effective smm for small businesses with minimal costs

There are many ways to engage with an audience, such as a website. However, a silent webpage alone does not evoke emotions or engage in dialogue with consumers. Social media, on the other hand, offers a deeper introduction to a brand.

Take the example of 12storeez, founded by the Golomazdin sisters. They started with a small showroom in Yekaterinburg and a social media profile, using free SMM methods to attract customers. Today, 12storeez is a major fashion brand, well-known both in Russia and internationally.

This article will explore how small businesses can grow on social media without large investments.

What’s the secret to social media?

Users spend a lot of time on social networks—scrolling through feeds, interacting with others, liking, commenting, and engaging not only with influencers and friends but also with brands. This makes it crucial to establish an online presence.

1. Choose platforms where your target audience is most active and consider the following:

- the overall mood of the social network

- the formats used for promotion

- the level of content virality

2. Analyze competitors and their activity across different platforms:

- Where do they post the most content?

- How often do they publish posts?

- What content categories do they use?

- What tools and engagement tactics do they implement?

3. Develop a unified brand presence across all communication channels to ensure the audience perceives your brand as:

- distinctive: a unique visual identity that sets the brand apart from competitors

- recognizable: a tone of voice that makes communication instantly identifiable

- memorable: slogans and phrases that create strong brand associations

- consistent: a cohesive approach to content design that enhances information perception

Selecting the right platforms that align with your audience’s profile and maintaining a consistent brand image is a great starting point for budget-friendly social media promotion.

How to stand out without big investments?

The key is to observe trends and adapt ideas to fit your brand’s unique characteristics and values. Expensive targeted advertising is not always the best approach. Regular posting with a creative strategy can yield better results than paid ads.

Leverage content marketing trends:

– Authenticity. Be transparent with your audience by sharing the behind-the-scenes aspects of your business, including successes and mistakes. This prevents an overly idealized perception of the brand.

For example, 12storeez openly states that they accept defective clothing returns, conduct quality checks, and use the insights to improve future production.

– Nostalgia. Create content that taps into childhood memories or emotions tied to a particular time period.

A great reference is Coca-Cola, which frequently incorporates nostalgic themes in its branding, such as charming polar bears and its signature holiday commercials.

– Collaborations. Partner with other brands or influencers to exchange expertise, increase reach, and enhance brand recognition within the media landscape. Collaborations also help build a strong network of partners, team members, and customers who share your values.

During the holiday season, our team launched a collaboration with multiple agencies to redesign the classic Coca-Cola bottle. The project united participants through festive spirit and showcased creative potential in an unconventional format.

– UGC. Encourage customers to share content featuring your brand. One of the most popular UGC formats is product reviews, which help expand brand reach through positive consumer feedback.

The cosmetics brand Influence Beauty actively promotes UGC on its social media. They created a universal hashtag that allows users to easily find reviews of their favorite products. This initiative fosters brand advocacy and strengthens customer loyalty.

– Social Responsibility. Show how your brand makes a positive impact—whether through employee care, environmental initiatives, or social contributions. This enhances brand image and reputation.

SFor instance, Starbucks actively works to reduce its environmental footprint by using recyclable packaging and supporting sustainable agricultural practices.

– Micro-Influencers. Small businesses can benefit from collaborating with niche influencers who have engaged audiences within their industry. These influencers become brand ambassadors, similar to how Johnny Depp represents Dior.

L’Oréal strategically chose actress Eva Longoria as their brand ambassador, aligning her image with the company’s values and ideology.

Affordable or even free SMM strategies can be implemented independently by integrating content marketing tools into your brand promotion.

Which tools can help with a content plan?

There are numerous platforms available for content planning and management, but we adhere to a simple principle:

The simpler the tool, the easier the workflow.

That’s why we recommend two easy-to-use and free tools for managing social media content efficiently:

1. Google Sheets. Maintain structured reports in an accessible and user-friendly format.

2. Trello. Use an intuitive platform to create task cards, write comments, track deadlines, and upload materials.

For more details, check out our article: «How to create an effective social media content plan: tips & templates» and start implementing these tools to grow your business.

5 key SMM tips for startups

Here are some essential recommendations for new businesses:

1. Monitoring. Stay updated on industry trends and analyze your performance to integrate new SMM tools and optimize your social media strategy.

2. Engagement. Maintain two-way communication—respond to clients, show empathy, and address their concerns.

3. Creativity. Present information innovatively, experimenting with various formats and mechanics.

4. AI integration. Utilize artificial intelligence for visuals and copywriting, serving as a creative assistant.

5. Networking. Participate in industry events, collaborations, and partnerships to increase brand visibility.

For our Grant Jewelry Factory project, we developed an SMM strategy to help the brand enter the B2C market and differentiate itself from competitors. Social media is not just a platform for showcasing collections and promotions—it’s a space where consumers find inspiration for new styles.

We created a unique atmosphere for Grant’s audience, where every piece of jewelry tells its own story. The key visual focus was landscapes far from urban hustle—places where individuals can connect with themselves, their thoughts, and desires. The brand’s communication strategy was designed to make followers feel like they were on a journey to another world. This world is not fantasy but offers a fresh perspective—just like Grant’s jewelry, which transports women into a new realm of self-expression.

The SMM manager ensured that content aligned with Grant’s brand platform, reinforcing its image, values, and vision to maintain a cohesive brand identity.

For newcomers to the market, there are no barriers to developing their brand — especially when there’s an opportunity to order SMM promotion from an agency. However, it’s still important to independently use and adapt existing tools effectively to align with business goals.