Over the years, that sweet spot has changed–but the concept has remained the same. Word-of-mouth marketing has always been a startup’s best chance of success when working with a limited budget. Thankfully, the internet has significantly accelerated the pace at which word-of-mouth marketing takes place. Specifically, social media has made it possible for small startup businesses to reach millions of consumers with the click of a button.

While each business is unique and your specific strategy will determine how to best proceed for optimal results, here are a few general tips that apply to just about any startup using social media:

• Build a community. For long-term growth and success, the best thing you can do is to build an online community of ambassadors that give your startup additional exposure and promote brand awareness. While this won’t happen overnight, a prolonged investment over many months and years will pay off.
• Experiment. Don’t do what everyone else is doing. It’s okay to experiment and try new things. As long as what you’re doing doesn’t compromise your brand’s integrity, give it a shot!
• Learn from Others. Look to what others in your industry are sharing and use social media listening to see how you can distinguish yourself from competitors and appeal to prospects they might be missing.
• Watch Consumers. Consumers can also offer social media inspiration, not only through the content that they share but in the way that they phrase their messages. See how your target audience writes Tweets, and strive to mimic that style. Also learn their habits—when they share and why—and use that as a basis for your social media-marketing plan.