How to Build a Social Media Strategy for Your Small Business
When I started building my online presence, I didn’t have a detailed plan. I wasn’t sitting with a perfect strategy mapped out or some secret formula to crack the social media code. Instead, I was like most influencers—posting randomly, hoping something would land. Spoiler: hope isn’t a strategy. That’s why I’m here to show you how to build a social media strategy for your small business that actually works. Whether you’re running a side hustle or your full-time gig, having a clear plan will save you time, energy, and endless frustration. Let’s dive in.
Get Crystal Clear on Your Goals
Before you post anything, you need to ask yourself: What am I trying to achieve?
Your goals will shape everything about your social media strategy. Are you trying to:
Drive traffic to your website?
Build brand awareness?
Increase sales of a specific product or service?
Grow your email list?
Whatever your goal is, write it down. Tattoo it on your brain. Because your goal is your North Star, and every post, Reel, Story, or tweet should point directly toward it.
Pro Tip: Make your goals measurable. Instead of saying, “I want more followers,” say, “I want to grow by 1,000 followers in 90 days.” Now you’ve got something to aim for.
Know Your Audience Like They’re Your Best Friend
I’m not talking about vague demographics like “women aged 25-40.” No, I mean really know them.
Ask yourself:
What keeps them up at night?
What do they want more than anything?
What hashtags are they using?
What accounts do they follow?
Your audience isn’t just a group of faceless profiles; they’re real people with real problems. Your job is to solve those problems, entertain them, or inspire them—preferably all three.
When I first started posting, I assumed my audience wanted aspirational content. You know, the kind of stuff that looks perfect on a grid. But when I shared a messy behind-the-scenes post about a DIY project gone wrong, it exploded. Turns out, my audience wanted realness, not perfection.
The lesson? Don’t guess what your audience wants. Listen to them, test different types of content, and watch what resonates.
Choose the Right Platforms for Your Business
You don’t need to be on every single platform. Seriously, no one is crushing it on Instagram, TikTok, Facebook, Pinterest, and YouTube at the same time. Pick two or three platforms where your audience is most active, and go all in.
Here’s a quick breakdown of the major players:
Instagram: Great for visuals, behind-the-scenes content, and engaging Stories.
TikTok: Perfect for showing off personality and creative storytelling.
Facebook: Still king for local businesses and older audiences.
Pinterest: Amazing for driving traffic to blogs or product pages.
Pro Tip: Start small. Master one platform before you add another. Quality over quantity wins every time.
Create a Content Plan That Doesn’t Make You Want to Cry
Consistency is the secret sauce to social media success, but let’s be honest—posting daily can feel like a full-time job. That’s why you need a content plan.
Here’s what your content plan should include:
Content Pillars: These are the themes your posts will revolve around. For example, if you run a bakery, your pillars might be recipes, behind-the-scenes footage, customer stories, and new product launches.
Posting Schedule: Decide how often you’ll post. Consistency matters more than frequency, so don’t overcommit.
Content Formats: Mix it up with photos, videos, Reels, carousels, and Stories. Different formats reach different people.
Pro Tip: Use a social media content calendar to stay organized. It doesn’t have to be fancy—a Google Sheet works just fine.
Engage Like Your Business Depends On It (Because It Does)
Posting and ghosting is the quickest way to kill your strategy. Social media is a two-way street, and the algorithm loves engagement.
Spend at least 15-30 minutes a day engaging with your audience. Reply to comments, answer DMs, and interact with other accounts in your niche. This isn’t just about gaming the algorithm—it’s about building relationships.
Track Your Progress (and Pivot When Needed)
Here’s where a lot of people drop the ball: they don’t measure what’s working and what’s not.
Every month, review your analytics. Look at:
Engagement rates (likes, comments, shares, saves).
Follower growth.
Website clicks or conversions.
If a certain type of post isn’t performing, tweak it or try something new. Social media strategies aren’t set in stone—they’re living, breathing things that evolve over time.
Monetize Your Efforts (Without Being Salesy)
Once you’ve built a solid strategy, it’s time to think about how to monetize. Whether it’s selling products, offering services, or collaborating with brands, you can turn your social media presence into a revenue stream—without feeling like a walking advertisement.
Quick Tips:
Lead with value, not the sale.
Share real stories about how your product or service helps people.
Don’t overwhelm your audience with constant sales posts. Balance is key.
Why Social Media Strategy Matters
If you’re still winging it, you’re leaving money—and opportunity—on the table. Learning how to build a social media strategy for your small business isn’t just about getting likes or followers. It’s about creating a system that drives real results: more sales, better customer relationships, and a stronger brand.
You don’t have to figure this out on your own. Good Influence(r) offers proven strategies, tools, and insights to help you crush your social media goals. Whether you’re just starting or ready to scale, our course has everything you need to grow your business and stay true to your brand.
Stop guessing. Start growing. Sign up for the Good Influencer course today.
