It doesn’t matter whether you love it or hate it, social media is an important marketing channel for most small businesses. Because it’s basically free. Because it’s relatively easy to use. Because it’s a great way to do a long list of marketing tasks. So today, we wanted to really have a meaty conversation about why social media marketing is important for small businesses—all of our long winded answers are below.

Why social media marketing is important for small business

In the age of marketing with the internet, social media is pretty much inescapable. With nearly 90% of the US population using at least one social media platform and spending an average of over 2 hours per day on it/them, it's no wonder small business owners are constantly using it and trying to understand the role it plays in their marketing strategy. In fact, around 70%of businesses do social media marketing as a way to keep up with the competition. But in addition to the peer pressure reasons for being on it, social media marketing is important for small businesses because of its flexibility—essentially you can get out of it what you need. And here are some of our favorite reasons for the love part of this love/hate relationship.

Reach a wider audience

Social media gives small businesses an almost unprecedented opportunity to reach potential customers. With both paid and organic (read: free) ways to find and engage with your audience, you can tailor your social media marketing strategy to fit your budget and goals.

Build your brand

Building a strong brand is essential for any business, regardless of its size. And social media platforms offer a unique opportunity to showcase your brand's personality, values, and unique selling points. By consistently sharing relevant and that “high quality content” everyone and their mother is telling us is key, you can establish your brand as an authority in your industry and build trust with your audience—which is a crucial piece of the marketing puzzle. Social media also allows you to interact directly with your customers, providing a platform for customer service, addressing concerns, and building relationships you can make money from more than once.

Promote your products and services

Social media platforms are a great way to showcase your products and services to a wide audience. And this is where that “high quality content” comes in—you need visually appealing images, videos, and compelling copy that you can use to communicate the value and benefits of what you offer.

Nurture potential customers

Social media marketing also goes beyond just promoting products and services. It is a way for you to nurture potential customers into loyal, returning ones. Things like educational content and how-tos, sharing customer reviews and testimonials, and making it clear that you really understand the problem it is they are trying to solve, you can position your business as a trusted resource—who they’ll turn to first when they are finally ready to buy. Just don’t forget to engage with your audience through comments and direct messages since this allows you to address their concerns, answer questions, and guide them through their buyer's journey.

Retain existing customers

Social media is not only about attracting new customers—it’s also about keeping your existing ones engaged and interested enough to refer you business or buy again. You can do this by consistently providing valuable content (overall) as well as working in exclusive promotions, and personalized offers.

Network with everyone!

Social media is not just a marketing tool; it's also a platform for networking. By connecting with other businesses, industry influencers, and potential partners, you can expand your reach and tap into new opportunities. Collaborating with like-minded businesses or participating in industry-related discussions can help you gain exposure, build relationships, and even generate new leads.

Which social media platform is best for marketing?

Now that we’ve more than covered the reasons social media marketing is important for small businesses, it’s pretty likely you’re wondering which social media platform is best for marketing your products and services. And the answer to that question is, the best platform is (or are) the one(s) your customers are on. Because it’s really not worth your time or money to be on a platform only the people are are least likely to buy from you are on—you want to be in the places the people who are most likely to buy from you are.

Now, digging further into the answer for your small business takes more than a blog post, but here are some high-level notes to help you start honing in.

• Facebook is great for reaching baby boomers, Gen X, and older Millennials
• Instagram is the primary social media platform for Millennials, Gen Z is on here as well
• TikTok is where Gen Z loves to spend their time
• Linkedin is great for service providers or anyone with a B2B product or service
• X/Twitter? Man, who knows what’s going on here?!

Tips to help you manage your social media calendar

Keep it simple

Don't over complicate things. Your life as a small business owner is already complicated enough. So when it comes to your social media calendar, simplicity is key. Start by identifying the platforms that are most relevant to your target audience and focus on quality over quantity so you can allocate your time and resources most effectively.

Plan ahead

In the fast-paced world that is your life, planning ahead is crucial—but not too far ahead. Rather than doing things on the fly, take the time to create a well-thought-out content calendar in 2-4 week increments. This will allow you to maintain a consistent posting schedule while still having the flexibility to react (if necessary). By planning ahead, you can also anticipate upcoming events, holidays, or promotions and tailor your content accordingly, maximizing its impact. 

Get organized on a calendar

Your social media calendar should be easy to navigate and understand—it also should not live in the same calendar as the rest of your life (looking at you, Google calendar). The reason being, it’s hard to really see what you need to do on the marketing side of things when the tasks are buried with other appointments and events. And that’s exactly why there is a dedicated marketing calendar for you in Enji—plus it is integrated with our social media scheduler!

Want to try out our social media scheduler (that has a visual planner for Instagram)? Start your 14-day trial today and give it a go!

Schedule and automate

Speaking of scheduling social media posts, take advantage of scheduling and automation tools to streamline your social media workflow. Enji’s social media scheduler allows you to schedule posts in advance (and quickly with our AI copywriter), saving you time and ensuring a consistent posting schedule. With these tools, you can plan and create your content in batches, freeing up time for other important business tasks. Just remember to check in regularly to engage with your audience and respond to comments or messages.

Social media marketing is definitely important, but that doesn't mean it has to be a daunting task. We hope these tips help you create your plan, simplify your approach, and stay organized—because, remember, consistency is key in building a strong online presence. So, take the time to create a social media calendar, schedule your posts, and put in the effort to get better over time. With a well-managed social media calendar, you'll be on your way to social media success!