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Social media has become an essential part of any small business’s marketing strategy. It provides a powerful platform for building brand awareness, engaging with customers, and driving sales. However, with so many different social media channels available, it can be challenging to know where to focus your efforts. Here are some strategies for using three of the most popular social media platforms: Facebook, LinkedIn, and Instagram as well as some tips for using paid ads effectively.


Facebook is the most widely used social media platform, making it an essential tool for small businesses. Facebook has 2.96 billion monthly active users and 2 billion daily active users. Active users in New York State number more than 10.6 million users. Here are some tips for using Facebook effectively:

  • Create a business page: Use a professional profile picture and cover photo and fill out all the relevant information about your business.
  • Post regularly: Post at least once a day to keep your audience engaged. Use a mix of promotional content and engaging content such as tips, industry news, and behind-the-scenes looks at your business.
  • Respond to comments and messages: Engage with your audience by responding to comments and messages promptly.


LinkedIn is a professional networking platform that can be used to build your brand and connect with potential customers. In addition to the ability to generate leads, it’s a great platform to attract new employees. Here are some tips for using LinkedIn effectively:

  • Create a company page: Use a professional cover photo and fill out all the relevant information about your business.
  • Share industry news and insights: Share articles and insights that are relevant to your industry to establish your business as a thought leader.
  • Connect with potential customers: Use LinkedIn to connect with potential customers and build relationships.


Instagram is a visual platform that can be used to showcase your products or services and engage with your audience. Here are some tips for using Instagram effectively:

  • Use high-quality images: Use high-quality images and videos to showcase your products or services.
  • Use hashtags: Use relevant hashtags to increase the visibility of your posts.
  • Engage with your audience: Respond to comments and messages and use Instagram Stories to give your audience a behind-the-scenes look at your business.

Paid Ads

Paid ads can be a highly effective way to reach your target audience on social media. The most common goals for small businesses that use paid social media advertising are to generate leads, increase website traffic, and drive sales. The return for a small business that uses paid advertising sees an average ROI of $25 for every $1 spent.

Here are some tips for using paid ads effectively:

  • Define your target audience: Use the targeting options available on each platform to define your target audience.
  • Use high-quality images and copy: Use eye-catching images and compelling copy to grab your audience’s attention.
  • Monitor your results: Use the analytics available on each platform to monitor the performance of your ads and adjust as needed.

Social media can be a highly effective tool for small businesses to build brand awareness, engage with customers, and drive sales. By following these best practices, you can use Facebook, LinkedIn, and Instagram to their fullest potential, as well as use paid ads effectively to reach your target audience.

Darrell has more than 10 years of experience working in digital marketing, content writing, and social media management. Darrell has been with RPM Payroll for four years while providing graphics, video production, and writing expertise.