BACK
Social Media Has Never Been More Important to Your Small Business
Taylor Tunnison • February 17, 2022

In the digital age, few things have been as influential as social media. What began with Six Degrees and Myspace quickly grew into Facebook, YouTube, Twitter, LinkedIn, Instagram, and more. These engaging platforms serve many functions from casual to professional. Small businesses, in particular, use them to reach out and connect with their audiences. Companies can also promote themselves on these platforms for a fraction of the cost of traditional advertising. These are some of the main reasons why social media is so important for your small business.

Plenty of Platforms

There’s no shortage of options when it comes to social media. Choosing the right one(s) is the first step, though it can be tougher than you may think. Many people consider Facebook to be the most popular among the bunch. While this is true globally (it has nearly 3 billion users), research suggests YouTube is taking over in the U.S. Instagram continues to grow, as does TikTok, though mostly among adults under age 30. Small businesses can tap into these massive channels to meet consumers where they already are. The trick is finding the right platform for your unique goals, industry, and audience.


Facebook is a good place for small businesses to get started. It’s likely that you’ll reach some, if not most, of your target market on this platform. Facebook allows users to create a Business Page separate from their personal profile. Companies can display their address, contact details, and hours of operation alongside examples of products and services. They can share photos, link to their website, and engage directly with diverse crowds of users. An active Facebook Business Page shows that your company is trustworthy and interested in customer service. If you haven’t created one yet, we highly recommend doing so as soon as possible.


LinkedIn is a great tool for B2B companies who wish to establish themselves. It functions like other platforms in many ways, supporting external links, photos, videos, and direct messaging. Companies use LinkedIn to promote products and services, as well as find new hires, prospects, and business partnerships. YouTube is another popular platform that’s mainly used to share video content. Both of these channels can serve as online resources, especially for U.S. customers, to learn more about your company. If you create professional or video content, consider starting a LinkedIn or YouTube page.

Low Barrier to Entry

There’s little reason for small businesses to avoid social media. It’s basically free digital advertising and many customers expect it from their favorite brands. Also, most providers allow companies to create a profile for no cost whatsoever. Your time and creativity are the only real barriers to entry.


Social media platforms are some of the best places to publish content online. Whether your brand strategy involves silliness or sincerity, there’s an audience for it somewhere. The trick is finding and targeting the right demographic for your unique message. Once you’ve found a niche, it’s important to create new relationships and nurture your loyal followers. This is best done through constant updates and a genuine effort to connect on an emotional level.


Consistency is key when it comes to social media. People want to see that your company cares about something, whether it’s current events, industry updates, or community support. That’s why we recommend posting to social media at least once a week per platform. Maintain a regular posting frequency that suits your goals and resources. Over time, a consistent message will resonate with your audience and invite them to engage. Don’t despair if your page doesn’t gain many followers overnight. It takes time and effort to build an online following. Pay attention to popular trends and which posts attract the most attention. Luckily, most platforms support detailed analytics that provide insight into what kind of content performs the best.

Tons of Features

Social media platforms are accessible to a large number of people. In fact, statistics suggest that the average American spends over an hour on their favorite platforms every single day. They research companies, connect with family members, and share updates about things that matter to them. Regardless of the platform, social media always provides companies with a wide array of useful features.


Facebook and Instagram recently added the Stories function. This feature allows pages to display certain content for 24 hours at a time. Stories tend to generate a lot of engagement because they’re short, sweet, and easy to glance through quickly. Pages can include GIFs, links, music, slider bars, polls, and questions on these temporary Stories. Users can then react to them with an emoji or send a comment straight to the page owner. Instagram also allows pages to add Stickers to their Stories which serve as direct calls to action for users. For example, pages can prompt visitors to make a purchase without ever leaving the app. Using all the available features will help you build relationships, boost engagement, and generate leads from social media.


One of the best parts about these digital channels is the amount of data they provide. Most platforms collect data on reach, impressions, engagement, clickthrough rate (CTR), demographics, and user activity. Understanding these essential social media terms takes some time, but it’s worth it in the end. Without spending a single dollar, businesses can gain insight into the performance of their content and adjust for growth. However, a little bit of money goes a long way on social media.

Affordable Advertising

Many social media platforms offer paid advertising options. For example, Facebook allows pages to “boost” a post for as little as $1 per day. Boosted posts display to wider audiences than those currently following a page. Pages can also directly target users by demographics like age, interests, and location.


Paid ads can radically increase the reach of social media posts. There’s almost no limit to the number of people boosted content can be shown to. Business Pages can also customize ad campaigns with specific goals in mind. This is crucial for new product launches, seasonal promotions, or time-sensitive events. Let’s say you’re offering a big sale next month. Organic posts are a great way to spread the word, but you can easily reach more people by boosting. Even small ad budgets can have a major impact, quickly attracting thousands of new users to your content. This often translates to a low cost per click and a successful campaign. When paired with a landing page or website link, these ads are much more powerful. Paid content is a cost-effective way to gain more clicks, promote campaigns, and grow brand loyalty over time.


Instagram, LinkedIn, and YouTube also offer advertising services. The minimum ad spend on Instagram is either $1 per day for impressions, or $5 for clicks and engagement. LinkedIn requires $10 per day and the minimum lifetime budget for new campaigns is $100. In contrast, there’s no minimum amount to advertise on YouTube. However, it follows a cost-per-click/view model, meaning you only pay when users see or engage with your ad. There are many types of YouTube ads with various costs, so be sure to do your research.

Social Media Works

Facebook and other social media channels changed how companies market themselves. These freely accessible resource hubs make it easier than ever to connect with new and current customers. While organic content isn’t always as impactful as promoted posts, it does show a company’s authenticity. Finding your voice on social media is one of the best things your small business can do to boost its online presence. If you could use some help in this area, we encourage you to contact us for support.

 

*Originally published on September 10, 2020

Are You Interested In More?

SCHEDULE A MEETING

Share This Post With Your Friends

Latest Posts

Email Marketing Strategies That Convert

August 25, 2025
In the fast-paced world of digital marketing, email continues to be one of the most effective ways to reach your audience directly. Unlike social media posts that get buried or ads that get skipped, emails land in your customers’ inboxes, giving you a unique opportunity to build real connections, inspire trust, and drive action. At True North Technologies , we specialize in helping businesses craft email marketing campaigns that not only get opened but actually convert, turning casual readers into loyal customers and advocates. If you’re ready to unlock the full potential of your email marketing, you’ve come to the right place. The Power of a Strong Subject Line Your subject line is your first impression and your chance to grab attention. A good subject line should be clear, relevant, and enticing enough to make someone want to open your email. Personalizing it with the recipient’s name or referencing their interests can boost open rates dramatically. Think of it as an invitation to a conversation rather than a sales pitch. Personalization and Segmentation: Speaking Directly to Your Audience Generic emails are easy to ignore. Instead, use personalization to make each recipient feel like the message was crafted just for them. This could be as simple as using their first name or as advanced as tailoring content based on past purchases or browsing behavior. Segmentation takes this a step further by grouping your email list into smaller, more targeted segments based on demographics, location, engagement level, or buying habits. When you send relevant, timely messages to each segment, you increase the chances of engagement and conversion. Design and Clear Calls to Action An email that looks cluttered or doesn’t display well on a mobile device can turn readers off quickly. Keep your design clean, simple, and visually appealing with images or graphics that complement your message. Your call to action (CTA) should be clear and stand out. Whether you want recipients to shop a new product, read a blog post, or sign up for a webinar, the CTA guides them on what to do next. Make it obvious and easy to follow, so your readers don’t have to guess. The Magic of Automation Automation lets you send the right email at the right time without manual effort. Welcome emails for new subscribers, reminders for abandoned shopping carts, and follow-ups after purchases keep your brand top of mind and help nurture leads through the customer journey. Automated campaigns can feel like personalized conversations rather than mass marketing blasts, making them a powerful tool to boost engagement and sales. Analyzing and Optimizing for Better Results Sending emails is just the start. Tracking metrics like open rates, click-through rates, and conversions tells you what’s working and what isn’t. Maybe your audience prefers receiving emails in the morning, or maybe certain offers get more clicks. Use this data to continuously improve your campaigns. Optimization is a cycle, test different subject lines, tweak your email design, experiment with send times, and refine your audience segments. The goal is to learn and adapt so every email performs better than the last. Keeping Your Email List Healthy A clean email list is essential for deliverability and engagement. Removing inactive or invalid addresses prevents your emails from bouncing or landing in spam folders. Always respect unsubscribe requests to maintain trust and protect your sender reputation. Regularly cleaning your list helps ensure that your emails reach the people who truly want to hear from you. Authenticity Builds Loyalty Inboxes are flooded with generic marketing messages. What makes your emails stand out is authenticity. Be genuine in your messaging, share real stories, behind-the-scenes glimpses, or customer testimonials. Write in a tone that reflects your brand’s personality, making readers feel like they’re hearing from a trusted friend rather than a faceless company. Authentic emails foster stronger connections and long-term loyalty. How True North Technologies Can Help At True North Technologies, we specialize in crafting email marketing strategies that convert. From creating compelling content and personalized campaigns to automating sequences and analyzing performance, we partner with businesses to turn email marketing into a powerful growth tool. Explore our digital marketing services to learn how we can help your brand engage, convert, and grow through email and beyond.

How to Optimize Your Google Business Profile for Maximum Exposure

August 15, 2025
In today’s digital-first world, your Google Business Profile (formerly Google My Business) is often the first impression potential customers have of your company. Whether you run a local shop, a service-based business, or a large enterprise, optimizing your Google Business Profile can significantly boost your visibility, build trust, and drive more leads. At True North Technologies , we understand the power of local SEO and want to help you maximize your profile’s potential. Here’s a step-by-step guide to get your Google Business Profile working for you. 1. Claim and Verify Your Profile If you haven’t already, the first step is to claim your Google Business Profile. Simply go to Google Business Profile and follow the prompts to either create or claim your business listing. Verification usually happens through a postcard, phone, or email. This step is crucial because only verified businesses can manage their profiles and access valuable insights. 2. Complete Every Section with Accurate Information Google favors profiles that are thorough and accurate. Be sure to fill out every section: Business Name: Use your exact business name as it appears in real life. Address: Provide a precise, up-to-date address to help Google show your business in local search results and maps. Phone Number & Website: Make it easy for customers to contact you or learn more. Hours of Operation: Keep these updated, especially during holidays or special events. Business Category: Choose the most relevant category for your business — this helps Google connect you with the right audience. 3. Add High-Quality Photos and Videos Visual content attracts attention and builds trust. Upload professional photos of your storefront, team, products, or services. Videos showcasing your business in action can also boost engagement. Aim for diverse images that accurately represent your brand and keep your profile lively and inviting. 4. Encourage and Respond to Customer Reviews Reviews are a key factor in local SEO and customer decision-making. Encourage satisfied clients to leave honest reviews on your profile. Take time to respond thoughtfully to all reviews, thank positive reviewers and address any concerns in a professional manner. This interaction shows prospective customers that you care about their experience. 5. Use Google Posts to Share Updates and Offers Google Posts allow you to share timely updates, promotions, events, or news directly on your Business Profile. Regular posts keep your audience informed and signal to Google that your business is active. Think of this as a mini social media platform that appears right in search results. 6. Leverage Q&A to Provide Helpful Information Google Business Profiles include a Q&A section where potential customers can ask questions about your business. Monitor this regularly and provide clear, helpful answers. You can even preemptively add common questions and answers to guide users and reduce friction. 7. Monitor Your Profile’s Performance with Insights Google offers valuable analytics that show how customers find your profile, what actions they take, and where they’re located. Use these insights to adjust your strategy and focus on what’s working best. True North Technologies can help you interpret these data points to drive even better results. Why Work with True North Technologies? Optimizing your Google Business Profile is just one part of a broader digital marketing strategy. At True North Technologies, we specialize in SEO, website development, and reputation management to help your business shine online. If you want expert guidance or hands-on help to get your profile and your entire online presence performing at its best, reach out to us today. Optimizing your Google Business Profile is a powerful way to increase local visibility, attract more customers, and grow your business. Start implementing these tips now to unlock your profile’s full potential. Contact us today!

Why Digital Ads are Essential for Today’s Businesses

July 30, 2025
In today's hyperconnected world, digital advertising isn’t optional, it’s essential. With consumers spending more time online than ever before, businesses that want to stay competitive need to meet their audience where they already are, on social media, in search engines, and across websites and apps. At True North Technologies , we help businesses harness the power of digital ads to increase visibility, generate leads, and drive measurable growth. If your business isn’t investing in digital advertising yet, now is the time to start, and here’s why. What Are Digital Ads? Digital ads are paid advertisements that appear online across platforms like Google, Facebook, Instagram, YouTube, LinkedIn, and more. They can take many forms, including: Search ads (Google Ads) Display ads (banners on websites) Social media ads Video ads Retargeting ads Mobile in-app ads The key advantage? Unlike traditional advertising, digital ads are targeted, trackable, and flexible, giving businesses control over who sees their message and how much they spend. 6 Reasons Digital Ads Are Critical in 2025 1. Your Customers Are Online Over 5 billion people use the internet globally, and many of them browse multiple platforms every day. Whether you run a local business or an e-commerce store, digital ads ensure you show up at the right time, in the right place, to the right people. 2. Highly Targeted Reach Digital advertising lets you pinpoint your ideal customer based on demographics, interests, online behavior, location, and more. Instead of wasting dollars on a broad audience, your ad budget works smarter not harder. 3. Real-Time Performance Tracking With digital ads, you’re never going to guess. You’ll see real-time metrics on impressions, clicks, conversions, and ROI. This transparency allows for continuous optimization and smarter decision-making. 4. Cost-Effective Marketing Whether you're working with a $200 budget or $20,000, digital ads are scalable. You can set daily or monthly caps, pause underperforming campaigns, and focus on high-performing keywords or audiences. It’s one of the most budget-friendly ways to test and grow. 5. Supports SEO and Organic Growth Running paid ads alongside an SEO strategy helps increase brand exposure. When users see your business in both organic results and paid placements, it builds trust and improves click-through rates, especially in competitive industries. 6. Drives Measurable Business Results From driving traffic to increasing sales or generating leads, digital advertising is directly tied to business growth. With a clear call-to-action and optimized landing pages, your ads can guide users straight to conversion. Digital Ads in Action: What We Do at True North Technologies At True North Technologies, we partner with businesses to create digital advertising strategies that are built around your unique goals. Whether you're aiming to increase brand awareness, generate leads, or drive online sales, we focus on delivering measurable results through smart targeting, engaging creative, and continuous optimization. Our team manages every step of the process, from campaign planning and audience research to ad design, performance tracking, and strategic adjustments. We’re not just setting up ads, we’re building a system that works in sync with your overall digital marketing strategy. Real Talk: Digital Ads vs. “Doing Nothing” Some business owners hesitate to invest in ads because they’ve tried it in the past without success or think their organic traffic will carry them. But in 2025, doing nothing is riskier than trying something new. Competitors are already reaching your customers online. If you’re not showing up in search results or social feeds, you’re invisible. And invisibility doesn’t grow revenue. Final Thoughts Digital advertising isn’t just about getting clicks, it’s about driving real business outcomes in a digital-first world. It’s efficient, cost-effective, and essential for any business looking to scale in today’s marketplace. If you're ready to start seeing measurable results from your marketing efforts, we’re here to help. At True North Technologies, we make digital ads easy, strategic, and impactful. Ready to grow your business with digital advertising? Let’s talk!