How to Create a Social Media Marketing Strategy for Your Somerset Small Business

Last month, I watched a brilliant café in Watchet struggle to fill tables during what should have been their busiest season. They served exceptional coffee and homemade cakes, but hardly anyone knew they existed. Meanwhile, a competitor down the road was packed every day — not because their food was better, but because they'd mastered social media marketing.

This scenario plays out across Somerset every day. Small businesses with incredible products and services remain invisible whilst their competitors thrive online. The difference? A solid social media strategy.

Creating a social media strategy isn't about posting pretty pictures and hoping for the best. It's about understanding your audience, choosing the right platforms, and consistently delivering value. Here's how to build one that actually works for your Somerset business.

Understanding Your Local Audience

Before you post a single photo, you need to know who you're talking to. I've seen too many Somerset businesses copy strategies from London agencies that simply don't work in our market.

Start by analysing your existing customers. That plumber in Taunton I work with discovered most of his emergency callouts came from families with young children — parents panicking about burst pipes at 7am. His social media strategy shifted to focus on prevention tips and quick fixes, positioning him as the helpful local expert.

Map Your Customer Demographics

• Age ranges of your typical customers
• Where they live (Minehead seafront vs Bridgwater suburbs makes a difference)
• When they're most likely to need your services
• What problems keep them awake at night

Use Facebook Audience Insights and Google Analytics to understand your current audience better. Don't guess — use data.

Choosing the Right Platforms

You don't need to be everywhere. In fact, trying to manage five social media platforms badly is worse than managing two really well.

Facebook remains king for Somerset small businesses. Most of my clients see their best engagement there, particularly in the 35-65 age group. It's perfect for local businesses because of its robust location targeting and community groups.

Instagram works brilliantly for visual businesses. That B&B in Minehead I redesigned their website for gets 60% of their bookings through Instagram — their coastal sunset photos are irresistible to tourists planning their Somerset breaks.

Platform Priorities for Somerset Businesses

1. Facebook: Essential for most local businesses. Great for community building and local advertising.
2. Instagram: Perfect if your business is visual (restaurants, accommodation, retail).
3. LinkedIn: Vital for B2B services and professional trades.
4. TikTok: Only if your audience is under 35 and you can commit to regular video content.

Don't spread yourself too thin. Master one platform before adding another.

Creating Content That Connects

Content creation doesn't require a professional photographer or video crew. Some of the most successful posts from my clients are simple behind-the-scenes photos taken on smartphones.

That independent shop in Bridgwater I mentioned earlier? Their most popular post last year was a video of the owner's dog greeting customers. It got 500 shares and brought in dozens of new customers who wanted to meet the famous shop dog.

Content Types That Work for Somerset Businesses

• Behind-the-scenes: Show your process, introduce your team
• Customer stories: Share testimonials and success stories
• Local connections: Partner with other Somerset businesses
• Educational content: Share your expertise freely
• Seasonal content: Tie into local events and Somerset's changing seasons

Plan your content around the 80/20 rule: 80% value-driven content (tips, behind-the-scenes, community focus) and 20% promotional content (special offers, new products).

Building Your Local Community

Social media marketing isn't just broadcasting — it's about building relationships. The most successful Somerset businesses I work with treat social media as a conversation, not a billboard.

Join local Facebook groups where your customers hang out. Exmoor Community, Taunton Local Business Network, and West Somerset Notice Board are goldmines for connecting with potential customers. But don't just post your offers — contribute genuinely to discussions.

Community Engagement Strategies

• Respond to every comment and message within 4 hours during business hours
• Share and comment on other local businesses' posts
• Use local hashtags (#Somerset #Exmoor #TauntonDeane #WestSomerset)
• Partner with complementary businesses for cross-promotion

I've watched a small accountancy firm in Williton build a thriving practice simply by answering tax questions in local Facebook groups. They never sold directly — just helped people. The referrals followed naturally.

Measuring What Matters

Vanity metrics like follower count don't pay the bills. Focus on metrics that directly impact your business.

Track website clicks, phone calls, and actual bookings or sales that come from social media. Use UTM parameters in Google Analytics to track which posts drive the most valuable traffic.

Key Metrics to Monitor

• Engagement rate (likes, comments, shares divided by reach)
• Click-through rate to your website
• Direct messages and inquiries
• Mentions and tags from customers
• Local reach and impressions

Facebook Insights and Instagram Analytics provide most of the data you need. Review your performance monthly and adjust your strategy based on what's working.

Making It Sustainable

The biggest mistake I see Somerset businesses make is starting strong then burning out after three months. Social media marketing is a marathon, not a sprint.

Set realistic expectations. Three quality posts per week beats seven rushed ones. Build templates for common post types — customer features, behind-the-scenes, tips and advice. This makes content creation faster and more consistent.

Consider your social media strategy as an extension of your customer service. Every interaction is an opportunity to reinforce why people should choose your Somerset business over the competition. Start small, stay consistent, and focus on genuine connections rather than follower numbers.

The café in Watchet I mentioned? They implemented these strategies six months ago. They're now booked solid most weekends and have a waiting list for their popular baking classes. Social media didn't just fill their tables — it transformed their business.

Sources

• BrightLocal Local Consumer Review Survey 2023 — Annual survey of local consumer behaviour and social media usage
• Facebook Small Business Report 2023 — Research on social media impact on local business growth
• Ofcom Internet Use and Attitudes Report — UK internet and social media usage statistics

About the Author: Marcus Knapman has been designing websites since the mid-1980s. Based in Williton, Somerset, he runs Exmoorweb — helping small businesses across Minehead, Watchet, Taunton, Bridgwater, and the wider South West build their online presence. With a BSc (Hons) and over 40 years of hands-on experience, he combines technical expertise with practical business sense.