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How to Do Social Media Marketing for Small Business

Photograph of a phone displaying social media icons on the screen

Social media marketing has become an essential component of any successful small business marketing strategy. With the ever-growing number of users on various platforms, leveraging social media can help businesses connect with their target audience, increase brand visibility, and drive valuable engagement. 

In this comprehensive guide, we will explore the key aspects of social media marketing in 2023 and provide actionable insights to help small businesses thrive in the digital landscape.

Setting and deciding clear goals

To achieve success in social media marketing, it’s crucial to define clear goals aligned with your business objectives. Determine whether you aim to increase brand awareness, generate leads, drive website traffic, or boost sales.

When you’re setting your goals, the SMART framework is a helpful place to start. Make sure that your goals are:

Specific – what exactly is it that you want to do?

Measurable – how will you know that you’ve achieved your goal?

Achievable – is this goal realistic?

Relevant – is this goal appropriate for your unique business?

Time-Bound – how long will it take to see the results that you want?

To get you started, here’s an example of a SMART social media goal for increasing brand awareness.

Specific: We want to increase brand awareness on Instagram by creating and posting new branded content four times a week.

Measurable: We want to grow our Instagram following by 5%.

Attainable: Our followers increased by 2% last month when we began posting content more frequently.

Relevant: Increasing brand awareness will help drive more interest in our products and services.

Time-bound: Six weeks.

By setting specific and measurable goals, you can tailor your social media efforts and track your progress effectively.

Knowing and understanding your audience

Understanding your target audience is crucial for a successful social media strategy. Follow these steps to gain valuable insights:

  1. Conduct market research: Identify demographics, interests, and online behaviors using tools like Google Analytics and surveys.
  2. Create buyer personas: Use your market research to develop fictional representations of your ideal customers based on real data to personalize your content and campaigns. It really helps you create valuable content when you know exactly who you are talking to!
  3. Analyze social media data: All of the major social media platforms provide insights into who your audience is and how they engage with your content. Use this data to see if you are reaching your ideal customers. It’s also really helpful for working out the optimal time to post on each platform.
  4. Monitor conversations: Keep an eye on industry-related discussions to uncover audience pain points and motivations using tools like Hootsuite or Mention.
  5. Engage with your audience: Respond to comments, messages, and mentions to build a loyal community and gather valuable feedback.

Use this knowledge to create content that resonates with your audience and you will begin to see higher engagement and conversions.

Choosing the right platform

To maximize the effectiveness of your social media strategy, it’s essential to select the platforms that align with your business goals and target audience. There is no need to be on all of the platforms! It is far better to pick one or two and ensure that you are posting consistently.

Follow these steps to choose the right platforms:

  1. Familiarise yourself with different platforms: If you are not used to using social media personally, it’s a good idea to take a look at the different platforms available to see what resonates most closely with your business goals.
  2. Analyze demographics: Understand the user demographics of each platform. LinkedIn is ideal for professionals, while Instagram or TikTok may be better for reaching a younger audience.
  3. Consider user behavior: Evaluate how users engage with content on each platform. Platforms like Instagram or YouTube are visual-centric, making them suitable for brands relying on visuals or storytelling.
  4. Align with business goals: Determine which platforms best support your business goals. LinkedIn is great for thought leadership and networking, while Instagram or Pinterest are effective for brand awareness and visually appealing products.
  5. Assess available resources: Consider the time and manpower you can dedicate to managing your social media presence. Choose platforms that you can consistently post on and engage with your audience.

By choosing the right platforms, you can focus your efforts, effectively reach your target audience, and achieve your social media marketing goals in 2023.

Creating a content strategy

A well-defined content strategy is the backbone of successful social media marketing. Here are our top tips for planning your content strategy:

  1. Identify audience preferences: Understand the type of content your audience prefers, such as educational posts, product showcases, behind-the-scenes content, or user-generated content.
  2. Plan a content calendar: Maintain consistency by creating a content calendar. Decide on the frequency and timing of your posts to engage your audience effectively.
  3. Diversify content formats: Use a mix of videos, images, infographics, blog posts, and interactive content to cater to different preferences and increase engagement.
  4. Provide valuable content: Focus on delivering content that offers value to your audience, whether it’s educational, problem-solving, inspiring, or entertaining.
  5. Encourage user participation: Incorporate user-generated content to build a sense of community and increase engagement. Encourage your audience to create and share content related to your brand.
  6. Monitor and analyze content performance: Regularly measure engagement, reach, and conversions using social media analytics. Use the data to optimize your strategy over time.

By implementing a well-defined content strategy, you can consistently deliver engaging and valuable content that drives results in social media marketing.

Utilizing visual content and using high-quality images and videos

In the age of visual-centric social media, utilizing high-quality images and videos is crucial. Visual content has higher engagement rates and helps convey your brand message effectively.

If you can, it is wise to invest in professional photography or video production to create visually appealing and compelling content that captures attention and encourages sharing. If you are on a limited budget, you can get free stock photography and video on Pexels and you can easily create professional graphics using Canva.

Remember to optimize your visual content for each social media platform, considering the recommended image and video dimensions and formats. Additionally, ensure that your visuals are consistent with your brand’s style and tone, maintaining a cohesive visual identity across all your social media channels.

By leveraging high-quality images and videos, you can elevate your social media presence, engage your audience, and leave a lasting impression.

Implementing paid advertising

While organic reach is valuable, incorporating paid advertising can significantly enhance your social media marketing efforts. Platforms like Facebook, Instagram, and Twitter offer robust advertising solutions to reach a wider audience and target specific demographics, interests, and behaviors.

Follow these steps to make the most of paid advertising:

  1. Set a budget: Allocate a portion of your marketing budget specifically for social media advertising, considering your overall objectives and return on investment goals.
  2. Define your target audience: Use the targeting options provided by social media platforms to reach the right audience. Identify the demographics, interests, and behaviors that align with your business goals.
  3. Select appropriate ad formats: Choose the ad formats that best suit your campaign objectives and resonate with your target audience. Consider engagement rates, storytelling capabilities, and platform-specific features.
  4. Create compelling ad content: Develop visually appealing and persuasive ad content that grabs attention and conveys your brand message effectively. Use engaging visuals, compelling copy, and strong calls-to-action.
  5. Optimize based on key performance indicators (KPIs): Monitor performance metrics such as click-through rates, conversions, and return on ad spend. Adjust your targeting, messaging, or budget allocation to optimize campaign performance.
  6. A/B testing: Experiment with different variations of your ad content to identify the most effective combinations. Conduct A/B tests to refine your paid advertising strategy.

By incorporating paid advertising into your social media marketing, you can extend your reach, increase brand visibility, and drive targeted traffic and conversions.

Growing your business

Social media is an excellent way to build an audience, however you will find that there are many limitations in terms of turning this audience into a meaningful community and generating a sustainable income.

Once you have built a good sized audience, it’s time to start thinking about community platforms that will enable the next phase of your business development.

Disciple Media’s community software enables you to build your own fully-branded app on iOS, Android and web. It’s great because you don’t need to know a single line of code, the platform is secure and private, and you can use the monetization features to generate an income. Disciple has helped over 700 community leaders take their communities to the next level.


Social media marketing presents an immense opportunity for small businesses to connect with their target audience, build brand loyalty, and drive business growth. By setting clear goals, understanding your audience, choosing the right platform, creating a content strategy, utilizing visual content, and implementing paid advertising, you can effectively leverage social media to achieve your business objectives in 2023.


How often should I post on social media?

Posting frequency depends on the platform and your audience’s preferences. Aim for consistency without compromising quality. Generally, 3-7 posts per week on Facebook, 1-3 posts per day on Instagram, and 5-10 tweets per day on Twitter are recommended starting points.

How can I measure the success of my social media marketing efforts?

Key performance indicators (KPIs) such as engagement rate, reach, click-through rate, conversions, and return on investment (ROI) can help measure the effectiveness of your social media campaigns. Use social media analytics tools and track these metrics regularly to assess your performance.

Should I be present on all social media platforms?

It’s not necessary to be present on all platforms. Focus on the platforms where your target audience is most active. It’s better to maintain a strong presence on a few platforms than spread yourself too thin across multiple platforms.

How can I create engaging content for social media?

To create engaging content, consider your audience’s interests and pain points. Use a mix of formats, such as images, videos, infographics, and user-generated content. Encourage audience interaction through contests, quizzes, polls, and asking questions.

Should I allocate a budget for paid advertising on social media?

While organic reach is valuable, paid advertising can amplify your reach and targeting capabilities. Allocate a budget based on your goals and monitor your ads’ performance to ensure maximum ROI.

Sam Hudson in
7 min read
Sam Hudson in Community building
Sam Hudson in
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