Blog Post

In the digital age, social media has become an essential tool for any business. However, when the budget is tight, the strategy must be particularly efficient, and the primary focus is on creating quality content. While this content is key to building a brand’s presence, there are significant challenges when the follower base is small and has low engagement. Below, we’ll explore how to address these situations and outline a path toward sustainable growth.

The first step in any social media strategy, regardless of budget, is content creation. This is where creativity must shine to produce posts that:

• Are visually appealing.
• Provide value to the target audience.
• Spark conversations or motivate actions.

However, it’s important to understand that content alone is not enough to organically grow visibility, especially if the initial audience is small and lacks engagement.

When an account has few active followers, it’s normal for posts to under perform. This doesn’t necessarily reflect the quality of the content but indicates the limited visibility platforms grant to accounts with inconsistent interactions.

To address this:

• Avoid early frustrations: Educate about the natural limitations of organic reach for small accounts.
• Aim for consistency: Publish regularly to build a solid content foundation, showcasing professionalism and commitment to the brand.

Once there’s sufficient content published, the next step is amplifying visibility. For accounts with limited budgets, this involves sharing posts in relevant interest groups within target communities.

Given the constraints of time and resources, it’s essential to:

• Identify 2-3 key groups that align with the business audience.
• Distribute content strategically, avoiding overloading the same groups with repetitive posts.
• Genuinely engage in these groups to build relationships and foster interest in the brand.

Sustainable growth requires a combination of efforts. While the budget may be limited, it’s crucial to consider small investments in paid advertising to:

• Promote key posts.
• Reach specific audiences.
• Generate an initial flow of traffic to social media accounts or the website.
• If you do not have a website at this point, it is important that you get it up and running as soon as possible. If the budget is viable developing a landing page that will at least allow you to capture information about your visitors for retargeting is feasible. Please consult with your digital marketing advisor to understand this concept

The key is to educate the client about advertising as a complementary tool—not an expense, but a strategic investment for their business.

To overcome time and budget constraints, consider the following strategy, which combines education, action, and consistency:

1. Educate the client continuously:
   • Explain how social media algorithms work and the challenges of a small account.
   • Could you identify concrete examples of how other brands have grown using similar strategies?
   • Don’t expect your account to grow 1000% just by posting. This requires time especially quality content that adds value to the audience.
2. Create actionable content:
   • Include clear calls-to-action, such as promotions, contests, or invitations to comment, to encourage interaction from the current followers.
   • Use varied formats like short videos, infographics, or posts with direct questions.
3. Optimize posting times:
   • Post during hours when the audience is most active.
   • Dedicate time to responding to comments and messages to increase engagement.
4. Design low-cost campaigns:
   • Allocate a small percentage of the budget to campaigns targeting specific audiences on social media.
   • Use proven posts as the basis for ads.
5. Encourage community participation:
   • Conduct surveys, pose questions, or create challenges that engage followers.
   • Partner with other brands or influencers who share similar audiences.

Growth on social media is a continuous process that requires dedication and a long-term vision. It’s crucial for the client to understand that building an active community and achieving a higher return on investment requires maintaining the level of content creation, investing in ads when possible, and fostering interaction with their audience.

With well-defined strategies and transparent communication, even with limited budgets, significant results can be achieved, paving a solid path toward digital success.

If you’re ready to start your journey into the digital world to power your business, contact us now.