Low on reach? 5 social media things that are holding your small business back
Everyone, every business, and every cat has their own social media account. And your account is up there too. But despite your efforts, you face things like -
You don’t know what to post
Once you do post, it feels like no one sees it
And, you don’t have enough time to post if I am not getting any value in return.
Building social reach is a tricky thing to crack on social media. And if your reach is low, then I’m assuming you're not seeing any valuable results from your efforts on social media either.
So why are you putting effort if it just feels like a giant black hole?
But I’m here to tell you -
you CAN get results out of your social media, and you don’t have to go viral to do so. But, for starters, here are three things that might be holding your business back when it comes to your social media.
1. Using your social media (solely) to sell to your audience
If I were to pull your last 10 posts, how many of them are you promoting your business? If the answer is more than 50% you may be falling prey to this.
Your audience wants to know that you know them; you understand their pain points even if they haven’t recognised them themselves. You might be busy building posts to convert your audience instead of building content that builds your audience’s trust.
Which brings me to the next point…
2. Not using your social media to connect or start a conversation with your audience
Once you find your pain points, social media is a way to build your community. According to Retail Touchpoints, a Harris Poll revealed that 82% of shoppers want a brand's values to align with their own, and three-quarters have parted ways with a brand over a conflict in values.
What are your followers dealing with this week? This month?
For example, with a fitness studio client, we found that attendance of members falls drastically in February and March, right before they quit their memberships. So we launched a content series on how they can stay motivated during this time of year.
We also found out that this winter is causing families to be stuck inside with their kids. So, we hit them with the fun parenting memes, before encouraging them to bring their kid in for a free trial.
3. Optimizing your Bio
That bio on your TikTok or Instagram is prime SEO real estate! Perfect for that one person who stumbles on your content and is interested in finding out what your page is all about.
We are increasingly finding that people are using TikTok search bars more than googling their answers. Ensure that you are looking into what people are googling, and put those key words on your bio let them know, they found the right place.
4. Posting every day
But does it resognate with your customers?
I always say to boost posts that are performing well on the KPIs they are intended for. If one post is meant for new customers gains you more followers, put some money behind it. If one post is getting you more sign-ups than usual, give that one more exposure! This also helps you know what metrics to set it for.
What are the takeaways?
KNow thy audience
Can you cut through the noise and reach them where they going to see you most? Do you know what makes. Maybe ask yourself this question -
Do I understand my audience’s POV (point of view)?
Take the time, or hire a professional on Fiverr or Upwork that can do some market research to help build out your buyer’s persona online, where they are at, and how to reach their POV to give content that is relatable, entertaining and how you can build trust with them through their pain points.
Once you know exactly who your audience is inside and out, it should feel like you struck gold.
2. Use Social media the way people use it
People consume social media.
If you want to create content for people, give them the content they want to consume.
In Hootsuite, they did their 2025 trend report and the underlying thing that people want from their social media is to be entertained.
It’s okay to think outside the box, as long as it aligns with your company’s message and brand.
And lastly, I wouldn’t be me if I didn’t tell you -
3. Know thy social media strategy
Be intentional about your posts.
What’s the goal? Where’s the North Star?
You CAN measure ROI for your social media. And you can do so by ensuring you have a plan to
Generate new followers - Catch your audience’s POV with content they deeply relate too! Because you did the work to understand them
Convert them - build enough excitement that causes your audience to act.
Delight them - Show them why they stay. Show them brand-centric and the morals your company stands behind.
