How to Create a Social Media Strategy for Small Businesses.
Posted by Orlando Gonzalez on
When starting out as a brand, it may seem daunting to create a social media strategy for your business, mainly because you may not even know where to start!
We gathered our top tips for creating a solid social media strategy for businesses that don’t have the ability to spend thousands of dollars per month on their social media accounts.
1. Set Objectives
Before you start creating posts for your social media accounts, you have to create a plan and think about what you want to achieve with your content.
Here are some points people generally go for:
You want to get your brand on the map.
You’re looking to showcase your products in a better way.
You want to convert your followers into customers.
These are all good objectives to have as a business since they improve an area of your social media, but they have to be thoroughly thought out in order to execute it the right way.
2. Understand Your Key Audience
You can have an amazing strategy for social media, but if you don’t who you’re trying to reach then you’ll be wasting the content being created.
This means you should also understand who you’re creating this content for. Is it a 35-year-old mom with 2 kids or is it an 18-year-old who loves to party with his friends?
Depending on your audience, you have to adapt your strategy towards it too! You can’t talk the same way towards a 15-year-old who loves to play videogames as you would with a 40-year-old man who likes the outdoors.
You have to take into consideration what they like and what they need.
Let’s do an example:
If we know that our key audience is of 20-year-olds who love electric guitars, then we’ll make sure to write and talk in a casual and laid back way while showcasing a different variety of electric guitars in a mid to low budget range.
However, if our key audience is of 50-year-olds who also love electric guitars, then we’ll try to write in a more professional and serious fashion (and make sure we actually know what we’re talking about!) while showing our best mid to high budget range guitars since most people playing guitar at that age have probably been playing it for years and are willing to make a bigger investment.
See how it wouldn’t work very much if we used the second strategy for the 20-year-olds since most of them don’t have the budget to afford a $3000+ electric guitar?
We can’t stress this enough, you need to know your audience before you start creating content.
3. Check What You're Doing Right Now
If you’ve already been posting content on social media, it’s a good time to check it and see what’s been working and what hasn’t.
This way you can stop creating posts that don’t help your main goal in any way shape or form.
Let’s grab the same example as before (about the guitars) and change it to fit this one.
If you know your audience is mainly men in their 20’s who are looking to buy electric guitars, it wouldn’t be logical to create a series of posts talking about a drum set or a flute! Instead, you should leave the posts talking about guitars and everything related to it.
4. Create Native Content
If you’re posting the same type of content with the same image size and caption on every platform then you’ll be seen as a lazy brand who doesn’t have any creativity and who don’t value other people’s time.
Instead, take a minute to edit your content so it looks perfect for each social media platform.
Here are the basic things you should take into consideration when creating content and repurposing it for other social media platforms:
Shared image: 1200x630
Highlighted image: 1200x717
Event image: 1920x1080
Max amount of characters per post: 63,203.
Ideal caption length: 20 to 50 words long.
In-stream photo: 440x220
Max amount of characters per tweet: 280
Ideal length: As much as you need.
Photo post: 1080x1080
Instagram story: 1080x1920
Max amount of characters per post: 2200 and 30 hashtags
Ideal length: 100-700 characters and 20 hashtags
Shared image or link: 1104x726
Max amount of characters per post: 700 for companies and 1300 for personal accounts
Ideal length: 140 characters.
Now that you know the sizes and amount of characters you can put in each social media platform, it’s all about adapting everything so it fits perfectly on each platform and can have the maximum impact on people.
5. Learn To Re-Purpose/Re-Use Your Content
Learning how to get the most out of your content is a must for brands who are looking to be able to post every single day on social media.
This means knowing how to publish your blog on social media and how to promote it in a successful fashion.
It also means understanding which type of content you could post again by changing some minor things in it.
You can learn more about the first point (posting blog content on your social media) here: