4 min read
If you've tried to keep a social media going for your small to medium business, you'll know how much of a graft it is, and you're probably wondering if it's even worth your effort. Sure, it's a catalyst for growth for the big companies - but they have whole teams of people making the socials work perfectly for them.
The truth is, it depends. Which isn't the sort of definitive answer you were hoping for, we know. But hear us out - because before we can answer your question, you need to know whether you're using the right platforms for the right reasons.
First thing straight: social media is not a magic lead generator. It can be very powerful, but every business has different needs, niches and customers.
One of the biggest misconceptions we see from small business owners is the idea that posting on Instagram or Facebook will directly bring in customers. Sometimes it does. Often, at least immediately - it doesn't.
What social media actually does, when used well, is keep you visible, build trust over time, and give potential customers a window into what you do and how you work. It's a long game. And it works best when combined with other channels, not used as a standalone strategy.
So do you, as a small to medium business, need social media?
The case for YES:
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Is your existing marketing strategy (SEO, ads, print, social) making you easy to find for new customers? People search social media to verify businesses before they book/buy - if they can't find you, that's a red flag
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For visually-led businesses (beauty, hair, equestrian, landscaping, food), Instagram and Facebook can be really powerful tools to give the company personality - customers want to know if they resonate before they buy
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Facebook Groups and local community pages are brilliant for word-of-mouth at scale
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Consistent posting keeps you top of mind when someone is ready to book
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It's free to post organically - and even a little goes a long way
The case for 'it depends':
If you're a B2B business or a trade that gets all your work through referrals and Checkatrade, your time might be better spent on Google reviews and SEO than daily Instagram posts.
The worst thing you can do is half-heartedly maintain six different platforms. Pick one or two that make sense for your business and do them properly.
Social media done badly ( for example an account with sporadic or old posts, no strategy, chasing trends ) is a waste of time. Social media done consistently and intentionally can become a genuine business asset and create long term growth.
So, which platforms should you focus on?
If you're a one man band or a smaller team, I wouldn't recommend focussing on more than a couple of avenues to begin with.
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Facebook: Excellent for local businesses, community groups, events, and an older demographic
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Instagram: Great for visual businesses - beauty, hair, fitness, food, equestrian, landscaping
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TikTok: Growing fast; brilliant if you're willing to show personality and 'behind the scenes'
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LinkedIn: Useful if you work with other businesses rather than consumers
👋 Not sure which platforms make sense for your business - or how to make the most of them without it taking over your life? ClearCut Agency manages social media for small-medium businesses across the UK. Let's work out what's right for you.