What Small Businesses Should Be Posting to Social Media

I've had so many small businesses reach out over the past few weeks asking how to be relevant on social media. I say the same thing every time, no matter how big or small your business is, it's about being relatable, solving a problem and staying at the forefront of your customers mind.

Related: Small Business Social Media Guide: Powdered with a Marketing Plan

At the end of the day, your product needs to solve a problem, save time or enrich your customers lives to be beneficially successful. You are essentially a teacher who is going to need to teach your customers in your sales pitch why they need your product(s). Without sales, you have no business....

Ensure that your website is up to date, mobile friendly and easy to use. That you use clear call to actions, easily accessible to place an order, offering up effective ways of communication and building connection.

To increase sales, small businesses should strategically post social media content that goes beyond simple product announcements. Here's a breakdown of effective post types:

1. Showcase Products/Services with a Focus on Value & Benefits:

• Highlight Solutions: Instead of just listing features, explain how your product/service solves a customer problem or fulfills a need. Example: "Tired of tangled cords? Our new wireless earbuds offer seamless connectivity and all-day comfort, making your commute stress-free."
• Showcase Use Cases: Demonstrate your product/service in action. Use compelling visuals (photos and videos) to illustrate how customers can use and benefit from it. Example: A video of someone easily assembling your flat-pack furniture, or a before-and-after photo of a home cleaned with your service.
• Behind-the-Scenes: Offer a glimpse into your process, highlighting the care and quality that goes into your offerings. This builds trust and can justify pricing. Example: Photos or videos of your team crafting a product, sourcing ingredients, or providing a service.
• Product Spotlights with Unique Angles: Don't just say "new product." Highlight a specific feature, a limited-time offer, or how it compares to alternatives. Example: "This week's spotlight: Our handcrafted leather wallet with RFID blocking – perfect for secure travel!"

2. Build Trust & Authority:

• Testimonials & Reviews: Share positive feedback from satisfied customers. User-generated content is highly persuasive. Example: A quote graphic from a glowing review, or a customer photo with your product.
• Case Studies & Success Stories: Detail how your product/service has helped specific customers achieve their goals. Example: "See how [Client Name] increased their website traffic by 30% using our SEO services."
• Expert Tips & Advice: Position yourself as a knowledgeable resource in your industry. Share valuable tips and insights related to your products/services. Example: A short video offering 3 tips for choosing the right coffee beans, if you own a coffee shop.
• Answer FAQs: Address common questions your potential customers might have. This saves time and builds confidence. Example: A post answering "What's the difference between your two subscription tiers?"

3. Drive Engagement & Interaction:

• Questions & Polls: Ask your audience questions related to their needs and preferences. This encourages interaction and provides valuable insights. Example: "What's your favorite way to use our [product]? Let us know in the comments!" or a poll asking about preferred colors.
• Contests & Giveaways: Generate excitement and increase brand visibility by running engaging contests that encourage participation (e.g., photo contests, tag-a-friend giveaways). Example: "Tag two friends who love [your product] for a chance to win a free one!"
• Behind-the-Scenes Q&As: Host live Q&A sessions where you answer audience questions in real-time. This builds rapport and trust.
• User-Generated Content Campaigns: Encourage customers to share photos or videos of themselves using your products/services and feature them on your page.

4. Create a Sense of Urgency & Exclusivity:

• Limited-Time Offers & Promotions: Announce special discounts, sales, or bundles that are only available for a limited time. Example: "Flash sale! Get 20% off all [product category] this weekend only!"
• Exclusive Content for Followers: Offer special deals or early access to new products/services for your social media followers. Example: "As a thank you to our amazing followers, use code FOLLOW15 for 15% off your next order!"
• Countdown Timers: Use features like Instagram Stories countdown stickers to create anticipation for upcoming sales or product launches.

5. Make it Easy to Purchase:

• Link Directly to Product Pages: Ensure your posts include clear links to the relevant product or service pages on your website.
• Utilize Shop Features: If available on the platform (e.g., Instagram Shopping, Facebook Shops), set up your shop to allow users to browse and purchase directly from your social media.
• Clear Calls to Action: Use strong verbs like "Shop Now," "Learn More," "Book Your Appointment," or "Visit Our Website." Also, make sure that your profiles on all social media channels have a way to easily connect with you (phone, email, website, etc.)

Key Considerations:

• Know Your Audience: Tailor your content to the specific interests and needs of your target customers on each platform.
• High-Quality Visuals: Use compelling and professional-looking photos and videos.
• Consistent Branding: Maintain a consistent visual style and brand voice across all your social media channels.
• Track Your Results: Monitor your social media analytics to see which types of posts are driving the most engagement and ultimately leading to sales. Adjust your strategy accordingly.
• Be Authentic: Connect with your audience in a genuine and relatable way.