The Complete Guide to Social Media Marketing for Small Businesses

The Complete Guide to Social Media Marketing for Small Businesses

June 3, 2022

Social media marketing helps increase brand awareness, drive traffic to your page, generate new leads, boost engagement, build a community around your business and grow revenue. Unless you have a team to help you achieve different goals, it’s great to focus on several goals at a go.

Before we get into how to use social media platforms, you have to understand and figure out your audience. 

Who is your target audience?

Understanding your audience is the key to knowing where, what, and when you’re going to post. There are many ways to figure out your audience personas but our favourite approach is 5Ws and 1H. 

  • Who are they? (their gender, education level, age, location, careers, etc)
  • What are their interests that you can cater to? (entertainment, current affairs, case studies, podcasts, testimonials, webinars, ebooks, new product information, etc)
  • Where do they spend their time online?(Facebook, Instagram, Twitter, TikTok, Quora, etc.)
  • When do they look at online content? ( as they commute, at lunch hour, over the weekends, etc.)
  • Why do they need your content? (to keep fit, make their work easier, dress well, etc.)
  • How do they like consuming content? (read case studies, read blogs, browse social media, watch videos, etc.)

You can check out this guide to target audience personas if you need to refine your target audience. 

Now let’s dive into the big question. 

Which Social Media Platform Should You Use for Your Business?

Before we get on the list, let’s start with a disclaimer. This post isn’t meant to give you the silver bullet social platform that will solve all your e-commerce problems. However, it will help pick one that best suits your business.

  1. Instagram:

You want to talk about an overnight success story? Instagram is what you talk about. It’s grown to having over a billion users daily within a decade. It began as a photo-sharing platform and it’s grown into a storytelling platform. If you want to show rather than tell what your business does, get onto Instagram. It’s a great way for businesses to showcase their products, values and their brand voice.

Instagram has evolved to become more shopping focused. They’ve added shopping features and they’re currently tiptoeing into shopping live streams. It’s also the most effective platform for businesses that want to do influencer marketing. Fashion, hotels & restaurants, tour companies, digital tech, are just a few examples of the niches that Instagram works well.

Basically, any eCommerce business with quality visuals and wants to use the influencer marketing strategy, Instagram is for you. High-quality Instagram stories, videos and reels have proven to be the most engaging type of content on social media.

  1. Facebook

 Every day, Facebook has over 2 billion users. And yes, their user base has slowed down over the past few years but they are still one of the best social media platforms for small businesses.

One thing that Facebook has remained king in is targeting. It has the most powerful targeting and optimizing tools that can create an entire customer’s journey within the platform. So when it comes to ads, you get a bang for your buck as it delivers high conversion rates. However, this only works if you have a thorough understanding of your target audience. If not, put Facebook on the back burner. 

It’s the perfect platform for service-based businesses as it provides a platform where clients can interact. Companies have created Facebook Groups where their clients can interact, ask questions, and have a more personalized experience with the brand. Contests, questions, photos and short posts work well on Facebook. 

  1. TikTok

At a glance, TikTok looks like a dancing and comedy platform but it has pretty juicy business opportunities. Small businesses have found a new way to engage their clients using trending sounds and energetic short videos. 

If your business is targeting a majority of Generation Z or 16 to 24 year olds, then this is the place to be. Currently, TikTok is not only a Gen Z fad but it’s become a marketing and ads haven with thousands of companies, influencers, celebrities, and even politicians joining the bandwagon. 


If you want to stay relevant online, social media is an indispensable tool. The only trick is knowing your audience and choosing the platform that works best for them. You’ll learn the ins and outs as you go.

All the best. And be on the lookout for more blogs to grow and scale your business!