One of the things I hear most often from business owners is:
“We’re posting on social media… but it doesn’t really feel like it’s doing anything.”
And honestly… I get it.
When it comes to posting as a business page, content gets swallowed fast and many of your own followers don’t even see the post you spent hours creating and overthinking. 😉
That’s because platforms like Facebook want users to stay on their platform as long as possible. So they naturally prioritize content that has already proven to keep people engaged.
And the best way to become “relevant” in the algorithm’s eyes is not by randomly posting more.
It’s by posting with a clear strategy.
But before we talk strategy, let’s talk about the purpose of social media in the first place.
What Social Media Is Actually For
Social media isn’t just there so your business “has a page.”
It’s there to connect with your audience, build trust, and stay top-of-mind.
Here’s how I like to explain it:
Imagine you’re standing in a room with friends, acquaintances, and a few new people you’ve never met before.
What would you want to communicate to them?
Not in a salesy way… but in a “this is who I am and what I’m about” way.
For example, you’d want them to walk away thinking things like:
“Wow, they really know what they’re doing.”
“They seem trustworthy and professional.”
“They’re relatable… I feel like I could reach out without it being awkward.”
“This business clearly cares.”
“If I ever need this service, I’ll remember them.”
That’s what social media should do for your business.
It creates familiarity. And familiarity leads to trust.
Social Media Success Isn’t Always Sales
Another important thing to understand: success on social media looks different depending on the business.
Sometimes success means:
saves (because someone wants to come back to it later)
shares or forwards (because it was helpful, funny, or worth sending to someone else)
comments (because it started a conversation)
clicks (because it sparked interest)
And sometimes success simply means:
someone saw your face and remembered you.
Social media doesn’t mean every post leads to a sale.
Sometimes it just builds a connection that makes a sale easier later.
Why Strategy Matters So Much
Posting consistently does matter.
But strategy is what makes your posts mean something.
Without a strategy, you end up throwing content into the great social media void with no real direction. And the result is usually one of two things:
your content feels all over the place
your audience doesn’t know what to expect from you
And when your message feels scattered… your business feels scattered.
What you really want is content that sticks.
So imagine yourself back in that room full of people.
You only get a few seconds of attention at a time. Don’t you want what you say to land in the most impactful way?
If you’re a construction company, you probably wouldn’t walk up and announce what you had for breakfast.
But you might say:
“Hey, with this drought we’ve been having, we’ve been seeing more foundation cracks. If you notice doors sticking or cracks in your drywall, don’t ignore it. Catching it early can save you thousands.”
You just gave them:
something relevant
something helpful
a problem they might not even know to look for
and a reason to trust you
That’s strategy.
Content Pillars: The Foundation of a Social Strategy
One of the most helpful things you can do is set up content pillars.
Content pillars are 3 to 5 categories that connect directly to your business. They basically answer the question:
“What kinds of things should we talk about?”
Let’s stick with the construction company example.
Here are strong content pillars that would make sense:
1. Homeowner DIY Tips
(No, you won’t lose work over this. Most people don’t actually want to do these tasks themselves. And the ones who do will look it up somewhere anyway. At least this way they learn it from someone they can trust.)
2. Showing Off Your Team
This builds familiarity. People want to know the faces behind the company. It helps them feel comfortable before anyone even shows up at their house.
3. Construction Knowledge
Early signs of damage, common issues you fix, “what this might mean” education. This positions you as the expert.
4. Current Events + Real Projects
Weather that impacts structures, jobs you recently completed, a cool new tool you got, before-and-after moments, seasonal maintenance reminders.
Once your pillars are clear, your job gets easier.
Now you’re not staring at a blank screen thinking “what should I post today?”
Now you just decide:
what pillar you’re posting from, what you’re saying, and how often.
A Social Strategy Connects the Dots
A good strategy also zooms out and looks at the bigger picture:
Who are you trying to reach?
Who is your ideal client?
Using the construction example:
You’re primarily speaking to the homeowner, not the renter.
A renter might still see your content and enjoy it, but the homeowner is the person who’s likely to hire you right now.
And here’s the cool part:
That renter might become a homeowner someday and remember you because you stayed consistent and top-of-mind.
What do they care about?
Probably not what you ate for breakfast. 😄
They care about proof, confidence, and clarity.
They want to know:
“Can this company actually help me?”
“Do they know what they’re doing?”
“Do they seem honest and reliable?”
“Do I feel comfortable reaching out?”
Where are they in the decision-making process?
This one is huge.
Some people are:
not ready yet, just learning
noticing a problem and getting concerned
comparing options
ready to reach out right now
Example:
Someone might see a crack in the wall today, but they won’t hire someone today. They’ll “watch it,” Google it, ask a friend, and quietly investigate for a while.
Your social content meets them during that process.
So when they’re finally ready, they already know who they trust.
What do you want them to do next?
It doesn’t always have to be “buy now.”
Sometimes the next step is:
follow you
save the post
send you a message
visit your website
call for a quote
book an appointment
Example:
A post might end with:
“If you’re unsure whether this is something to worry about, feel free to message us a photo and we’ll tell you what we think.”
That’s a perfect next step. It’s helpful, human, and low pressure.
This Is the Part I Love Most
When I sit down with a client, this is the part that excites me the most.
Figuring out who they are, what makes them different, and how they should show up online in a way that feels natural and authentic.
Once that foundation is in place, social media stops feeling forced.
It starts feeling like a real conversation… one that actually leads somewhere.
Final Thoughts
Your business doesn’t need to post just to post.
It needs a social media presence that’s intentional, aligned, and built around real connection.
Because when there’s strategy behind the content, social media becomes less about keeping up… and more about showing up in a way that matters.
If you want help figuring out what your social media should really be doing for your business, I’m always happy to help at EXPMG.
