Digital marketing does a lot for small businesses, but picking the wrong channels wastes time and money. With so many social media platforms out there, it's hard to know what works best for you. And keeping several platforms going while seeing little return early on gets frustrating fast. So the big question is whether you need social media for your small business at all, or whether your Google Business Profile can do the job on its own.
There's no single answer. It depends on your type of business, how customers find you and how strong your customer relationships are. Start with Google as your foundation, then add social media.
Here's how to work out where your attention belongs.
Are you showing up for your customers?
Say someone is looking for a hairdresser in Melbourne. They're more likely to search Google than scroll Instagram or Facebook. That's where your Google Business Profile comes in.
With a verified profile, your business appears across Google and Google Maps with your opening hours, contact details, location, photos, website and reviews. According to Google, a complete, accurate profile helps you rank in local search. Your profile builds trust and helps you win customers who are already looking.
Social media plays a different role
Social media is where you introduce yourself and build interest. Most people scrolling aren't looking for your product or service, but a good post, recommendation or video can make them aware of your business.
That's the key difference. Google helps people find you when they're searching. Social media keeps you visible when they're not.
Google Business Profile vs Social Media: What's the Difference
You don't have to pick one over the other. They do different jobs.
| Google Business Profile | Social Media |
|---|---|
| Controls how you appear in Search and Maps | Generates awareness |
| Shows customers where you are | Builds brand identity |
| Provides business information and reviews | Starts conversations |
| Gives directions, a call button and a link to your website | Increases user engagement and builds community |
| Useful for local services | Useful for visual and lifestyle brands |
| Works around customer search | Works around discovery and content |
The real question is how you use each one, and which deserves your attention first.
Do I need social media?
If you're unsure whether social media suits your small business, start with your customers, not the latest platform trend.
Ask yourself:
- Are my customers active on social media?
- Does my product or service look good in photos and video?
- Does repeat engagement benefit my business?
- Can I keep creating useful or entertaining content?
- Do customers need to see my work?
- Would reviews, real videos, and customer stories impact buying decisions?
The more times you answer yes, the more important social media is likely to be for your business growth.
Visual businesses like beauty salons, photographers, fashion boutiques and restaurants can get a lot out of social media content.
But if you run a local trade business, your customers search for you on Google when they need you. Keeping your Google Business Profile accurate matters more than spending time on social media content.
Don't try to be on every Social Media platform
Many small business owners assume they need to be on every platform because it exists. What matters is where your customers and potential audience spend their time. Australian Business Guidance also recommends choosing channels based on your audience, rather than joining every network. This is where a social media planner Australia businesses can use makes sense, because you need a manageable system to keep content coming.
Here's a simple monthly plan you could start with:
- 4 posts focusing on product or service
- 4 educational posts
- 2 customer recommendations or stories
- 2 behind-the-scenes posts
- 2 promotional posts
Add regular short-form updates or stories where they fit. The right plan matters, but relevance and consistency matter more.
A business that posts useful content twice a week will do better than one that posts daily with no plan.
Why your Google Profile deserves more attention
If you run a local business, your Google Business Profile needs more attention than social media. Keep your business name, services or products, category, opening hours, contact details, website link and location accurate. Add real photos, collect reviews and respond to them professionally.
According to Google, local rankings are influenced by prominence, relevance and distance. A complete Google Business Profile helps Google work out which searches you're relevant for, which can lift your ranking. Your profile also sends customers to your website, allows direct bookings in supported areas and links to your social media channels.
What if you only have time for one?
If your time and resources are limited, pick the platform that puts you in front of customers who are already looking. These steps work well for local Australian businesses without eating up your time and budget.
- Claim and verify your Google Business Profile
- Fill in complete and accurate information
- Add real photos
- Actively manage reviews and respond professionally
- Build a simple, easy-to-use website
- Add the one social media channel your customers use most
Get the basics right, then expand over time.
The best Digital Strategy for your small business
Small businesses don't need a huge digital marketing strategy. They need solid digital foundations. For local service providers, start with your Google Business Profile. For food, beauty, fashion and lifestyle businesses, social media is essential for showing off what you do and building demand.
For most businesses, the best mix is Google for getting found, social media for connecting and your website for turning visitors into customers.