Let's be honest: Everyone tells you that you NEED to be on social media. But nobody tells you the truth about what it really takes to make it work.
If you own a small business, you've probably heard things like "social media is free marketing!" or "just post a few times a week!" The reality is very different.
This article tells you the truth about social media marketing. No hype. No promises of getting rich quick. Just real information to help you make smart choices for your business.
The Hard Truth About Social Media
Social media used to be free and easy. Not anymore. Here's what actually happens now:
Facebook changed the rules:
- In 2022, about 8 out of every 100 followers saw your posts
- Today, only 1 or 2 out of every 100 followers see your posts
- That means if you have 1,000 followers, only 10-20 people see what you post
Instagram did the same thing:
- Used to be 19 out of 100 people saw your posts
- Now only 4 out of 100 people see them
Why did this happen? Because Facebook and Instagram want you to pay for ads. The "free marketing" is gone.
What It Really Costs
Here's what you actually need to spend to make social media work:
Money: $2,000 to $5,000 per month
This includes:
- Paying for ads (because free posts don't work anymore)
- Tools to schedule and manage your posts
- Someone to create good photos and videos
- Someone to respond to comments and messages
Time: At least 10 hours every week
That's about 2 hours per day, just for social media.
Patience: 6 to 9 months before you see real results
Not days. Not weeks. MONTHS.
Most small business owners spend less than 5 hours a week on social media. That's not enough to make it work. And most spend less than $1,000 per month. That's also not enough.
The Burnout Problem
Here's something nobody talks about: 63% of people who manage social media for businesses feel burned out.
Why? Because:
- You have to be online all the time
- The rules keep changing
- People expect you to respond within 24 hours
- You deal with negative comments
- You never know if your posts will actually reach anyone
If you're already busy running your business, adding social media on top can be overwhelming.
What About Different Platforms?
Let's break down which platforms work best for different types of businesses:
For Service Businesses (Plumbers, HVAC, Salons, Electricians)
Best choice: Facebook
- Reaches the most adults
- Good for local targeting
- People expect to find service businesses here
Second choice: Instagram
- Great for before-and-after photos
- Good for visual services like salons or landscaping
For Restaurants and Retail Shops
Best choice: Instagram
- People discover products here
- Food photos work really well
- Can tag products for easy shopping
Second choice: TikTok
- Videos can go viral fast
- Great for restaurants and beauty businesses
- Reaches younger customers
Skip These Platforms
LinkedIn: Only use if you're a business that sells to other businesses (like accounting or consulting). Don't use it if you're a restaurant, salon, or home service business.
Twitter/X: Don't use it. The platform is declining and won't help local small businesses.
What If You Can't Afford $2,000+ Per Month?
Good news: You have other options that might work better for you.
Better Alternatives When Budget Is Tight
1. Focus on Google Business Profile (FREE and POWERFUL)
- Claim your free Google Business Profile
- Add photos of your business
- Keep your hours updated
- Ask happy customers for reviews
- Post updates once a week
This is MORE important than social media for local businesses. 97% of people use Google to find local businesses.
2. Start an Email List
- Email marketing makes $42 for every $1 you spend
- You OWN your email list (unlike social media followers)
- Takes less time than social media
- Direct line to your customers
Start simple: collect email addresses from customers and send a monthly newsletter.
3. Build a Simple Website with Good SEO
- Your website is yours forever
- Social media platforms can change rules anytime
- Good content on your website keeps working for years
- Shows up in Google searches
4. Don't Forget Traditional Marketing
- Local newspaper ads
- Community events
- Networking groups
- Direct mail (it actually works!)
- Partnerships with other local businesses
Action Plan for Small Budgets
If you can only spend $500-1,000 per month total on marketing, here's what to do:
Week 1: Set Up the Basics
- Claim and complete your Google Business Profile
- Add your best photos
- Write a clear description of what you do
- Make sure your phone number and hours are correct
Week 2: Start Collecting Emails
- Get a free email service (like Mailchimp)
- Add a signup form to your website
- Ask customers if they want to join your email list
- Offer something small in return (a discount or tip sheet)
Week 3: Pick ONE Social Media Platform
- Choose Facebook for service businesses
- Choose Instagram for restaurants or retail
- Post 2-3 times per week (not every day)
- Respond to all comments within 24 hours
Week 4: Ask for Reviews
- After a good service, ask the customer for a Google review
- Make it easy (send them a direct link)
- Thank everyone who leaves a review
- Reviews matter more than social media posts
Monthly: Send One Email
- Share a helpful tip
- Announce a special offer
- Tell a customer success story
- Keep it short and helpful
Should You Still Use Social Media?
Here's how to decide:
YES, invest in social media if:
- You can spend $2,000+ per month
- You have 10+ hours per week to dedicate to it
- You can wait 6-9 months for results
- You have good photos or videos (or can hire someone)
- Your business is visual (food, fashion, beauty, design)
NO, focus on other marketing if:
- Your budget is under $1,000 per month
- You're already overwhelmed with work
- You need customers RIGHT NOW
- You don't have anyone to create good content
- Other marketing is already working well for you
The Hybrid Approach (Smart for Most Small Businesses)
Instead of going all-in on social media OR ignoring it completely, try this:
The Smart Small Business Marketing Mix:
- 50% Google Business Profile + Local SEO (Your website and Google listing)
- 30% Email Marketing (Build your list, send monthly updates)
- 20% Light Social Media (Pick ONE platform, post 2-3 times per week)
Use social media to drive people to your email list. Focus on channels you own.
The Bottom Line
Social media CAN work for small businesses, but only if you have the right resources. Don't believe anyone who says it's free or easy.
If you can't commit $2,000+ per month and 10+ hours per week, you're better off focusing on:
- Google Business Profile (free and powerful)
- Email marketing (best return on investment)
- Your website with good SEO
- Traditional local marketing
These alternatives often work BETTER than social media for small businesses with limited budgets.
Need Help Figuring Out Your Marketing Strategy?
Every business is different. What works for a restaurant won't work for a plumber. What works with a $5,000 budget won't work with a $500 budget.
Daevara Consulting helps small businesses create marketing plans that fit their actual resources and goals. We'll help you figure out:
- Which marketing channels make sense for YOUR business
- How to spend your budget wisely
- What you can do yourself vs. what you need help with
- Realistic timelines and expectations
- How to measure if it's actually working
We don't push expensive social media campaigns if they don't make sense for you. We help you build a marketing strategy that works with your reality, not against it.
Contact Daevara today for an honest conversation about your marketing. No hype. No unrealistic promises. Just practical guidance to help your business grow.