Key takeaways
- Prioritize relationship-building over hard sells: interact and converse rather than spamming newsfeeds or forcing email sign-ups.
- Choose networks by audience: LinkedIn is preferable for B2B; post in industry groups to grow professional contacts.
- Repurpose existing blog or email content into condensed, refreshed social posts, don’t copy verbatim.
- Stand out with creative content: humour, light-hearted posts or a weekly behind-the-scenes video blog (YouTube) perform better than generic posting.
- Scout your top 3–5 competitors’ profiles to learn what works and what doesn’t before refining your approach.
- Measure progress with clear indicators: follower counts, email opt‑ins and post engagement (shares, likes, favourites).
Introduction
It’s officially Small Business Month here in Canada, so there’s no better time than now to talk about how your business can connect with the local community and build some lasting relationships. Considering that people across the country can’t get enough of social media these days, as well as the fact that these networks play an integral part in any successful email marketing campaign, let’s spend a few minutes talking about how your small business can change up its outreach approach and hang with the industry big boys on Facebook, Twitter, and more moving forward.
Relationships Come First
Just like going through the process of requesting permission before firing off marketing emails, you can’t get ahead of yourself when it comes to connecting with your audience on social media. As Donne Torr of Hootsuite, a social marketing aggregation tool, explains in her look at the particulars of navigating these platforms from the perspective of a small business, emphasizing relationship building is a key part of the process.
Instead of spamming newsfeeds with requests to buy your products or join your brand’s email contact list, focus on interacting and conversing with followers and individuals who frequent related social circles. If you can present this kind of personable front for your organization, the potential for conversions will grow organically from this solid foundation.
Run with a Different Crowd
When it comes to picking the right network for your social endeavors, Emily Wight of The Guardian’s Small Business Network points out that business-to-business opportunities are better suited for LinkedIn than anywhere else. If your brand focuses on forging contracts and finalizing sales with other organizations before reaching retail markets, it makes sense to skip the casual appeal of Facebook or Twitter and opt for this more professional platform.
One of the best ways to engender this concept and make major headway in regard to professional relationships comes from posting in relevant industry oriented groups. The more you provide thought-provoking or conversation-inducing content in these groups, the more likely you are to notch a few more members on your contact list.
A neat little trick that works especially well once you join these groups is to repurpose your email or blog content into condensed posts. Naturally, you’ll want to freshen up these offerings and avoid simply copying the source material. If you can do this, repurposing is a quick and easy way to share something valuable on the network without spending hours trying to reinvent the wheel.
Find Ways to Stand Apart
Regardless of which networks you decide to incorporate in your approach, Nicole Fallon of Fox’s Small Business Center explains that it’s vital to the success of your campaign to stand out. While following in the path of the bigger names in your industry definitely requires the least amount of work, it’s also unrealistic to expect much out of this approach.
To really embody this mindset, Fallon suggests stepping out of line and doing something creative and fun. Whether it’s putting a premium on humorous or light-hearted content that adds a little levity to your followers’ coffee breaks or posting a weekly look into the daily operations of your organization (a video blog uploaded to YouTube works wonders for this concept), doing something aside from a few generic posts a day is the best way to stand apart from the masses.
Keep an Eye on the Competition
For the history buffs out there, Sun Tzu’s famous words of advice regarding knowing oneself and the enemy as well before a battle will ring especially true for this next social media tip. Specifically, Jean Moncrieff of Business 2 Community suggests spending some time looking at the profiles of your top three to five competitors in the industry. By doing a little “scouting” on these organizations, you can see what works and what doesn’t in terms of interaction and visibility, which in turn refines your brand’s approach before it even begins.
Spend Some Time Measuring Progress
Finally, Moncrieff goes on to point out that none of this work matters if you don’t spend some time analyzing your success and failures. Whether it’s keeping a pulse on the rise and fall of raw follower numbers and email contact list opt-ins or going a little deeper and recording the shares, likes, and favorites on individual posts, having some sort of metric in place goes a long way to finding out if your campaign is a finely tuned machine or if it’s closer to “fixer-upper” status. Regardless of how you measure your campaign, adding in some performance indicators, as well as the rest of the other tips covering social media success, can help your organization make the most of its time spent on these networks during Small Business Month and beyond.
FAQ
Put relationships first: interact and converse with followers instead of spamming feeds with sales pitches or email requests. Ask permission before adding people to email lists and focus on building a personable presence so conversions grow organically.
Yes, for business‑to‑business opportunities, LinkedIn is a better fit than casual networks like Facebook or Twitter. Join and post in relevant industry groups to build professional relationships.
Condense the email or blog material into shorter social posts and freshen the wording rather than copying the source. This lets you share valuable content quickly while avoiding duplication.
Use creative, fun approaches such as humorous or light‑hearted posts and a weekly behind‑the‑scenes video blog uploaded to YouTube. These options give personality and differentiate you from generic daily posts.
Review the profiles of your top three to five competitors. Scout their interaction and visibility to identify what works and what doesn’t, then use those insights to refine your own strategy.
Track raw follower numbers, email contact list opt‑ins and post engagement metrics such as shares, likes and favourites. Establishing these performance indicators shows whether your campaign is tuned or needs work.
Social networks play an integral part in email marketing by helping you connect with the local community and grow relationships that can lead to organic opt‑ins, provided you obtain permission before adding people to lists.
