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  • Writer's pictureNat Sharp

From likes to leads: Social media strategies for small businesses

Small business social media experts

Expert strategies for social media success

Social media isn’t just about sharing pictures of your brunch or posting holiday snaps—it's a powerful tool for business growth. Whether you're a small business owner or an entrepreneur just starting out, leveraging platforms like LinkedIn and Instagram can significantly boost your visibility, engagement, and ultimately, your sales.

I've gathered insights from two social media experts to guide you through the essentials of using these platforms effectively. To cover all things Instagram I speak with Hey Helen Williams and then to cover all things LinkedIn, I chat with The Social Champion.

Mastering LinkedIn with The Social Media Champion

Key components of successful content creation

According to Vernini from The Social Champion, the longevity of content on LinkedIn is one of its greatest assets. Unlike other platforms where posts fade quickly, your content can stay relevant for up to two weeks. This makes thoughtful and well-crafted posts incredibly valuable.

The evolving LinkedIn environment

Over the past year, LinkedIn has evolved to favour short-form content. Single pictures with concise or detailed captions, along with carousels, tend to perform exceptionally well. Vernini emphasises the importance of consistency—whether you're posting three or five times a week, regularity is crucial.

Gaining traction

To gain traction on LinkedIn, Vernini advises small businesses to have a long-term strategy. Understand your target audience's pain points and create great content that offers solutions. Simplifying your strategy with three main content pillars can also help maintain focus.

Golden rules for small businesses

  1. Consistency: Show up regularly.

  1. Engage: Spend at least 20 minutes engaging before and after posting.

  1. Strategise: Tailor your content to your audience's needs.

Conquering the fear of video

Video content is becoming increasingly important. A short 50-second clip featuring just one tip can make a significant impact, and overcoming the fear of being on camera can set you apart.

Winning customers

Absolutely, you can win customers through LinkedIn. By engaging and providing valuable content, you build trust and authority in your niche.

Common social media mistakes

One of the most common mistakes is "posting and ghosting." Engagement is key, so don't just post—interact and spend at least 20 minutes engaging before and after posting.

Future trends

Vernini foresees video content continuing to dominate, alongside a focus on personalised, value-driven posts.

For more in-depth insights, check out my full interview with The Social Champion here.

Leveraging Instagram with Hey Helen Williams

Effective use of Instagram

Helen Williams, a business and mindset coach, has mastered the art of using Instagram to grow businesses. She highlights the importance of defining your purpose on the platform and being original and authentic in your posts.

Overcoming social media anxiety

Helen advises starting small if you're camera-shy. Use stories and reels to gradually build your confidence.

Transforming followers into customers

Helen’s strategies focus on growing your followers and then converting them through valuable freebies and sales conversion techniques.

Golden rules for Instagram success

  1. Define your purpose: Know why you're on Instagram.

  1. Be authentic: Originality resonates with followers.

  1. Develop a clear strategy: Plan your content and posting schedule.

  1. Leverage reels: They are a powerful tool for increasing reach.

  1. Cultivate followers: Engage with your audience and build a community.

  1. Stay true to your values: Authenticity is key to long-term success.

Common pitfalls

Many businesses neglect engagement, but it’s crucial to interact with your followers to build a loyal community.

Future trends

Helen predicts that Instagram will continue to prioritise video content, especially reels, and that authenticity will remain a significant trend.

You can listen to the full interview jam packed with tips here.


Using social media for business success

Social media can be a game-changer for small businesses. Whether you’re leveraging LinkedIn or Instagram, the key is to stay consistent, engage with your audience, and provide value. Ready to take your social media game to the next level? Read more tips including which social media platform should I use for my business and how to use LinkedIn for business development. And remember that social media is just a small part of your overall marketing strategy. The key is to integrate it well so it complements all your marketing efforts and isn't a siloed activity, which I see so often in small businesses.

By following these expert strategies, you can utilise social media to its full potential and propel your business forward. Happy posting!


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