How to Build an Online Presence for Your Small Business with Social Media

Social media is one of the most powerful tools available to small business owners. It’s where your audience is already spending time and making decisions about who to trust, what to buy, and where to invest their attention. But creating a strategy that actually works requires intention, planning, and a little creativity. Here’s how to build a social media strategy that gets results and creates meaningful connections.

Know Your Audience

The key to effective social media is understanding exactly who you’re speaking to. Are they busy mums scrolling on Instagram after bedtime, or professionals browsing LinkedIn during their lunch break? Knowing details like age, gender, profession, and hobbies will guide everything from the platforms you use to the tone of your messaging.

The better you know your audience, the more your content will feel like a conversation rather than a sales pitch. For example, if you run a boutique targeting working women in their 30s, posts about “workwear that transitions to date night” will resonate more than generic fashion posts.

Our Tip: Survey your current customers to learn what social media platforms they use most and what kind of content they’d love to see from you. Tools like Typeform make it easy to gather insights and look great too!

Choose the Right Platforms

With so many social media platforms out there, it’s tempting to try and be everywhere. But spreading yourself too thin can dilute your efforts. Instead, focus on 1-2 platforms that align with your audience and business goals. Instagram is perfect for visually driven brands like beauty or lifestyle businesses, while LinkedIn is ideal for B2B companies looking to network and share thought leadership.

Think about where your customers are most active and the type of content you enjoy creating. If you love shooting videos, TikTok or Instagram Reels might be a good fit. If writing is more your style, Facebook posts or Twitter threads could be your sweet spot.

Our Tip: Use tools like Sprout Social’s Social Media Index to explore trends and demographics for different platforms.

Create Consistent and Valuable Content

Social media isn’t just about posting—it’s about providing value. What problems can your business solve for your audience? Share tips, educate your followers, or inspire them with behind-the-scenes stories. Consistency is key, not just in how often you post but in the tone, style, and quality of your content.

For instance, if you’re a small business coach, you could post weekly “Monday Motivation” tips to keep your followers engaged. Or, if you sell handmade jewellery, show off your creative process in short videos.

Our Tip: Batch-create content for the week or month ahead using tools like Canva for graphics and Later to schedule your posts.

Engage, Don’t Just Broadcast

Social media is meant to be, well, social! Many small businesses make the mistake of only posting content without interacting with their audience. Responding to comments, liking posts, and engaging in conversations show your audience you’re approachable and invested in them.

For example, if a follower comments on your post asking about your services, don’t just say, “Thanks!” Respond thoughtfully and provide the next steps, such as, “We’d love to help! Send us a DM, and we’ll get back to you within 24 hours.”

Our Tip: Set a timer for 15 minutes each day to scroll through your feed and engage with your audience’s posts. Use tools like Hootsuite or Meta Business Suite (which is free) to manage interactions across platforms.

Track and Analyse Your Performance

How do you know your efforts are paying off? By looking at the data! Metrics like engagement rate, reach, and click-throughs can show what’s working and what’s not. Most platforms have built-in analytics, and tools like Google Analytics can help you track traffic from social media to your website.

For example, if your posts featuring customer stories perform best, you’ll know to lean into that type of content. Analytics also help you spot trends, like the best times to post or the type of hashtags that boost visibility.

Our Tip: Set monthly goals, such as increasing engagement by 10% or gaining 50 new followers, and use Google Analytics or platform-specific tools to track your progress.

Experiment and Adapt

Social media trends change fast and what worked last year might not work today. Experiment with new formats, such as live streams or carousel posts, and pay attention to emerging trends. Being willing to try new things—and pivot when necessary—will keep your strategy fresh and effective.

For example, if you notice your audience responds well to short videos, lean into creating Reels or TikToks. And don’t forget to ask your followers what they’d like to see more of!

Our Tip: Follow industry blogs like HubSpot’s Marketing Blog to stay on top of social media trends and best practices.

Building a social media strategy isn’t just about posting—it’s about creating a plan that connects with your audience, reflects your brand, and adapts to the fast moving digital landscape. With these steps, you’re well on your way to creating an online presence that’s authentic, engaging, and impactful.

Need a little guidance? The Marketing House is a Gold Coast Marketing Agency who is here to help you craft and manage a tailored social media strategy that works for your business. Let’s create something amazing together - view our Social Media Packages or contact us for a complimentary consultation.