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The Top Social Media Platforms for Small Businesses in 2023

If you’re a small business owner, you know how important it is to have a strong online presence. With so many social media platforms available, it can be overwhelming to decide which ones to use to promote your business or which social media agency is best suited to optimise your campaign. 

We have put together a short & punchy overview of each social media platform which will put you in the driving seat of the top social media platforms for small businesses in 2023. 

Facebook

Facebook is the world’s largest social network, with over 2.8 billion monthly active users and is an excellent platform to connect with customers and build brand awareness. By creating a Facebook Business Page, you can share updates about your business, interact with customers and advertise your products or services to a targeted audience.

What a small business can expect from Facebook:

  • Increased brand visibility and engagement
  • Opportunities for customer feedback and interaction
  • Targeted advertising options

What a small business should NOT expect from Facebook:

  • Instant sales or conversions
  • A quick fix for a struggling business
  • Organic reach without investing time and resources into content creation and community management

Common misunderstandings about Facebook:

  • That it’s only useful for B2C businesses
  • That paid advertising is the only way to reach customers on the platform
  • That success on the platform is solely determined by the number of likes and followers

Risky mistakes that some businesses have made on Facebook:

  • Overposting or spamming their followers
  • Ignoring customer feedback or complaints
  • Not investing in targeted advertising, resulting in wasted ad spend

What is essential for a small business to do on Facebook to enhance its chances of success:

  • Create a complete and engaging business page
  • Post regular, high-quality content that aligns with your brand’s messaging
  • Respond promptly to customer feedback and complaints

What are the usage changes at the different life stages of a business?:

Startup: Focus on building a strong brand presence. This means creating a Facebook Business Page and posting content that showcases the brand’s values, mission and products or services. It’s also a good time to experiment with Facebook ads to reach new audiences.

Growth: Continue to build your audience by engaging with followers, responding to comments and messages and posting valuable content. Start using Facebook Groups to build a community around the brand.

Maturity: You should have a solid presence on Facebook and a large following. The focus should shift towards building customer loyalty by providing excellent customer service, promoting customer reviews and feedback and using Facebook Live and other interactive features to engage with the audience.

Instagram

Instagram is a photo and video-sharing app that has grown in popularity among businesses in recent years. With over 1 billion active users, it can be a powerful platform for small businesses to showcase their products or services and connect with customers.

What a small business can expect from Instagram:

  • Increased brand awareness and engagement through visually appealing content
  • Opportunities for customer interaction and feedback
  • The ability to reach a younger, more mobile-oriented audience

What a small business should NOT expect from Instagram:

  • Instant sales or conversions
  • Success without investing time and resources into content creation and community management
  • A platform that works for every type of business

Common misunderstandings about Instagram:

  • That it’s only useful for businesses in visually appealing industries (e.g., fashion, beauty)
  • That follower count is the only metric that matters
  • That success on the platform is solely determined by the number of likes and comments

Risky mistakes that some businesses have made on Instagram:

  • Focusing too much on aesthetics and not enough on substance
  • Buying fake followers or engagement
  • Ignoring user-generated content and engagement opportunities

What is essential for a small business to do on Instagram to enhance its chances of success:

  • Create a cohesive and visually appealing brand aesthetic
  • Post regular, high-quality content that aligns with your brand’s messaging
  • Engage with followers

What are the usage changes at the different life stages of a business?:

Startup: Focus on building brand awareness and showcasing products or services. Create a visually appealing Instagram profile, posting high-quality photos and videos and using relevant hashtags to reach new audiences.

Growth: Focus on building an engaged following by responding to comments and messages, collaborating with influencers or other brands and using Instagram Stories and Reels to engage with the audience in new and creative ways.

Maturity: Your business should now have a strong presence and  large following on Instagram. Focus on building customer loyalty by creating a consistent brand voice, promoting user-generated content and using Instagram Shopping and other features to drive sales.

Twitter

Twitter may have been around for a while, but it is still one of the most popular social media platforms for small businesses. The platform has around 330 million active users, which makes it a great place to reach potential customers. Businesses can promote their products and services, interact with customers and build brand awareness.

What to expect: 

  • Twitter is perfect for engaging with customers and keeping them up-to-date with your business. 
  • It’s also great for keeping an eye on industry trends and staying up-to-date with the latest news.

What not to expect: 

  • Don’t expect to make direct sales through Twitter. Instead, use the platform to build relationships with customers and promote your brand.

Common misunderstandings: 

  • That you need to post every hour to be successful on Twitter. 
  • That quantity is a solution. Quality is more important than quantity. Focus on creating engaging content that your followers will want to interact with.

Risky mistakes: 

  • One common mistake that businesses make on Twitter is posting offensive content. This can damage your brand and cause customers to unfollow you. 
  • It’s also important to avoid engaging in political discussions or controversial topics.

What to do: 

  • Engage with customers, share news and updates
  • Promote your brand. 
  • Use relevant hashtags to make your content more discoverable
  • Reply to customer messages and mentions.

Changes during life stages: 

As your business grows, your Twitter strategy changes. 

Startup: In the early stages of a business, Twitter should be used to build brand awareness and engage with potential customers. This means creating a Twitter profile that reflects the brand’s personality, following relevant accounts and tweeting engaging and informative content with relevant hashtags to reach new audiences.

Growth: As a business grows, it should focus on building a community on Twitter. This means responding to tweets, retweeting relevant content and actively engaging with followers. Businesses can also leverage Twitter’s advertising features to target specific audiences and increase brand visibility.

Maturity: At this stage, a business should have a strong presence on Twitter and a loyal following. The focus should shift towards building customer loyalty by creating a consistent brand voice, promoting user-generated content and using Twitter’s advanced search function to monitor conversations and engage with customers.

LinkedIn

LinkedIn is a social media platform that is geared towards professionals. The platform has around 740 million active users, which makes it a great place to connect with potential clients and partners. LinkedIn is also a great platform for sharing industry news and insights.

What to expect: 

  • LinkedIn is perfect for networking and building relationships with other professionals. 
  • It’s also great for promoting your brand and generating leads.

What not to expect: 

  • Don’t expect to make direct sales through LinkedIn. 
  • Don’t expect to broker deals via the platform. Use the platform to build relationships with potential clients and partners.

Common misunderstandings: 

  • That LinkedIn is only for job seekers and recruiters. 
  • That the platform isn’t for marketing. It’s not for sales but it’s definitely for marketing. It is great for building your brand and generating leads.

Risky mistakes: 

  • A common mistake is sending spammy messages to potential clients. This damages your brand and causes potential clients to avoid you. 
  • Avoid posting content that is controversial or offensive.

What to do: 

  • Use LinkedIn to connect with other professionals
  • Share industry news and insights
  • Promote your brand and develop a thought-leader reputation
  • Join relevant groups and engage with other users to build relationships

Changes during life stages: 

Startup: Use LinkedIn to build professional connections and establish the brand as an industry thought leader. This means creating a LinkedIn company page, sharing relevant content and engaging with other professionals in the industry.

Growth: Focus now on building a community on LinkedIn. This means sharing informative content that showcases the brand’s expertise, leveraging LinkedIn Groups to engage with potential customers and using LinkedIn’s advertising features to target specific audiences and increase brand visibility.

Maturity: You should have a strong presence on LinkedIn and a loyal following. The focus should shift towards building customer loyalty by creating a consistent brand voice, promoting user-generated content and using LinkedIn’s Company Page Analytics to track engagement and refine content strategies.

Now that you know the top social media platforms for small businesses in 2023, it’s time to put your knowledge into action. Start by choosing the platforms that are most relevant to your business and creating a strategy for each platform. 

Remember:

  • Social media can be a powerful tool for building your brand and engaging with customers, but it requires time and effort to see results. 
  • By partnering with professional social media marketing experts, you amplify your opportunity for success by an infinite percentage!

Now it’s onward and upwards – good luck!

Ready to take your social media game to the next level? Contact Codepilot today to learn how we can help you maximise your online presence!

We’ll share advice, the workload or build you a winning strategy. Start today!

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