Introduction

In 2025, there are more opportunities than ever for small businesses to market themselves online. Whether you're a one-man shop or a growing team, social media and the broader internet have leveled the playing field. By using the right platforms the right way, small business owners can connect with their ideal customers, build loyalty, and generate sustainable growth without needing a massive budget.

In this guide, we break down the top platforms — Facebook, Instagram, X (formerly Twitter), TruthSocial, LinkedIn, and TikTok — along with the advantages and disadvantages of each. We'll also share examples of real businesses thriving on these platforms and how you can do the same.



Why the Internet Is the Great Equalizer for Small Business

The internet allows you to:

• Reach a targeted audience without spending thousands on advertising
• Build trust and credibility through authentic content
• Track engagement and learn what works
• Compete directly with larger businesses in your niche

With the right content and strategy, even the smallest business can build an audience and turn followers into loyal customers.

Platform Breakdown: Which One Fits Your Business?

Facebook: Local Reach and Community Building

Advantages:

• Massive user base with strong local targeting
• Business pages, reviews, and event tools
• Facebook Groups create community engagement

Disadvantages:

• Organic reach has declined
• Pay-to-play is often required for significant results

Best for: Local services, restaurants, retail shops, community-driven brands

Examples:

1. Franklin BBQ (Austin, TX) - Shares updates, behind-the-scenes content, and community events
2. Raleigh Plumbing Pros - Uses Facebook reviews and local targeting to attract clients
3. The Painted Tree Boutique - Promotes small vendor spaces and events with Facebook Live

Instagram: Visual Branding & Lifestyle Appeal

Advantages:

• Perfect for showcasing products or services visually
• Reels and Stories increase visibility
• Great for influencer partnerships

Disadvantages:

• Requires consistent high-quality visuals
• Fewer direct traffic opportunities than other platforms

Best for: Fashion, fitness, food, beauty, lifestyle, e-commerce

Examples:

1. Beardbrand - Engaging lifestyle content and strong brand storytelling
2. Milk Bar Store - Product showcases, recipes, and team highlights
3. Theragun - Leverages fitness influencers and Reels

X (Twitter): Real-Time Engagement & Thought Leadership

Advantages:

• Fast-paced, news-driven platform
• Great for public engagement and customer service
• Builds authority in niche industries

Disadvantages:

• Lower conversion rate for many businesses
• Requires consistent, timely content

Best for: SaaS, media, consultants, authors, political or cultural commentary brands

Examples:

1. Wendy’s - Known for humorous and clever real-time brand voice
2. Basecamp - Shares updates, thought leadership, and interacts with followers
3. Morning Brew - Promotes content with sharp headlines and user interaction

TruthSocial: Values-Driven Audience Engagement

Advantages:

• Engaged, values-driven user base
• Easier to stand out in niche communities
• Ideal for faith, family, and freedom-focused brands

Disadvantages:

• Smaller overall user base
• Limited reach beyond aligned audiences

Best for: Veteran-owned, patriotic brands, firearms, alternative media, faith-based businesses

Examples:

1. Black Rifle Coffee Company - Veteran-owned, pro-America content
2. Hero Soap Company - Shares values-driven stories and promotions
3. Duck Commander - Appeals to faith, family, and outdoors audiences

LinkedIn: B2B & Professional Authority

Advantages:

• High-quality, decision-maker audience
• Builds professional credibility
• Excellent for recruiting and networking

Disadvantages:

• Slower content cycle
• More formal tone required

Best for: B2B, consultants, HR services, coaching, SaaS

Examples:

1. Gravy Solutions - Posts engaging team culture and thought leadership
2. Gong.io - Shares sales insights and industry reports
3. EntreLeadership - Publishes leadership and business growth tips

TikTok: Viral Reach & Creative Marketing

Advantages:

• Huge potential for organic growth
• Great for storytelling and humor
• Reaches younger audiences

Disadvantages:

• Trends move fast
• Time-intensive content creation

Best for: Ecommerce, lifestyle brands, fitness, food, how-to services

Examples:

1. Scrub Daddy - Fun product demos and behind-the-scenes clips
2. Alicia's Bakery - Creative baking videos and customer interactions
3. The Farmer's Dog - Heartfelt content about pets and nutrition

Choosing the Right Platform(s) for Your Brand

Ask yourself:

• Who is my ideal customer?
• Where do they spend time online?
• What kind of content can I consistently create?
• Do my brand values align with a particular community?

Start with 1–2 platforms and grow from there. It’s better to be excellent on one than mediocre on five.

Common Mistakes to Avoid

• Trying to be everywhere at once
• Not defining your ideal customer
• Ignoring metrics and feedback
• Inconsistent posting or unclear messaging

How to Get Started: A Simple Plan

1. Define your audience and brand voice
2. Choose 1–2 social platforms based on goals
3. Build a 30-day content calendar
4. Use free tools like Canva, Buffer, or Metricool
5. Review analytics weekly and adjust

Connect Social Media to Your Website & Email List

• Use CTAs to drive traffic to your site
• Offer a freebie or discount in exchange for email
• Retarget web visitors using Facebook Pixel or TikTok Ads

Final Thoughts: Consistency Over Perfection

Your business doesn’t need to go viral to grow. You need to show up consistently, serve your audience well, and stay true to your brand voice and values. Whether you're a local pizza shop or a patriotic apparel brand, the internet is your battlefield and your billboard. Use it wisely.

Want Help Promoting Your Business the Right Way?

At EPIC Merchant Systems, we help small businesses like yours not just get online, but thrive online. Ask us how our EPIC ZERO program can help you promote your business, keep more of your money, and align your marketing with your values.

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