Social media can be incredibly time-consuming and difficult to navigate. Platforms are constantly evolving, new trends emerge daily, and keeping up with everything while running a small business can feel overwhelming.

With limited time and budget, it’s easy to feel like social media is a waste of energy. Many business owners avoid it altogether, focusing instead on their day-to-day operations – until they suddenly realise their competitor is gaining traction online. Then comes the scramble to catch up, which often leads to frustration and inconsistency.

The truth is, social media isn’t a quick fix or an instant success tool. It’s a long-term investment that, when approached with patience and strategy, can significantly boost brand awareness, customer engagement, and sales. In today’s world, social media acts as a shop window – if you’re not visible, potential customers may never know you exist.

Where to start:

Develop your brand

Before diving into social media, take the time to define your brand identity. You’ll need:

• A logo that represents your business.
• Brand colors that create a consistent aesthetic across all platforms.
• Typography that aligns with your brand’s personality and is easy to read.

These elements will make your content instantly recognisable and professional.

Choose the right platforms

Not all social media platforms are created equal, and not every platform is right for your business. Rather than trying to be everywhere at once, limit yourself to three key platforms. This ensures you can stay consistent and manage your presence effectively. Here’s a quick guide to help you decide:

• Instagram – Great for visual businesses, behind-the-scenes content, and personal branding.
• Facebook – Ideal for community-building, customer engagement, and sharing business updates.
• LinkedIn – Best for B2B networking and professional services.
• TikTok – Perfect for businesses with engaging, creative, or short-form video content.
• Twitter/X – Effective for real-time updates, customer interaction, and industry conversations.

Choose platforms that align with your audience and the type of content you enjoy creating.

Create content templates

Once your accounts are set up, design a few branded templates to streamline content creation. These templates should:

• Maintain brand consistency.
• Save time when designing posts.
• Ensure posts are visually appealing and engaging.

While visuals are crucial, don’t neglect your captions! Strong copywriting helps direct your audience’s attention and encourages interaction.

Plan your first 10 posts

Before launching your social media presence, create at least ten pieces of content. This ensures your pages look well-populated when visitors check them out. Your first posts could include:

• An introduction to your business.
• Customer testimonials or success stories.
• Behind-the-scenes content.
• Industry tips and insights.
• Product or service highlights.
• A personal story about why you started your business.

Having a variety of content types from the start will help establish your brand’s voice and keep followers engaged.

Test, analyse, and adjust

Social media success doesn’t happen overnight. Once you start posting, pay attention to:

• Which types of posts get the most engagement.
• What times of day your audience is most active.
• How different platforms perform.

Use insights and analytics tools (available on most platforms) to tweak your approach. Over time, you’ll develop a rhythm and strategy that works best for your business.

Final thoughts

Social media is an essential tool for small businesses, but it requires a strategic approach. By focusing on branding, choosing the right platforms, creating engaging content, and refining your strategy over time, you’ll set yourself up for long-term success.

At Segal Assist, we specialise in helping businesses create a powerful online presence. If you need guidance on setting up or improving your social media strategy, reach out for a free consultation!