I’m back with the next blog post in my series about the top mistakes I made during my first year in the copywriting business. Today, I want to talk about the power of social media and the mistake I made by waiting too long to develop an active presence. 

I know you’re probably wondering why I waited so long and how long I waited. After all, I’ve been in the marketing business for over 25 years and know the importance of spending time where your customers are. The answer? No good reason. I didn’t do it. And yes, I regret it. 

Why I Waited So Long to Leverage Social Media for My Business

Okay, so I said I didn’t have a good reason, but I did have a reason. And it really wasn’t a good reason. I let myself get so caught up in the daily grind that I didn’t have time to focus on it. Rather, I didn’t create the time and didn’t have those boundaries in place that I do now.

I’ve shared before in previous articles how I turned my side hustle into a full-time business in March of 2023, and the work took off like gangbusters. I had so much work coming in that I just didn’t have time for much else. Even lead generation, something I talked about a few blog posts ago, took a back seat—another big mistake.

When I realized the importance of establishing a social media presence, I had already missed numerous opportunities to connect with potential clients, showcase my expertise, and grow my brand. This oversight taught me a valuable lesson about prioritizing social media as a fundamental aspect of modern business strategy.

The Impact of My Delay 

Just how big of an impact was that delay in creating more of an online presence? Honestly, I’ll never know. However, consider the statistics below to help drive the point home, especially if you are a new small business owner wondering how to get your products and services in front of the right people.

A recent article from Exploding Topics shares the following social media numbers.

• Facebook has 3.06 billion users
• YouTube has 2.70 billion subscribers
• Instagram has 2.35 billion active users
• X (formerly known as Twitter) has 600 million users
• Pinterest has 518 million active pinners (okay, not sure that’s what they’re members are called, but I’m going to go with it)
• LinkedIn has 310 million users

Obviously, I am not listing all the platforms out there, as there are too many to count. However, I have since determined that the list above are the best possible platforms for small business owners such as myself to promote the products and services that we sell.

So, in all the time it took for me to “get active,” I was missing out on all those people. Imagine the possibilities sitting out there that I had no clue existed. It’s a bit overwhelming—and depressing—when you think about it.

The Power of Social Media 

Now that we have discussed the size of the prize or at least the potential of these platforms, let’s get into what that means for you, the small business owner (or, in my case, me).

As of April 2024, 62.3% of the world’s population used social media. With the average daily usage at 143 minutes, it’s clear that people are spending a significant portion of their time on social media platforms. 

Additionally, the average person engages with 6.7 different social networks per month, which means you can’t put all your eggs in one basket (like I did, focusing only on LinkedIn for quite some time). 

From January 2023 to January 2024, social media users worldwide grew by 320 million people. If you’re paying attention, that’s nearly the population of the U.S., which is just over 342,000,000 people as of the day I am writing this article. 

For small business owners, this means an unprecedented ability to reach a vast and varied audience. When considering your overall marketing budget, social media provides a cost-effective way to engage with customers, build brand awareness, and grow the community without spending a dime. It allows businesses to feature their products and services, share their stories—like what I am doing right now—and interact with customers in real time.

However, the risks of not being on social media are equally significant. Without a social media presence, businesses miss out on connecting with their audience where they are most active. This can lead to missed opportunities for customer engagement, brand building, and even sales. And when your business is just starting out, like mine was last year, that’s a painful thought.

Developing a Social Media Strategy for Your Small Business

I know first-hand how overwhelming it can be to manage your business’s day-to-day operations and all the extra things you need to do to keep those leads coming in. It’s a lot; the last thing you want to do is work 24/7.

But, you must find a way to make social media a part of your business. You may need to work with a third party who can take this off your plate or invest in tools that can help simplify your postings and allow you to schedule things in advance. Either way, I hate to be the bearer of bad news, but every small business owner, myself included, needs to figure out this social media game.

So, where do you start? Here are six steps to help you develop a solid social media strategy:

1. Setting Clear Goals

Start by defining your social media goals. Do you want to increase brand awareness, drive more traffic to your website, or generate leads? Having specific goals will help you focus your efforts and measure your progress. 

For example, if your goal is to boost brand awareness, you might aim to increase your followers by a certain percentage each month. Here are some of my goals. They’re super simple since I am really just getting started with some of these channels, and I’ll check in on them in a few months to see if it is time to set new goals.

• Get to 500 followers on Instagram
• Get to 100 followers on my Facebook business page
• Post on Instagram at least three times per week
• Post on LinkedIn at least once per week 

2. Identifying Your Target Audience

Knowing your audience will help you create content that resonates with them. Consider their interests, demographics, and the problems they are trying to solve. Use tools like surveys, analytics, and customer feedback to understand your audience better. 

When you know who you’re talking to, you can tailor your messages to meet their needs better and build a more engaged community.

3. Choosing the Right Platforms

Not all social media platforms are created equal. Different platforms attract different demographics and serve different purposes. For instance, LinkedIn is great for B2B connections, and this was my initial focus when I launched my business. In fact, it’s still a big focus for me today because my company, Copywriting For You, is designed to write content for other businesses to help them grow traffic to their websites. Since I am targeting a business audience, I must spend time on LinkedIn.

Instagram, however, is perfect for visual content and engaging with a younger audience. It’s also a great platform for authors and book lovers to discuss books and their love of reading. I recently shared a blog post about how many writers love to read and how reading books can make us better at what we do. So now, I use Instagram to discuss my business and my first book, Perseverance. Reinvention.

The key here is to choose platforms that align with your business goals and where your target audience is most active. This way, you can focus your efforts and resources on the channels that will give you the best return.

4. Creating a Content Plan

Consistency is key in social media. I’m not going to get into this too much in this article because I am going to talk about it more in-depth in one of my subsequent articles about another mistake (yes, the lack of a consistent posting schedule). However, here are some basic rules of the road.

• Create a content calendar: Plan your posts in advance to maintain consistency.
• Mix content types: To keep your audience engaged, use blog posts, videos, infographics, and user-generated content.
• Provide value: Keep your content educational, entertaining, or inspiring.
• Save time: A content calendar helps solo entrepreneurs manage their time efficiently by organizing posts in advance.
• Stay flexible: Allow room for spontaneous, timely content.

5. Engagement and Community Building

Social media is not just about broadcasting your message; it’s about engaging with your audience. Respond to comments, participate in conversations, and show appreciation for your followers. 

Building a community takes time and effort, but it’s worth it. Engaged followers are more likely to become loyal customers and advocates for your brand. Always allocate time each day to interact with your audience and nurture these relationships. Remember, if you scratch their back, they’ll scratch yours. Okay, that analogy might be a bit gross, but you get my drift, right?

6. Using Analytics and Adjusting Your Strategy

You need to track and analyze your performance to know if your social media efforts are paying off. Use tools like Google Analytics, Facebook Insights, and other social media analytics tools to monitor your metrics. 

Look at what’s working and what’s not, and be ready to adjust your strategy accordingly. Consider this real example. For one week in July 2024, I set up a Facebook campaign for my new book through IngramSpark (a large book distributor). Now, when you look at these results, you might think this is pretty good. Over 31,000 impressions, 181 clicks, and a click-through rate of .57%. 

But here’s the bad news. It didn’t result in any sales. Not one. So, now I am taking the time to assess the results and see what changes I need to make for better performance next time.

Regularly reviewing your performance helps you stay on track with your goals and make informed decisions to improve your social media presence.

The Social Media Presence I Am Building Now

Now that we have discussed what you should do to get started and avoid the same mistake I made, let’s talk about what I am doing today. I’ll admit, it’s still a process. As a small business owner, especially a team of one, for the most part, I don’t necessarily have the budget to pay someone to manage this on my behalf (though it is definitely something I am exploring).

However, I think I’m hobbling along, and the followers are starting to show up. Here’s what I’m doing today:

• Instagram: I post two to three times a week on Instagram to share recent blog posts, promote my book, or highlight my business services. Consistent posting helps keep my audience engaged and informed about what I’m up to.
• Facebook: I cross-post my Instagram content using Meta to my Facebook business page. This makes sure that I’m reaching my audience on multiple platforms without much extra effort, and it keeps my messaging and branding consistent.
• LinkedIn: I post on LinkedIn about topics that align with a B2B audience. Sometimes, I share content on my business and personal pages to maximize reach and engagement.
• Pinterest: I post my blog content to Pinterest, which helps drive traffic to my website. Pinterest is great for sharing visually appealing content and attracting a broader audience.
• Twitter: I post my blogs and book-related content on X (Twitter), shooting for at least one post per week. This platform helps me connect with a diverse audience and join relevant conversations. Plus, I’ve been on Twitter since 2009, so I might as well keep it going!

Consistency is key. Regular posting helps build a recognizable brand and keeps your audience engaged. It also signals to social media algorithms that your account is active, which can help increase your visibility. So don’t make the same mistake I did. Get on these accounts now to start growing your following and get more of the right eyeballs on your products and services.

The Move to Video Content

Earlier this year, I invested in vlogging equipment to create weekly content for my website. However, with my book launch in June 2024, I have been using the equipment mostly for book promotion purposes. Video content has become a powerful tool in my social media strategy. It allows me to connect with my audience more personally and provides a more memorable way to share my message.

Creating videos has helped me showcase the passion behind my work, whether it’s discussing copywriting tips, sharing insights from my book, or giving a behind-the-scenes look at my business. The feedback from my audience has been positive, and I’ve seen increased engagement and interest in my content. Want to check out some of my videos? Take a look at my YouTube channel and subscribe. I promise there will be more great content to come.

Moving forward, I plan to balance my video content between promoting my book and providing valuable insights related to copywriting and running a small business. This approach not only keeps my content diverse but also helps me reach different segments of my audience. And remember, you can share video content on all of those channels I mentioned earlier. It’s a win-win!

Tips for Small Business Social Media Success (Without Getting Overwhelmed)

Every business needed to get its start somewhere. And it’s no different when building a social media strategy. So, rather than pushing off social media altogether, find a place to start that you can manage, even if it is small. And while I hate to say that some presence is better than no presence because consistency really does matter, take the pressure off yourself and do what you can. 

Here is how you can get started without getting overwhelmed and breaking the bank.

• Start Small: Pick one or two platforms to focus on first. Trying to be everywhere at once is a recipe for burnout. I initially started with just LinkedIn and Twitter because it made sense for my business. When I released my book, I determined that I needed a broader presence on sites such as Instagram, Facebook, and even Pinterest.
• Use Scheduling Tools: Tools like Buffer or Hootsuite can help you schedule posts in advance, so you’re not scrambling every day. I’ll be honest that I currently do most of this manually, using the embedded scheduling tools within each platform. But, if you have the means to do so, these tools can really help. 
• Repurpose Content: Don’t reinvent the wheel. Turn a blog post into a series of social media posts, or use snippets from your videos for quick updates.
• Batch Your Work: Set aside a specific time each week to create and schedule your social media content. This keeps you organized and reduces stress.
• Engage with Your Audience: Even if you only have a few followers, engage with them. Respond to comments and messages to build a loyal community.
• Keep It Light: Not every post needs to be a masterpiece. Share a funny meme, a quick tip, or a behind-the-scenes photo to keep things interesting. Just make sure it is on brand and aligns with your business.
• Track Your Progress: Use the analytics tools available on social media platforms to see what’s working and adjust as needed. Don’t stress about the numbers; focus on what you can learn.
• Ask for Help: If it’s within your budget, consider hiring a freelancer or a social media manager to help you out. Even a few hours a week can make a big difference.

Remember, the goal is progress, not perfection. Social media is a marathon, not a sprint. Do what you can, and don’t be too hard on yourself.

For some inspiration, take a look at the results from my recent push to become more active on Instagram. Clearly, I’m doing something right! But the key is to keep the momentum and not push the brakes unless you are totally missing the mark.

Don’t Wait: Start Leveraging Social Media Today

Waiting too long to leverage the potential of social media was a mistake that cost me valuable opportunities for growth and engagement. Social media is a powerful tool to help you connect with your audience, build your brand, and drive business success. If you start developing a social media strategy today, you can avoid the pitfalls I experienced and set your business on a path to greater visibility and customer loyalty.

I encourage you to follow my journey on social media and stay connected. I’m sharing tips, insights, and updates regularly, and I’d love to engage with you there. Together, we can learn and grow in this digital landscape. Click on the links in the article to find and follow me. I promise it will be worth your time!

This all said, I’d love to hear about your experiences and any questions you have about social media. Let’s keep the conversation going!

To help you get started, I’m offering a free 30-minute consultation to discuss your blog strategy, which you can use to share on social media. Reach out, and let’s take your business to the next level together. Social media doesn’t have to be overwhelming; it can be a fun and rewarding part of your business journey with the right approach.