Social media is a great tool for business that want to connect with their customers and attract new clients – and who doesn’t? But setting up an effective social media presence can seem daunting, especially for small business owners who have limited time and resources to dedicate to the job.

But social media doesn’t have to be a challenge. In this article, I share a few tips to help any business build up a successful social media presence.

1. Start with a plan

Like any part of your business, a successful social media presence starts with a solid plan. Before you do anything else, consider what you are looking to achieve with your social media page, and set goals based on that.

Don’t be distracted by ‘vanity metrics’; building up likes and shares is a good thing, but increasing your sales, leads and profits are the results that should matter most. Base goals on the results that make the most difference to your business, and make sure you can track your progress towards meeting them.

2. Choose the right platform

It won’t matter how good the material you post online is if it isn’t reaching the right people. As you build your social media plan, think of your audience and identify the social media platforms they are most likely to use. Research companies regularly publish statistics on social media usage, which will help you to identify where your audience is spending their time.

As with any part of a social media plan, don’t fall into the trap of checking this once and then assuming it’s set forever. Social media usage changes all the time, and the best way to reach your specific customers may not always match the standard demographic patterns. Keep talking to your customers, measuring your results, and checking published research to make sure you’re communicating to the right group of people.

3. Make time to post

Social media can be a time sink, and as a business owner it’s almost certainly not your number one priority. To help keep you on top of your social media game, it helps to mark out a specific part of each week that you will use to focus on putting together your week’s content. Putting together a content calendar can be a big help with this, as it will both help you to schedule your time, and to have a plan of what content you are looking to create each week.

It’s also worth setting a little time aside each day to check into any comments or posts you have received through social media and respond to them. Making a distinct time each day for this will help prevent you being constantly distracted by each new comment, while still meaning that you are active in responding to your customers.

4. Send traffic to the right place

In step one, you will have identified the ways in which you could use social media to help drive your business goals. Whatever those goals are, it’s likely that they’ll need your customer to interact with more than just your social media presence.

The content you post on social media should lead your customer to a destination where they can convert into something meaningful for your business – a lead, a sale, an enquiry. Make sure that you provide links to the right destination. This might be as simple as a link to your blog or your website, or as specific as a custom landing page, designed to follow on from a specific piece of content. Whichever it is, remember that social media is a step in the customer’s journey, not an end point to itself.

If you want to take your social media marketing to the next level, John Rowbottom Design and Marketing can help. To set up a meeting to discuss your business needs, visit and get in touch today.

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