Social Media Strategy for Small Businesses: Who Should You Follow?

Ok so let's set the scene, you set up your social media platforms for your small business. Your profile picture is uploaded, you've got some ideas for your first few posts and then you think... now what?

Who should you follow when your social media feed is empty? Well, it depends on your business and your ideal customer but there are some hard and fast rules you can follow.

Rule Number 1 - Don't follow your friends and family

Your family and friends, while wonderful supporters, might not be your ideal followers. Often, they're not your target market and might not engage with your business beyond casual interest. In fact, if we're realistic our friends and family are likely the ones expecting a freebie, right?

Rule Number 2 - Don't fill your feed with your competition or industry peers

Following those in your industry might seem like competitive research or inspiration, but if you're honest with yourself, it's probably just making you feel a bit crappy about your own content OR making you think mean spirited thoughts about your competitors. Stay in your lane. It's crucial to avoid falling into this trap. Instead, redirect your focus.

Rule Number 3 - You need to REALLY understand your dream customer

Who are they? What are their interests, preferences, and online habits?

Follow the people THEY follow. Follow the influencers that they enjoy consuming content from. Think about where your dream customer shops, dines, or seeks inspiration. THeir favourite brand of perfume. If you're a business that depends on local customer or foot traffic, follow other businesses in your area that likely has the same clientele. Follow these accounts, immerse yourself in their world, and consume content that appeals to them. By doing so, you position yourself where your potential customers are present, ensuring visibility and engagement. Engage in the content they're already consuming.

The strategy isn't just about who to follow; it's about showing up authentically in the place that your dream customer is already hanging out and engaging in a natural way. Interact with posts, leave thoughtful comments, and participate in discussions in the comment section. This kind of active engagement increases the likelihood of your ideal customer noticing and engaging with your brand.

In essence, the secret to a successful social media following lies in REALLY understanding and aligning with your ideal customer. That should be the cornerstone to EVERY piece of content you put out.