Building a Social Media Strategy That Works for SMBs

by | Jul 17, 2025 | Strategy Talk

Building a Social Media Strategy That Works for SMBs

Why Social Strategy Matters for SMBs

Small and mid-sized businesses (SMBs) face a unique challenge: maintaining an active, strategic presence across increasingly complex social media platforms. Social media is no longer optional. It’s not just where your customers spend their time, it’s where they validate your business.

According to research by Sprout Social, 68% of consumers follow brands on social media to stay informed on products or services, while 78% will buy from a brand after a positive social interaction. Whether you’re a high-growth startup or a local service provider, your social media strategy can make or break your digital credibility.

But here’s the good news: A thoughtful, flexible strategy doesn’t require an enterprise budget. It requires clarity, consistency, and the right mindset. In this blog, based on YaZo Group’s recent Strategy Talk episode, we explore how to build a social strategy that works for SMBs.

Part 1: Understanding the Role of Social Media in 2025

Social media has evolved from being a nice-to-have to a must-have. It is now the digital storefront for your brand. A consistent and credible presence is essential, especially as consumers increasingly treat social profiles like search engines.

The New Website: Social Proof as Digital Credibility

Much like a website in the early 2000s, your social presence today influences trust. A dormant or inconsistent feed can lead prospects to question your legitimacy. But a clear, vibrant feed with relevant content? That builds confidence.

The Necessary Opportunity, Not Evil

It’s time to shift your mindset. Social media isn’t a “necessary evil”, it’s a necessary opportunity to tell your brand story, spotlight your culture, and connect with your audience.

Part 2: The Three Pillars of Social Strategy

A successful strategy is rooted in three foundational areas:

1. Presence

This is the baseline. Are your social profiles set up? Are your logos, bios, and contact info consistent? Are you posting on a regular basis?

Best Practice Tip: Treat your social profiles like a landing page. Optimize bios with keywords, link to key content, and use your brand visuals consistently.

2. Engagement

This is where real impact starts. It’s not enough to post, you need to connect. That means:

  • Monitoring comments and mentions
  • Encouraging internal teams to share and engage
  • Creating content that invites conversation

Pro Tip: Internal engagement still works. Encourage staff to like, share, and comment. It trains the algorithm and expands your reach.

3. Growth

True ROI comes from turning engagement into business outcomes. That includes:

  • Driving traffic to your site
  • Generating qualified leads
  • Growing your audience and subscribers

Ask: What do I want my social media to do for my business? Drive that into your strategy.

Part 3: Strategy Before Content

Many SMBs fall into the trap of content for content’s sake. But without strategic clarity, content becomes noise.

Build with Intention

Every post should serve a purpose:

  • Educate your audience
  • Showcase your values and culture
  • Build credibility through case studies or testimonials
  • Promote services with context

Data-Driven Insights

Look beyond vanity metrics. Analyze:

  • Engagement Rate: Likes, shares, comments relative to reach
  • Click-Through Rate (CTR): Are people taking action?
  • Conversion: Are social interactions driving newsletter signups, inquiries, or sales?

Use these insights to refine your content and posting cadence.

Part 4: Choosing the Right Platforms

The best strategy focuses on where your audience actually is, not everywhere they could be. Here’s a quick breakdown:

  • LinkedIn: Best for B2B, thought leadership, recruiting, and testimonials
  • Instagram: Ideal for visual storytelling, lifestyle brands, and local SMBs
  • Facebook: Still strong for community-building, events, and paid ads
  • TikTok / YouTube Shorts: Great for discoverability, brand personality, and education

Audience Insight Tip: Not sure where your audience lives? Survey your customers. Ask which platforms they use most to find or follow brands.

Part 5: Repurposing for Sustainability

Time and resources are major constraints for SMBs. Repurposing content is how you scale.

Start With One Idea

For example, a Strategy Talk video can turn into:

  • 3 – 4 short-form video clips
  • 2 LinkedIn quote posts
  • A blog (like this one!)
  • A YouTube Short
  • A LinkedIn Newsletter

Consistency doesn’t mean always creating something new, it means reinforcing your message across formats and platforms.

Part 6: Passion Drives Performance

Audiences can feel energy. If your team isn’t enthusiastic about what they’re posting, your engagement will suffer.

As YaZo Group shared in our talk, if leadership isn’t excited, it may be time to reevaluate:

  • Is our message aligned with our purpose?
  • Are we highlighting the parts of our business we’re proud of?
  • Do we need to shift who is telling our story?

Great content comes from authentic belief in your value.

Reset Your Social Strategy with YaZo Group

If your social media strategy isn’t performing, it might not be the algorithm, it could be your approach. Building a strategy that works for SMBs means:

  • Starting with purpose
  • Focusing on platforms that matter
  • Measuring what counts
  • Repurposing content for sustainability
  • Infusing every post with passion

At YaZo Group, we help businesses craft ROI-driven strategies that clarify their message, amplify their presence, and fuel growth.

Ready for a social strategy reset?

Connect with us for a free discovery session!