How to build a social media strategy that works for small businesses

Practical advice for small business owners

Social media can feel overwhelming for small businesses.  It’s time-consuming, competitive, and often confusing, especially when only around 10% of your followers will ever see your posts. But used strategically, it can become a powerful tool for brand awareness, customer engagement and even lead generation.

As a freelance marketing consultant, I’ve supported over 50 SMEs with their sales and marketing strategies, including social media. Here’s my step-by-step guide to creating a social media strategy that works for your business without draining all your time and resources.

1. Start with a competitor review

Before you post anything, look at what your competitors are doing. Which platforms are they using? What content gets the most engagement? Who’s following them? A simple competitor audit will highlight best practice and help you avoid wasting effort on the wrong platforms and using the wrong content.

2. Define your customer personas

Social media is pointless if you don’t know who you’re speaking to. Be specific. Who buys from you? What challenges do they face? Where do they spend their time online? Build key customer personas so you can tailor content to the right audience.

3. Set clear objectives

What do you want social media to achieve for your business? For most SMEs, it starts with brand awareness before moving into lead generation. Be realistic, social media is a long game. Track progress using simple metrics such as reach, engagement and website clicks.

4. Plan your content in advance

Consistency is critical and mix it up:

• 50% curated content (sharing useful resources)

• 30% original insights (blogs, tips, updates)

• 20% brand content (showcasing your products or services)

  
  

A content calendar will save you time and keep your messaging balanced.

5. Provide value and spark conversations

Your audience isn’t there to be sold to, they’re there to learn, connect and engage. Share practical advice, ask questions, run polls or tap into trending conversations. Always prioritise relevance and value over volume.

6. Prepare for customer queries

Social channels often double up as customer service platforms. Agree how you’ll respond to questions or complaints, and don’t ignore negative feedback. Having clear guidelines or templates in place will save time and protect your reputation.

7. Know when to outsource

Running social media well can take at least half a day per platform each week. For many SMEs, outsourcing is more cost-effective than hiring internally. A freelance social media manager can take the weight off your shoulders and free you up to focus on your business.

8. Budget for paid campaigns

Organic reach is limited. Even a small budget of £500 a month on platforms like Facebook or LinkedIn can dramatically increase visibility and put your content in front of thousands of potential customers. Start small, test results, and scale what works.

Common pitfalls to avoid

• Using social media only to sell

• Posting daily for a few months, then going silent

• Copying the same post across every platform

• Failing to engage with your followers

  
  

Social media requires structure and consistency, without them, you’ll struggle to see results.

Why SMEs need a social media strategy

For small businesses, social media isn’t optional anymore, but random posting won’t deliver results. A clear, realistic strategy will save you time, keep you focused, and help your business grow.

If you’re an SME owner looking for honest, practical support with your marketing strategy, from social media to the bigger picture, I offer freelance marketing consultancy and mentoring across Kent and the South East. I provide senior-level marketing expertise without the cost of a full-time hire.

Ready to make your marketing work harder? Get in touch today to book a free consultation.