How Can You Scale Social Media Marketing as Your Business Grows?
Scaling social media marketing efforts can be a complex challenge as your business expands. We’ve gathered insights from entrepreneurs, CEOs, and other marketing professionals to bring you a comprehensive guide. From amplifying your personal brand to investing in evergreen content, explore the fifteen strategies provided by industry experts to effectively scale your social media presence.
- Amplify Your Personal Brand
- Choose the Right Platforms
- Focus on Systems Over Tasks
- Implement Access Controls
- Set Clear Goals and Utilize Automation
- Outsource to Specialized Freelancers
- Adopt Agile Marketing Principles
- Foster a Strong Community
- Craft Engaging Content
- Leverage User-Generated Content
- Work Smarter With Automation
- Repurpose Content Effectively
- Revise Strategies for Growth
- Segment Audience for Targeted Content
- Invest in Evergreen Content
Amplify Your Personal Brand
In today’s digital world, building and having a trusted personal brand is becoming increasingly important. A personal brand not only amplifies your business’s message but also builds trust and credibility with your audience. As your business grows, your personal brand should be scaling alongside it.
I’ve experienced this firsthand with my success on LinkedIn and Twitter. By committing to daily posts on LinkedIn since January 2023, I’ve grown my following to over 75,000 people and reach nearly 1 million impressions each month. This has been achieved through consistently sharing insights, stories, and case studies that resonate with my audience and demonstrate the value my businesses bring to clients.
On Twitter, I started in January 2024, and I’ve built a following of 4,000+ within eight months, regularly hitting over 100,000 impressions per month. It’s become another amazing channel where I can reach our ideal customers.
As your business scales, it’s critical to develop a process to grow your personal brand on social media as well. First, choose one platform and go all in on it. Second, choose a niche that you’re going to post about daily. Third, start writing content and publishing one post per day. Fourth, engage with people who comment and connect with new, interesting people. Finally, put it on repeat and do it for months on end.
Connor Gillivan
Entrepreneur, Owner & CMO, AccountsBalance
Choose the Right Platforms
One of the key things to focus on when you’re trying to scale up your social media efforts is to really pick the right platforms that match your target audience. Make sure you’re using the social media sites to their fullest without spreading yourself too thin.
A lot of social media pros are always coming up with new ways to spread info online. In the last few years, more than three billion people have used social media somehow, and it’s only getting more popular. So, naturally, everyone’s trying to get a piece of that pie, which means there are more and more places to get your brand out there on social media.
You’ve got the big names like Facebook, YouTube, Instagram, and Twitter. But don’t forget about LinkedIn, Pinterest, Reddit, WhatsApp, TikTok…the list just keeps going. It can be a lot to handle, especially when you’re just starting to build a social media presence. You really need to pick the channels that best suit you, your goals, your audience, and your brand.
Amir Elaguizy
CEO and Co-Founder, Cratejoy, Inc
Focus on Systems Over Tasks
Social media marketers, scaling your efforts as your business grows can seem daunting. A key takeaway is that you should focus on systems, not tasks. As your business expands, so will your responsibilities. Instead of adding more individual tasks to your to-do list, build systems for handling social media marketing in an efficient and scalable way.
Document processes, create templates and checklists, and automate repetitive actions using tools and software. Systems thinking will allow you to leverage others’ time and skills, freeing up your time for higher-level strategy and creative work that drives growth.
Sreejita Saha
Content and Digital Marketing Manager, Mitt Arv
Implement Access Controls
Putting in place access controls and approval processes is crucial, especially for big companies. You need to keep your brand’s message consistent, meet any important regulations, and ensure the quality doesn’t dip, even with tons of people involved or complicated workflows.
Big companies should really focus on setting up clear, structured access controls and smooth approval processes. One good move is to include social media workflow roles and responsibilities in your company’s organizational chart. This way, the right people who need to approve things or be part of decisions are all looped in properly and efficiently.
In contrast, smaller outfits tend to just give admin rights on their social media pages to various employees as needed, often through personal accounts. The problem is, the big bosses sometimes don’t keep a tight watch on who has access, even when those employees have moved on. That can get messy.
Gavin Bent
Marketing Executive, Ponds By Michael Wheat
Set Clear Goals and Utilize Automation
To scale social media marketing efforts as a business grows, start by defining clear goals and metrics to guide your strategy. Utilize automation tools like Hootsuite or Buffer to schedule posts and analyze performance, freeing up time for creativity. Developing a content calendar helps maintain a consistent posting schedule and allows for better team collaboration.
Diversify your content formats by incorporating videos, infographics, and live streams to engage different audience segments. Consider collaborating with influencers to amplify your reach and investing in paid advertising for targeted growth. Regularly analyze your metrics to refine strategies based on what works best.
As your efforts expand, building a strong team of specialists can enhance content quality and effectiveness. Finally, foster community engagement by encouraging interactions and responding to followers, creating a loyal customer base.
Shreya Jha
Social Media Expert, Appy Pie LLP
Outsource to Specialized Freelancers
Outsourcing tasks like graphic design, copywriting, or video editing to freelancers can be a game-changer as your business scales. Imagine having a reliable network of specialized freelancers at your disposal—this lets you ramp up content production quickly without overwhelming your in-house team. It’s like adding talent without the long-term commitment, allowing your core team to stay focused on strategic priorities.
Building this network isn’t just about finding talent; it’s about creating a vetted pool of experts who understand your brand’s voice and goals. Invest time in selecting freelancers who align with your needs and cultivate relationships with them. This ensures consistency in your output and maintains the quality your audience expects, all while keeping your internal resources agile and ready to tackle bigger challenges.
Cesar Cobo
Director of Operations, Webris
Adopt Agile Marketing Principles
Adopting agile marketing principles like sprints and daily stand-ups can revolutionize your social media efforts as your business grows. This approach allows you to test and refine strategies on the fly. Sprints—focused periods of work dedicated to specific tasks—let your team prioritize high-impact activities and measure success quickly. Daily stand-ups ensure everyone stays aligned and can respond immediately to any shifts in market trends or audience preferences.
Flexibility is key in social media marketing. Agile principles give your team the tools to pivot and adapt as needed. If a particular campaign isn’t hitting the mark, you can swiftly adjust without losing momentum. This keeps your social media efforts in sync with both your business objectives and the ever-changing digital landscape.
Will Yang
Head of Growth & Marketing, Instrumentl
Foster a Strong Community
As your social media presence expands, creating and sustaining a solid community becomes increasingly important. Long-term success requires loyalty and trust, both of which are fostered by genuine and consistent involvement with your audience. Quickly reply to remarks, messages, and mentions. Provide avenues for reciprocal dialogue through surveys, Q&A sessions, or live events.
Promote user-generated content by sharing customer success stories or by creating participation-inviting hashtags. To strengthen the bond between your brand and your social media followers, consider introducing loyalty programs or special offers. Having a vibrant, active community can turn it into your most effective marketing tool.
Nader Qudimat
Coach and Founder, FitFrek
Craft Engaging Content
Content is totally the heartbeat of social media. To really scale up, you’ve got to churn out content that not only grabs attention but also hits right where your audience lives.
And yeah, you’re likely going to need a lot more content.
Starting with a solid grasp of who your followers are and what they’re looking for is essential. What do they really value? What problems are they trying to solve? Use this insight to craft a content strategy that meets their needs.
Also, it’s crucial to keep your brand messaging on point. Develop a voice and tone that truly reflect your brand and stick to it. This consistency helps build recognition and trust, which are gold when your audience grows along with you.
Toni Norman
Senior Marketing Manager, Tingdene Residential Parks
Leverage User-Generated Content
A really effective tactic is to push and promote content made by your users. UGC scales really well with business and marketing operations. This kind of content is like a big thumbs-up for your brand—it makes everything feel more real and trustworthy.
Here’s my take: get your customers to post about their good times with your brand. You could set up competitions, use specific hashtags, or just straight-up ask them to share their stories. Then, show off their pictures, videos, and reviews right on your social media pages. It’s a great way to celebrate your community and gives folks thinking about your brand a peek at honest feedback.
Plus, when you show you really care about and value what your customers are putting out there, it builds trust and brings your community closer. By weaving user-generated content into your social strategy, you’re not just boosting your brand’s visibility; you’re also creating a tighter, more involved community.
Jonathan Pickard
Head of Marketing, Holiday Resort Unity
Work Smarter With Automation
Scaling your social media efforts as your business grows means working smarter, not harder. One effective way to do this is through automation. Tools like Buffer or Hootsuite let you schedule posts in advance, freeing up time for strategy and engagement. Imagine having a month’s worth of content ready to go, allowing you to focus on real-time interactions and deeper creative work.
Automation also helps with analytics. Instead of manually tracking metrics, these tools can generate detailed reports. This lets you quickly see what’s working and what isn’t, enabling data-driven decisions. For instance, if you notice that posts with customer testimonials get more engagement, you can adjust your strategy to include more of those types of posts. Automation makes it easier to manage an increased workload without sacrificing quality.
Dana Brown
Head of Marketing, Shortcut
Repurpose Content Effectively
Creating a system to repurpose your content can help you scale your social media efforts effectively. Start with a core piece of content, like a blog post or video. From there, break it down into smaller, digestible pieces suitable for different platforms. For example, turn key points from a blog post into infographic snippets for Instagram, create short clips from a video for TikTok, or use quotes for Twitter.
Having a central repository where your team can easily access and modify content will save time and ensure consistency in your messaging. This way, you’re not constantly creating new content from scratch but instead leveraging what you already have to reach a broader audience. It’s a smart way to stay agile as you scale up.
Jean Chen
COO & Co-Founder, Mondressy
Revise Strategies for Growth
As a digital marketer, I have worked for finance, electronics, energy, and blockchain-related companies. I have seen the growth pains that come with scaling social media. I will share what happens and how, as a marketer, I tackle those problems.
In just 18 months, our fintech start-up went from being a small team of five people to a global company, which meant managing our social media presence became impossible. So, I revised the content strategy and social media calendar to make our social media presence bigger.
As companies grow, their audience increases, they need more content, and engagement becomes complicated. Social media becomes the backbone of the business.
As Hootsuite research shows, “87% of global businesses see social media as critical as business value expands beyond marketing.”
What can you do?
- Automate marketing using tools, such as Buffer and Hootsuite.
- Create a content schedule, two weeks in advance.
- Get user-generated content and post.
- Use social listening.
- Invest in team expansion and training.
How can you do it?
- Audit current efforts and identify pain points. E.g., analyze engagement rates across various platforms to pick any areas performing below expectations.
- Research and test tools until you find the right one. E.g., test several scheduling tools during free trials to see which interface will be most suitable for your team.
- Write a detailed manual about everything you did at each step of your work. This will help the person who takes over from you understand your process. E.g., create a guide that shows your team how to find information that can be used as a reference for writing.
- Set up a culture of continuous learning for your team. E.g., organize monthly workshops for the whole group where you discuss new social media practices and strategies.
This is what we did. This led to a triple increase in our engagement rates and a significant rise in followers.
Remember, scaling social media isn’t only about doing more but also working smarter. Utilize technology, think ahead, and give authority to your people so that they will develop your brand’s voice throughout the company’s growth on different social media platforms.
Arslan Habib
Digital Marketer at Web3mojo | Business Strategist at Sustainability Jobs, Sustainability Jobs
Segment Audience for Targeted Content
One of the key ways to scale is to work on audience segmentation. As our business expands, we’ll likely attract a more diverse range of clients across different industries, from healthcare and engineering to legal and finance. By tailoring our social media content to address the specific needs and challenges of these sectors, we can enhance engagement and drive more targeted results.
For instance, highlighting the benefits of our secure document storage solutions for compliance in the healthcare sector can appeal to a niche audience that values data protection, whereas discussing the streamlined, remote access of documentation might appeal more to an engineering firm.
Content repurposing also becomes essential. Scaling doesn’t always mean producing more content from scratch. Instead, we can take existing content—such as case studies, blogs, or client testimonials—and reformat it into infographics, videos, or short-form posts, expanding its reach across different platforms.
This approach ensures we maximize the value of every piece of content, as well as broadening the audiences with which they can reach. Short-format, interactive media is more in tandem with social media platforms such as Instagram and TikTok than it is with LinkedIn.
Finally, as our brand grows, investing in data analytics becomes critical. Monitoring performance metrics will allow us to identify what works, refine our strategies, and make data-driven decisions. In this way, we can continue to scale our social media efforts while maintaining a strong and focused presence in the industry.
Nick Knight
Chief Revenue Officer, Storetec Services Limited
Invest in Evergreen Content
Scaling your social media efforts as your business grows can be a game-changer, and evergreen content is your secret weapon. Evergreen content stays relevant and engaging over time, making it a smart investment. Think about creating how-to guides, insightful infographics, and deep dives into industry trends. This kind of content isn’t just for the moment; it can be shared and re-shared, continuously bringing value to your audience.
A great technique is to build a content calendar that prioritizes evergreen pieces. Schedule regular re-posts and updates to keep them fresh and engaging. This helps you maintain a robust online presence without the constant grind of creating new content from scratch. High-quality evergreen content not only keeps your audience engaged but also saves you time and resources, making your social media strategy much more scalable.
Chris Roy
Product and Marketing Director, Claimsline
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