A practical guide to social media for small businesses

Why social media works for small businesses

Big brands have budget. You have something else. You know your customers, you work in a recognisable area and there are real people behind your business. On social media, that is an advantage.

For many people, social media is where they go to check out a business. They see your van, get a tip from a neighbour or find you on Google. Then they look you up on Instagram, Facebook or LinkedIn. Has anything happened there lately? Can they see who works for you and what you make? Then getting in touch feels a lot safer.

Platforms also show more and more posts from accounts people don't follow yet. So a good post can reach new people in your area, even if you have few followers. And people use social media as a search engine. They look on TikTok or Instagram for a hairdresser, a builder or a lunch spot nearby.

What social media won't do is fill your diary within a few weeks. It is a long-term channel. It builds awareness and trust, so that people think of you when they need what you offer.

Which platform suits your business?

You don't have to be everywhere. Choose one platform where your customers already are, and perhaps a second. A few rules of thumb for small businesses.

• Facebook. Suits local consumers, neighbourhood groups and a somewhat older audience. Handy for events and reviews.
• Instagram. For businesses with something to show. A hair salon, a restaurant, a building firm or an online shop.
• LinkedIn. For business services and for recruitment. People respond to a person sooner than to a logo, so post from your own profile too.
• TikTok and YouTube Shorts. For showing in short videos how something works or how a job goes. Also a good way to reach younger job seekers.
• YouTube. For longer explanations that keep working for a long time, such as tutorials and answers to customers' questions.

Not sure? Ask your last ten customers which apps they open every day. The answer is often simpler than you think.

Get the basics right as well, even on platforms where you rarely post. A recognisable profile picture, a short line on what you do and where, your opening hours and a link to your website. An abandoned account whose last post is years old works against you.

What should a small business post?

What should you post about? We hear that question a lot. The good news is that you have more to talk about than you think. This works for many small businesses.

• Behind the scenes. The workshop, the kitchen, the van first thing in the morning. People want to see how you work.
• The team. Who answers the phone, who comes round? A face makes it easier to get in touch.
• Projects. A before and after, or a job you have just finished. Always ask permission before you show customers or their homes in a recognisable way.
• Answers to questions. Every question customers ask you is a post. How long does a renovation take? When should I start? What do I need to arrange myself?
• Tips from your trade. Small pieces of advice that people save or pass on.
• Reviews and recommendations. Share what customers say about you, with their permission.
• News and offers. A new service, a promotion or a vacancy. In moderation.

Above all, help and show who you are. If all you post is offers, people stop paying attention. For more ideas on getting responses, read our article on social media engagement.

Photos and videos from your phone are fine. Real footage suits social media. It doesn't need to be polished. Do make sure you have good light, a steady picture and sound people can hear.

How much time does social media take?

Less than you think, if you organise it well. These habits make the difference.

1. Work in batches. Set aside one fixed slot every week or fortnight to choose photos and write captions.
2. Schedule ahead. Most platforms let you schedule posts. For Facebook and Instagram you can use Meta Business Suite, for example.
3. Reuse. One job gives you a photo, a short video and a tip. A customer's question becomes a post and an answer on your website.
4. Share the work. Let a colleague who enjoys filming shoot the footage while you write the words. Agree who replies to messages.
5. Reply at set times. Check in a few times a day, so nobody waits long for an answer.

Choose a rhythm you can keep up even in busy weeks. Consistency beats volume.

Using social media to recruit

For many small businesses, finding staff is as hard as finding customers. Social media helps there too. The people you are looking for are often not actively applying for jobs. But they are scrolling through their feeds.

• Show what it is like to work for you. A day on site, lunch together, a new colleague explaining why they chose you.
• Ask your team to share vacancies. Their networks often look a lot like them.
• Make applying easy. A short form or an invitation to send a message works better than a long procedure.
• Consider an ad. Show your vacancy to people in your own area with a small budget.

Organic or paid?

Organic means your own posts, without paying. They build trust with people who already know you. Paid means paying to appear in front of a chosen group. It helps you reach new people faster.

For many small businesses a combination makes sense. Start organically, so there is something to see when someone checks your profile. Then put a small budget behind what already works, such as a post with lots of comments or a vacancy. You decide how much you spend and can stop at any time. Read more in our article on Instagram advertising.

How to tell whether it pays off

Likes are nice, but they don't pay the bills. So look at the figures that match your goal.

• Awareness. Reach, views and new followers from your area.
• Trust. Comments, messages and how often people save or share your posts.
• Customers. Clicks to your website, enquiries and phone calls. Add a UTM code to your links and Google Analytics will show you what comes from social media.
• Recruitment. Applications and responses to your vacancy posts.

Simply ask new customers how they found you as well. Look back once a month and do more of what works. Want to look further ahead than the next few weeks? Then read how to build a social media marketing strategy in six steps.

How we approach it

We start with your goal and the time you have yourself. Together we choose the platforms where your customers are and make a plan you can stick to. Then we create the content, or we help you and your team do it yourselves. We measure what it delivers in enquiries and applications. Not just in likes. Every month we adjust. Fail fast, improve fast. Read more about our Social media service.