Social media marketing with a plan behind every post

Most small businesses know they should be on social media. The harder part is deciding what to post, for whom, and how to keep going when the novelty fades. Social media marketing is the organic, unpaid work of building a presence where your customers already spend their time.

It is separate from paid advertising. Organic posts reach people who follow you or find you, while ads reach people you pay to show them to. Both can work together, but they are different jobs, and the paid side is covered on my Meta Ads page.

Social media strategy

Choosing which platforms deserve your time, who you are speaking to, what you want to be known for, and how you will tell whether it is working.

Content creation and planning

Turning the strategy into a calendar of posts and captions that fits your business and your capacity, so you are never starting from a blank page.

Audience engagement

Replying to comments and messages, joining relevant conversations and noticing what people respond to, so your account feels like a business run by real people.

This suits local shops, restaurants, studios, personal brands and service providers whose customers discover and check businesses on social platforms. It also helps businesses that need an active profile before a new customer will trust them.

People follow accounts for different reasons: to learn, to be entertained, to feel part of something, or to check that a business is real. I work out which of those apply to your audience and build content around them. I keep the plan realistic so it can continue, and I review what performs to decide what to repeat and what to drop.