Social media marketing means using platforms like Facebook, Instagram and LinkedIn to build visibility, stay connected with existing customers and reach new ones. For most small businesses, the goal isn’t to be everywhere – it’s to be consistently present on the platforms where your actual customers spend time.
Choosing the right platform
The platform that’s right for your business depends on your audience, not on which one is currently popular. Facebook still has the largest and broadest audience in Australia, particularly for local businesses. Instagram suits businesses with visual products or services. LinkedIn is the right choice if your customers are other businesses or professionals.
A common mistake is spreading effort across too many platforms and doing none of them well. One platform, done consistently, outperforms three platforms updated sporadically.
What social media can realistically do for a small business
People who already have some connection to your business – past customers, people who’ve enquired before, neighbours and local community members – are the most likely to engage with your social media content. It’s less reliable as a way of finding entirely new customers, unless you’re using paid advertising or your content happens to go viral (which is largely outside your control).
Where social media genuinely helps is in building the kind of low-level familiarity that makes people think of you when they’re ready to buy. Regular, useful posts that reflect your business honestly are more effective than polished marketing content that could have come from anyone.
Where can I learn more?
See our Communications & Marketing service page, the Creating a Facebook Page and Creating a Facebook Group FAQs, or the blog for practical social media advice.