GROWTH PLAYBOOK:

BIG Strategies Every SMALL Business Needs

THE GUM PROCESS

Social Media Marketing Isn’t Optional —
It’s Foundational.

Investing in social media marketing is a powerful step for any small business aiming to build brand awareness, connect authentically with its community + drive sustainable growth. But if you’ve never developed a social strategy before, you might be wondering—where do you even begin?

While every business’s approach will look a little different, most successful social media strategies follow a structured (yet flexible) framework that keeps content purposeful, engaging + aligned with long-term goals.

BIG ENGAGEMENT STARTS SMALL.

BIG ENGAGEMENT STARTS SMALL.

In today’s constantly evolving digital world, it’s increasingly tough for small businesses to break through the noise—that’s where smart social media marketing makes the difference.

Partnering with the right strategy (and in some cases, outside experts) can take your online presence to new heights—bringing fresh ideas, expert guidance, and strategy-first thinking that will help you reach your goals more quickly + with more confidence.

1.
Strategy First, Platforms Second

Before you decide whether you’re on Instagram, TikTok, Facebook, LinkedIn (or all of them), you need to figure out why you are on social. What do you want to achieve: brand awareness? Lead generation? Customer loyalty? Your goals should guide which platforms, what content, and most importantly, what voice you use.

2.
Expertise You Can Trust

You may not have a full-time social media specialist, but you can tap into expertise. Whether that means working with a freelancer, small agency, or consultant, bring in people like GUM who understand algorithm changes, content formats, the best posting times, and understanding analytics. Their knowledge helps avoid wasted effort, reach more people and continue to improve over time.

3.
A Fresh Perspective

When you're immersed in your products, service, or operations, it’s easy to lose sight of what your audience actually cares about. Outsiders (customers, community members, even non-staff feedback) can help you see what content resonates, what messages are confusing, or what opportunities you’re missing—stories you might not realize are there.

4.
Consistency Across All Channels

Your audience may see your brand in many places—your website, Facebook page, Instagram stories, YouTube, even physical signage or packaging. Ensuring consistent voice, visual style, messaging and posting frequency builds trust + recognition. When people see you in multiple places + the brand feels coherent, they’re more likely to engage, buy and refer.

5.
Save Time + Resources

Small businesses have limited bandwidth. A smart social media process helps you get more out of what you invest. That might mean using content calendars, repurposing content across platforms, scheduling tools, or just leveling up your templates. So instead of creating entirely new content every time, you amplify what you have.

6.
Ongoing Support + Fine-Tuning

Social media trends, algorithms and audience habits shift quickly. What worked six months ago may no longer work. Keep measuring: which posts perform, when people are most active, what content your audience saves or shares. Then refine and adjust content mix, posting schedule and messaging. Learn from both wins + misses.

Partnering with a focused social media marketing approach can be a game-changer. It’s more than just “being online”—it’s about having a plan that reaches the right people, amplifies your brand + grows your small business sustainably.