When it comes to social media marketing, the amount of advice and tips floating around can be overwhelming. As a small business owner, you’ve probably heard countless strategies on how to grow your audience, generate leads, or go viral. But I’m here to tell you that a lot of the conventional wisdom isn’t always what it seems. So, let’s dive into what works, what doesn’t, and how to make the most of social media marketing for your small business.
Why Action Beats Perfection: Stop Overthinking and Start Posting
The first and most important lesson in social media marketing is this: you need to take action. It’s easy to get stuck in planning mode, trying to perfect every post before you put it out there. But waiting for the perfect moment often means you’ll end up doing nothing. Instead, just start.
One of the biggest mistakes I see small business owners make is aiming for perfection before they even begin. And trust me, your first few posts might not get amazing engagement, but that's okay! Learning from doing is how you’ll get better, not by sitting and planning without taking action. Start putting content out there, and you’ll learn what works as you go.
How Social Media Acts as an Accelerant for Your Marketing
Now, let’s clear up a major misconception: social media is not your entire marketing strategy. It’s just a piece of the puzzle, and its main job is to accelerate what you’re already doing. If you’re running email campaigns, attending events, or sending out mailers, social media should be enhancing those efforts, not replacing them.
Social media accelerates your other marketing efforts, and when used correctly, it can amplify the message you’re already putting out there. But don’t make the mistake of relying solely on social media. Other channels need to be working too, whether that’s networking, advertising, or email marketing. Social media should make those efforts more visible and more effective.
Choosing the Right Platform: It’s Not Just About Where Your Audience Is
There’s a myth floating around that says you should pick your social media platforms based on where your audience hangs out. While that’s true, it’s only half the equation. The reality is, you also need to consider where YOU are.
If you're not naturally drawn to a platform, like TikTok or Instagram, and you're not enjoying the content or participating in the community, you're going to have a hard time getting traction there. Even if all the stats say your audience is there, you won’t succeed if you’re not engaging.
My advice? Pick two or three platforms that you actually enjoy using. You don’t need to be on every single platform. Focus on the ones that you can stay active on and where you feel comfortable engaging with others. If you’re forcing yourself to post on a platform you hate, it’s going to show.
The Myth of Content Consistency: It’s About Being Social, Not Yelling
We’ve all heard the advice: post consistently, and your social media will grow. While there’s a grain of truth in this, the reality is that creativity matters way more than consistency. If you’re just posting for the sake of posting, your content will suffer, and your audience will notice.
Social media is supposed to be social. It’s not a platform to just blast out content and hope for engagement. People come to social media to be entertained, not lectured or yelled at. When platforms like TikTok say their biggest competitor is Netflix, they’re telling us that the key to growth is entertainment, creativity, and engagement.
Don’t fall into the trap of feeling like you have to post every single day. Post when you have something valuable or interesting to share, and focus on starting conversations, not just broadcasting messages.
Vanity Metrics and the Viral Myth: What Really Matters
Going viral sounds like the dream, right? Well, I’m here to tell you that going viral is overrated. When a piece of content goes viral, it often attracts followers or viewers who aren’t really interested in what your business offers. They came for the funny cat video or the trending dance, not your products or services.
Going viral can also lead to bad user experiences. If you sell out of your product because of a viral post but can’t fulfill orders, you’ll create a negative impression. Or, worse, you’ll attract followers who aren’t aligned with your brand, leading to low engagement on future posts.
Instead of chasing viral fame, focus on meaningful engagement. What really matters is how many people are commenting, sharing, and interacting with your content—not just liking or scrolling by. I track how many shares and comments my posts receive, because that tells me whether I’m really connecting with my audience.
Tracking the Right Metrics: Focus on What Moves the Needle
So what should you be tracking? Here are a few metrics I recommend paying attention to:
- Engagement: Comments and shares matter more than likes.
- Reach: How many people are seeing your posts?
- Conversions: How many people are taking action based on your posts, whether that’s clicking a link or buying a product?
- Overall Engagement Rate: This tells you how well your posts are performing relative to your audience size.
And yes, you can keep an eye on follower count, but don’t make it your primary focus. It’s better to have 1,000 engaged followers than 10,000 who don’t care about your content.
Ready to Take Your Social Media Marketing to the Next Level?
Social media marketing for small businesses doesn’t have to be overwhelming. The key is to start taking action, focus on what works for you and your business, and track the metrics that matter. Don’t get bogged down by vanity metrics or the pressure to post every day. Instead, focus on engagement and creativity, and your social media presence will grow naturally.If you’re ready to dive deeper into building your business through smart, creative marketing strategies, visit thestephaniescheller.com to learn more and take the next step toward transforming your business.