What is the best strategy for social media marketing? A quick 5-step, people-first plan any small business can run—pick channels, set a goal, post on schedule, help, and track.
The best strategy for social media marketing for a local small business is a simple five-step, people-first play:
- Choose two channels you can actually run.
- Set one business goal every 90 days.
- Post on a schedule your audience (and the algorithm) can trust.
- Deliver help 90% of the time, sell 10%.
- Track replies, clicks, and sales; drop what’s flat and double-down on what wins.
Everything below unpacks the why and the how with plain-language tips, key numbers, and real-world quotes.
Why your small business needs a social media marketing plan
- More than 5.24 billion people scroll social media today. That’s about two-thirds of Earth’s population. (Data Reportal)
- Nearly half of consumers (48%) say they talk to brands on social more than they did six months ago. (Sprout Social)
- And a massive 96% of small businesses already lean on social to grow revenue. (WebFX)
Yet attention is thin. 73% of shoppers bounce to a competitor if they don’t get a reply within a day. (Sprout Social)
A solid, simple strategy keeps you visible and responsive without burning every evening.
“Social media is about people, not logos.” – Jay Baer (Goodreads)
What Is the Best Strategy for Social Media Marketing?
Below is the lean five-step framework we teach at Diffyweb and use on our own accounts.
1. Pick two channels and own them
- Facebook still returns the highest ROI for 40% of marketers. (With Alessio)
- Short-form video across TikTok, Reels, and Shorts now delivers the best ROI for 21% of marketers. (HubSpot)
Choose the places your buyers actually hang out, not the shinier apps your cousin likes.
2. Set one clear, 90-day goal
Sales calls? Foot traffic? Email sign-ups? Pick just one so every post has a point. Tie it to a tiny metric (i.e. “15 form fills a week”) and check progress every Monday.
3. Post like clockwork
Three to four helpful posts a week are enough to “train” most social algorithms while saving your sanity. Mid-length outbound comments (50-99 characters) earn 1.6x more engagement than shorter or longer ones, so plan time to talk back. (HubSpot)
4. Give 90%, ask 10%
Shoppers ditch brands that only blow their own horn. 34% say excessive self-promotion is a deal breaker. (Principles Agency)
Aim for nine value posts (tips, polls, behind-the-scenes, or client wins) for every direct offer.
5. Measure and tweak
Track three numbers each month:
- Conversations (DMs + public replies)
- Clicks to your site or store
- Conversions that hit your 90-day goal
Drop what flops; repeat the winners.
Quick actions you can do today
- Film a 30-second tip on your phone and post it as a Reel. 78% of people prefer short video to learn about a product. (Wyzowl)
- Ask a yes/no question to spark comments.
- Clear every DM before tomorrow to beat the 24-hour expectation.
- Link one post to your Google Business Profile. Local clicks lift search rankings.
- Note which post earned the most clicks and replicate its format next week.
Build trust, not noise
“The first rule of social media is that everything changes all the time. What won’t change is the community’s desire to network.” – Kami Huyse
Use real voices
User-generated content (UGC) earns 8.7x more engagement than brand-produced posts. (RivalIQ)
Photos or videos from actual customers feel authentic. 90% of shoppers say authenticity matters when picking a brand. (nosto.com)
Easy trust-builders
- Re-share a happy customer’s photo (with permission).
- Tag a regular in a Story shout-out.
- Post a one-minute staff “day-in-the-life” clip.
Keep conversations human
Even a mid-size page can manage: smart brands get higher engagement simply by replying. HootSuite found proactive, mid-length comments boost engagement by 151%.
Avoid these three pitfalls
| Pitfall | Why it hurts | Simple fix |
|---|---|---|
| Selling in every post | Triggers unfollows | Stick to 90/10 give-to-ask rule |
| Ignoring DMs | 73% will buy elsewhere | Set daily reply windows |
| Copy-pasting across platforms | Only 34% of marketers craft unique posts per channel, and they win bigger reach. | Tweak the hook, image size, or CTA for each network |
Level up with short video
Short clips aren’t just trendy—they convert: marketers say short-form delivers the highest ROI and is their top content bet for 2025.
Simple recipe: hook in three seconds, teach one tip, close with a low-pressure CTA.
How to know it’s working
- Match your analytics to your 90-day goal (sales, bookings, or visits).
- Watch for steady engagement lift; UGC can push it 8.7x higher and mid-length comments another 1.6x on top.
- Look for cost wins: Facebook still tops ROI charts for many (40% name it #1).
When numbers flatten, rotate content types before rotating platforms.
Bottom line
The best strategy for social media marketing isn’t a secret hack; it’s a people-first routine you can run every week: choose the right channels, set one goal, show up on schedule, be helpful, and measure what matters. Stick with that, and social stops feeling random, and starts driving real sales.