Social Media Essentials: How to Start Promoting Your Business
Lauren Batchelor • November 29, 2023
491 Words.
Social media has become an essential tool for businesses to connect with their customers and promote their products or services. Just take a look at the Google Survey data gathered here, social media has become part of the consumer experience. If you're just starting out with social media for your business, it can seem overwhelming. Here are some tips to get you started.
First, identify your goals. What do you want to achieve with social media? Do you want to increase brand awareness, drive traffic to your website, use the platform for selling, or generate leads? Once you've identified your goals, you can tailor your social media strategy. Some platforms will even allow you to tailor your paid ads to a specific strategy.
Next, choose the right platforms. Your time is valuable, not all social media platforms are created equal, and you don't need to be on all of them. Consider your target audience and which platforms they are most likely to use. For example, if you want to reach a younger audience, you may want to focus on Instagram and Snapchat, while if you're targeting professionals, LinkedIn may be the way to go. Here’s an article that breaks down different platforms – Top Social Media Sites to Consider.
Now you’ll need to create a content plan. Consistency is key with social media, so create a content plan that outlines what you'll post and when. This can include a mix of promotional posts, educational content, and behind-the-scenes glimpses into your business. Use a social media scheduling tool to make it easier to stick to your plan. Here’s a fairly exhaustive list – Social Media Posting Tools. Remember, people are often using your social media to evaluate your business/organization before they ever reach the store, donate, or call for an appointment, so use this as an opportunity to put your best foot forward.
Engage with your audience. Social media is about building relationships, so make sure you're responding to comments and messages in a timely manner. It’s easy to lose human connection in an online setting. Encourage user-generated content by asking your followers to share photos or stories related to your brand. This allows active participation and interaction between your business and your audience (potential customers).
Finally, track your results. Social media is a tool to help you stay on top of an ever-changing market, so use social media analytics to track your progress toward your goals and see what is and what isn’t working. This will help you refine your strategy over time, and alert you to any significant changes in your audience.
We hope these tips will help you start your social media strategy for your business. Remember, an audience doesn’t build up overnight, it requires consistency and time. And there’s no time like the present, so get going and get started.
For more articles and information, be sure to check out the Technology section of our Business Resources.
You already know this but you will never out-doorbuster the big box stores. You are not supposed to. Your power is not in pallets of TVs sold near cost to get people in the door. It is in how people feel when they walk through your door. If you lean into experience, Black Friday can shift from “we cannot compete” to “we own this lane.” Here’s how: 6 Ways to Win at Black Friday 1. Position Your Business as the Calm in the Chaos Black Friday is loud, crowded, and a little unhinged. Use that to your advantage by being the opposite. Think of your business as a holiday oasis. Ideas you can try: Quiet Hours Shopping. Offer “calm hours” in the early morning or later evening with softer lighting, relaxed music, and a limited number of shoppers by RSVP. This is an ideal way to stand out. Cozy Comfort Station. Set up a hydration and warmth bar. Think hot cocoa, tea, cucumber water, and maybe a simple snack. You are literally refueling tired shoppers. Phone Drop Zone. Create a “scroll break” basket where people can put their phones while they browse. Add a small sign: “You will not find peace in your notifications. Try here instead.” You become the place where shoulders drop and breathing slows. That alone is a competitive edge. 2. Make Black Friday Feel VIP, Not Bargain Bin People love to feel like insiders. Use that instinct. Ideas to elevate the day: By-Appointment Shopping. Offer 30-minute mini appointments for styling, gifting help, or product demos. Shoppers leave with decisions made and gifts checked off. First Look Access. Give your email list, top customers, or loyalty members early access to your best bundles or limited items. Frame it as a thank you, not a gimmick. “Done and Dusted” Gift Packages. Curate grab and go gift sets for specific people: “Teacher TLC,” “Hostess Hero,” “Self-Care Sunday,” “Office Secret Santa.” The value is not only in the items. It is in the decision fatigue you remove. You are not trying to be the cheapest. You are trying to be the easiest and the most thoughtful. 3. Turn Shopping into a Memory, Not a Chore If the big box experience feels like a stampede, yours can feel like a respite. Add small, memorable touches: Gratitude Wall. Invite customers to write what they are grateful for on tags or sticky notes and hang them on a wall or tree. It creates a moment of reflection and looks great on social. Photo Moments. Set up a simple photo nook. A decorated chair, a small backdrop, a “We survived Black Friday together” sign. Offer to take photos for customers on their phones. Word of Mouth Marvels. Ideally, word of mouth testimonials will come from customers in the form of reviews or social posts. But you can also use the help of your employees. Help customers feel more confident about their purchases by telling them things like, “That’s one of our biggest sellers” or “I bought that for my son’s teacher and she loved it.” These short employee-led testimonials work in-person and even as physical signs near a popular product or service. If you’re not a believer, check out how Amazon designates some of its products as “Amazon’s Choice.” 4. Create Sensory Experiences That Match Your Brand Use all five senses to stand out. Sight. Make your best bundles and gift solutions front and center. Use clear signage like “Gifts under $25” or “Perfect for the person who has everything.” Sound. Choose a playlist that fits your brand. Calm acoustic, jazzy holiday, or upbeat pop. Just be deliberate. Smell. A subtle holiday scent can make your store feel warm and inviting. Candles, diffusers, or even a simmer pot if it is safe. Taste. If allowed, offer small sips or bites. Think sample cocoa, infused water, or a local treat. Touch. Invite people to try, test, feel, and flip through. Hands-on experiences make products more real and more likely to be purchased. You want people to feel like they have stepped into a curated world, not just another errand. 5. Partner with Other Local Businesses You do not have to do Black Friday alone. Collaboration makes everything bigger without blowing your budget. Ideas: Oasis Trail. Partner with nearby businesses to create a “Holiday Sanity Route.” Each shop offers a comfort element or mini perk. Share a simple map online and in print. Shared Experiences. Host a pop-up inside your store featuring a local baker, maker, or artist. It brings their audience to you and gives your customers something extra to enjoy. This is how you turn one good experience into a whole neighborhood story. 6. Communicate Clearly and Early A great experience still needs promotion. Share your Black Friday “experience menu” on social media, your website, and via email. Focus the message on how people will feel. Less “10 percent off.” More “Skip the chaos and actually enjoy your holiday shopping.” Let your chamber know what you’re doing. They may share it in their newsletters or social feeds and send more people your way. If you can make Black Friday feel human, calm, and a little bit magical, you will not just survive it. You will stand out from all the noise and become a place people seek out year after year. They’ll feel like you understand their needs. You don’t want to compete in the race to the bottom on price. You are competing in something much more powerful: the memory of how your business made people feel in the middle of holiday madness. Read More: Last-Minute Black Friday Promo Ideas Meeting Customer Needs: Inexpensive Sensory-Friendly Ideas for the Holiday Season Tips for Reaching Holiday Shoppers This Small Business Season Unwrap the Magic: Using Nostalgia to Boost Holiday Sales ------------ Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith
The holiday season is a make-or-break time for many small businesses.
We’re fast approaching the time of year where it can like you’re running a marathon on a tightrope. Customers need attention. Promotions are queued up to be launched (or designed). Your inventory is giving you nightmares and you have huge goals for the end of the year. And you’re supposed to stay cheerful, strategic, and somehow well-rested through it all. But the problem isn’t your big aspirations for 2026, nor does the problem lie in trying to solve the things you can’t control. It’s your habits. James Clear’s Atomic Habits reminds us that meaningful results come from the small, repeatable choices we make every day. During the holidays, those tiny decisions are the difference between burnout and breakthrough. When you build systems that work even when you’re tired, distracted, or knee-deep in ribbon, the season gets lighter and your business gets stronger. Here’s how to apply some of Clear’s most practical ideas to help you not just survive the holiday season, but launch into January with invincible momentum. Start with a 1% Mindset One percent doesn’t sound like much until you stack it day after day. You don’t have to reinvent your business. You don’t need a perfect storefront, flawless offers, or an Instagram grid that looks like a lifestyle magazine. Instead, choose one area to improve just slightly. Take that one small step toward your goal. Maybe it’s tightening up your email promo schedule. Maybe it’s creating a smoother checkout flow. Maybe it’s something as simple as promising yourself (and following through on) a good night’s rest for the next month. Small refinements reduce stress and increase sales. They also remind you that progress is happening, even in chaos. Re-design Your Environment Clear says our surroundings often shape our behavior more than our motivation does. This is especially true during the holidays when the pace is high and attention is scattered. Look around your space with strategic eyes. If your workspace feels cluttered, simplify it. If your best seasonal products aren’t visible at first glance, elevate them. If your team keeps losing pens, square readers, bags, or bows, create a “holiday command center” with everything in one place. Tiny environmental shifts create smoother systems. And smoother systems prevent those frantic moments when you’re internally screaming, “Where did we put the gift bags?!” Build Habits That Support Your Busiest Days The season is unpredictable, so anchor your day with predictable habits. A few anchors to consider: • A 5-minute morning reset, before opening or seeing clients • A quick end-of-day review: what sold, what slowed down, what needs restocking, what got clicks, what impact on our customers did we see? • A customer-touch habit: one message, one email, or one thank-you note daily • A “two-minute tidy” before leaving (your future self will adore you) Consistency creates stability. When everything else feels like holiday improv, these anchors act like rhythm lines on the page. Use Systems, not Willpower If you remember nothing else from this article…pay attention… Willpower gets weaker when you get tired. Systems don’t. If you want to post consistently on social media, schedule a week’s worth of content on one calmer afternoon. If you want to upsell a holiday special, script one clear line for every team member. If you want to stay on top of inventory, set an alarm that reminds you to check key items before the weekend rush. During the holidays, systems carry you when energy can’t. Make Good Habits Easy and Bad Habits Harder Clear’s “make it obvious, make it attractive, make it easy, make it satisfying” formula is your season’s secret weapon. Want your team to use the upsell script? Keep it taped near the register or near each desk. Want customers to sign up for your loyalty program? Put the QR code where people naturally pause and that can be more than one spot. Want to stop scrolling between transactions? Keep your phone in a drawer. Design beats discipline every time. Don’t Forget Identity: Who Are You Becoming This Season? In Atomic Habits, Clear says outcomes come from identity. While you’re navigating the busiest weeks of the year, take a breath and remember who you are as a leader. · Are you the business that handles crowds with warmth? · The business that makes people feel good? · The business that takes care of its team so they can take care of customers? When you anchor yourself in identity, your choices shift. You show up differently. You communicate more intentionally. You prioritize what matters instead of chasing every glitter-coated opportunity. And your customers feel it. Give Yourself Permission to Rest This sounds counterintuitive in a season that thrives on hustle, but rest is productivity’s partner. Clear reminds us that habits compound. That includes bad ones like exhaustion, resentment, and skipping meals. Take care of yourself the way you take care of your customers. Breaks aren’t indulgent; they’re fuel. Let the Season Shape You—Without Steamrolling You You don’t need massive change. You need micro-moves that create calm, clarity, and steady revenue. If you build the right habits now, January stops being a “recovery month” and becomes a runway. Your systems will be tighter. Your team will be stronger. And you’ll have proof that even small businesses can thrive in big seasons. Read More: 16 Questions to Use to Prepare for Small Business Season Success How to Protect Your Peace During the Busiest Season in Business ------------- Christina Metcalf is a ghostwriter and speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and remain top of mind. She is the author of six books including her recent non-fiction book The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith
