00 PM, and 12:00 PM are generally recommended. People tend to browse Pinterest more during these times when they're winding down for the day. Other Good Times: 4:00 PM, 9:00 PM, 7:00 PM, 5:00 PM, 10:00 AM, and 3:00 PM also see decent engagement.

X (Twitter) Marketing

X as a social media platform stands out both in characteristics and growth. On a global scale, X had around 206 million monetizable daily active users worldwide in the second quarter of 2021. Today, X/Twitter is in the 6th position of ranking as a global social media networking site. 

The cost per mile (CPM) of ads on X shows how much it costs for an advertiser to have their ad viewed 1,000 times on the platform. Considering this X has low CPM of Ads. 

Why do you need X for social media marketing for small businesses? Twitter consists of a shopper audience, 40% of X users have purchased after seeing a product on the platform. When shopping online, the choice of a website or app can influence purchasing decisions, especially for individuals who enjoy seeking out deals and researching products before buying.

• Drive traffic to your website:  You can include links in your tweets to drive traffic to your website, where visitors can learn more about your small business, products, or services.

• Develop your brand voice and personality: This allows you to showcase your brand's unique personality. You can use humor, be informative, or cultivate a specific tone that resonates with your target audience.

• Hyperlocal Marketing:  X allows you to target audiences by location.  Run contests or promotions specific to your neighborhood, or partner with local influencers for shoutouts.  This can be a powerful way to establish yourself within your community.

What is the perfect time to post on X/Twitter for business promotions? Wednesdays between 9 am and 3 pm. This timeframe sees high engagement on X/Twitter. Wednesdays tend to be a bit more active than Mondays and Tuesdays, and during this window, users might be checking social media during breaks or lunchtime.

5 Tips for social media marketing strategy for your small business?

For making your small business a big ROI (Return on Investment) setup, let’s see the top 5 tips: -

Know Your Audience from Inside Out

Before you dig into content creation, become a social media scholar! Understanding your target audience is the solid base for all your social media pillars to stand even stronger. 

Here's how to dig deep:

• Demographics: Age, location, income, occupation, and even family life can influence how people use social media. Research industry reports or conduct surveys to get a clear picture.

• Social Media Habits: Which platforms do they frequent? What kind of content do they engage with (funny videos, informative articles, etc.)? Tools like Facebook Audience Insights can provide valuable data.

• Challenges and Pain Points: What problems do your products or services solve? Understanding their struggles will help tailor content that resonates.

Once you have this blueprint in your hands, create detailed buyer personas representing your ideal customers. This will help you visualize who you're talking to and shape your social media voice and approach.

Be Strategic About Social Media Platforms Choice

Don't spread yourself too thin (Balance it out)! Resist the urge to be on every platform. Instead, focus on where your target audience hangs out online. 

Here's a quick guide:

• Professionals: LinkedIn is a goldmine for B2B businesses.
• Younger Audiences: Reach teens and young adults on Instagram and TikTok with creative visual content.
• Community-Oriented: Facebook Groups can foster connections and discussions around your brand.
• Visually-Driven Products: Showcase your products with high-quality photos and videos on Instagram and Pinterest.

It's better to be a master of a few platforms than mediocre on many.

Bonus: For social media timely posting use Cache; Our online and best social media post scheduler so that you don’t miss any interaction date with your audience. 

Content is King (and Queen): Focus on Value

Now that you know who you're talking to and where to find them, it's time to craft compelling content. But forget just bombarding people with promotions. 

Focus on delivering value:

• Informative Blog Posts: Share industry expertise, answer FAQs, and establish yourself as a thought leader.

• Engaging Videos: Tutorials, behind-the-scenes glimpses, or user-generated content can grab attention.

• Interactive Polls and Quizzes: Spark conversations and gather valuable audience insights.

• Humanize Your Brand: Share your team's personalities and stories to build connections.

Experiment with different formats to find what resonates with your audience.

Bonus: To give your social media posts attractive and ready-to-read captions and AI content you need Captionator my friend, the ultimate AI content generator for small businesses to grow. 

Post Consistently and Engage Proactively

Social media is a marathon, not a race. Consistency is crucial to staying top-of-mind and building a following. Here are some pointers: -

• Create a Content Calendar: Plan your posts to ensure a steady stream of content.

• Schedule Posts: Utilize built-in scheduling features or third-party tools to streamline posting.

• Respond to Comments and Messages: Actively engage with your audience, answer questions, and address concerns promptly. This builds trust and loyalty.

• Run Social Media Contests: Generate excitement and encourage user-generated content with fun contests and giveaways.

Measure, Analyze, and Adapt

Social media is a constantly evolving landscape. Don't be afraid to experiment and adapt your strategy based on data:-

• Track Key Metrics: Monitor likes, shares, comments, website traffic, and reach to understand what's working and what's not. Many platforms offer built-in analytics or free tools like Google Analytics and Creatosaurus (Analytics) can help.

• A/B Test Different Approaches: Try variations of content, captions, and posting times to see what resonates best.

• Stay Updated on Trends: Keep an eye on what's trending in your industry and adapt your content strategy accordingly.

Examples of small businesses that are using social media effectively

1) Airbnb

Starting from scratch in 2008, Airbnb faced a challenge: attracting travelers and convincing people to rent out their homes. 

Their secret weapon? Use of social media for their business for marketing. 

This shows how Airbnb leveraged various digital tricks to take over the hospitality structure, growing from a niche startup to a global phenomenon.

• SEO-oriented:  They've mastered the art of search engines, ensuring their website pops up first when you search for "vacation rentals" or "unique stays."

• Content marketing strategy:  Airbnb creates engaging content like blog posts and social media content packed with travel tips and local experiences, making it a go-to travel resource.

• Social Media Stars: They leverage Facebook, Instagram, and Twitter to connect with audiences, showcase unique listings through user-generated content, and target specific demographics with strategic ads.

• Influencer Insiders:  Partnering with celebrities like Lady Gaga creates a buzz and media frenzy around exclusive Airbnb experiences.

• Email Engagement Experts: Regular newsletters and targeted promotions keep their audience informed about special deals and dream destinations.

What do these Top-Most strategies result them? Airbnb's social media marketing strategy for its business has been a major driver of its success. Through targeted campaigns, social media engagement, and content showcasing unique experiences, Airbnb has grown brand awareness, boosted bookings, fostered a loyal user base, and differentiated itself in the travel industry. Their marketing has even influenced travel trends, promoting cultural exchange and a desire for authentic local experiences.

Spotify

In December each year, Spotify runs a major social media campaign for its 500 million users worldwide, including 10 million-plus creators and over half a billion listeners. The campaign, known as Spotify Wrapped, showcases users' listening habits over the past year, offering personalized summaries of their favorite songs, top artists, preferred genres, and total listening time on the app.

The campaign has gained significant traction, becoming one of the most talked-about events on social media, as users eagerly share their Spotify Wrapped results. In 2022, the campaign was shared over 100 million times on social media platforms, as listeners were keen to see and discuss their personalized insights.

This tremendous engagement has led to an increase in new user sign-ups. In 2020, there was a notable 20% increase in downloads around the time of the campaign. Kevin Goldsmith, former Vice President of Engineering at Spotify, noted the vast amount of data involved, estimating around 150-200 petabytes, which continues to grow over time.

Spotify's marketing strategy, exemplified by its annual Wrapped campaign, revolves around three key aspects that can be applied to any business's advertising efforts:-

• Highly Personalized Content: Spotify Wrapped leverages user data to create personalized summaries of each listener's journey throughout the year. This includes favorite artists, top songs, genres, and total listening time. The personalized nature of the campaign resonates deeply with users, making the experience relatable and engaging.

• FOMO (Fear of Missing Out): The campaign creates a sense of FOMO by showcasing unique and exclusive insights into each user's music habits. People eagerly anticipate the release of their Wrapped results, which encourages social sharing and discussion. This generates excitement and draws new users to the platform.

• Viral Design: The design of the Wrapped campaign is carefully crafted to be visually appealing and easy to share on social media. By providing shareable content, Spotify encourages users to spread the word, amplifying the campaign's reach. The result is a high level of user-generated content that fuels the campaign's virality.

Overall, Spotify's Wrapped campaign is a prime example of how personalized, engaging content can drive user interaction, social sharing, and ultimately, new user acquisition.

Does social media impact small businesses on a big scale?

Social Media can affect small businesses not just with sales but also with online appearance, networking, and audience engagement.

Yes, social media has a big impact on small businesses. Here's how:

• Low-Cost Marketing: Social media allows small businesses to reach a large audience without breaking the bank. Unlike traditional advertising, creating engaging content and interacting with followers is largely free.

• Increased Brand Awareness: Social media platforms are a great way to get your brand name out there. By consistently posting interesting content, you can build brand recognition and attract new customers.

• Improved Customer Engagement: Social media fosters two-way communication between businesses and customers. You can directly answer questions, address concerns, and build relationships with your target audience.

• Boosted Sales: Social media can be a powerful sales tool. You can showcase your products, run targeted ads, and even sell directly through some platforms.

• Competitive Advantage:  In today's digital times, having a social media presence is almost essential. It shows you're active and engaged, which can give you a leg up on competitors who aren't leveraging these platforms.

Conclusion on Social Media for Small Business

In conclusion, social media is a crucial tool for small businesses in 2024. It allows them to reach a wider audience, build brand awareness, and engage with customers on a personal level. By leveraging platforms like Facebook, Instagram, YouTube, Pinterest, and Twitter, small businesses can drive traffic to their websites, gain valuable insights, and stay ahead of the competition. Consistent posting and proactive engagement with the audience can lead to increased brand loyalty and sales. By using social media effectively, small businesses can achieve significant growth and success in today's digital landscape.

Further Readings on Social Media for Small Business

8 Social Media Marketing Strategies For E-Commerce Businesses

Social Media Strategy For EdTech Businesses

Social Media Marketing For Restaurants

FAQs for Social Media for Small Businesses

1.How can my business create a successful social media strategy?

Ans: Define your goals, identify your target audience, and select the right platforms. Create a content calendar, set a posting schedule, and analyze your performance regularly to refine your strategy.

2.What are the best platforms for Social Media Marketing for Small Business?

Ans: There are a lot of social media platforms available to you nowadays. You can make a fair choice by first understanding your ‘Targeted Audience’. 

3.What are some common mistakes to avoid on social media?

Ans: Avoid over-promotion, neglecting engagement, and posting without a clear strategy. Also, be cautious of posting insensitive or inappropriate content and using irrelevant hashtags.