How Small Businesses Can Harness the Power of Social Media Marketing


One of the smartest ways for small businesses to advertise is through social media marketing. It allows them to do so much with so few resources. But how exactly can small businesses harness the power of social media marketing?

Let’s find out!

1. Economic marketing

The beauty of social media marketing is that it works for everyone, regardless of the size of your business. This is because social media has something to offer for all budgets.

Don’t have the budget yet to pay for social media ads? Its good! You can still produce content and advertise it on social media platforms. Creating an account is free. Building a community and attracting subscribers can be done simply by producing great content, without having to pay anything.

Has your business grown and can now afford to advertise online? Great! There are tons of options for advertising on these platforms.

These platforms also offer personalized options for advertising. You can control the budget and the target audience. This provides more effective and targeted advertising. There is no need to waste money on advertising to customers outside of your target audience.

2. Partnerships with influencers

As a small business, you might have doubts about your partnership with influencers. You may be thinking that they are currently too expensive for your business. Fortunately, micro-influencers are here to save the day!

Micro-influencers are individuals who have between 10,000 and 50,000 subscribers on social networks. Despite the relatively low number of subscribers, these influencers are known to have high engagement with their audience. Working with a micro-influencer who is highly relevant to your business can dramatically increase brand awareness.

Statistics show that micro-influencers on social media have better engagement compared to mega-influencers.

On Instagram, they have an average engagement rate of 3.86% compared to 1.21% for mega-influencers. On YouTube, they have around 1.64% compared to mega-influencers, who have a rate of 0.37%. As for TikTok, micro-influencers have an engagement rate of 18% versus the 5% of mega-influencers.

Micro Influencers - Social Media Strategy

In order to effectively reach these micro-influencers, you will need to convince them that your business is worth promoting.

Sending a personalized portfolio will help them visualize the type of business relationship you may have. This portfolio should contain who you are as a company and what you stand for. Of course, it should also contain a description of your products and the relevance of your business to the influencer.

Send the portfolio in a branded folder envelope. This will help influencers know the package is from you. It establishes a sense of professionalism to see that the package they will receive conforms to your corporate identity.

Apart from that, it also builds trust. They will know that the kit is legitimate because it comes with your logo and other brand identity elements.

3. Contests, gifts and promotions

Who isn’t excited about contests, giveaways, and promotions? This strategy can be very effective in social media because it is easy to share information which speeds up word of mouth.

Gaining the attention of users around the world is a great way to increase brand awareness. By hosting a contest, such as a giveaway, you can ask users to share the post for entry into the contest. You can also ask them to comment on why they want to win and tag a few of their friends.

These efforts will snowball into getting lots and lots of exposure. Your business is discovered by thousands of users, and some of them are sure to be interested.

As for the prizes, this would be a great opportunity to personalize the winner’s packaging to make them feel special. It will be a total social media worthy experience if you put a lot of effort into the packaging. To top it off, add a personalized letter in a personalized portfolio folder thanking them for being a part of this event.

4. Participate in social issues

Social media has become the center of communication and expression over the years. Along with this, it has also become the focus of discussion of multiple social issues. This is where people speak for the oppressed, the invisible and the unknown. It is the tool that people use to propagate movements against discrimination and injustice.

Out of all of these issues, pick one that resonates with your small business. Being involved in these issues will help you build relationships with your audience. To do so is to kill two birds with one stone. You help make the world a better place and you increase brand awareness.

People are thrilled to support a small business that doesn’t shy away from getting its brand involved in much less controversial social issues. If they know their purchase helps solve the issues, they’re more likely to buy it and share it with their friends.

5. Increase brand awareness

As a small business, increasing your brand awareness is one of your top priorities. It would be difficult to keep the business going if people didn’t know who you are. They wouldn’t be able to shop and support your brand if they don’t know you exist.

Just like in large companies, people feel more comfortable buying products from companies they know. In fact, by getting to know your business, your customers know if:

  • The processes are ethical
  • Products are cruelty-free
  • The ingredients are safe
  • The ingredients are organic
  • The products are of high quality

It’s understandable that your business doesn’t have all of the above. But the most important thing is to be honest with your customers about your processes.

By increasing brand recognition, you are also building relationships with your customers. It will ultimately help your small business grow into something bigger.

6. Establish industry authority

Regularly posting relevant, useful, accurate and factual content on social media can help you establish your business as an industry authority. This means that your viewers and subscribers can have confidence that you know what you are doing and that you are a knowledgeable source of information.

Being an authority in your field will make you the go-to website for online users. They will always be looking for your thoughts, opinions or criticisms. This, in turn, will drive high quality traffic to your website. It also helps establish brand awareness and business relationships in the industry.

As a small business, being an authority in your industry can be a great opportunity for growth. It’s a quick way to build a community that will support you and your growth.

7. Social proof

Social proof is a psychological phenomenon where we view behavior as more correct if we see others doing it. This is reflected in marketing as “If more people write great reviews for your product, then more people will buy it.”

Social media makes social proof easier for small businesses. It becomes a way for clients and customers to publish their experiences online. They can post about packaging articles, their unboxing videos, and their product reviews.

It becomes free advertising on your end. Your customers are advertising your products to their friends just because they had a great experience. Through social proof, it will motivate their family and friends to try your products as well.

According to statistics, testimonials have increased sales by up to 34%. At the same time, another study indicates that 50% of consumers go to a business website right after reading a good review. It shows that a small business can increase sales and drive website traffic by having good social media reviews.

8. Personalized experiences

As small businesses have fewer customers to deal with, many of them are struggling to personalize purchases. This can be seen in the packaging, the small thank you letters in personalized envelopes and the quick answers to questions.

Having fewer customers means you have more time to truly bond with them. You get to understand firsthand what they like about your products and what can be improved. All of this is possible on social media platforms.

Encouraging your customers to share their experiences online opens the conversation. A great strategy would be to include a personalized wallet envelope that encourages them to do just that. You can even include a hashtag on the front so you can find the entries online.

Key to take away

Social media can be a powerful tool in helping your small business grow. This helps increase brand awareness, increase site traffic, and ultimately increase sales.

Despite the multiple possibilities offered by social media marketing, it can be completely free for small businesses. As the internet is a vast digital space, small businesses don’t even need to compete with larger competitors. There will always be a target niche market that will be interested in what you have to offer.

Good luck starting your social media marketing journey!


About William G.

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