Do I Need To Use Social Media For My Small Business?

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Not all marketing tactics are right for all businesses… so what’s the deal with social media? Is social media the right tactic for your small business? 

In this article, we delve into the pros and cons of using social media and how you to start using social media for your small business. 

What are the benefits of social media? 

Social media has become a key marketing platform—and for a good reason. Businesses large and small are seeing major advantages—like a high return on investment—by leveraging social media campaigns. 

Some benefits of creating a social media campaign include: 

  1. Creates an online brand presence and credible reputation 

  2. Establishes you as an authority within your field

  3. Broadens the reach to your audience

  4. Sparks a conversion between consumer and brand 

  5. Helps you connect with potential partners and influencers

  6. Shows your legitimacy, especially with customer testimonials and reviews

  7. Puts a face on your brand and content strategy

  8. Diversifies your marketing efforts and presence

  9. Drives traffic to website and blog 

  10. Captures leads 

  11. Pushes conversions 

Social media lets you reach a wider audience on a more consistent basis, so you can rack up impressions that convert to sales. 

Most importantly, social media helps you wring out all the potential returns on your investment with content marketing. Any blogs or content you create can be reused again and again on social media, so you ensure you’re touching the greatest number of people continuously—so your content leaves a legitimate and lasting impression. 

All in all, the biggest benefit of social media is the ability to boost your ROI on content creation and strategy. 

What are the shortcomings of social media?

Social media isn’t the perfect marketing channel, though. There are still some drawbacks, which a lot of business owners use as an excuse not to get involved. 

Some of the justifications against social media that I frequently hear include: 

  • Social media requires consistency and frequency of posting to show any sort of response, and that takes up a lot of time, energy, and resources. 

  • You need to make endless amounts of content. Who can make all that content? 

  • Return on investment is hard to calculate. You could throw up a million posts, and it’s still hard to determine how many of your customers actually came from social platforms directly. There are easier ways to track and measure marketing success. 

  • It takes too much time to keep up with all of the different platforms. I don’t know where or how my audience is using them. 

It’s true that social media is its own beast. Some companies have social media managers or entire teams to take care of their social platforms for them. But it can be a lot easier than people make it out to be, especially if you reuse content from your other marketing strategies. 

What kinds of businesses should use social media? 

Only about 53% of small businesses say they actively use social media. The other half is not-not using social because they don’t think it works. They’re not using social media because they claim they don’t have the bandwidth, resources, or energy to expend. 

Most small businesses, though, can actually benefit from social media. It’s worth the energy. 

In fact, all of those shortcomings or drawbacks of social media mentioned in the last section… they’re pretty easy to overcome. And when you do, you’ll see your marketing take off. 

That’s not necessarily because social media is so great on its own. It’s because social media is an incredible complement to content campaigns. After posting a few quality blogs on your site, you can reuse and repurpose that content all over social media. This creates a rich online brand presence that remains consistently  strong across multiple platforms. It builds credibility and authority within your field. And it creates a higher quantity and better quality of impressions on your audience. 

At Palm Beach Content Co., we’re not advocates for social media just for the sake of using social media. In fact, using social media “just because everyone is” will surely waste your time and energy. 

Rather, we believe in social media as a “tool for touches.” Social media is an opening where you can repurpose your content to increase your online brand presence and get more impressions. 

So if you’re asking the question whether or not you should be using social media for your business… 

The answer is probably yes. 

It’s just a “yes” with a little how-to sub-note. 

Some businesses thrive using a lot of different social platforms with posts and stories and live videos and paid social campaigns, etc. And some businesses do well by posting on Facebook and Google My Business.

The goal isn’t to post everywhere and anywhere so that the process overwhelms you. You simply want to extend the reach of your content through social channels that are made for sharing content, igniting conversations, and interacting with customers. 

Use what you have. Just click “post” on a few more channels. 

How do I start with social media? 

1. Start small.

Don’t try to post on every social platform and every medium. Pick one platform to start and learn it thoroughly. Your customers don’t expect you to have a social media strategy the size of Nike’s. They just want to see that you’re involved online with your customers and community, that people are talking about you, and that you have some sort of brand credibility.

Which social media platforms are right for my content?

2. Go to your audience.

Where is your audience hanging out most frequently? Where do they spend the majority of their time online? If you’re not sure, ask them directly! Host a survey of your target audience to see where they’re spending their time online. If the top social media pick makes logical sense to your campaign, that’s where you should start. Figure out who your ideal audience is with this article

3. Repurpose content.

If you already have a strong content strategy in place, then you’ve got a wealth of content to use on social media. Don’t try to reinvent the wheel with every post. Pull out little snippets or captions from your evergreen content to use as captions on your social posts, for example. At Palm Beach Content Company, we’re constantly revitalizing old content to make it fresh and relevant—and to maintain a consistent and reliable online presence. 

If you don’t yet have a content marketing strategy, learn how to build one here

4. Create a schedule.

Social media is primarily about consistency (even more so than frequency). You want to push content in a uniform timeframe, which helps create certainty with your audience while boosting your credibility on search engines. Get more info about the importance of a formalized content plan here –and especially the importance of a consistent blog schedule

5. Outsource it.

If the marketing process feels daunting, don’t get overwhelmed. You can—and should—outsource marketing if you don’t have all the skillsets. Companies are not a single person, and you as the business owner don’t need to wear every hat. Outsourcing to a marketing professional is one of the best ways to get the best possible results without expending excessive resources or energy. 

Interested in handing your content marketing over to a professional? 

Want to get the highest possible ROI without expending insane amounts of time, energy, and resources trying to do it yourself? 


Drop us a line! We’re excited to help you come up with a content and social media strategy that will take your small business to new heights. Let’s work together to make you a staple in your community. Chat soon!

Allison Hess