How Small Businesses Can Leverage Social Media for Growth

Many small businesses use social media to keep their current customers informed, treating it much like a newsletter. While celebrating achievements, welcoming new clients, and showcasing behind-the-scenes moments is great, they’re missing out on the real power of social media: attracting new customers and growing the business.

Social media platforms are designed to engage, entertain, and inspire action. Think of your social media feed as a TV network—successful networks captivate their audience by offering a variety of shows: drama, comedy, documentaries, and more. Your content should also provide a range of emotions and experiences to attract potential customers.

For example, posting about a customer receiving an award or showcasing an employee’s milestone is wonderful, but that content is likely only to interest those directly involved. Instead, focus on crafting content that resonates with a broader audience and encourages engagement. Here are a few strategies to help transform your social media presence into a powerful tool for business growth.

1. Identify Your Audience’s Interests

The first step is understanding who your ideal customers are and what they care about. If you’re unsure, tools like ChatGPT can help generate content ideas based on common concerns or topics of interest. For example, if your ideal clients are busy parents, a post about “5 Ways to Keep Your Kids Entertained Without Screens” might resonate with them more than a post celebrating a single client’s achievement.

To increase engagement, your content needs to align with what your target audience is already thinking about and searching for. Whether it's balancing work and family or finding creative ways to improve their business, your content should speak directly to their concerns.

2. Make Content Shareable

One of the most effective ways to grow your reach is by creating content that people feel compelled to share. Shareable content is relatable, informative, or entertaining. Whether it’s an inspirational quote, a funny meme, or a useful tip, make sure it’s something that others would want to pass along to their own network.

For instance, if you run a local restaurant, you could post quick videos of your chef sharing tips on how to make a perfect dish at home. People will share this with their friends and family because it’s valuable, which in turn exposes your business to a broader audience.

3. Learn from Other Industries

Sometimes the best inspiration comes from outside your own industry. For example, I know a realtor who showcases local restaurants, parks, and community events on social media, never directly mentioning her services. She’s creating a relationship with her audience based on shared interests, not pushing her services. This kind of content makes her approachable and builds trust, which in the long run leads to more business.

Look at what other industries are doing well and adapt those strategies to your own business. Instead of always talking about your services, highlight topics that matter to your community or share stories that reflect your brand values.

4. Use Calls to Action (CTAs) Effectively

If your social media feed isn’t generating leads or sales, it may be time to evaluate your strategy. Your content should serve a purpose beyond just informing—it should inspire your audience to take action. The simplest way to do this is by adding a clear CTA to each post.

For instance, rather than posting a behind-the-scenes clip with no CTA, ask your audience a question related to the content. “What’s your favorite local restaurant?” or “Do you know the secret ingredient in this dish?” These types of questions encourage interaction, which helps boost your content in the platform’s algorithm and increases your visibility.

5. Consistency is Key

The hardest part of social media isn’t coming up with content ideas—it’s sticking to a consistent posting schedule. Whether you post once a day or three times a week, consistency builds familiarity, and that’s key to staying top of mind with your audience.

To stay consistent, create a content calendar where you can plan out your posts for the month. Set realistic goals for how often you’ll post and track metrics like engagement rates (likes, comments, shares) to see what resonates with your audience. For example, a local business might ask, “Do you know the original name of Main Street?” Simple questions like this not only engage your audience but also create a sense of local pride and community.

Conclusion

Don’t let the complexities of social media overwhelm you. Begin by consistently creating content that aligns with your audience’s interests and your business’s brand values. By shifting your social media strategy away from simply updating current clients and towards engaging potential clients, you’ll start to see increased leads and sales. Keep experimenting, learn from what works, and remember that social media is about building relationships first, sales second.

By treating social media not as a newsletter but as a marketing tool that engages and entertains, you’ll attract a wider audience and build stronger relationships with potential clients. Let your content speak to their interests, inspire interaction, and ultimately lead them back to your business.