In today’s digital world, your brand is only as strong as its online presence. So your brand needs to be showing up on these platforms that I’ll be sharing in this post.
For small business owners, relying solely on word-of-mouth or traditional advertising is no longer enough.
Customers are searching for products and services online, engaging with businesses through social media, and making buying decisions based on what they see on digital platforms.
If your brand isn’t showing up where your audience is, you’re losing potential customers every day.
But with so many platforms available, which ones are truly necessary for small business owners?
Let’s break it down.
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1. A Blog
A blog is best for any business looking to improve credibility, SEO, and direct communication with customers.
While social media platforms fluctuate, your website and blog remain under your control.
Blogging will help you build long-term trust, boost SEO, and create direct customer relationships.
It’s your space to create long-form, SEO-friendly content that establishes you as an authority in the industry.
Carefully use your blog to discuss industry trends, challenges, and experiences in your industry and it will become a gold mine for you.
Blogs help businesses generate consistent inbound leads, that’s if you master SEO and share valuable content on it regularly.
If you want to use it effectively, write informative blogs that answer common customer questions, build an email list with exclusive offers and content.
You can also repurpose your blog posts into social media posts.
How to Get Started
READ THIS FIRST: HOW YOU CAN TURN YOUR BLOG INTO A BUSINESS + FULL-BLOWN BRAND
1. Choose Your Blog Niche & Audience
Pick a topic, focus on a subject you are passionate about, like creativity, branding, blogging, lifestyle, personal growth, etc.
Next, research your audience; find out the people you’d be writing for, understand your readers, and this will help shape your content.
2. Set Up Your Blog
Next, choose a platform to host your website. The best platform for hosting your blog is WordPress. Many people argue about other platforms, but these platforms they argue about have long since fizzled out.
What’s more, WordPress is completely free. All you just have to do is to buy a domain and hosting plan, download WordPress and start building. You can get a good domain and hosting plan here.
When picking a domain name, pick a unique, easy to remember name like your brand name, e.g. fisayopatrick.com or a niche-related name like cookingwithemma.com.
Design your blog using a clean, mobile-friendly theme to create an appealing layout.
3. Start Writing & Publishing
Once you start publishing on your blog, you want to make sure that you maintain consistency. Post regularly to keep your audience engaged.
You can choose to post weekly, biweekly, monthly or bi-monthly, but keep in mind that the more often you show up, the more traffic you’ll most likely get on your blog.
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Asides from showing up consistently, you also want to be showing up with high quality content.
Write valuable, engaging posts that solve problems or share insights. Optimize for Google keywords, meta descriptions, and proper formatting.
4. Promote Your Blog
You can do this by sharing your posts on social media with nice graphics designed with Canva.
Or share them from the blog to your Facebook, LinkedIn or X communities.
If you have a newsletter, you can also update your audience on your new content. Join blogging communities and engage with other bloggers for exposure.
5. Monetize Your Blog
Currently, I’m not making a lot of money from my blog, I wish that wasn’t the case.
But I want to focus on it now and offer e-books, courses or templates.
I also want to get into affiliate marketing with Amazon (I used to do that on this blog at one time).
So you can consider doing these, or partner with brands to create content.
Creating a blog can be pretty simple to do but some parts of it might be tricky that’s why I would recommend that you give it to a professional web developer like VADDI.
Currently, I’m building a digital agency where we build websites and manage social media pages for business owners who want their business to be seen by those who truly matter.
You can reach out to my team on Instagram, and let’s get started.
2. A YouTube Channel
YouTube is the second largest search engine in the world and so your brand needs to be showing up on this platform.
Because it’s the largest search engine in the world, it’s a powerful tool for educational and long-form content marketing.
If your business has a story to tell, a skill to teach, or a product to showcase in detail, YouTube is the best place to be.
I mean, if you are, say, a fitness trainer, a beauty brand, a tech business, a digital agency, etc., a YouTube channel is necessary for you.
Why does your brand need to be showing up on this platform?
Like I said earlier, it’s the second largest search engine in the world, therefore you want to position your brand properly on the platform so that you can be seen.
YouTube videos rank well on Google (which owns YouTube by the way) so this increases your brand’s visibility.
It is widely known that video content builds trust and brand authority because seeing a real person talk about a brand or product makes it feel more personal and relatable.
Video content also allows businesses and creators to showcase their processes, behind-the-scenes moments, and real testimonials, which increase credibility.
You can also use your YouTube channel to share tutorials, reviews, and how-to content to attract a loyal audience to your brand.
A YouTube channel is a good monetization option (ads, sponsorships) to create extra revenue streams.
If your brand is showing up on this platform, how can you use it effectively?
Create valuable content that educates or entertains your target audience, use YouTube shorts for bite-sized, high engagement content, and optimize your video titles, descriptions, and tags for SEO.
Then, never forget to engage with your viewers by responding to their comments.
How to get started
1. Define Your Channel’s Purpose & Audience
Understand who you’re making videos for and what type of content they enjoy.
Pick a niche, focus on a topic you’re passionate about and start creating.
2. Set Up Your YouTube Channel
All you need is to already have a G-mail account, then download the YouTube app on your phone and then you’re good to go.
Choose a channel name, and create a profile picture and YouTube cover for it.
You must ensure that your YouTube cover is properly optimized for mobile devices, tablets, desktops, and smart TVs.
Here’s a tutorial on how to design an optimized YouTube cover.
Then design your channel, add a profile picture, banner, and a compelling “About” section.
3. Get the Right Equipment
You need a camera, an editing software, a microphone, good lighting, and a tripod stand.
If you don’t have a camera, you can start with your smartphone (an iPhone or a Samsung phone).
You can also use a budget-friendly camera like this one.
Free video editing options like CapCut or iMovie or paid ones like Adobe Premiere Pro are available.
If you are looking for an affordable CapCut pro version, send me a DM
Also, never forget that good audio is key. So a lavalier mic or a USB microphone will do justice to your audio.
Finally, ring lights or soft box for your lighting will improve video quality. Natural light is also good.
If you live in Lagos or anywhere in Nigeria, my sure plug is Teeywholesales store.
4. Plan & Create Content
Plan and start creating your content. What I usually do is come up with a script or an outline for my content.
This is important for me because it keeps my videos structured.
I then put my script on Google docs, and after I’ve made proper corrections, I start filming.
You also want to edit your videos professionally, adding captions, background music, and transitions for engagement.
Then, record in a quiet space to minimize background noise for clear audio.
Check out my latest YouTube videos to see the result of what I have said so far.
5. Upload & Optimize Your Videos
Create playlists, organize your content into categories for easier navigation.
Create catchy thumbnails and titles for your videos to make them eye-catching and click-worthy.
Add relevant tags, descriptions, and timestamps to boost visibility.
6. Promote & Monetize Your Channel
Finally promote your channel. Collaborate with other YouTubers or influencers to grow your reach.
Post snippets on Instagram, on TikTok, and X.
When you reach 1,000 subscribers and 4,000 watch hours, you can enable monetization. But in the meantime, you can monetize with affiliate sales and brand partnerships.
3. A Podcast
If you are a coach, a storyteller, a thought leader, any kind of consultant, or just someone who generally has something valuable to share, a podcast is a good space to have these deep conversations.
Podcasting allows your brand to connect with audiences on a deeper level and also, you need to be reaching people who would rather listen to you on the go than read a blog post or watch a YouTube video.
On podcasts, listeners develop trust and familiarity with your voice.
Whether you are sharing industry insights, interviewing experts, or telling brand stories, podcasts help you establish long-term relationships with listeners.
One great thing about podcasts is that they create strong, loyal communities and are good for long-form storytelling and brand positioning.
It’s also a low-competition content space compared to social media, therefore your brand needs to be showing up on this platform.
To use it effectively, focus on a niche topic that aligns with your brand.
On my podcast, I talk about the challenges and realities that Nigerian creatives who live in Nigeria face.
To make it even more interesting, you can invite guest speakers and promote them through your social media and newsletters.
Actually, I need to start taking my own advice. I recently stopped posting my podcast episodes on Instagram, but I’m starting again right away.
You can even create an Instagram page for your podcast like I did for mine here.
How to get started
1. Define Your Podcast Concept
Choose a topic, a subject you are really passionate about and very knowledgeable in.
For me, I decided to share the realities of Nigerian creatives living in Nigeria, because as one myself, I’m in the best position to talk about it.
Once you’ve done that, you want to identify who your listeners are.
This helps shape your content. Then, determine your format and style.
Do you want to do solo interviews or panel discussions? Live podcasts or just audio? Decide also on the episode length and frequency.
3. Get the Right Equipment
You need a microphone, a good quality USB mic. You may also need headphones to monitor your sound, and you need a recording software.
The recording software that I use is Spotify for Creators. It allows me upload an mp3 file and publish directly.
With this software, you could add background music to your audio, but now, they’ve removed that feature. So now, I just play a nice background music while I record.
But you can use software (or apps) like Audacity (this is only available on Android devices), Riverside, or one I recently found, SoundLab.
4. Promote your Podcast
Promote your podcast on social media, cut engaging moments (30–60s clips).
Show behind-the-scenes footage of your recording process.
Post insights & takeaways from episodes and engage with other creatives by commenting & networking.
But what is more important is that you need to stay consistent with your episode releases.
Listen to the recent episode of my podcast here:
4. A Newsletter
Newsletters are very good for direct audience engagement and community building. They are underrated tools for direct communication.
A newsletter is a more personal, direct way to communicate with your audience, away from the distractions of social media.
Your email lists belong to you, there’s no algorithm interface, there’s no fear of whether the platform will fall out of popularity. They are yours.
The easiest way to grow your newsletter is to put it on your blog and create an opt-in freebie, i.e. a free offer that will get people to give you their emails in exchange for it.
Write informative blogs that answer common questions and it will attract readers to your blog like a magnet.
You want to send weekly or bi-weekly newsletters to keep your readers, customers, or prospects engaged.
The best part is that you can repurpose your blog content into email newsletters, or you can write something entirely different like I do in mine.
Share exclusive behind-the-scenes insights, experiences and, and trends. Do weekly roundups of curated relevant news, opportunities and events.
You can also feature audience questions, highlights and upcoming talents. Share short, impactful advice on creative careers.
When you eventually start one, how can you monetize it?
You can write sponsored newsletter sections. These are dedicated parts of a newsletter where brands or businesses pay to have their content featured.
These sections can take different formats, such as: exclusive ads and native promotions.
You can also do paid subscriptions for exclusive content, job boards or creative opportunities listing.
How to get started
1. Define Your Newsletter’s Purpose
Will it be educational, entertaining, promotional, or a mix?
What will your newsletter be about? (e.g., insights on digital marketing, creative industry news, business tips for small businesses)
Who is your target audience? (e.g., corporate individuals, small business owners, etc.)
2. Choose a Newsletter Platform
Popular platforms include: Mailerlite (budget-friendly with automation features).
Substack (best for monetization and ease of use).
Mailchimp (good for email marketing automation).
ConvertKit (ideal for creators and segmentation).
3. Create a Content Plan
Plan different sections (e.g., insights, tips, case studies, tool recommendations).
Decide on topics that resonate with your audience. Then choose a format. Will it be short and snappy or long and in-depth?
Set a frequency, weekly, biweekly, or monthly? (Consistency is key!)
4. Design Your Newsletter & Build Your List
Don’t forget to use your brand colours for consistency. Keep the layout clean and skimmable.
Use images, GIFs, and bold text for emphasis. Promote it on social media and through collaborations.
Add a signup form to your website, social media and landing pages.
You can also offer a lead magnet like a checklist, a freebie, or an exclusive content for signups.
If you are interested in reading true stories that will spur you into living life purposefully, check out The Valuable Storyteller below:
5. Social Media
I kept the best for the last, when I say best, I mean most popular. Let’s take a look at the essential platforms and why they matter.
1. Instagram & TikTok
These two platforms convey the power of visual marketing.
They are best for product-based businesses, fashion, beauty, food, creative entrepreneurs, and service providers looking to showcase their work.
Instagram and TikTok have become go-to platforms for businesses that rely on visuals to sell.
From showcasing products in high-quality images to using short videos for behind-the-scenes content, these platforms allow brands to create a strong identity.
Instagram Reels and TikTok’s viral trends help businesses gain visibility quickly.
You can create an aesthetic brand presence that attracts customers. Short-form videos have a higher engagement rate than static posts.
With Instagram and TikTok shops, you can allow customers to buy directly from the platform.
How to Use it Effectively
Post high quality images and videos showcasing your products or services.
Use trending sounds on TikTok and Instagram Reels to boost visibility (note: because of my Christian faith, I only use trending Christian songs, or even the ones that are not trending, for my videos, but this is not the case for clients’ videos).
Leverage Instagram stories and TikTok to connect with live audience.
2. Twitter (X)
Twitter or X is built for thought leadership and engagement.
It’s best for service-based businesses, tech startups, consultants, and professionals. It is where conversations happen.
Whether you’re sharing industry insights, engaging in trends, or responding to customer inquiries, it’s an excellent platform for building thought leadership and networking.
Your brand needs to be showing up on this platform because X’s trending topics allow businesses to rejoin relevant conversations.
It’s a great platform for customer service and direct engagement. You can build credibility by sharing industry knowledge.
Twitter helps businesses network with industry leaders and influencers. (Newsflash: I don’t think anyone truly calls it X).
How to use it effectively
Post valuable insights and thought-provoking questions, and engage with trending hashtags related to your industry.
Use Twitter polls and threads to increase engagement and respond to inquiries and feedback promptly.
3. LinkedIn
LinkedIn is a goldmine for business growth. Its best for B2B businesses, professionals, service providers, and consultants.
Many people turn to it for job opportunities but LinkedIn is more than just a job-seeking platform.
It’s a powerful tool for business networking and credibility-building.
Small business owners can use it to connect with potential clients, investors, and industry peers.
It’s the top platform for B2B marketing and high-value connections. Thought leadership posts on LinkedIn position you as an expert in your field.
LinkedIn articles and newsletters help establish credibility. You can generate high-ticket clients from professional networking.
How to use it effectively
Optimize your profile with a professional photo and a clear bio. Share valuable business insights and success stories.
Network with industry professionals and join relevant LinkedIn groups. Post consistently to stay visible in your industry.
Final Thoughts: Where Should You Start?
If you’re a small business owner, you don’t need to be on every platform, but you do need to be where your audience is.
Here’s a quick guide to choosing the right platforms for your business:
If you sell physical products, then you need to be on Instagram, TikTok, and YouTube.
If you are mainly a service-based business, consider X, LinkedIn, blog, and a podcast.
If you want direct customer relationships, then newsletters and blogs are great for you.
The most important thing? Show up consistently. Your brand’s success depends on being visible, valuable, and engaging on the right platforms.
Choose platforms that align with your brand and create a content strategy that works.
Your brand needs to be showing up on these platforms.
Which ones are you currently using for your small business? Let’s discuss this in the comments!