How to Market Your Business on Social Media: 11 Tips

If you own a small business in South Africa, you’ve likely asked yourself how to market your business on social media. It's a smart question to ask. Today, social media is one of the most powerful ways to get eyes on your brand, build relationships with your customers and boost sales, all without spending a fortune.

But still, getting started can feel confusing. There are so many platforms, content ideas, and tools out there that it’s hard to know where to begin.

Here’s the good news: you don’t need to be an expert to make social media work for your business. You just need the right approach and a willingness to stay consistent.

In this guide, you’ll find practical, step-by-step strategies for building a real online presence. If you're new to the game or trying to take your social strategy up a notch, these tips will help you connect with your audience and market smarter.

Start with the right platform for your business

Not every social platform is made equal. Your goal is to focus your efforts where your customers are spending their time.

Facebook remains the most widely used platform in South Africa, and it works well for most business types. It’s especially useful for local promotions, community engagement, and running targeted ads. Instagram is ideal if your products are visual, like clothing, food, or décor and you want to reach a younger audience.

If you're selling directly and prefer one-on-one interaction, WhatsApp Business is a great fit. You can respond to queries, send your product catalogue, and take orders straight from your phone. And for those ready to get creative with short, entertaining videos, TikTok has quickly become one of the most engaging platforms.

Rather than trying to be everywhere at once, pick one or two platforms that align with your customers and your business style. Then put your energy into showing up consistently.

Know your goals before you post

Before you start posting, take a moment to define your social media goals. Are you trying to increase brand visibility? Drive traffic to your online store? Start more conversations with customers?

Your goal shapes your content and helps you track progress. For example, if your aim is to raise awareness, you’ll want to focus on content that gets shared or reaches new audiences. If your focus is on sales, you’ll need strong product posts with clear calls to action.

Clarity here makes everything easier. It helps you stay focused, create better content, and know what success actually looks like.

People don’t follow brands just for the hard sell. They follow businesses that educate, entertain, or inspire them. The more helpful and relatable your content is, the more likely people are to engage with your brand.

Start by showing the human side of your business. Share stories about your team, your journey, or what inspires you. Give followers a peek behind the scenes or show how your product solves everyday problems.

If you sell handmade candles, record a video of the pouring process. If you run a salon, showcase a client’s transformation with a before-and-after reel. These moments give people a reason to connect with your brand beyond just the product.

Visuals matter too. Clean, well-lit images or videos taken on your phone can work perfectly too. And if you need a hand with design, free tools like Canva make it simple to create eye-catching graphics.

Engage with your community like you would in real life

Marketing on social media is not just about putting content out there. It’s also about creating two-way conversations.

When someone comments on your post or sends you a message, respond as soon as you can. Use that opportunity to build relationships and show that there’s a real person behind the account.

Ask your followers questions. Celebrate customer milestones. Share testimonials or repost user-generated content. These are small touches, but they help turn casual followers into loyal fans.

If you’re already using iKhokha in your business, show how easy it is for customers to pay with a quick tap. It’s these relatable, real-life moments that help build connection and trust.

Use paid ads to expand your reach

Organic reach is great, but sometimes you need a little boost to get your content in front of new customers. That’s where social media advertising comes in.

Platforms like Facebook and Instagram allow you to run ads on a small budget. You can target people based on their location, interests, or behaviour, so your posts land in front of the right eyes.

Let’s say you’ve launched a new product and want to create awareness. You could boost a post showcasing that item, include a discount, and target people within a 30km radius of your business. Even with just R100, you can reach hundreds or even thousands of potential customers.

For small businesses, this kind of exposure is both affordable and powerful.

Keep an eye on what’s working

If you want to keep improving your results, you need to know what’s working. Luckily, most social platforms have built-in analytics tools that make this easy.

Facebook and Instagram offer insights into reach, engagement, and clicks. WhatsApp Business can show you how many messages are being opened and replied to.

Make it a habit to check your stats weekly. See which posts get the most likes, which videos are saved, or which stories drive traffic. Then adjust your content based on those insights.

This way, you’re not guessing, you’re making informed decisions that move your business forward.

Now that you’ve got the basics, let’s lock in five simple tips that can elevate your social media presence and help you get real results.

1. Speak the Way Your Customers Speak

Use everyday language, local slang, or even multiple languages to connect authentically with your audience. If your customers speak isiZulu or Afrikaans, don’t be afraid to use it. This adds personality and trust.

2. Think Mobile First

Most South Africans access social media from their phones. Make sure your visuals are easy to view on small screens. That means vertical videos, short captions, and clear product shots.

3. Consistency Beats Perfection

You don’t need to post every single day, but you should show up regularly. Create a simple content calendar and stick to it. Even posting three times a week can make a difference.

4. Let Happy Customers Do the Talking

Repost customer reviews, photos, or shoutouts. This kind of content builds trust and gives future customers social proof that your product or service is worth it.

5. Use WhatsApp Business for Sales and Support

WhatsApp isn’t just for chatting. Use the Business version to create an instant product catalogue, set up quick replies, and turn messages into sales. It’s especially powerful when paired with iKhokha’s payment tools like iK Pay Links, which let you send secure payment requests directly in chat. Your customer clicks, pays, and you get paid. Simple, fast, and perfect for small businesses on the move.

You’re closer than you think

Marketing your business on social media doesn’t need to be complicated or overwhelming. You don’t need a fancy camera, a marketing degree, or a massive following to get started. What matters most is that you show up, add value, and stay consistent.

Start small. Use the platforms your customers already love. Focus on building relationships, not just making sales. Over time, those efforts will pay off in visibility, credibility, and growth.

And when you’re ready to make it even easier for customers to buy from you online or in person, iKhokha is here to help. From card machines to digital catalogues and ecommerce tools, we’re built for small businesses in South Africa.

Your community is already online. Now it’s time for your business to meet them there.