Getting Started with Social Media for Small Business

Nov 7 / Joshua Botello

Social media marketing is often the first step many business owners take in the digital marketing world. It's free, easy to use, and most people are already familiar with the platforms. However, many new business owners overlook basic marketing principles when using social media, thinking that casting a wide net will automatically attract customers. In this article, we'll explore five steps to help you get started with social media and how you can grow your business strategically.

Step 1: Know Your Customer

One of the fundamental rules of marketing is to "know your customer." If you've been in business for any amount of time, you should already have a clear idea of who your best customers are. These are the people who buy from you consistently. Why is this important? Well, many business owners are distracted by the sheer number of users on popular social media platforms:


Facebook: 3 billion users, mostly aged 25-34, with 56.3% male users.
Instagram: 2 billion users, with 85% younger than 45, and a predominantly female user base in the U.S.
LinkedIn: 1 billion users, 60% of whom are Millennials, with 57% male users.
Pinterest: 84.6 million U.S. users, primarily women aged 25-34.
TikTok: 170 million U.S. users, with 55% falling in the 18-34 age bracket.

These numbers are impressive, but none of these users matter if you don’t know who your customers are. Start by identifying your best customers and writing down key details about them—this will be vital for the next step.

Step 2: Create a Persona

Now that you’ve identified your best customers, it's time to create a buyer persona. Don’t be intimidated by the term; it’s simply a profile that represents your ideal customer based on shared characteristics.


Start by listing out your best customers and noting their age, gender, income range, location, and interests. As you complete this, you'll start to notice patterns. Group these customers into categories based on similar traits. For example:

Bob

Age: 45
Location: Yourtown, USA
Income: $60K–$100K
Interests: Sports, camping, home repairs
This persona helps you understand who you're marketing to and what they care about.

Step 3: Pick a Platform

With your customer personas in hand, it’s time to choose the best social media platform for your business. Not all platforms are created equal, and your customer demographics should guide your decision.


For instance, if your persona is similar to Bob, a 45-year-old man who enjoys home repair, Facebook might be the best choice based on the platform's age and interest demographics. Here’s a breakdown of platform usage by age range:

Facebook: 56.6% of users are aged 35-65+
Instagram: 31% of users are aged 35-65+
LinkedIn: 18.3% of users are aged 35-55+
Pinterest: 35% of users are aged 30-49
TikTok: 45% of users are aged 35-55+

Select one platform to start, based on where your customers are most active.

Step 4: Understand Your Funnel

Social media marketing isn’t just about posting content randomly; it’s about leading potential customers through a journey from awareness to trust. This is often referred to as the “funnel.” Here’s how it works:


Build Awareness: Create a business page or run ads to let potential customers know you exist.

Build Interest: Post relevant content that speaks to your customers’ needs and interests. For example, if Bob is interested in home repair, share tutorials or tips related to his concerns.

Build Trust: Encourage reviews and testimonials from satisfied customers like Bob. These endorsements help build credibility and persuade new customers to purchase from you.

Step 5: Consider Advertising

Once you’ve established a presence and built a following, consider taking your efforts to the next level with social media advertising. Although organic reach (unpaid content) can be powerful, only a small percentage of your followers—as low as 1% or as high as 6%—will see your posts. With advertising, you can reach a much larger audience, even expanding into neighboring cities or regions.

Social media ads are highly customizable, and you can set a budget as low as $5 a day. With the right targeting, you’ll reach the exact type of customer you’ve built your persona around.

Final Thoughts

Social media can be a powerful tool for growing your small business, but it requires strategy. Knowing your customer, selecting the right platform, and creating a clear path for customers to follow will help you turn followers into paying customers. Many businesses struggle with social media because they jump in without a plan. By following these five steps, you’ll have a solid foundation to build on and a strategy that works.

Funded in part through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, conclusions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.
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