How to Create a Social Media Strategy That Actually Works for Your Small Business
Let’s be honest: social media can feel overwhelming. There’s a new trend every week, endless advice flying around, and so many voices shouting “do this, do that.” No wonder so many small business owners feel stuck before they’ve even started.
So let’s simplify things.
This isn’t a post about going viral or spending hours a day glued to your phone. This is about building a realistic social media strategy that works for you - your business, your time, and your goals.
Ready? Let’s break it down step by step.
1. Start with your goal (and make it realistic)
First things first — what do you actually want social media to do for you?
Forget “get 10k followers” for a second. Your goal might be:
“Get more local people to know about my business”
“Sell more of my online course”
“Get fully booked each month with clients I love working with”
Once you’re clear on your goal, your content becomes so much easier to plan.
2. Choose your platform(s) wisely
You don’t need to be on every platform.
If you’re trying to be on Instagram, Facebook, TikTok, LinkedIn and Pinterest — you’ll burn out before you’ve had a chance to build momentum. Choose one or two platforms where:
Your ideal audience actually hangs out
You feel comfortable creating content
You can show up consistently
For most small business owners, Instagram and Facebook are a solid place to start. And remember — repurposing content is your best friend.
3. Understand your audience
This doesn’t need to be complicated. Just ask yourself:
What are they struggling with?
What questions do they ask you often?
What would help, inspire, or encourage them today?
Once you understand your audience, it becomes easier to create posts that actually connect — not just broadcast.
4. Pick your content pillars
Content pillars = your main topics or themes. These help you stay consistent, avoid repeating yourself, and give your audience a mix of value.
For example, if you’re a beauty business, your pillars might be:
Tips and education
Before and afters
Testimonials
Behind the scenes
Offers and promotions
Try choosing 3–5 pillars that align with your business and audience. Then build your weekly or monthly posts around them.
5. Plan your content (without the stress)
You don’t need to plan every single post weeks in advance — but a bit of structure helps massively.
Here’s a simple system:
Choose 1–2 posts per week based on your pillars
Use national days or themes (like Small Business Saturday) for ideas
Reuse your best-performing posts every few months — most people won’t notice!
If you need help staying consistent, my 365-Day Content Calendar is made exactly for this — filled with prompts, ideas and space to plan with ease.
6. Review what’s working (and be kind to yourself)
Social media takes time — but that doesn’t mean you can’t tweak and improve as you go.
Every month, take 10 minutes to look at:
Which posts got the most engagement or saves?
What led to new enquiries or sales?
What felt fun to create?
Then do more of that.
And remember: sometimes the content that “flops” taught your audience something important. It’s not all about the likes.
Final Thoughts
Your social media strategy doesn’t have to be fancy, complicated, or exhausting. It just needs to be yours — aligned with your goals, your audience, and your capacity.
Start small. Focus on connection. And remember, consistency always beats perfection.
If you ever want someone to help you create a plan that works for you, I offer 1-to-1 Power Hours for £30 where we audit what you’re doing and map out a strategy together. You can book yours right here.
Quick Recap: How to Create a Social Media Strategy That Works
Set a clear, realistic goal
Focus on one or two platforms
Understand who you're talking to
Choose 3–5 content pillars
Plan your content with structure
Review, adjust, and keep it human
