SMBs Crushing It on Social Media: Lessons from Ruff and Puff & Current and Coast Collective
Social media marketing can be a tricky landscape, but when it’s done well, it’s a game-changer—especially for small businesses. If you watch Shark Tank, like me, you’ll notice some of the most successful entrepreneurs who land deals have already mastered social media to build their brands. Today, I’m spotlighting two small businesses that are absolutely nailing it on social media: Ruff and Puff in Calgary and Current and Coast Collective in Thunder Bay, run by my childhood friend Raeghan.
These two brands couldn’t be more different in what they offer, but both demonstrate the power of creative, authentic and audience-focused social media content.
Ruff and Puff: Barking Up the Right Social Media Tree
When it comes to social media for a doggy day camp, you might expect the standard cute pet pics. And while Ruff and Puff delivers on the adorable dog front, they go far beyond that. Their content is playful, engaging and perfectly aligned with their brand.
What they’re doing right:
Capturing the Experience: With videos and photos of dogs playing, lounging on the dog bus and living their best lives, Ruff and Puff brings followers right into the action. It’s not just about promoting their services—it’s about sharing the joy and fun of the experience.
Engaging Their Customers: Ruff and Puff knows how to make pet parents feel included. By inviting them to send treats for their pets’ birthdays and sharing the celebration (and treats) with all the dogs on the bus, they’ve created a heartwarming tradition that customers and followers can’t resist watching unfold on social media.
Building Trust: Frequent updates showcasing happy, well-cared-for pets not only entertain but reassure pet parents. Ruff and Puff’s consistent content demonstrates their commitment to quality care, making it clear they’re a trusted choice for furry family members.
Key takeaway: Authentic, experience-focused content that resonates with your audience is gold. Bonus points for keeping it light, fun and shareable.
Current and Coast Collective: Trendy, Artisan and on Point
Raeghan’s Current and Coast Collective blends artisan craftsmanship with social media savvy. Her feed is a beacon of inspiration for how to use social trends to showcase handmade wares and reach new audiences.
What They’re Doing Right:
Harnessing Trends: Raeghan seamlessly integrates the latest TikTok and Instagram trends, including top sounds, to showcase her business and give her artisan wares a modern twist. By using humour and trends as a Trojan horse, she raises awareness and demand for her products in a way that feels relatable and approachable.
Creating Relatable Content: Each post tells a story and injects personality. Whether it’s Christmas shopping, teacher gift season, wedding season or another moment her audience can connect with, Raeghan's content resonates and creates meaningful connections with her followers.
Aesthetic Consistency: Her feed is beautifully curated and feels genuine. The trends she uses don’t feel forced—they align naturally with her brand’s artisan vibe and the natural elements that inspire her work, like stones, pebbles and driftwood.
Local Advocacy: A staunch supporter of shopping local, Raeghan not only promotes her handmade creations but also champions the broader cause of supporting local businesses. Whether she’s showcasing her products at Thunder Bay Christmas markets or highlighting her latest craft fair appearance, she leverages social media trends to let her followers know where they can find her.
Key Takeaway: Social media trends are powerful tools, but it’s the way Current and Coast Collective ties them back to its unique personality and aesthetic that keeps audiences engaged and drives demand. Raeghan’s work demonstrates that even as a busy entrepreneur, you can build a strong, authentic brand presence online.
Lessons for Small Businesses
What makes Ruff and Puff and Current and Coast Collective stand out is their ability to combine authenticity with strategic content. They’ve cracked the code on what works for their unique audiences—and here’s what we can learn from them:
Know your brand voice and stick to it: Playful and fun for Ruff and Puff; thoughtful and campy for Current and Coast. Let your personality shine.
Embrace trends, but stay true to your niche: Trends can bring more eyes to your page, but your core message and audience should always come first.
Engage, engage, engage: Whether it’s replying to comments or creating shareable content, connection is key.
Verdict: Landing (New to the blog? My tomatometer is explained here.)
Think of Ruff and Puff and Current and Coast Collective as aerial underdogs—like the bush pilots of the social media skies. They’re scrappy, adaptable to shifting weather patterns and headwinds and laser-focused on their destination—always finding a way to land smoothly, no matter the circumstances. These businesses prove that it’s not the size of the operation but the passion and ingenuity behind it that leaves a lasting impression. If you’re a small business owner looking to elevate your social media game, take a page from their playbooks: stay authentic, tap into trends and above all, connect with your audience.
Need help making your small business shine on social media? Whether you’re looking to build trust like Ruff and Puff or create scroll-stopping content like Current and Coast Collective, I can help you craft a strategy that resonates with your audience and drives engagement. Let’s work together to showcase your brand’s unique story and turn followers into loyal customers. Reach out today to get started!
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