Social media marketing strategy for small businesses

Photo by Patrick Tomasso

With the global pandemic and mandated social distancing guidelines keeping many Americans in their homes, social media has become even more crucial for marketing. Small businesses can’t depend on sidewalk traffic or people seeing their flyers around town to entice customers, making online channels like social media the new digital storefront. 

As customers spend more time online, you can use the power and reach of social media to engage with them, even if you’re a small business without a lot of budget. To help, Fullscreen—a social content company that provides creative, strategy, and marketing services—created a small business social media playbook to provide you with the tools to strengthen your social media presence while building connections with your customers. 

This step-by-step approach to building your social strategy is a great resource whether you’re just getting started with social media or it’s time to freshen up your social strategy and presence. For a more comprehensive resource, download Fullscreen’s 88-slide Small Business Social Media Playbook for free.

1. Identify your social media audience

These are the people you want to see your content on social media and the people who are most likely interested in your product or service.

2. Find your competitive positioning

Your competitive positioning takes into account your competitors’ approach and helps you create content that’s authentic to your business and your business alone.

3. Develop your tone

Honing in on your digital persona—which comes to life through written voice (like written captions on your posts) and also the imagery and photos—can help foster connections and give your brand a human touch.

4. Identify your priority platform

Try to focus on a single platform or two that will serve you best. What audience is your target and which platform(s) is that audience most strongly associated with?

5. Create content with your audience in mind

Don’t just post for the sake of it—create content that is meaningful to your audience, not just the things you want to tell them.

6. Foster community

Building and strengthening meaningful connections creatively and conversationally is key to making your company’s relationship to its customers even stronger.

7. Reach new audiences with paid media

Even with a limited budget, social paid media can help you raise awareness of your product/service while expanding your customer base.

8. Measure your success

It is important to track how your content is performing to optimize future content, gain knowledge into what your fans connect with, and measure how you’re driving success for your business.


The information above is provided for educational and informational purposes only. It is not intended to be a substitute for professional advice and may not be suitable for your circumstances. Unless stated otherwise, references to third-party links, services, or products do not constitute endorsement by Yelp.