If you run a small or medium-sized business, social media isn’t just nice to have; it’s a powerful tool for reaching new customers and keeping your current ones engaged. More than half the world's population—about 5.24 billion people—uses social media today, and that number keeps growing. It’s no longer a question of whether your business should be on social media but rather which platforms will help you connect with your audience.
Social media allows businesses to build brand awareness, share useful content, and interact with customers in a way that feels natural and personal. In fact, studies show that nearly 90% of consumers buy from brands they follow on social media. How can you tap into this? The key is to use social media strategically, focusing on content that adds value rather than just pushing sales.
Here, we've outlined five ways social media can help your business grow.
1. Drive More Traffic to Your Website
Your website is your digital home base, and social media is one of the best ways to encourage people to visit your site. By sharing links to your blog posts, service pages, or special offers, you make it easy for potential customers to learn more about what you offer.
Some effective ways to drive website traffic with social media include:
- Sharing links to blog articles that answer common customer questions
- Posting updates about new products or services with a link for more details
- Using Instagram’s “link in bio” to direct followers to important pages
Even small changes can make a difference. For example, a study by Parse.ly found that Instagram can drive 10-15% more traffic to business websites.
2. Promote Your Best Content
You can’t just post and hope people find you—social media platforms prioritize content that gets engagement. This means you need likes, comments, and clicks. Promoting your posts, whether through organic shares or paid ads, helps you reach a larger audience.
Here’s why it works:
- When followers like, comment, or share your posts, their individual networks see your content, too. More eyes on your posts = more engagement.
- Social media ads let you target specific groups, such as people in your area or those interested in your specific industry.
- Most platforms provide insights that show which posts perform well so you can review and refine your strategy over time.
Running social media ads doesn't have to be a ton of work. Most social platforms offer built-in tools to guide you through the process, making it easy to reach the right audience.
3. Build Brand Awareness
People tend to do business with brands they recognize and trust. Social media helps you stay top-of-mind by regularly showing up in your audience’s feed.
To make an impact:
- Keep your messaging clear and consistent.
- Use eye-catching visuals—videos, images, and short clips work best.
- Post content that’s quick and easy to consume, such as fun facts, customer testimonials, or behind-the-scenes clips.
The goal is to create posts that people remember and want to engage with. The more familiar your brand becomes, the more likely people are to turn to you when they need your products or services.
4. Manage Your Online Reputation
Customers talk about businesses on social media whether you’re paying attention or not. Monitoring your reviews and comments allows you to respond quickly and show customers that you care.
Here are a few key tips:
- Always respond to comments and messages, whether they’re positive or negative.
- If you receive a negative review, acknowledge the issue and offer to resolve it.
- Use social media as an opportunity to highlight customer success stories and positive testimonials.
According to recent data, nearly all consumers (95%) read reviews online before purchasing a product or service. More than half (55%) say that they'd feel positive about a business that responded to their review. Even more revealing: 56% of consumers report that how a company responds to reviews changes their view of the business.
Simply put, how you handle feedback can impact your reputation and influence potential customers.
5. Keep an Eye on the Competition
Your competitors are on social media, too, and watching what they do can give you valuable insights. You can see what types of content they post, how they interact with customers, and what promotions they run. This information helps you understand what works in your industry and where you can stand out.
Here are some things you can do to see what your competitors are doing:
- Follow competitors to see how they engage their audience.
- Take note of what kinds of posts get the most interaction.
- Identify gaps in their strategy where your business can offer something better or different.
- Pay attention to the type of content they use. Do they rely heavily on video, behind-the-scenes footage, or customer testimonials?
- See how they respond to customer feedback and use that insight to refine your own approach.
- Check if they run social media contests or promotions that drive engagement and consider testing similar strategies.
For example, if you notice a competitor getting high engagement on video content but rarely posting customer reviews, you might focus on incorporating more testimonials into your strategy. Or, if they host frequent Q&A sessions that attract attention, you could experiment with live video to answer common customer questions.
Over time, this approach helps you refine your social media strategy and create content that truly connects with your audience.
Small Business Social Media Marketing: It’s Never Too Late to Start
Social media is a powerful tool for growing your local business, and getting started doesn’t have to be overwhelming. By sharing valuable content, engaging with your audience, and keeping an eye on what works, you can build a strong online presence.
If you need help with your social media strategy, Scorpion is here to assist. Our team specializes in digital marketing for small businesses, helping you attract and retain customers while you focus on what you do best. Let’s talk about how we can support your social media marketing efforts!
Ready to get started with local social media marketing? Contact us today.
