A Small Business Guide to Social Media: What to Post, How Often, and Why It Matters
In today’s digital landscape, knowing what to post on social media – and how often – can be a game-changer for small businesses. Effective social media content doesn’t just fill up your feed; it engages customers, builds trust, and drives conversions.
This guide outlines 6 types of Social Media Posts that every small business should use, plus an optimal posting schedule to maximize engagement, interest, and action.
1. Product or Service Spotlight: Boost Conversions with Targeted Showcases
Frequency: 1-2 Times per Month
Purpose: Builds Desire and encourages Action
Why It Works: Your product or service is at the heart of your business. A well-crafted spotlight video or post allows you to showcase its benefits and unique features in a way that resonates with your audience. High-quality visuals and a clear call-to-action (CTA) can turn viewers into buyers, making it one of the most conversion-driven types of content.
What to Include: Demonstrate the product or service in action, highlight key features, and show how it solves a problem. Professional visuals can make a difference here, so consider outsourcing to a videographer to capture the best angles and details.
2. Brand Story and Behind-the-Scenes: Create Connection and Trust
Frequency: 1-2 Times per Month
Purpose: Captures Attention and sparks Interest
Why It Works: People love stories – and your brand has a unique one. Sharing the journey of your business or giving followers a look behind the scenes adds a human element to your brand, building trust and deepening the connection with your audience. This type of content is especially effective on platforms like Instagram and LinkedIn, where personal stories resonate well.
What to Include: Share snippets of how your business started, highlight core values, or show a day in the life of your team. Authentic storytelling can make a huge impact on customer loyalty, especially when they feel part of your journey.
Bonus Tip: Here are 13 behind-the-scenes ideas you can record throughout your routine business schedule.
3. Educational Content: Establish Your Brand as an Industry Expert
Frequency: Weekly
Purpose: Builds Interest and fosters Desire
Why It Works: Educational content, such as tips, tutorials, and industry insights, positions your brand as an authority in your niche. It keeps your audience coming back for more and helps build trust by providing value without asking for anything in return. For many small businesses, consistent educational content is a pillar for long-term audience engagement.
What to Include: Answer frequently asked questions, share tips related to your products, or provide industry insights. Professional visuals and clear language can enhance this content, making it easier for customers to learn from you.
4. Customer Testimonials: Use Social Proof to Drive Conversions
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Frequency: 1-2 Times per Month
Purpose: Builds Desire and encourages Action
Why It Works: Potential customers want to know that others have had a positive experience with your business. Testimonial videos or posts provide social proof, helping to overcome hesitation and building credibility. Seeing others benefit from your product or service can increase a new customer’s trust, making testimonials highly valuable for conversion.
What to Include: Capture short videos of customers sharing their experiences, or post quotes from reviews. Testimonial videos are even more impactful when they’re high-quality, so outsourcing this type of content can pay off.
Bonus Tip: Here are 20 examples of Testimonial Templates to draw inspiration from.
5. Engagement Posts: Boost Interaction and Community Feel
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Frequency: 2-3 Times per Week
Purpose: Captures Attention and builds Interest
Why It Works: Social media is all about engagement, and interactive posts like polls, Q&As, and “this or that” questions can significantly increase interaction. They invite your audience to participate, giving you valuable insights and fostering a sense of community around your brand.
What to Include: Create simple polls related to your industry, ask fun questions, or share “behind-the-scenes” decisions where the audience can weigh in. Engagement posts are also ideal for capturing trends and customer preferences, making them low-cost but high-value content.
Bonus Tip: Here are 19 Engagement Ideas to try out.
6. Weekend and Fun Content: Keep Your Brand Top-of-Mind in a Casual Way
Frequency: Once per Week (Weekends Recommended)
Purpose: Captures Attention
Why It Works: Weekends are a great time for fun, lighthearted content that keeps your brand top-of-mind without being overly sales-focused. This type of content is great for building rapport with followers and encouraging shares. It doesn’t need to be polished – in fact, casual, relatable posts often perform better in this category.
What to Include: Share a funny meme, a lighthearted quote, or something seasonal that resonates with your audience. This type of post is meant to show the approachable, human side of your brand and often requires little more than a smartphone to create.
Closing Thoughts: Optimize Your Social Media for Maximum Impact
Knowing what to post, how often, and why each type of content matters can make social media less overwhelming for small businesses. By following this guide, you can create a well-rounded social media strategy that captures attention, builds trust, and drives conversions. As you consistently implement this schedule, you’ll see your brand presence grow – and your connection with your audience deepen.
Bonus Tip: If you’re pressed for time or want the highest quality, consider outsourcing some content types, especially product spotlights and customer testimonials. Professional videographers bring an added level of polish that can make a big difference in conversion-oriented posts.
With a clear plan, the right posting schedule, and a focus on quality content, your small business can thrive on social media!
