Tammivaara Digital Marketing

Running a small business has its advantages. Things are often easier to manage more flexibly, information flow and decision-making are faster, and the work community is often more intimate and cohesive.

However, there is a flip side to the coin. Resources, such as time and staff, may not always suffice for everything you would like to do. In my experience, maintaining social media can often be forgotten amidst all the other work and planning, especially in the tech field.

This is unfortunate, as social media is an excellent channel to reach a vast number of potential customers with little money and effort. Social media is also an excellent tool for building a brand and keeping an existing customer base up to date and interested.

So, if you own a small technology company and you’re pondering your marketing strategy, this article is for you. I’ll go through a few practical tips for efficient and successful social media management for small tech companies.

Identify the Right Platforms

Choosing the right platforms is crucial for establishing an effective social media strategy. You want to be where your customers are. It makes no sense to waste time and resources creating accounts on platforms where you won’t reach the people you want to.

The selection of a platform or platforms must depend not only on your specific field but also on your motivation and interests. I often emphasize that when creating the content is fun, it also gains visibility.

Below, I have listed some of the most common social media platforms, their benefits, and what I think they are best suited for. Depending on your resources, I recommend choosing initially 1-3 platforms that you have the resources to plan for and update regularly.

• LinkedIn: In B2B businesses, LinkedIn is the platform to start with and essential for professional networking, sharing industry insights, and generating leads.
• Facebook: Facebook is quite effective for B2C companies wanting to reach a broad demographic. It’s immaculate for targeted advertising, brand awareness, community engagement, and customer service.
• Instagram: Instagram is quite visual and often recommended for retail, lifestyle, food, fashion, and beauty businesses. But suppose you are a tech business owner passionate about photography or making videos. In that case, Instagram can be a great and fun platform to tell stories, showcase your products, and collaborate with influencers.
• X: X is an ideal platform for real-time communication and frequent updates for both B2B and B2C companies. It is also an excellent place to participate in industry conversations and grow brand awareness.
• TikTok: If you are targeting a slightly younger demographic and willing to engage in creative, trend-driven content, TikTok is the platform for you. Creating TikTok videos can be time-consuming, but also a fun activity to do with co-workers and boost the spirit in the company.
• YouTube: Creating YouTube videos probably needs the most investment of all the platforms, but again, if you have a passion for video-making, it is the perfect choice. You can reach a vast audience through, for example, tutorials or reviews.

Find Content Strategies That Work

Creating a content strategy in the technology sector again depends on the platform, target audience, resources, and services or products you offer.

However, I can give some general recommendations (I will put the platforms I recommend in parentheses after the content type.):

• Share tutorials, webinars, and blog posts that explain complex technological concepts in your field in simple terms. This kind of content is highly valuable (all platforms).
• Give your audience a peek into the day-to-day operations of your tech company. This could include showcasing your development process, office culture, or how your team solves complex tech problems. This kind of content is engaging and usually fun to do. (Instagram reels, TikTok, YouTube).
• Showcase your products/services through demonstration videos or infographics (all platforms).
• Share your insights on the latest technology trends and news (LinkedIn, Facebook, X).
• Provide useful tips, tricks, and hacks related to your technology or the wider tech industry (all platforms).
• Share insights, key takeaways, and highlights from industry events and conferences you attend (LinkedIn, Facebook, X).
• Polls, quizzes, and question sessions about technology topics can increase engagement and interaction with your followers (all platforms).

When you have decided on the platforms and what kind of content you want to make, make a content plan. Decide how many times a week you want to and can post and stick to it. For example, Canva has a great content planner where you can schedule posts upfront.

Feel free to message me if you need help crafting a content strategy for your tech business!

Measure

One key factor in an effective social media strategy is monitoring analytics. It’s very rare to get everything right on the first try. Working with social media is rather a cycle of continuous experimentation, measurement, and modification.

By tracking the success of your content with various metrics (social media platforms usually have pretty good built-in tools for this), you can find out what type of content interests your audience and what you should do more of.

Do it Your Way

This was a small glimpse into what an effective social media strategy can include for a small tech company. And I’ll repeat this: These are recommendations based on my own experience, and the most important thing is that you find the way of doing social media that suits your business best and is most enjoyable for you.

Whether that means doing everything yourself, with your team, or hiring an external creator, the most important thing is that your social media reflects your company’s values and goals.

I’m here for you if you need a helping hand to take your online presence to the next level!