For several years, conventional advice to small businesses has been to just “get on social media.” And while creating social media profiles is still a great first step to help promote your business, you can go much further for better results.
Brands are facing more competition for attention than ever on these platforms. It’s not just about growing your followers, either. To get the most out of social media, it’s important to focus on finding and connecting with the right customers. Those are the users who are most likely to engage with your content, visit your website, and even complete purchases.
So, how do you make social media work for your business in 2025? By leveraging strategies like social listening and targeted engagement to find customers on social media, you’ll set your business up for success going forward.
The reality of finding customers on social media
As a small business, you likely don’t have endless time and resources, so it’s essential to pinpoint strategies that offer the best results for your investment. When exploring how to find your customers on social media, modern techniques are the way to go.
Over 60% of Gen Zs and nearly half of millennials say ads and product reviews on social media are more influential to their purchasing decisions than ads through other channels. More than 80% of consumers use social media to research and discover new products. If you can get your content in front of the right social media users at the right time, your posts can have a huge impact on customer behavior.
One factor that’s easy to overlook is the social media platforms you choose. Selecting the right platforms for your target audience will greatly increase your chances of social media success. Consider these top platforms:
- Facebook: The most popular platform, with over 3 billion monthly active users, is Facebook. The user base skews slightly older, but users of all ages engage with a variety of content on the site.
- TikTok: Favored by younger consumers, this platform emphasizes short-form video and livestreaming.
- Instagram: Originally a photo-based platform, Instagram now attracts many millennials and Gen Z with videos, photos, and interactive posts.
- LinkedIn: Primarily used for professional, career-focused content and networking.
4 steps to find customers on social media
In 2025, with more competition than ever on social media, your focus should be on working smarter, not harder. Put your effort toward finding users who are interested in your business and likely to make a purchase rather than trying to appeal to as broad an audience as possible. This technique to find customers on social media has four key steps.
Step 1: Identify your target audience
Before you brainstorm any content, make sure you know exactly whom you’re trying to reach. Ask yourself questions like:
- What are the typical demographics of your best customers? (Age, gender, location, income)
- What personal or professional goals do your target customers have that relate to your business’s products or services?
- What specific problems do your customers have, and how can your business solve them?
Look into your data about your existing customers to find patterns that can inform your target audience on social media. And if you’re trying to grow your customer base further, think about the characteristics those new customers might have in common.
Step 2: Master social listening techniques
Social listening is all about monitoring and analyzing what people are saying online about your brand or your industry. It’s a piece of this puzzle that many leaders overlook, so you can get ahead by making social listening a central part of your strategy.
With social listening, you gain incredibly valuable data about your customers. When you know how they feel about topics related to your brand, you can create much more impactful social media content for your target audience.
And modern social listening tools simplify this process while also collecting and analyzing more data than ever. They can automatically track discussions on social media, blogs, and forums to give you the most up-to-date information about customer sentiment.
Find the right hashtags and keywords
Hashtags are still an important part of growing your audience online, but the key is quality, not quantity. Research the hashtags that other users in your niche are using to find customers on social media, both in organic and paid posts. You can manually search by browsing the platforms you use, but using hashtag search tools online will speed up the process.
Make sure to keep up with evolving hashtag trends and adjust for seasonal variations.
Identify industry influencers
Influencer marketing is a huge trend on social media, so it’s easy to get drawn in. If you’re going to use this strategy, make sure you select influencers who fit your budget, brand voice, and niche. Ensure your influencer partners are authentic and have strong engagement metrics to help find customers on social media with these partnerships.
Step 3: Engage with purpose
Being active on social media beyond just sharing posts will hugely upgrade your results. Focus on building relationships with your target audience rather than simply broadcasting information.
Add value to conversations
When you find conversations that are relevant to your brand (through social listening), don’t be afraid to add a quick comment. You can use your expertise to solve users’ problems, share an interesting stat, or just chime in with some support. Try to avoid being directly promotional, as users may find that intrusive.
Leverage partnerships
Also, consider partnering with complementary businesses to get your content in front of new audiences. You can create shared content together and cross-promote each other’s social media accounts and brands. Plus, you’ll be building business communities, which can be invaluable support systems for small businesses. Get additional support and advice from marketing experts on Constant Contact’s Be a Marketer Podcast.
Step 4: Create effective calls to action (CTAs)
When you’re trying to find customers on social media, selecting the right CTAs is crucial. Make sure your CTAs use action-oriented language that aligns with your exact goal. For example, you might use “sign up for our newsletter” for lead generation or “tap to shop” to drive conversions.
A/B test your CTAs to narrow down the most impactful wording. And put the CTA somewhere the audience can’t miss it, like the post caption or as a clickable link within the post when possible.
The 50/30/20 rule for social media content
Most people don’t want to get bombarded with ads all the time. Keep your audience interested and engaged by balancing your posts between several types of content using these guidelines:
- 50% of your posts focus on engagement and value-adding content (e.g., How-tos, tips, expert insights, even humorous posts)
- 30% of your posts are content that you’re sharing from other relevant sources to keep your audience informed
- 20% of your posts directly promote your business (e.g., new product announcements, sales, and events)
The 5-5-5 social media strategy
Another simple numerical strategy for improving your social media marketing is the 5-5-5 approach. Every day, take 15 minutes to cover these tasks:
- Spend 5 minutes creating/scheduling content
- Spend 5 minutes engaging with followers
- Spend 5 minutes finding new potential customers
Five minutes per task might not sound like much, but it’s more impactful than you think! On social media, consistency is key. By following the 5-5-5 strategy, you’re staying active on your profiles every day and making progress toward your goals.
Measuring your success
Once you implement your new strategies to find customers on social media, the next step is to measure their impact. Monitor key metrics like:
- Engagement rate: The percentage of users who like, comment on, or share your posts
- Click-through rate: The percentage of users who click on links in your posts
- Lead generation: The number of new leads you created through social media
- Website traffic: The increase in visitors to your website from social media
- Conversions: The number of users who completed a specific action, like signing up for your email list or joining a webinar
- Sales: The revenue your social media posts drive
Set specific goals for metrics like these, and remember to be realistic about the figures and timeframes you’re targeting. Realistic goals help keep you on track and motivated to keep improving.
Then, measure your progress with tools that analyze your social media activity. Many social media platforms have built-in analytics tools businesses can use, which is very convenient. For a more comprehensive analysis, try third-party social media marketing tools.
Common mistakes to avoid
It’s normal to make some missteps as you’re fine-tuning your approach to social media. Trial and error helps you grow! Learn from others’ experiences and avoid these common setbacks:
- Spreading yourself too thin across platforms: Focus on one or two platforms that are popular with your target audience. You’ll have time and energy to create great content to share, and can always expand to new platforms later on.
- Focusing on vanity metrics instead of engagement: Impressions and reach are good to note, but focus more on impactful engagement metrics like comments, click-through rate, and conversions.
- Posting inconsistently: Regularly posting shows users and platform algorithms that your account is reliable and engaging.
Tools that make finding customers easier
Finding your customers on social media is much easier with digital tools geared toward specific parts of the process.
Social listening tools
Social listening tools like Sprout Social, YouScan, and Mention will help you track online mentions of your brand or related keywords. They can also identify trends and analyze tone to gauge customer sentiment about given topics.
Content creation and scheduling
Posting regularly becomes much easier with content creation and scheduling tools like Constant Contact. These tools often include professional post templates, content calendars, and automated publishing to your social media profiles based on the schedule you set.
Analytics and measurement
Go beyond simple metrics with social media analytics tools like Buffer and Hootsuite. They can track how your posts perform, measure website traffic growth, and analyze engagement stats like conversions.
Social media marketing that packs a punch
In 2025, the path to successful social media marketing starts with thoughtful planning and strategizing. Identify your target audience and use social listening to better understand what consumers are saying online. Then, work on engaging users and enticing them to take the next step with compelling CTAs.
Start small. Being consistent and committing 15 minutes of each day to interacting with users and publishing interesting content will take you far. Focus on quality over quantity to find customers on social media and avoid overwhelming your audience (or yourself!) behind the scenes.
And don’t forget to make the process more manageable by implementing social media marketing tools like Constant Contact. With Constant Contact, you can easily plan, create, and share engaging content across your profiles to find customers on social media. Get started for free today!
