If you're a small business owner, chances are you’ve been told a million times that you need to be on social media. And that’s true—but showing up online without a clear plan is like driving blindfolded. That’s why developing a solid social media strategy is key.
But don’t worry—we’re keeping it simple, doable, and even (dare we say?) fun.
Before we dive into the “how,” let’s talk about the “why.”
A good social media strategy helps you:
43% of consumers research businesses before they visit them in person, but if they can’t find you online, then you may lose out on 40%+ of consumers visiting your business.
Think of your social media presence as an extension of your business’s voice—it shows you’re there, and it’s how you talk, share, and build relationships online.
Start by asking: What do I actually want from social media?
Here are a few realistic and powerful goals:
Example:
Julie runs a local plant shop. Her goal is to build awareness in her city and drive foot traffic to her store. That means she’ll focus on Instagram and Facebook with geo-targeted posts and plant care videos.
If you're trying to talk to everyone, you're talking to no one.
Ask yourself:
Create a simple audience persona:
Name: Emma
Age: 35
Job: Interior designer
Pain Point: Wants unique, easy-to-maintain plants
Platform of Choice: Instagram and Pinterest
Content She Loves: Aesthetic visuals, tutorials, and quick tips
Understanding your audience is crucial, and aligning your branding accordingly can significantly impact your business. For insights on how strategic branding influences revenue, check out our article on How Strategic Branding Drives Revenue Growth.
You don’t need to be on every platform—just the right ones.
Platform | Best For | Examples |
Visual brands, lifestyle products | Art, fashion, food, decor | |
Local reach, events, community | Restaurants, services, shops | |
TikTok | Short-form content, viral potential | Tutorials, humor, behind-the-scenes |
B2B, professional services | Consulting, coaching, SaaS | |
Evergreen content, inspiration | Crafts, home, wellness |
Example:
A handmade jewelry business might focus on Instagram and TikTok for showcasing product videos and behind-the-scenes stories.
Visual consistency across platforms reinforces brand recognition. Learn more about the impact of effective logo design in our post on Good vs Bad Logos.
Content pillars are the themes you’ll post about regularly. Aim for 3–5 to keep things focused.
Here’s a simple framework:
Pro Tip: Rotate your content pillars through the week to keep your feed balanced and fresh.
You don’t need to post daily—quality > quantity.
Start small:
Use a free content calendar (like Google Sheets, Notion, or Trello) to plan your posts a week or month in advance.
And if you want to drive greater engagement, connect a “Landing Page” your social media, and see your conversions sore! But in order to maximize the effectiveness of your social media efforts, ensure that your landing pages are optimized for conversions. Our guide on What is a Landing Page? offers valuable tips.
These tools can save you hours each week:
Social media is social—don’t just broadcast. Spend time:
Think of your account like a dinner party. Don’t just talk—listen and respond.
Each platform has built-in analytics. Look at:
Keep it simple: once a month, review your top-performing posts. What do they have in common? Do more of that.
Example:
Julie noticed her plant styling tips got 3x more saves than other posts—so she made it a weekly series.
Things will get busy. You’ll forget to post. That’s okay.
A few ways to stay consistent:
You don’t need to be perfect to win at social media. You just need to be intentional.
Start with:
Show up as yourself, tell your story, and grow from there.
Whether you're running a bakery, coaching business, online shop, or dog-walking service—your people are out there. Let’s help them find you.
