Why Most Small Businesses Struggle With Social Media (and How to Fix It)

For many small businesses, social media starts with good intentions: post some updates, share a few offers, build a following. Then real life kicks in. Things get inconsistent. Results are hard to measure. The effort outweighs the return.

Sound familiar?

You’re not alone!  We work with businesses every day who want to do social media well but feel stuck or burnt out. Here’s what we’ve seen go wrong (and how to fix it with a better plan).

1. There’s no clear strategy

Many small businesses post without a clear goal or plan. One week it's a product photo, the next it's a quote, then nothing for a month. It’s not laziness, it’s usually a lack of clarity or a clear plan.

The fix: Start by defining what you actually want from social media — awareness, sales, engagement, community, or all of the above. Then create a plan built around that goal, with themes, types of content, and a schedule that works with your time availability and capabilities.

2. Content is being created on the fly

We get it. You're busy. But last-minute posting leads to rushed graphics, off-brand messages, and low engagement. Without consistency, it's hard to build trust or momentum on social.

The fix: Work in batches. Plan your content a month at a time, and use a mix of formats (video, carousels, testimonials, tips). Repurpose content across platforms where it makes sense. This is something we do for many of our clients so they can stay focused on the business.

3. You’re not reaching the right audience

Without a solid strategy, businesses may either end up speaking to no one or to the wrong people. The content might look good, but if it’s not aligned with your ideal customer’s mindset, it won’t convert.

The fix: Get crystal clear on who you’re speaking to and why. Every post should answer a question, solve a problem, or reinforce your brand for the audience you want.

4. It feels like shouting into the void

You're posting, but there’s no traction. No likes, no messages, no sales. The algorithm's a mystery, and paid ads are a black hole.

The fix: Build momentum with a combo of organic posting, smart boosting (yes, even $100/month can help), and engagement. Treat social media as a conversation, not a billboard. Respond to comments. Show up in Stories. Be human.

5. There’s no system behind it

The biggest problem? Most small businesses don’t have a system. No templates, no plan, no time set aside to post, no review of what’s working.

The fix: Create a simple system — or better yet, let us do it for you. We help clients by developing their content plan, creating assets, handling posting and boosting, and reviewing performance monthly. Whether you want to manage it yourself or have us take it off your plate, the key is having a process that actually runs.

 

6. Playing it safe won't get you seen

Let’s be real — social media is crowded. If you're doing the same kind of posts everyone else is doing, it’s easy to disappear into the scroll. The content that grabs attention, gets shared, or goes viral is usually the stuff that feels fresh, bold, or just a little different.

The fix: Be brave. Try things. Post behind-the-scenes. Share opinions. Be playful with your visuals. Not everything has to go viral — but you do need to break the pattern if you want to get noticed. We'll often test out bold ideas with clients to find what cuts through and connects.

Being different isn’t a risk... it’s a strategy.

How We Can Help

At Lano Digital, we don’t just “do socials.” We create digital marketing systems that connect your content with your website, paid ads, and SEO to grow your business. Our social media packages are flexible, built around your goals, and include strategy, content creation, posting, and performance tracking.

Want your social media to actually support your business goals? Let’s build the system that makes it happen.