It's possible to promote your business for free by making the most of social media to connect with your customers.
Instagram, Facebook, and other social media channels can help you reach potential customers and turn existing customers into brand advocates eager to recommend your business to others.
Set your social media strategy
Before jumping in, decide what you want to achieve with social media.
Set a goal, such as raising your start-up’s profile or attracting new customers.
Aim for a target number of followers or a set number of people clicking through to your website from social media channels.
Create social media content
Think about what you’re posting on social media and tailor it to the channel you’re using.
Don’t just regurgitate every piece of content you create and don’t just push sales messages either.
Audiences on social media like relevant content that encourages engagement.
Polls, surveys, and graphics are effective ways to engage your followers, as is responding to enquiries, queries, and questions.
It’s also a good idea to tailor your content to a particular platform.
A long, detailed product update is more suited to a LinkedIn post than an Instagram post.
Which social media platform?
Over 56 million people in the UK have a Facebook account.
It’s good for sharing updates, promotions, and competitions with customers and getting feedback and likes.
Learn more about using Facebook for business.
X (formerly Twitter)
X is good for handling customer questions, special offers and discounts, and sharing updates in a short-form format.
Discover more marketing tips for X.
Best used to recruit staff, sharing industry knowledge, and for joining relevant business groups and networks.
Find out more about using LinkedIn to boost the reach of your business.
An online pinboard for sharing pictures, videos, and notes.
Popular with interior design, fashion, craft, and food businesses to showcase work and share ideas.
YouTube
The world’s largest video-hosting platform.
Videos offering advice are a great way to demonstrate your expertise.
Learn more about marketing on YouTube.
Showcase for photos and short videos – great for introducing new products.
Learn how Instagram can benefit your business.
TikTok
TikTok is a globally popular social media platform that hosts short videos designed to entertain and inform viewers.
Discover the methods marketeers use to get their message to customers on TikTok.
Boost business with social media
Learn how to succeed when using social media in business.
Post regularly, post often!
Little and often is better than binge posting followed by long stretches of inactivity.
Build up a bank of content ahead of time, then get into a posting routine.
Scheduling social posts can help to make the most of your time.
- Aim to post at least once or twice a day on Facebook, Instagram, and LinkedIn
- You need at least 10 tweets a day on X to maintain followers’ interest
- 50 pins or re-pins a day will help keep you visible on Pinterest.
Stay connected
Make sure your website links to your social media profiles and put X and Facebook details on company stationery or email signatures.
Invite customers to contact you using social channels but only if you’re monitoring these channels regularly.
Think fast
Respond quickly to comments and questions to show that your business is listening.
Speedy replies make customers feel valued, making them more likely to recommend your business.
Take negativity offline
When feedback is negative, turn the conversation private – many social media platforms such as X have private messaging capabilities – rather than discussing it publicly on your social account.
Take an interest
Comment on other people’s profiles and join groups to boost your visibility.
Build strong relationships with social media influencers who have lots of followers – a retweet or a like from them will boost your reputation.
Monitor and measure
Commit to a social media channel for at least three months and track what posts, updates, and content prove popular.
Learn what works and adjust your content strategy to create more successful outcomes.
Discover more tips for using social media to help your business grow
Your previously read articles
Chapter eight: Email marketing
Discover ways to make the humble email your secret weapon in attracting customers to your business.
Next chapterReference to any organisation, business and event on this page does not constitute an endorsement or recommendation from the British Business Bank or the UK Government. Whilst we make reasonable efforts to keep the information on this page up to date, we do not guarantee or warrant (implied or otherwise) that it is current, accurate or complete. The information is intended for general information purposes only and does not take into account your personal situation, nor does it constitute legal, financial, tax or other professional advice. You should always consider whether the information is applicable to your particular circumstances and, where appropriate, seek professional or specialist advice or support.
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