Social media can be a great tool for local businesses to connect with their community and grow their customer base. BUT, many business owners make common mistakes that can get in the way of their success. Let’s look at three of the most common social media mistakes local businesses make (and talk about how to fix them!).

Mistake #1: Only Focusing on Self-Promotion

It’s easy to get caught up in promoting your business on social media, but constantly pushing products or services can actually turn off your audience. People are more likely to engage with content that adds value to their lives.

What to do instead:

• Highlight the benefits. Instead of just promoting your product/services and telling your audience about all the different features, show them how their life will change by using it.
• Share valuable content: Offer tips, advice, or industry news that benefits your audience.
• Tell your story: Share behind-the-scenes glimpses of your business, your team, and your community involvement.
• Engage with your audience: Respond to comments and messages quickly, and ask questions to encourage interaction.

Mistake #2: Ignoring Analytics and Insights

Many businesses post content without tracking performance. Although numbers aren’t everything, data does help determine what’s working…and what’s not. It can show what your audience resonates most with and how you can target them better.

What to do instead:

• Track key metrics: Use analytics to monitor engagement, reach, and conversions. I look at Instagram’s analytics to see what posts do the best on my account. And I also use Metricool, which I use to schedule content and see all my metrics in one place.
• Experiment with different content formats: Test various post types (images, videos, text) to see what resonates best with your audience.
• Refine your strategy: Use data to tweak your content calendar and target your audience more effectively.

Many small businesses think having a CMO is a luxury reserved for big corporations. But the truth is, working with one can help you grow tremendously! Here’s why your small business needs a CMO instead of trying to do it all by yourself.

Mistake #3: Lack of Inconsistency

I tell ALL my clients that consistency really is key in all marketing, and especially on social media. Erratic posting schedules and inconsistent branding can confuse your audience and diminish your credibility.

Not only does consistency remind people that you exist, but it shows them that you are reliable and trustworthy, and you have something they need!

What to do instead:

• Plan ahead: Create a content calendar to maintain a consistent posting schedule.
• Define your brand voice: Develop a consistent tone and style for all your social media posts. Whether your brand’s tone is conversational or professional, use the same tone and style across all platforms.
• Set achievable goals: Determine a realistic posting frequency and stick to it. If you can post four times a week, that’s great. But if you can only share content twice a week, that’s okay, too! Be consistent so people become familiar with you.

By avoiding these common social media mistakes, you’ll be able to better market your business! Building a strong online community takes time and effort. Focus on providing value, engaging with your audience, and consistently delivering quality content.

Madelyn Furlong

Madelyn is the owner of Madelyn Victoria Co. She’s a social media manager and ShowIt designer who helps service providers stand out online with a people-first strategy.

Madelyn believes your marketing should fuel growth, not drain your energy. Through strategic social media content and high-converting websites, she’s helped entrepreneurs get visible, build trust with their audience, and increase revenue by consistently attracting the right clients.