Starting your small business’s social media presence can feel overwhelming—but with a solid foundation and a clear set of goals, it doesn’t have to be. Social media marketing is one of the most effective ways to build brand awareness, connect with customers, and ultimately grow your business. Whether you’re launching a new venture or looking to boost your existing efforts, this guide will walk you through the essentials of getting started on social media, with a focus on Facebook and Instagram.
Why Use Social Media?
Social media marketing serves your business by extending your digital marketing efforts beyond the website into the world of social engagement. There are a range of business goals you might consider honing in on when it comes to social media. Here are a few key examples:
- Increase brand awareness
Example: “Grow our Instagram follower count by 20% over three months.” - Drive website traffic
Example: “Generate 500 clicks to our online store from Facebook in Q1.” - Boost engagement with customers
Example: “Receive 100 comments or shares per month on our posts.” - Promote products and drive sales
Example: “Convert 10% of clicks from social ads into purchases.”
Clear goals help guide your content, schedule, and strategy. Read more about social media goals and how to measure them on our recent blog post.
Choosing the Right Platforms for Your Business
Before diving into content and campaigns, it’s important to understand what each platform offers:
- Facebook: A well-rounded platform ideal for sharing updates, events, and longer posts. Great for community building and advertising. Great for audiences with older demographics or local businesses.
- Instagram: A visual-first platform, perfect for showcasing products, behind-the-scenes content, and Stories. Often sees high engagement, especially for retail, food, and lifestyle brands.Great for national brands and ecommerce.
- LinkedIn: Best for B2B businesses or professionals offering services.
- X (formerly Twitter): Suited for real-time updates, trending topics, and engaging in conversations.
For most small businesses starting out, Facebook and Instagram are the best entry points thanks to their large audiences and shared advertising tools.
How to Start on Facebook and Instagram
Here’s a basic roadmap to launch your presence on Meta’s two major platforms:
1. Set Up Business Accounts
- Create a Facebook Business Page and an Instagram Business Profile.
- Connect them through Meta Business Suite for easier management and analytics.
- Fill out all details: profile photo, bio, contact info, website, business hours, and category.
2. Build a Content Plan
- Create a social media strategy that will breakdown what you need to post into different content pillars. Examples include: Main products, relatable content, and educational posts.
- Plan a mix of content types: photos, videos, carousels, Reels, Stories.
- Use a scheduling tool to batch and schedule posts in advance.
- Keep your brand voice consistent across both platforms.
3. Start Posting Consistently
- Aim for 3–5 quality posts per week to begin with.
- Use hashtags strategically (especially on Instagram) to improve discoverability.
4. Engage with Your Audience
- Respond to comments and DMs.
- Like and comment on posts from other local businesses or relevant creators.
- Use Instagram Stories’ interactive features (polls, questions, etc.) to boost engagement.
Setting SMART Goals for Success
To make your social media strategy truly effective, use the SMART goal framework:
- Specific – What exactly do you want to achieve?
- Measurable – How will you track success?
- Achievable – Is the goal realistic given your time and resources?
- Relevant – Does it align with your overall business goals?
- Time-bound – What’s the deadline?
Example SMART Goal:
“Grow our Instagram following from 500 to 750 by the end of the next quarter by posting 4 times per week and running one giveaway.”
Social media isn’t just about posting—it’s about creating connections, telling your story, and aligning your strategy with your business goals. By choosing the right platforms, setting SMART goals, and starting with strong profiles on Facebook and Instagram, you’ll be well on your way to building a digital presence that supports and grows your business.
Don’t Want to Do It Alone? We’ve Got You.
If staying on top of trends feels like a full-time job (because let’s be honest—it is!), let us take it off your plate. At Oliver and Co. Social, we specialize in helping brands find the balance between staying relevant and remaining authenticity. Whether you need a full content strategist or just want someone to tell you what trends are worth your time, we’re here to help!
Send us an email to hello@oliverandco.social for more info and let’s get started!
Oliver and Co. Social 