Social Media Marketing for Small Business

With so many questions surrounding social media about algorithms, content and much more, we decided to tackle a few! Check out Welcomemat’s Social Media Marketing for Small Business FAQ:


Why is social media important?

In this digital age, social media has become an outlet for all ages. With over 2 billion users on Facebook, social media sites have created a sense of community among consumers. Social media is used for a plethora of reasons- to keep up with family, for business or to find new friends. As a business owner, social media is a vital resource. It allows businesses to connect with consumers and form authentic interactions before a customer even enters your doors. By being active on social media you can increase brand awareness and continuously build trust with customers.


Should my business use every social media platform?

Unfortunately, there is no set answer for this question. Your business should have a presence wherever your customers are, and different businesses have different audiences. Facebook, Instagram and Twitter are considerably the top social media sites and a good place to start. If your business targets an older demographic, these customers typically prefer Facebook. If the demographic is younger, you can find them on Instagram. Find out where your customers are and meet them there!


What are ‘ads’?

Social media ads are one of the most effective ways to connect with your target audience. Ads are a paid form of social media advertising that allows your business to target a certain demographic, location, age, etc. You will need to create the images for the ad and run them through the social site of your choice. You can run the ad for as much or as little money as you’d like and build it to reach the goal of your choice. Whether your goal is to send customers to your website, schedule an appointment or simply learn more, social media ads can help your business achieve those goals.


How often should I post and when?

This can also be a tricky question. Posting frequency depends on your audience and their preferences. However, never sacrifice quality for quantity! It’s better to post nothing than to publish content that’s mediocre. Best practices suggest different posting frequencies for each social media platform. According to Hubspot, you should post 3 times a week on Facebook, 15 times a week on Twitter and 1-2 times a week on Instagram.


How do you measure ROI?

ROI (Return on Investment) is the amount earned minus the amount invested.  41% of companies say they don’t know if their social media efforts are working at all. Social media can be used to achieve many different goals, with that being said, it can be tricky to calculate ROI for brand awareness as opposed to leads or conversions. First you must determine your goals and then calculate the dollar amount tied to those goals. Even if the goal may not be of monetary value, you must calculate how much it is ‘worth’ to your business to calculate the ROI of your efforts. This value can be determined by assessing the lifetime value of your customer or average sale.


Will social media marketing help my business grow?

Social media will do a lot of great things for your business. It will help get the word out about your product or service and also develop trust and relationships with your online audience. Social media advertising also allows your business to reach all ages and demographics through detailed ad targeting. Through ads, you can drive traffic to your website ultimately resulting in higher conversion rates. Being active on social media will inherently improve search engine rankings, directing more customers to your website to learn more or even make a purchase. In short, yes- social media (if done correctly) will help you grow your business.


If your business is interested in social media management programs, please click here for more information! Welcomemat offers comprehensive social media marketing for small businesses across the country.