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How to develop a social media plan for Small businesses

A social media plan is critical for increasing brand awareness, reaching your target audience, and driving sales for a small business.

You’ll never run out of ideas for what to post, and you’ll quickly build a vibrant audience at your disposal with a strong social media strategy.

What is a Small Business’ Social Media Strategy?

Everything you want to do and achieve on social media is captured in a social media strategy. It specifies measurable objectives that will support your particular business requirements and describes what you’ll publish, the platforms you’ll utilize, and so on.

Small businesses can increase brand awareness, expand their audience, and raise revenue by utilizing smart social media tactics. This, however, will not happen overnight. It demands a strategic and consistent approach.

How to Build a Social Media Plan:

  • Determine your social media goals and create a strategy
  • Pick the suitable social media channel for your business
  • Define your brand voice
  • Create and manage your social media post
  • Track and measure your social media goals

Determine your social media goals and create a strategy:

Starting from the ground up with a social media plan may seem difficult, but setting SMART objectives keeps the process realistic and achievable.

A SMART goal is:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Timely

Base your goals on metrics that are specific to your business and apply this strategy to your social media marketing strategy. For example, you might want to keep track of how many individuals subscribe to your social media account month after month. It’s a smart idea to begin with a small number of important goals when constructing a social media strategy for the first time, so you can really focus on them. You may use this method to monitor development over time and establish a foundation for future growth.

Identify the right social media platform for your business:

You can be selective with your approach because each social media platform has its own set of pros and cons. Starting out by building your website around the most appropriate platforms will help you conserve time and prevent getting overwhelmed by your content calendar. Are you unsure which platform is the best for your company? Here is a quick summary:


  • Instagram is a fantastic tool for demonstrating your goods or services in action as a visual platform. You can also build a community that loves your brand here.
  • Instagram also has a slew of e-commerce capabilities, making it simpler than ever to convert followers into customers.
  • The huge community of social media influencers on Instagram is well-known. Sponsored posts may be an excellent way to appeal to target audiences and future new clients by partnering with creators or influencers to create them.
  • Instagram might also be a terrific place to discover genuine user-generated material (UGC) related to your goods or services, in addition to sponsored posts.
  • UGC is a fantastic source of third-party endorsement for your business since it allows you to demonstrate your products in action.


  • You can post pictures, corporate news, and other valuable information to increase brand awareness and trust on Facebook, the most extensively used social media network.
  • Facebook has a lot of the most sophisticated targeted advertising tools in the business, much like Instagram, and is packed with e-commerce features.
  • Facebook’s extensive collection of community forum functions, such as Facebook Groups, Messenger Rooms, and Live Events, sets it apart from the competition.
  • In addition, Facebook’s strong analytics tools are wonderful for understanding more about your fans and keeping you on track with your SMART objectives.


  • Twitter is an excellent way to share company news, essays, and blog entries as well as customer support since it allows for short tweets and shareable media.
  • Twitter is ideal for businesses with a lot of news updates and resources to share because it allows you to connect quickly in real time.

You tube

  • Unlike most social platforms, YouTube permits you to broadcast lengthy form videos with a massive maximum uploading file size of 128GB (or 12 hours!).
  • More in-depth, instructional material, such as styling advice, interviews, guides, and transformations, will be able to flourish on this platform.
  • YouTube takes more time and effort than other platforms, yet it can deliver significant results. Users who search for and find your material are more likely to have a great interest in the subject and a genuine desire to participate, which is why YouTube is primarily a search engine.


  • Pinterest is a great way to attract new, relevant consumers as a visual discovery platform. In addition, the whole experience is totally clickable, enabling you to convert browsers into consumers with ease.
  • Users “pin” images on Pinterest, which link to web pages of information and goods. The links usually lead to blog articles or product landing pages, and the pins are normally visually appealing.
  • Brands can build “boards” full of curated pins, making it simple for people to discover related pins at once. Pinterest is a fantastic platform for driving traffic to your website.
  • Later provides exclusive services to Pinterest users as a Pinterest Partner. Later is now available for you to start planning and scheduling Pins!


  • LinkedIn is a fantastic way to expand your network, enhance your company’s visibility, and recruit fresh talent.
  • Several businesses use LinkedIn to disseminate corporate news, media coverage, essays, and blog entries in the same way that Twitter does.
  • Even more so, it’s a platform to think about building a strategy for since it has over 722 million users worldwide and offers a slew of engagement-driving features.
  • Now that you’ve seen what each one has to offer, pick the ones that are most beneficial to you. It’s better to concentrate your efforts where they’ll be most effective, so don’t be afraid to begin with just 1 or 2.

Define your brand voice

Your company’s personality is represented by your brand voice, which is how you communicate with them. It may also vary somewhat depending on the platform. They make amusing and informative videos on TikTok by using comedy. They tweet the highlights of a piece without any fluff on Twitter.

Consider your brand’s values and mission when you’re struggling to determine your tone. Are you formal and solemn, or more approachable and cheerful? With a pleasant voice and sustainability-oriented material, they express their principles into their brand’s tone.

 Create and manage your social media post

It’s time to begin producing and uploading material after you’ve determined your objectives, selected the platforms you’ll utilize, and established your brand voice. Practice content batching as a busy small business owner to avoid becoming overwhelmed when producing content. Creating numerous captions, photos, and videos over a set period of time is a useful productivity method.

Social media scheduling software can help you save time and share material at your best time to post when you’re trying to schedule material. You may bulk upload images, discover exceptional UGC, plan content weeks in advance, and more. Your content calendar will be strategic, consistent, and cohesive with features like Best Time to Post and a free Unsplash integration.

Track and measure your social media goals

Remember that consistency is the most important factor in establishing a successful social media strategy for small businesses. Your strategy relies on monitoring your analytics to see how many individuals you’re reaching and how they’re responding to your posts so that you can identify what’s working and what isn’t. Fortunately, Later Analytics makes it simple for you to keep track of the insights you may utilize to influence your content strategy, such as increasing engagement or expanding your audience.

Now you have a simple steps guide for building a social media plan for startups. Take the time to create clear objectives, define your brand voice, and pick platforms that suit your goals. You’ll be one step closer to developing a successful long-term strategy if you consistently create content and analyze your metrics.


If you’re looking to take your small business to the next level on social media, our blog is the perfect place for you! By following the strategies outlined in this post, you’ll be well on your way to creating an effective social media strategy that will help you achieve your marketing goals. Don’t be afraid to leave questions or comments below if you have any. We would love to hear your thoughts!

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