You’ve probably heard that social media is a must for connecting with customers and growing your brand. But with so many platforms out there—Facebook, Instagram, TikTok, LinkedIn, and more—it’s easy to feel overwhelmed. The good news? You don’t need to be on all of them. The trick is picking the ones that suit your business best.

Here’s a simple guide to help you choose the right social media platforms, with examples tailored to local businesses like yours, plus a few tips to get ahead.

Step 1: Know Your Audience

First things first—who are your customers? Different platforms attract different crowds, so understanding your target market is key. Ask yourself: How old are they? What do they like? Where do they hang out online?

• Example: If you run a small café with a focus on takeaway coffee and brekkie rolls, your customers might be locals aged 25–45 who love a quick scroll on their phones. Instagram and Facebook could be your go-to platforms since they’re popular with that age group.
• Tip: Chat to your regulars or check your website analytics (if you’ve got them) to see who’s visiting. It’s a goldmine of info!

Step 2: Match Your Business Goals

What do you want social media to do for you? Drive sales? Build a community? Show off your work? Each platform has its strengths.

• Facebook: Great for reaching a broad audience, sharing updates, and running affordable ads. Perfect for a local butcher promoting weekly specials or a hairdresser posting before-and-after pics.
• Instagram: All about visuals. If you’re a florist or a tradie with stunning project photos, this is your spot to shine.
• TikTok: Ideal for fun, short videos. A pet store could go viral with cute puppy clips, grabbing attention from younger shoppers.
• LinkedIn: Best for professional services. A small accounting firm or graphic designer targeting other businesses would do well here.

Trick: Don’t just post and hope—set a goal (e.g., “Get 10 new followers a week”) and track it. Keeps you focused!

Step 3: Play to Your Strengths

Think about what you’re good at and what you enjoy. Social media takes time, so pick platforms that fit your skills and resources.

Example: If you’re a baker who loves snapping pics of your cakes, Instagram’s your mate. But if you’re a mechanic who’d rather chat than photograph, Facebook groups might suit you better for sharing tips and answering questions.

Tip: Start small—master one platform before adding another. It’s better to nail Instagram than flounder on three apps.

Step 4: Check Out the Locals

Have a squiz at what other small businesses in your area are doing. You don’t need to copy them, but it’ll give you a sense of what works.

Example: A gift shop might notice that a nearby competitor’s Facebook page gets heaps of likes on posts about new stock. That’s a clue Facebook could work for them too.

Trick: Search hashtags related to your industry (e.g., #AussieHandmade for crafters) to see which platforms are buzzing with your kind of business.

Step 5: Test and Tweak

The beauty of social media is you can experiment. Try a platform for a month or two, see what sticks, and adjust as needed.

Example: A lawn mowing service might test TikTok with quick “mowing hacks” videos. If they get traction, great! If not, they can shift to Facebook instead.

Tip: Use free tools like Instagram Insights or Facebook Analytics to see what’s working—posts with more likes or comments are a sign you’re on the right track.

Bonus Tips for Aussie Small Businesses

• Keep it Local: Mention “supporting local” or “Aussie-made” in your posts—people love backing businesses they feel connected to.
• Timing Matters: Post when your customers are online—think lunch breaks (12–2 pm) or after work (6–8 pm).
• Mate Up: Team up with another local business for a shoutout swap. A café could tag a nearby florist in a post, and vice versa.

Wrap-Up

Choosing the right social media platforms doesn’t have to be a headache. Start by knowing your audience, matching your goals, and picking what suits your style. Whether you’re a tradie, a retailer, or a service provider, there’s a platform out there that’ll help you connect with customers and grow your business—all without spreading yourself too thin. So, give it a crack, test the waters, and watch your online presence take off!

Got questions about getting started? Drop me a line—I’m here to help your website and your socials work harder for you. Cheers!