Blog Post

Creating content is easy. Creating content that gets attention, drives conversations, and actually supports your business goals? That takes a plan.

I’ve worked with brands across industries to design marketing strategies that do more than just keep a feed active. These strategies attract the right audience, deliver real engagement, and move people toward becoming customers.

In this post, I’m sharing the 10 specific tips I use to build and refine a successful social media marketing strategy—one that’s both practical and sustainable.

Let’s start with the obvious: someone has to lead.

Whether it’s you or a team member, one person should be responsible for overseeing your social media efforts. They don’t have to write every caption or design every graphic, but they do need to coordinate the calendar, make sure the messaging stays on track, and keep the brand voice consistent.

Without clear ownership, social often becomes scattered or inconsistent. That’s when results dip and confusion grows.

Trying to be active on every platform is a fast track to burnout. You don’t need to post on TikTok just because everyone else is.

Ask two key questions:

• Where is your audience already active?
  
• Which platforms best match your content style?
  

If your strength is short videos, lean into Instagram or LinkedIn. If your ideal clients are in B2B spaces, LinkedIn is usually a better bet than Facebook.

Start small. Two well-managed channels are better than five half-baked ones.

I always recommend combining original content with curated material.

Curated content—such as relevant news articles, reports, or expert insights—keeps your brand connected to industry trends without requiring you to produce everything yourself.

Just don’t repost links without adding your own take. A short caption or summary explaining why it matters makes a big difference.

Aim for balance: roughly 70% original content and 30% curated works well for most accounts.

Even loyal followers may not fully understand what your business offers.

That’s why I regularly share posts that explain:

• What services or products I provide
  
• Who I work with
  
• How to take the next step
  

These don’t need to be hard sells. Just helpful, clear reminders of what you offer—and how people can engage further.

Want an example of how to plan that content out? Try my strategy template.

Video still outperforms most content formats on almost every platform. But don’t overcomplicate it.

Short videos shot on your phone can work just as well as professionally produced ones—if the content is relevant and clear.

You can create:

• Quick tip videos
  
• Behind-the-scenes clips
  
• Product walk-throughs
  
• Short answers to FAQs
  

You don’t need to be “perfect.” You just need to show up.

Your audience isn’t just looking for information—they’re looking for connection.

Share behind-the-scenes moments. Introduce your team. Highlight stories from real people inside your business. Celebrate milestones.

These types of posts build trust and encourage engagement. Even something as simple as a photo of your workspace or a short “day in the life” story can create meaningful interactions.

Need help balancing the personal and professional? I share that breakdown here: Grow your brand with the right blend

Hashtags aren’t dead—but how you use them matters.

Stick to a handful (3 to 5 is plenty). Choose tags that relate to your industry, niche, or audience. Skip the overloaded or irrelevant ones.

Hashtags can help new users discover your posts, but overusing them (or using the wrong ones) can make your content look unfocused.

Consistency is more powerful than reach for the sake of reach.

Posting manually every day can quickly turn into a grind. That’s why I plan and schedule content at least one to two weeks ahead.

Scheduling helps with:

• Consistency
  
• Time management
  
• Better quality control
  

I use tools like Buffer or Meta Business Suite to stay on track. This frees me up for real-time engagement when it actually matters.

And yes, I still leave space for timely or spontaneous posts—that flexibility is key.

Stop sounding like a corporate memo.

Speak like a person. Ask questions. Tell stories. Share opinions.

A conversational tone doesn’t mean being sloppy—it means being relatable. This is especially important on platforms like Instagram and LinkedIn, where content that feels personal often performs best.

Even in B2B, people respond to personality.

If you’re not reviewing your performance, you’re just guessing.

Look at basic metrics like:

• Post reach
  
• Engagement rate
  
• Clicks
  
• Profile visits
  
• Follower growth over time
  

You don’t need advanced dashboards to do this. The built-in analytics on most platforms are enough for monthly check-ins.

Watch for patterns. Find what works. Cut what doesn’t. Then repeat.

I talk more about performance review methods here: Using insights to improve your plan

Your feed should never feel like it’s on autopilot.

While scheduled content helps with consistency, adding in real-time updates or quick reactions keeps your brand current and human.

That could be:

• A reaction to industry news
  
• A timely meme or trend (if it fits your tone)
  
• A “just wrapped up a project” post
  

This hybrid approach is what I recommend to all clients—it gives you structure and agility.

A solid social media marketing strategy isn’t about being trendy—it’s about being intentional. Each post, platform, and plan should support your business goals.

Start small. Pick a few of these tips and apply them. Track results. Then iterate.

And if you’d like help building your strategy from the ground up, check out my beginner’s guide here:
Simple strategy builder

Or if you’re ready to take things to the next level, I also have a complete 2025 framework available:
Full 2025 strategy guide