Why social media strategy matters for small businesses
Social media can help small and medium-sized businesses build visibility, connect with customers and support growth. The problem is that many businesses use it without a clear plan.
A strategy gives social media a clearer role in the wider marketing mix.
Start with clear business goals
Before deciding what to post, understand what social media needs to achieve. The goal should shape the content, platform choice and calls to action.
If the aim is enquiries, posts need to explain the problems you solve, show value and guide people towards taking action.
Measure what matters
Likes and followers can be useful indicators, but they do not always show the full picture.
Useful measures can include reach, engagement rate, website clicks, enquiries, saves, shares and performance by content theme.