Skip to content
American ExpressAmerican ExpressAmerican ExpressAmerican ExpressAmerican Express
  • Card Accounts

    • Your Account
    • Activate a New Card
    • Register for Online Services
    • Amex Mobile App Features
    • Add Someone to Your Account
    • Moving Abroad? Transfer Your Card

    Business Owners

    • Your Account
    • Activate a New Card
    • Register for Online Services
    • Membership Rewards & Travel
    • Add Someone to Your Account

    Other Accounts

    • American Express @Work
    • Online Merchant Services
    • International Payments for Businesses

    Contact Us

    • Support 24/7
    AustraliaChange Country
  • Personal Cards

    • View All Personal Cards
    • Learn About Credit Cards

    Popular Personal Cards

    • The Platinum Card
    • The Qantas Ultimate Card
    • The Explorer Card

    Cards for Business Owners

    • View all Business Cards
    • Popular Business Cards
    • Manage Your Business

    Corporate Cards

    • View All Corporate Cards
    • Corporate Payment Solutions
    • Corporate Purchasing Card
    AustraliaChange Country
  • Online Travel

    • Book Travel Online
    • Book Fine Hotels & Resorts
    • Book The Hotel Collection

    Travel Resources

    • Destination Guides
    • Travel Insurance
    • Using Your Card Overseas
    • Card Member Benefits
    • Find a Travel Service Office

    Business Travel

    • Global Business Travel Solutions
    • Small Business Travel
    • Foreign Exchange Services

    Travel Money

    • Travelers Cheques
    • Qantas Credit Cards
    • Travel Rewards Credit Cards
    AustraliaChange Country
  • All Insurance Services

    • Insurance Home Page
    • Insurance with your card
    • Other Insurance

    Travel Insurance

    • Travel Insurance
    • Multi-Trip/Annual Policy
    • Single Trip Policy
    AustraliaChange Country
  • Membership Rewards

    • Use Points for Gift Cards
    • Use Points for Travel
    • Rewards Changes

    Rewards Programs

    • Membership Rewards Cards
    • Qantas Frequent Flyer

    Card Member Offers & Benefits

    • Explore Card Benefits
    • Amex Experiences
    • Refer Friends. Earn Rewards
    AustraliaChange Country
  • Merchants

    • Merchant Home
    • Accept the Card
    • Manage Merchant Account
    • Contact Us and FAQs

    Corporations

    • Corporate Cards
    • Purchasing Solutions
    • Customer Centre
    • Global Business Travel Solutions
    • Meetings & Events
    • International Payments for Businesses

    Business Owners

    • Popular Small Business Cards
    • View All Small Business Cards
    • Manage Your Business
    • Business Credit vs Charge
    • How to Apply for a Business Card

    Global Network

    • Home
    • Issuers
    • Acquirers
    • Service Providers
    • Developers
    AustraliaChange Country
  • Contact Us
  • Log In
      • Your Account
      • Activate a New Card
      • Register for Online Services
      • Amex Mobile App Features
      • Add Someone to Your Account
      • Moving Abroad? Transfer Your Card
      • Your Account
      • Activate a New Card
      • Register for Online Services
      • Membership Rewards & Travel
      • Add Someone to Your Account
      • American Express @Work
      • Online Merchant Services
      • International Payments for Businesses
      • Support 24/7
      • View All Personal Cards
      • Learn About Credit Cards
      • The Platinum Card
      • The Qantas Ultimate Card
      • The Explorer Card
      • View all Business Cards
      • Popular Business Cards
      • Manage Your Business
      • View All Corporate Cards
      • Corporate Payment Solutions
      • Corporate Purchasing Card
      • Book Travel Online
      • Book Fine Hotels & Resorts
      • Book The Hotel Collection
      • Destination Guides
      • Travel Insurance
      • Using Your Card Overseas
      • Card Member Benefits
      • Find a Travel Service Office
      • Global Business Travel Solutions
      • Small Business Travel
      • Foreign Exchange Services
      • Travelers Cheques
      • Qantas Credit Cards
      • Travel Rewards Credit Cards
      • Insurance Home Page
      • Insurance with your card
      • Other Insurance
      • Travel Insurance
      • Multi-Trip/Annual Policy
      • Single Trip Policy
      • Use Points for Gift Cards
      • Use Points for Travel
      • Rewards Changes
      • Membership Rewards Cards
      • Qantas Frequent Flyer
      • Explore Card Benefits
      • Amex Experiences
      • Refer Friends. Earn Rewards
      • Merchant Home
      • Accept the Card
      • Manage Merchant Account
      • Contact Us and FAQs
      • Corporate Cards
      • Purchasing Solutions
      • Customer Centre
      • Global Business Travel Solutions
      • Meetings & Events
      • International Payments for Businesses
      • Popular Small Business Cards
      • View All Small Business Cards
      • Manage Your Business
      • Business Credit vs Charge
      • How to Apply for a Business Card
      • Home
      • Issuers
      • Acquirers
      • Service Providers
      • Developers
  • Contact Us
AustraliaChange Country
  • Card Accounts

    • Your Account
    • Activate a New Card
    • Register for Online Services
    • Amex Mobile App Features
    • Add Someone to Your Account
    • Moving Abroad? Transfer Your Card

    Business Owners

    • Your Account
    • Activate a New Card
    • Register for Online Services
    • Membership Rewards & Travel
    • Add Someone to Your Account

    Other Accounts

    • American Express @Work
    • Online Merchant Services
    • International Payments for Businesses

    Contact Us

    • Support 24/7
  • Personal Cards

    • View All Personal Cards
    • Learn About Credit Cards

    Popular Personal Cards

    • The Platinum Card
    • The Qantas Ultimate Card
    • The Explorer Card

    Cards for Business Owners

    • View all Business Cards
    • Popular Business Cards
    • Manage Your Business

    Corporate Cards

    • View All Corporate Cards
    • Corporate Payment Solutions
    • Corporate Purchasing Card
  • Online Travel

    • Book Travel Online
    • Book Fine Hotels & Resorts
    • Book The Hotel Collection

    Travel Resources

    • Destination Guides
    • Travel Insurance
    • Using Your Card Overseas
    • Card Member Benefits
    • Find a Travel Service Office

    Business Travel

    • Global Business Travel Solutions
    • Small Business Travel
    • Foreign Exchange Services

    Travel Money

    • Travelers Cheques
    • Qantas Credit Cards
    • Travel Rewards Credit Cards
  • All Insurance Services

    • Insurance Home Page
    • Insurance with your card
    • Other Insurance

    Travel Insurance

    • Travel Insurance
    • Multi-Trip/Annual Policy
    • Single Trip Policy
  • Membership Rewards

    • Use Points for Gift Cards
    • Use Points for Travel
    • Rewards Changes

    Rewards Programs

    • Membership Rewards Cards
    • Qantas Frequent Flyer

    Card Member Offers & Benefits

    • Explore Card Benefits
    • Amex Experiences
    • Refer Friends. Earn Rewards
  • Merchants

    • Merchant Home
    • Accept the Card
    • Manage Merchant Account
    • Contact Us and FAQs

    Corporations

    • Corporate Cards
    • Purchasing Solutions
    • Customer Centre
    • Global Business Travel Solutions
    • Meetings & Events
    • International Payments for Businesses

    Business Owners

    • Popular Small Business Cards
    • View All Small Business Cards
    • Manage Your Business
    • Business Credit vs Charge
    • How to Apply for a Business Card

    Global Network

    • Home
    • Issuers
    • Acquirers
    • Service Providers
    • Developers

AustraliaChange Country
Skip to content
DON'T do business WITHOUT IT
DON'T do business WITHOUT IT

Small Business Cards

Cards

  • American Express® Platinum Business Card

  • American Express® Qantas Business Rewards Card

  • American Express Business Explorer® Credit Card

  • View All Cards

  • Compare Cards

International Payments

  • International Payments

  • American Express AccessLine™

  • View All International Payments

Manage Your Business

  • Business Benefits

  • Why Amex for your Business?

  • Business Credit vs Charge

  • Business Rewards

  • Business Cash Flow Management

  • Business Travel Rewards

  • Existing Customers

  • Order Cards for Employees

Corporate Card Programs

Cards

  • American Express® Corporate Platinum Card

  • American Express® Qantas Corporate Platinum Card

  • American Express® Corporate Gold Card

  • View All Corporate Cards

  • Compare Corporate Cards

Payment Solutions

  • Buyer Initiated Payments

  • American Express vPayment™

  • View All Supplier Payments

  • International Payments

  • American Express AccessLine™

  • View All International Payments

Business Class

  • Business Class

  • Products & Solutions

  • Service & Expertise

  • Existing Customers

Business Class

Business Class

Insights and Inspiration to Help Grow Your Business

Security

  • Managing Supply Chain

  • Managing Data and Trends

  • Managing Risks

Growth

  • Expanding

  • Adapting to Change

  • Future Proofing

Funding

  • Managing Cash Flow

  • Financing

  • Becoming More Efficient

People

  • Leading My Team

  • Managing Talent

  • Collaborating

  • Trends and Insights
  • Growth
  • Expanding
Business Class

20 July 2020

Three social media maestros share tips for small business

Three social media maestros share tips for small business

Twitter Icon
Facebook Icon
LinkedIn Icon

Summary

In a wide-ranging masterclass, three business owners told us how they successfully used social media marketing to turn customers into salespeople, and content into free advertising.

Twitter Icon
Facebook Icon
LinkedIn Icon

Social media marketing has long functioned as one of the most critical communication tools for small businesses and a cost-effective marketing channel for businesses of any size. But with a shift to digital that might be permanent, and Australia’s economic recovery still on the horizon, small business owners in particular will need to capitalise on social media’s potential to be their own automated marketing, creative and sales departments.

Most business owners already know it’s not as simple as opening a Facebook page or starting a TikTok account. To explore how small businesses can put social media to work, three successful business owners shared their lessons in a virtual masterclass From Concept to Content, that was part of Idea Exchange 2020 (full episode here):

  • Jules Lund, founder of TRIBE, an app that connects businesses with micro-influencers
  • Melissa Westcott, Facebook community trainer and owner of several small businesses, whose “very big feet” inspired her to start Big On Shoes
  • Brooke Vulinovich, Instagram specialist, social media coach, and small business owner

Their personal – and sometimes hilarious – stories came with practical, replicable, and highly specific advice for turning social content into followers and followers into paying customers. Though all three provided unique tips, there were a few major takeaways that overlapped each presentation.

Social media’s ongoing evolution makes beginners out of everyone

Jules, Melissa, and Brooke all recounted hearing fears about knowing how to use social media – whether their own fears or those of other business owners.

“It's one of those disciplines where you can't help but feel clueless and intimidated, like everyone is way ahead of you,” explained Jules. “And you sometimes feel like it evolves way too fast.”

But this rapid evolution is exactly why newcomers to social media marketing shouldn’t feel overwhelmed. After all, huge corporations are racing just as hard to keep up with all the changes. “Something that can hold you back is thinking everyone is way ahead of you,” said Brooke. Like her fellow presenters, Brooke had no formal training when she started marketing her businesses on social media, and initially assumed she was “late to the party.”

Jules likened learning social media to training for his television hosting job, saying that the preparation process is a little like fitness. Part of that process demands comfort with being uncomfortable and the acceptance that you’ll always have more to learn and practice. “I created an influencer marketplace that now has 90,000 influencers,” said Jules. “It started with one really lousy influencer, which was me. You just have to start somewhere.”

COVID-19 has made the basics more important than ever, and tech can help

Melissa touched on social media as a vital channel for helping customers interact with you despite external chaos – like, say, during natural disasters or public health crises.

She pointed out specific platform features that can help besieged business owners keep customers informed. The tech options that might originally feel intimidating or hard to learn can turn out to be your biggest support when the chips are down. They include:

  • unified inbox, a “game-changer” for Melissa’s business and a central location for all comments and direct messages across Facebook and Instagram
  • automatic replies, which help corral messages and queries during busy moments
  • proactive updates, “back to basics” actions like updating business hours or putting frequently asked questions front-and-centre onto social media accounts, which can pre-empt customer queries and prevent disgruntlement or confusion.

Know your customers and how to reach them

With too many examples and tips to share in a single article, each speaker covered some aspect of understanding your audience and knowing which product features will help you reach them. Jules explained that this usually starts with looking at your database and who is already engaging with you. After figuring out who to target, businesses need to understand how to reach them and what content they want. Brooke stressed the importance of prioritising this target audience and crafting content specifically for them.

“Your content always needs to be either entertaining, inspiring or educational. So before you hit that post button, I want you to ask if it’s going to do that for your ideal client.”

Melissa outlined how Facebook Live changed her business and the different features available, adding that the best examples of live content and 24-hour stories tend to come from outside your industry. “Follow different people and look for inspiration in different places.” Brooke also provided advice for reaching different customers based on your business type. She separated Instagram activity between “product-based businesses” and “service-based businesses” and explained how the former could turn their Instagram posts into shoppable feeds.

“For service-based businesses or creatives, think about what you can teach people online. And don't be scared to give away your best information – otherwise, how else are you going to show them that you know what you're talking about?”

Social media isn’t just for connecting with customers

While urgent business needs drive most social media marketing, all three presenters stressed another important way to use social media – connecting with other business owners.

“I didn't really have anyone in my direct circle that I could talk to about how hard it was as a small business owner closing retail stores, trying to keep people employed,” said Melissa. She urged other owners to seek out online communities for support, naming groups like Boost with Facebook and Business Chicks.

Brooke agreed and described the experience of a small business owner as “lonely” at times, but is living proof that networking with peers can deliver both social support and business support – her social media workshops originated from networking sessions where she discovered others were struggling with digital channels. “I thought here's a really good opportunity to meet some people. If I can just teach these people social media, they'll be my friend!”.

All three presentations offered tangible steps for success, concrete examples and breakdowns of different features on different platforms.

Check out the full masterclass and Q&A session with attendees.

Takeaways:

  • Social media marketing can transform customers into your own hybrid marketing, sales, and creative department.
  • Social media’s fast rate of change can feel intimidating, but it also means that everyone is a “beginner.”
  • Intimately get to know your audience, along with the features that will help you reach them, and streamline activity during busy times.
  • Being a small business owner is sometimes challenging, so don’t forget that social media can help you connect with others in the same boat.

 

Twitter Icon
Facebook Icon
LinkedIn Icon
Want to Dig Deeper?

Get an American Express Card

  • Personal Cards
  • Credit Cards
  • Small Business Cards
  • Corporate Cards
  • Add Someone to Your Account

More Products & Services

  • Insurance
  • Accept the Card
  • Online Services
  • Book Travel
  • Business International Payments
  • Refer a Friend

Important Links

  • Frequently Asked Questions
  • Chip & PIN
  • ATM Locator
  • Accessibility
  • Safe and Secure

Company Information

  • About American Express
  • About American Express Australia
  • Careers
  • Contact Us
  • Site Map
  • Facebook
    • Personal Cards
    • Credit Cards
    • Small Business Cards
    • Corporate Cards
    • Add Someone to Your Account
    • Insurance
    • Accept the Card
    • Online Services
    • Book Travel
    • Business International Payments
    • Refer a Friend
    • Frequently Asked Questions
    • Chip & PIN
    • ATM Locator
    • Accessibility
    • Safe and Secure
    • About American Express
    • About American Express Australia
    • Careers
    • Contact Us
    • Site Map
    • Facebook

American Express
AustraliaChange Country
  • Connect with Amex on Facebook
  • Connect with Amex on Instagram
  • Tweet your questions to @AskAmex
  • Connect with Amex on LinkedIn
  • YouTube

  • Website Rules and Regulations
  • Trademarks
  • Privacy Statement
  • Security Alerts

Copyright © 2021 American Express Company