3 Steps to Choose Social Media Content for Small Businesses

Deciding what kind of content you should post on your social media can feel overwhelming. It often feels like throwing spaghetti at the wall just to see what sticks.

Here are three clear steps to help you decide what kind of social media content you should post as a small business owner.

1. Ask Yourself: "Why Are You Doing It?"

First, define why you want to use social media for your business.

Is your goal to reach new local customers, or do you want to promote new products and share business updates?

You can have more than one reason, but defining those business goals directly guides the types of content you need to create.

2. Identify: "Who Is Listening?"

After deciding why you are on social media, ask yourself, "Who am I trying to reach?"

If your business has been around for a while, look at your regular customer base to determine what information they seek. Your CRM or customer contact list is a great place to find patterns that define your core audience.

If you are a new business owner, start by asking what specific problem your business solves and who experiences that problem.

Once you know who your target audience is, knowing what content they want to see becomes straightforward.

3. Marry Your Business Goals with Audience Needs

Now that you know your goals and audience preferences, you can map out a targeted social media content strategy.

For example, an HVAC installation company targeting commercial clients should post about installation experience and commercial unit efficiency rather than residential maintenance tips.

Knowing why you use social media and who you are trying to reach gives you a reliable roadmap to avoid creating pointless content.