Many small business owners dive into social media without a plan. They start posting based on trends, copying what others are doing, or simply sharing what feels good in the moment. After a few weeks, when nothing changes—no increase in sales, no real engagement—they get frustrated.
You might feel like social media is a waste of time. The truth is, the problem isn’t the platform. It’s the missing link between what you’re trying to achieve in your business and how you’re using social media.
Step 1: Define Your Business Goals
Before you post anything, sit down and write out your business goals (You already have this one, you cannot start a business without this, can you?).
What does your business need this month or quarter? These goals should be specific and measurable. For example:
- Sell 25 units of a product
- Book 10 new appointments
- Get 10 new monthly donors
- Reach break-even on monthly costs
- Bring in 15 new customers
Whether you run a café, a boutique, a creative agency, or a local nonprofit, your goals will likely tie back to one thing: revenue. And if your content doesn’t support those goals, your effort goes to waste.
Step 2: Match Social Media Goals to Business Goals
Once you know what your business needs, figure out how social media can support that outcome. Every post should guide people toward a specific action that serves your larger goal.
Here’s a simple way to connect the two:
Graphic: “Business Goals → Social Media Goals → CTAs”
| Business Goal | Social Media Goal | Call to Action (CTA) |
| Sell 100 products | Post product spotlights with clear CTAs | “Tap to shop” / “Link in bio to buy” |
| Book 30 appointments | Share testimonials, before/after visuals, booking links | “Book now” / “Reserve your spot” |
| Increase foot traffic | Promote local specials, use location tags | “Visit us today” / “Show this post in-store” |
| Gain 200 email signups | Offer freebie or discount in exchange for sign-ups | “Sign up to get the offer” / “Download now” |
| Attract 3 new clients | Share results, case studies, behind-the-scenes | “Let’s work together” / “DM us to get started” |
| Build trust with audience | Post team intros, FAQs, or customer testimonials | “Got questions? Ask in the comments” |
| Launch a new service or product | Announce features, pricing, availability with preview posts | “Launch day coming—join the waitlist” |
| Promote an upcoming event | Share event teasers, behind-the-scenes, countdowns | “Save your spot” / “Register through link” |
| Get more social engagement | Post polls, ask questions, run giveaways | “Tell us below” / “Tag a friend to join” |
| Recruit volunteers or team | Share team culture, open roles, and testimonials | “Apply now” / “Join our team” |
| Improve retention or loyalty | Highlight returning customers, loyalty rewards, surprise offers | “Thanks for being here—check your inbox!” |
| Educate your audience | Share tips, how-tos, tutorials with clear value | “Save this post” / “Share with a friend” |
Once this link is clear, every piece of content has a job to do—and every post ends with a clear next step.
Step 3: Choose the Right Content Types
Not all content drives the same result. Match the type of content you post with the goal you’re working on.
If your goal is to sell more:
- Use product-focused posts
- Share customer reviews
- Run limited-time offers
If your goal is to build trust:
- Share behind-the-scenes stories
- Introduce your team
- Post client testimonials
If your goal is to raise awareness:
- Use trending audio or visuals
- Share local collaborations
- Post educational tips or facts
If your goal is to get bookings:
- Include clear links to schedule
- Use before-and-after visuals
- Create urgency with limited slots or time-bound offers
Your content should always lead somewhere—toward action.
Step 4: Sync Your Marketing Plan
Your social content is just one part of your marketing system. To see results, you need alignment across all channels.
Make sure:
- Your paid ads reflect the same offer or messaging
- Your website or landing page matches what people saw on social
- Booking or checkout processes are simple and mobile-friendly
- Contact info and links work properly
This is how you turn interest into conversions. Disconnected parts lose people fast.
Step 5: Track Results and Improve
You don’t need complex analytics to see what’s working. Just track the basics:
- How many people clicked your links?
- How many people saved or shared your posts?
- Did you get more DMs or inquiries?
- Did your bookings or sales increase?
Review your progress every week or two. Cut what’s not working. Double down on what is. This will make your strategy more focused over time.
Struggling to align your business goals with what you post online? We’ve got you.
- Book a free 15-minute call—we’ll help you make sense of your social media game.
- Want to hand it off completely? We offer done-for-you social media management.
- Not sure what fits? We build custom plans based on your business goals.
Explore our services on the https://jenniferbakerconsulting.com/services/ or go straight to booking and let’s talk.
No pressure. Just real help.
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