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Published: 28.06.2024

Last update: 03.07.2024

SMM for small business: how to attract customers through social media?

Do you own a small business and want to increase your sales but don't know how to attract more customers? Social media is your key to s...

article on 20 minutes

Smm for small business: how to attract customers through social media?


Do you own a small business and want to increase your sales but don’t know how to attract more customers? Social media is your key to success! They have become an integral part of our lives and business is no exception. Effective SMM allows you to not only find new customers, but also strengthen the connection with existing ones, increase brand awareness and boost sales.

Smm for small business: how to attract customers through social media?

SMM basics for small businesses

So, you’ve decided to take advantage of SMM to grow your small business. Great! Before you start creating engaging posts and launching ad campaigns, you need to lay a solid foundation for your SMM strategy.

Smm for small business: how to attract customers through social media?

Identifying the target audience

The success of any marketing campaign, including SMM, depends on how well you know your target audience. After all, it makes no sense to advertise children’s toys in a group for fishing enthusiasts. Therefore, before launching effective SMM for small businesses, it is important to clearly define who your ideal customer is.

Who is your ideal client?

Defining your target audience is more than just identifying age and gender. It is a deep dive into the world of your potential customers, understanding their needs, wants and problems. The more detailed you describe your “ideal client”, the more effective your SMM strategy will be.

Here are some questions to help you identify your target audience:

  • Age: What is the age range of your potential customers?
  • Gender: Are you targeting women, men or both genders?
  • Geographic location: Where do your potential clients live? City, region, country?
  • Interests: What are your potential clients interested in? What are their hobbies, preferences?
  • Needs and problems: What problems does your product or service solve? What needs does it fulfill?
  • Values: What values are important to your potential customers? What brands do they choose?
  • Lifestyle: What kind of lifestyle do your potential customers lead? What do they do in their free time?
  • Income level: What is the average income level of your potential clients?

Where do you look for information about your target audience?

  • Your website analytics: If you already have a website, you can use Google Analytics to learn more about your visitors: their age, gender, interests, geographic location.
  • Social Media Survey: Create a social media survey and invite your followers to participate.
  • Competitor Analysis: See who is subscribed to your competitors’ social media pages, which posts generate the most interest.
  • Specialized services: There are specialized services that help you analyze your target audience, such as Semrush, Ahrefs, SimilarWeb.

Having a clear understanding of your target audience will help you:

  • Create effective content: You will be able to create content that is interesting and useful to your target audience, leading to increased engagement and reach.
  • Choose the right social networks: You will be able to focus your efforts on the social networks where your target audience is most active.
  • Set up effective ads: You’ll be able to set up targeted ads that will only be shown to your target audience, increasing their effectiveness.

Remember, SMM for small business from scratch starts precisely with identifying your target audience. The better you know your potential customers, the more successful your SMM strategy will be.

Smm for small business: how to attract customers through social media?

Selection of platforms

Identifying your target audience is only the first step towards successful SMM. Next, it is important to choose the right platforms where your audience spends the most time. After all, let’s face it, there’s no point in spending time and resources on promoting on TikTok if your target audience is middle-aged businessmen who prefer LinkedIn. The most effective social networks for small businessesare the ones where your target audience is centered.

How to choose “your” social networks?

  • Analyze your target audience: Where do they spend their time online? What social networks does she use most often?
  • Define your SMM goals: What do you want to achieve with social media? Increase brand awareness, attract new customers, increase sales?
  • Study the features of each platform: Each social network has its own features, advantages and disadvantages.

The most popular social networks and their features

  • Facebook: The largest social network in the world with an audience of different ages, interests and social status. Facebook is suitable for promoting almost any business. Here you can create business pages, launch advertising campaigns, communicate with clients, hold contests and promotions.
  • Instagram: A social network focused on visual content: photos and videos. Ideal for businesses that boast colorful and attractive visual content, such as restaurants, cafes, clothing stores, beauty salons.
  • TikTok: A platform for creating and watching short videos. TikTok’s audience is predominantly young people and teenagers. TikTok is suitable for brands that target this audience and are willing to experiment with creative content formats.
  • LinkedIn: A social network for professionals and businesses. LinkedIn is suitable for B2B business, finding partners, customers and employees. Here you can create professional profiles, publish expert content, and find and connect with people in your industry.
  • Pinterest: A social network where users can store and share ideas in the form of pictures (pins). Pinterest is suitable for businesses that offer products and services that are visually appealing and can inspire: interior design, fashion, travel, cooking.

Quantity or quality?

You should not register in all social networks at the same time. It is better to choose 2-3 platforms where your target audience is concentrated, and qualitatively run your pages there. Remember that success in SMM depends not on the number of subscribers, but on their quality and engagement.

Choosing the right social networks is an important step towards creating an effective SMM strategy for your small business.

Smm for small business: how to attract customers through social media?

Content Creation

You’ve identified your target audience and selected the appropriate social media platforms. The next step is to create content that will engage, inform, entertain and motivate your potential customers. Creating social media content for small businessesis more than just posting pictures of your products or services. It’s about creating value for your audience, building trust and loyalty to your brand.

What should social media content be?

  • Valuable: Provide your audience with useful and relevant information that will help them solve their problems or meet their needs.
  • Interesting: Use a variety of content formats (text, photos, videos, infographics, polls, contests) to keep your audience’s attention.
  • Aesthetically pleasing: Visuals play an important role in SMM. Use quality photos, videos and graphics.
  • Regular: Publish content regularly so your audience doesn’t forget about you. Create a content plan and follow it.

Content Ideas:

  • Company News: Share news about your business, new products or services, special offers, participation in exhibitions and conferences.
  • Blog Articles: Publish interesting and useful articles about your business.
  • Video reviews: Make video reviews of your products or services and show them in action.
  • Expert Interviews: Conduct interviews with experts in your industry and share valuable insights with your audience.
  • Customer Testimonials: Publish positive reviews from your customers, this will increase trust in your brand.
  • Contests and giveaways: Hold contests and giveaways with valuable prizes to attract new audiences and increase engagement.
  • Backstage: Show your company from the inside: the production process, your team, your office.
  • Humor: Don’t be afraid to add humor to your content, it will make it more appealing.

How to write social media posts for small businesses?

  • Use clear and concise language.
  • Speak to your target audience.
  • Add calls to action (e.g., “Subscribe to our page,” “Leave a comment,” “Follow the link”).
  • Use relevant hashtags.
  • Respond to comments and posts.

Remember that quality content is the foundation of successful SMM

Smm for small business: how to attract customers through social media?

SMM strategy development

Content creation is certainly an important part of SMM, but without a clear strategy, even the most interesting posts can get lost in a sea of information noise. How can you create an effective SMM strategy for your small business that will help you achieve real results? It’s time to turn your SMM efforts into a clear action plan with measurable results!

Smm for small business: how to attract customers through social media?

Goal setting

You already know who your ideal customer is and where to find them on social media. Now it’s time to determine exactly what you want to accomplish with SMM. How can you create an effective SMM strategy for small business without a clear understanding of the end goal? Without clearly defined goals, your SMM strategy will be like a rudderless ship: you’ll be moving, but you don’t know where.

SMART goals.

Your SMM goals should be:

  • Specific: Clearly stated and understandable. Instead of “increase brand awareness”, it’s better to phrase “increase the number of brand mentions on social media by 20% during the quarter”.
  • Measurable: You should be able to track and measure progress toward the goal.
  • Attainable: Goals should be realistic and achievable given your resources and capabilities.
  • Relevant: Your goals should align with your company’s overall business goals.
  • Time-bound: Define a clear timeline for each goal.

Examples of SMM goals for small businesses:

  • Increase brand awareness:
    • Increase social media followers by 15% during the six-month period.
    • Increase publication reach by 10% on a monthly basis.
  • Attract traffic to the website:
    • Increase conversions from social media to the website by 20% during the quarter.
    • Generate 100 leads from social media within a month.
  • Increased sales:
    • Increase orders from social media by 10% during the half year.
    • Increase website conversion from social media visitors by 5%.
  • Increase customer loyalty:
    • Increase the level of engagement (likes, comments, shares) on social media by 15%.
    • Increase the number of positive reviews about the company on social media by 10%.

How to define your SMM goals?

  • Analyze your business: What are your biggest challenges and opportunities? What would you like to improve about your business?
  • Study your target audience: What do they expect from you on social media? What kind of information is it looking for?
  • Analyze your competitors: What SMM goals do they set for themselves? What results are they achieving?
  1. Identify your target audience: What do they expect from you on social media? What information is she looking for?
  2. Analyze your competitors: What SMM goals do they set for themselves? What results do they achieve?

Clearly defined goals are the foundation of your SMM strategy. They will help you focus your efforts and measure the effectiveness of your actions.

Smm for small business: how to attract customers through social media?

Content planning

You already know your goals and understand who you’re reaching. Now it’s time to think about how to write social media posts for small businesses that will resonate with your audience and lead to the results you want. This is where content planning comes in handy – an important step in developing a successful SMM strategy.

What is a content plan and why do you need one?

A content plan is a document in which you plan in advance the topics, format and timing of your social media posts. It will help you to:

  • Publish content regularly: which is important to keep your audience’s attention and increase the reach of your publications.
  • Provide a variety of content: which will make your pages more interesting for subscribers.
  • Create topic headings: which will help structure your content and make it more understandable to your audience.
  • Save time and effort: as you won’t have to think about what to publish every time.

How to create a content plan?

  1. Identify content formats: What content formats work best for your target audience and social media? This could be photos, videos, text posts, infographics, polls, contests, live streams, etc.
  2. Develop topic headings: Divide your content into topic headings that will be of interest to your audience.
  3. Create a publishing calendar: Determine the days and times you will publish content. Take into account when your audience is active on social media.
  4. Use scheduling tools: There are many tools to help you schedule and automate social media posts, such as Buffer, Hootsuite, Later, and the like.

Ideas for themed sections:

  • Company News
  • Product/service reviews
  • Expert tips
  • Answers to frequently asked questions
  • Backstage Business
  • Motivational posts
  • Humorous content
  • Interactive content (polls, quizzes, contests)

Social media video marketing for small businessesand photocontent on social media for small businessesare important elements of a content plan.

  • Video: Video is the most engaging content format on social media. Use video to present your products/services, tutorials, behind the scenes, interviews, etc.
  • Photos: Qualitative and attractive photos are a must for a successful social media profile.

Content planning is not a one-time action, but an ongoing process. Analyze the effectiveness of your publications, follow trends and react to changes in your audience’s behavior.

Smm for small business: how to attract customers through social media?

Analysing the results

You have created a content plan, regularly publish interesting posts, but is it bringing the desired results? Is your SMM strategy leading to increased brand awareness, new customers and sales growth? To answer these questions, you need to regularly analyze the results of your SMM efforts. How to measure the effectiveness of SMM for small business and what to do with the data obtained?

Why analyze SMM results?

  • Evaluating effectiveness: Analysis will help you understand which of your social media activities are bringing results and which are not.
  • Strategy Optimization:Based on the findings, you will be able to adjust your SMM strategy to achieve better results.
  • Determining ROI:The analysis will help you determine the return on investment (ROI) of your SMM efforts.

Which metrics to analyze?

The metrics worth tracking depend on your SMM goals. Here are some of the most important metrics:


  • Publication reach: Number of users who have seen your publication.
  • Profile reach: Number of unique users who interacted with your profile during a specific period.


  • Engagement Rate (ER): It shows how actively your audience interacts with your content (likes, comments, shares).
  • Number of likes, comments, shares: These metrics indicate your audience’s interest in your content

Website traffic:

  • Number of social media conversions to your site: Shows how many users clicked through to your site from social media.
  • Site Conversion: Shows what percentage of visitors from social media made a targeted action on the site (made an order, registered, signed up for a newsletter, etc.).


  • Number of orders from social media:Shows how many sales you’ve made thanks to social media.
  • Average check of orders from social media:Shows how much customers who came from social media spend on average.

SMM Analysis Tools:

  • Built-in social media analytics: Most social networks provide free tools to analyze profile statistics.
  • Google Analytics: Allows you to track traffic from social networks to your site and analyze user behavior.
  • Specialized services: There are many paid services that provide advanced SMM analytics, such as SproutSocial, BuzzSumo, Brand24.

Regular analysis of SMM results is a prerequisite for creating an effective SMM strategy and achieving the desired business results.

Smm for small business: how to attract customers through social media?

Deepening SMM for small businesses

You have already mastered the basics of SMM, learned how to identify your target audience, create interesting content and analyse the results. What’s next? How can you turn your social media into a powerful tool for business growth? It’s time to take it to the next level!

Smm for small business: how to attract customers through social media?

The role of social media advertising

Organic SMM is an effective tool for attracting new audiences and strengthening ties with existing customers. But what if you want to accelerate this process and get faster and bigger results? How to properly set up social media advertising for small businessesand what benefits does it offer? This is where social media advertising comes to the rescue – a powerful tool that allows you to reach a wide audience and get your message out to those who are interested.

Why is social media advertising effective?

  • Targeting: Social networks have a large number of data about their users. It allows to set up advertising on a very large target audience for age, statistics, interests, behavior on the Internet and many other parameters.
  • Flexible budget: You can set any budget for advertising campaign, even very limited.
  • Measuring results: Social networks give detailed analytics of advertising campaigns. You will be able to keep track key performance indicators (KPI) and optimize your campaigns in real time.

Types of advertising in social networks:

  • Targeted advertising: Ads that are shown to users who meet specified targeting criteria.
  • Retargeting: Ads that are shown to users who have already interacted with your brand (e.g., visited your site, added a product to their cart, subscribed to you on social media).
  • Ads in Stories: Short ads that are shown between users’ stories.
  • Influencer marketing: Collaboration with bloggers and opinion leaders who recommend your brand to their audience.

How to set up effective social media advertising?

  1. Identify your target audience: Clearly understanding your target audience is key to a successful advertising campaign.
  2. Choose the right social media platforms: Not all social media platforms are equally effective for all types of businesses.
  3. Create compelling content: Your ads should catch the eye and pique the interest of users.
  4. Use a clear call to action: What do you expect from the user who sees your ad?
  5. Test and analyze: Experiment with different ad options, targeting, budgets and analyze the results to find the most effective solutions.
Smm for small business: how to attract customers through social media?

Competitor analysis

Even if you are new to the world of SMM, your competitors are probably already applying various social media promotion strategies. Ignoring their experience is a big mistake! Competitor analysis is an important step that will help you understand the landscape of your social media niche, identify your own advantages and find effective tools to engage your audience.

Why is competitor analysis so important?

  • Understanding industry standards: You’ll learn what types of content are popular in your niche, the frequency with which your competitors post, and how they interact with their audience.
  • Identify gaps in the market:Your competitors may not be using some effective tools or reaching certain segments of your target audience. This is your chance to stand out!
  • Generating new ideas: Even if you already have an SMM strategy in place, a competitor analysis can inspire new creative solutions and approaches.

How to conduct a competitor analysis step by step?

  1. Identify your key competitors: Make a list of 5-10 companies that offer similar products or services, target your target audience and have active social media pages. Don’t limit yourself to just local players, consider nationwide brands as well.
  2. Analyze their social media profiles:
  • Design: Is the design of their pages attractive? Is there a unified visual concept? What information do they place in the “header” of the profile?
  • Content: What types of content do they use (photos, videos, animations, texts)? What are the topics of their publications? How often do they publish new content?
  • Engagement: How many subscribers do they have? What is their level of engagement (likes, comments, sharing)? How do they communicate with their audience?
  • Promotion: Do they use paid advertising? Do they run contests and giveaways? Do they collaborate with bloggers and opinion leaders?
  1. Draw conclusions and develop your action plan: Determine which elements of your competitors’ SMM strategies are worth adopting, and which ones don’t fit your brand. Think about how you can stand out from them and offer your audience something unique.

Remember that competitor analysis is not a one-time action, but an ongoing process. Social networks are dynamically evolving, so it is important to keep an eye on changes and adapt your strategy to new trends and the competitive environment.

Smm агентство


SMM for small businesses is not a luxury, but a necessity in today’s digital world. While building an effective SMM for small business strategy from scratch may seem like a daunting task, remember: success comes to those who are willing to learn, experiment and adapt to change. By identifying your target audience, choosing the right platforms, creating engaging content and analysing the results, you can turn social media into a powerful tool for growing your business and attracting new customers.




Vlada Duka

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Frequently Asked Questions

How to create a social media content plan that will help attract customers?

A content plan is your secret plan of action in the world of social media. It helps you not just post randomly, but do it strategically, attracting more and more customers.

Imagine you’re a filmmaker and your social media is a movie that has to captivate the viewer (your potential customer!) from the first seconds.

Here are the steps to help you create an Oscar-worthy content plan:

  1. Define your target audience:
  • Who are your ideal customers? What is their age, gender, interests, problems?
  • Where do they spend their time online? What social networks do they use most often?
  • What content are they interested in? What do they want to see in their news feed?
  1. Define your goals:
  • What do you want to achieve with social media?
    • Increase brand awareness?
    • Attract new customers?
    • Increase sales?
    • Improve communication with customers?
  1. Choose your content formats:
  • Experiment with different formats to find the ones that resonate best with your audience:
    • Photos: High-quality and attractive photos of your products, services, team, behind-the-scenes.
    • Video: The most engaging content format! Use video for presentations, instructions, testimonials, and live broadcasts.
    • Text posts: Share company news, tips, interesting facts, and ask questions.
    • Infographics: Visualize complex information with graphs, charts, and illustrations.
    • Polls and quizzes: Engage your audience and get valuable feedback.
    • Contests and sweepstakes: Increase engagement and attract new audiences.
  1. Create a publication calendar:
  • Determine the optimal posting frequency for each social network.
  • Consider the times when your audience is most active online.
  • Plan your posts a week or even a month in advance.
  1. Develop thematic sections:
  • Divide your content into thematic sections to structure it and make it easier to understand for your audience.
  • For example, if you run a restaurant, your headings might be as follows:
    • #chef_recommends (dishes from the chef)
    • #tasty_weekdays (promotions and special offers)
    • #backstage_of_the_restaurant (cooking process, restaurant team)
  1. Use tools for content planning:
  • There are many services that will make your life much easier:
    • Buffer, Hootsuite, Later, SproutSocial, and others.
    • They allow you to schedule posts in advance, analyze their effectiveness, and manage multiple social media accounts from one place.
  1. Analyze results and make improvements:
  • Track the key performance indicators (KPIs) of your content plan: reach, engagement, website traffic, sales.
  • Analyze which content is best received by your audience and which is ignored.
  • Adjust your content plan based on the data to increase its effectiveness.


  • A content plan is not a dogma, but a flexible tool. Don’t be afraid to experiment and make adjustments along the way.
  • The key is to create valuable, interesting, and regular content that resonates with your target audience.

Good luck in winning the hearts of your customers on social media!

How much does social media advertising cost for a small business?

This is a question that cannot be answered without knowing all the details of your business and goals.

Imagine ordering a cake from a pastry chef. How much will it cost? It all depends on the filling, size, and complexity of the decor… The same goes for social media advertising!

What determines the cost of advertising?

  • Social network: Facebook, Instagram, LinkedIn, TikTok – each platform has its own pricing features.
  • Target audience: The narrower the targeting settings, the higher the cost per click or impression, but also the higher the probability of hitting the “right target”.
  • Ad format: Video ads are usually more expensive than static banners, but they also attract more attention.
  • Region of display: Advertising in large cities will cost more than in small towns.
  • Competition: The more advertisers there are in your niche, the higher the competition for users’ attention, and thus the higher the cost of advertising.
  • Ad quality: Social networks “reward” advertisers for interesting and clickable ads by lowering their cost per impression or click.

What advertising payment models exist?

  • CPC (Cost Per Click) – payment per click: You pay only when a user clicks on your ad and goes to your website or social media profile.
  • CPM (Cost Per Mille) – payment per thousand impressions: You pay for every thousand impressions of your ad, regardless of whether the user clicked on it or not.
  • CPV (Cost Per View) – payment for video viewing: You pay for every few seconds of your video (usually 2-5 seconds).
  • CPA (Cost Per Action) – payment for a targeted action: You pay only when the user has performed the action you want (for example, registered on the site, made a purchase, signed up for a webinar).

Is it possible to influence the cost of advertising? Yes!

  • Optimize your ad campaigns: Analyze results, test different ad variants and targeting settings to increase their effectiveness and reduce your cost per customer.
  • Use retargeting: Show ads to those who have already interacted with your brand. This will help to return “lost” visitors and increase conversion.
  • Contact the experts: If you don’t have the time or experience to set up ads on your own, entrust this task to SMM specialists.

How much money to prepare?

  • It’s impossible to specify an exact amount without knowing the details of your business and goals.
  • The minimum budget for testing social media advertising campaigns can range from a few tens to several hundred dollars.
  • Then it is important to analyze the results and optimize the budget to find the best option for your business.

Remember: advertising on social media is not an expense, but an investment in the development of your business!

How often do you need to post on social media to attract customers?

This is one of the most common questions among business owners in the SMM world.

And, as is often the case, there is no clear answer. It’s like watering flowers: if you water them, they will wilt, if you don’t, they will dry up.

The optimal frequency of publications depends on many factors.

What influences the ideal posting frequency?

  • The social network:
    • On Twitter, the life of a post is short, so you can post several messages a day.
    • Facebook and Instagram are more “relaxed”, 1-2 posts a day or even every other day is enough.
    • LinkedIn is a platform for professionals, so it is better to post no more than 2-3 times a week.
  • Target audience:
    • When are your followers most active online?
    • How much content are they comfortable with?
    • It’s important to find a balance between staying visible but not boring.
  • Type of content:
    • If you publish interesting and diverse materials (videos, polls, behind-the-scenes), you can do it more often.
    • If your content is more “serious” and requires more time to process (articles, infographics), it is better to publish less frequently but with higher quality.
  • Your resources:
    • Be realistic!
    • If you have a small team or a limited budget, don’t try to “embrace the immense”.
    • It’s better to publish less, but regularly and with high quality.

What happens if you post too often?

  • Your audience will get tired of the flow of information and start to ignore your posts (or even unfollow).
  • Social media algorithms can “punish” you for spamming by reducing the reach of your posts.

What happens if you post too rarely?

  • You will be forgotten!
  • Your competitors, meanwhile, will be actively gaining the attention of your target audience.

How to find the “golden mean?” 🥇

  • Start with the optimal frequency for each social network (see above).
  • Analyze the results: monitor your reach, engagement, and other metrics that matter to you.
  • Experiment: try increasing or decreasing the frequency of posts and see how your audience responds.
  • Don’t be afraid to adjust your strategy until you find the best option for your business!


  • The quality of content is more important than its quantity!
  • It’s better to publish less frequent, but interesting and useful materials that will engage your audience.
  • Find your own publishing rhythm and stick to it!

How to analyze competitors in social networks and use this information to develop your own business?

Imagine you are playing chess. Would you rush into an attack without studying your opponent’s moves? Of course not! ♟️ It’s the same in business: ignoring competitors is like playing blindfolded.

Competitor analysis is like a secret agent who gets valuable information for you. 🤫

What exactly is worth analyzing?

  1.     <Social media profiles:

Design and layout: Is their profile attractive? Is there a unified visual concept? What information is placed in the profile header?

Content: What types of content do they use (photos, videos, polls, stories)? What are the topics of their posts? How often do they publish new content?

Engagement: How many followers do they have? What is the level of engagement (likes, comments, shares)? How do they communicate with their audience?

Promotion: Do they use paid advertising? Do they hold contests and sweepstakes? Do they collaborate with bloggers and opinion leaders?

  1.     Their target audience:

Who are their subscribers? What is their age, gender, interests?

This will help you understand who your competitors are targeting and whether their target audience is the same as yours.

  1.     Their advantages and disadvantages:

What do they do well? What makes them stand out from the crowd?

What are their weaknesses? What can be improved in their SMM strategy?

This will help you identify your own advantages and find “free niches” in the market.

  1.     Customer reviews:

What are their customers saying about them on social media?

This will help you understand the strengths and weaknesses of their product or service, as well as the level of their service.

How to use this information?

  • Learn from the best: Feel free to borrow interesting ideas and approaches from your competitors. But don’t just copy them! Adapt these ideas to your brand and your target audience.
  • Stand out from the competition: Find your “zest”, something that will make your brand unique and memorable.
  • Fill in the gaps in the market: If your competitors don’t use any effective tools or don’t reach certain segments of the target audience, this is your chance to stand out!
  • Don’t be afraid to experiment and test new ideas: Competitor analysis can give you a lot of valuable insights, but don’t forget about your own creativity and intuition.

Tools for competitor analysis:

  • Built-in social media analytics: Most platforms provide free tools for competitor analysis.
  • Specialized services: SEMrush, Ahrefs, SimilarWeb, BuzzSumo, and other paid services provide advanced analytics and help automate the analysis process.

Remember: Competitor analysis is not a one-time event, but an ongoing process. Keep an eye on your competitors, analyze their actions, and adapt your strategy to new trends and changes in the market.


Is it possible to do without paid advertising on social networks when promoting a small business?

This question confuses many entrepreneurs, especially at the start. And the answer, as always, is not clear: yes and no.

Imagine opening a coffee shop on a busy street. Will customers come in if you just hang a sign? Maybe some will come in by chance, intrigued by the aroma of coffee. But the majority will simply pass by, not even noticing your coffee shop among other brightly colored signs.

Organic promotion: pros and cons


  • Free (almost): you don’t have to pay for impressions or clicks. But remember: time is also a resource!
  • Trust and loyalty: users treat organic content with more trust than advertising.
  • Long-term effect: quality content can attract new audiences and generate leads over time.


  • Limited reach: social media algorithms are constantly changing, and your posts may be seen by only a small portion of your followers.
  • Slow growth: Organic promotion takes time and effort. Don’t expect instant results!
  • High competition: Millions of companies and bloggers are fighting for users’ attention. It is becoming increasingly difficult to stand out from the crowd.

When is organic promotion enough?

  • At the start of your business: when you don’t have a big advertising budget yet.
  • To keep in touch with existing customers: share news, offers, and useful content.
  • To build expertise and trust: publish interesting and useful materials on the topic of your business.

When do you need paid advertising?

  • To quickly attract a new audience: targeted advertising allows you to “find” your potential customers by interests, behavior, and other parameters.
  • To promote special offers and promotions: advertising will help you quickly inform a wide audience about your promotions and drive sales.
  • To promote in a competitive market: if your niche is highly competitive, it will be difficult to stand out and attract customers’ attention without advertising.

The perfect formula for success in social media?

It’s a combination of organic and paid promotion!

  • Use organic promotion to create a positive brand image and build long-term relationships with customers.
  • Add paid advertising to accelerate business growth and reach a wider audience.

Remember: social networks are constantly evolving, so it’s important to follow trends, experiment, and adapt your strategy to new realities!



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