A social marketing strategy is your plan for using social media platforms to build authentic connection with your audience while achieving specific goals— whether that’s growing your coaching practice, sharing your message, or building a business around your purpose. The most effective strategies don’t start with algorithms or posting schedules. They start with clarity about who you are and what you want people to know about you. With 5.42 billion people now on social media worldwide, having a clear strategy isn’t optional anymore— it’s the difference between shouting into the void and actually reaching the people who need what you have to offer. Key Takeaways:
– Start with purpose, not platforms: Your social media strategy should flow from what you want to say, not what’s trending
– Focus on 2-4 platforms: Research shows spreading yourself thin hurts results— pick where your audience actually is
– Create 3-5 content pillars: These themed categories keep your content consistent without being repetitive
– Measure engagement over followers: Vanity metrics mean nothing if they don’t lead to real connection and results
Table of Contents
- The Problem with Most Social Media Advice
- Start with Why: The Purpose-First Approach
- Choosing Your Platforms (Without Spreading Yourself Thin)
- Setting Goals That Actually Matter
- Content Pillars: Your Strategy Foundation
- Sustainable Consistency (Without the Burnout)
- Measuring What Matters
- Common Mistakes to Avoid
- Strategy That Feels Like You
- FAQ
The Problem with Most Social Media Advice
Most social media advice makes people feel worse, not better. The gurus tell you to post daily, batch content, follow the algorithm, jump on every trend— and somehow also be “authentic.” It’s exhausting. And it doesn’t work for most people.
You’ve spent an hour crafting the perfect post, only to watch it get 3 likes from your aunt and a bot. You’ve tried to be consistent, then burned out after two weeks. You’ve scrolled through other people’s success stories and wondered what you’re doing wrong.
Many small businesses struggle with developing a social media strategy— creating one might seem obvious, yet many companies fail to do so. And most of the advice out there is why.
The problem isn’t that you’re not trying hard enough. The problem is you’re following advice that wasn’t designed for you.
Most social media advice is written by people with teams of 10. They have content managers, graphic designers, and someone whose entire job is to analyze metrics. You have you. Maybe a VA for a few hours a week. The strategies that work for corporations and influencer empires don’t translate to coaches, entrepreneurs, and creators building something meaningful.
So what would it look like to build a strategy that actually fits your life— and your values?
Start with Why: The Purpose-First Approach
The best social marketing strategy doesn’t start with platforms or posting schedules— it starts with one question: What do you want people to know about you?
Social media at its best is a megaphone for your message. But you have to know what you’re trying to say first.
Here’s the thing. If you’re feeling lost in your career or trying to build something around your purpose, the last thing you need is another tactical playbook. What you need is clarity. Your strategy should be an extension of your calling, not a marketing obligation that sits separate from your real work.
Before you pick a platform or plan a single post, ask yourself:
- What do I want to be known for?
- Who are the people I most want to help?
- What would I say if I knew they were listening?
This isn’t fluffy. It’s strategic. When you know what you stand for, content becomes easier to create. When you’re clear on who you’re talking to, engagement stops feeling like performance.
And the data backs this up. According to Brandwatch, “deinfluencing” mentions rose 79% in 2025. People are tired of polished, optimized, salesy content. They’re looking for something real.
Chasing algorithms without knowing what you stand for is a recipe for burnout.
If you’re ready to dig deeper into finding your purpose, start there. Your social media strategy will follow.
Once you know what you want to say, the next question is where to say it.
Choosing Your Platforms (Without Spreading Yourself Thin)
You don’t need to be everywhere. In fact, trying to maintain a presence on every platform is one of the fastest paths to burnout and mediocre results.
Pick 2-4 platforms where your audience actually spends time.
Here’s the truth most people won’t tell you: the average person uses 6.83 different social networks monthly. But that doesn’t mean you need to be on all of them. Being excellent on two platforms beats being forgettable on six.
Platform selection comes down to two questions:
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Where is your audience? If you’re a coach working with executives, LinkedIn is probably more valuable than TikTok. If you’re reaching younger audiences around creativity and passion, Instagram and TikTok matter more.
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What format fits your strengths? Do you love writing? LinkedIn and newsletters. Comfortable on video? YouTube and TikTok. Prefer visuals? Instagram. Play to your natural strengths.
| Platform | Best For | Content Type | Primary Audience |
|---|---|---|---|
| B2B, professional services, thought leadership | Text posts, articles, videos | Professionals, executives, career-focused | |
| Personal brands, visual work, lifestyle | Photos, Reels, Stories | Ages 18-44, visual-oriented | |
| YouTube | Education, tutorials, long-form content | Video | Broad, intent-based searching |
| TikTok | Trends, entertainment, reaching younger audiences | Short-form video | Ages 16-34 |
| Communities, groups, older demographics | Mixed, Groups | Ages 35+, community-focused |
Pick two platforms and commit. You can always add more later. But you can’t sustain presence everywhere when you’re also doing the actual work of your business.
Setting Goals That Actually Matter
Your social media goals should connect to your actual business goals— not vanity metrics that look impressive but don’t move the needle. Before you set any goals, ask: What would success actually look like for me?
Follower count is the most overrated metric in social media.
A thousand engaged followers who trust you beats a hundred thousand who scroll past. But when we talk about goals, most people default to “grow my following” without thinking about why.
Goals like “grow my following” are useless. Goals like “get 5 coaching inquiries per month from LinkedIn” are actionable.
Here’s what I’d recommend. Use the SMART framework— Specific, Measurable, Achievable, Relevant, and Time-bound. According to The Hartford’s research on social media planning, vague objectives lead to vague results.
Examples of SMART social media goals:
- Generate 3 discovery calls per month from Instagram DMs by Q2
- Grow email list by 100 subscribers through LinkedIn posts in 90 days
- Increase average post engagement rate from 2% to 4% over 6 months
- Book 2 podcast guest appearances through Twitter connections per quarter
Notice what these have in common. They connect to outcomes that matter for your actual work— conversations, email subscribers, opportunities. Not follower counts.
Content Pillars: Your Strategy Foundation
Content pillars are 3-5 themes or topics that form the foundation of everything you post. They keep you consistent without being repetitive, and they save you from staring at a blank screen wondering what to say.
Content pillars turn “What should I post?” from an existential crisis into a simple rotation.
If you’re posting without pillars, you’re winging it. And winging it doesn’t scale.
According to Buffer’s content strategy research, defining 3-5 pillars gives you structure while maintaining variety. Sprout Social recommends using the 3 E’s framework:
The 3 E’s:
– Educate: Share knowledge, tips, insights related to your expertise
– Entertain: Show personality, tell stories, create moments of connection
– Engage: Ask questions, start conversations, invite participation
The 3 E’s aren’t just categories. They’re permission to be more than a walking sales pitch.
Example content pillars for a purpose-driven entrepreneur:
| Pillar | What It Covers | Content Types |
|---|---|---|
| Your Journey | Personal stories, lessons learned, behind-the-scenes | Vulnerable posts, updates, reflections |
| Your Expertise | Tips, frameworks, insights from your work | Educational content, how-tos, advice |
| Your Values | What you believe, what you stand against | Opinion pieces, provocative takes |
| Your Community | Client wins, testimonials, amplifying others | Social proof, celebrations, features |
| Your Humanity | Life outside work, interests, personality | Personal moments, humor, relatability |
Mix these across your week. Rotate through them. A good rule of thumb: 80% value, 20% promotion. But even “promotion” can provide value if you’re solving a real problem for people.
Sustainable Consistency (Without the Burnout)
Here’s the truth about consistency: posting three times a week for a year beats posting daily for two months and then disappearing. Sustainability matters more than frequency.
Build a social presence you can maintain on your worst week, not your best one.
The social media accounts that win long-term aren’t the ones posting the most. They’re the ones that keep showing up.
According to the Digital Marketing Institute, posting around 3-4 times per week is sustainable for most individuals. That’s it. Not daily. Not multiple times per day. 3-4 quality posts that actually say something.
The “post every day” advice is designed for people with content teams. You’re not a corporation.
Signs you’re heading toward burnout:
– Dreading opening social media apps
– Creating content feels like pulling teeth
– You’re posting just to post, with nothing meaningful to say
– Comparing your output to people with bigger teams
– Going dark for weeks because you can’t keep up
And look, it’s okay to fall off. Life happens. Businesses get busy. You can always come back. The key is building rhythms you can sustain— not chasing a pace that exhausts you.
Batch when it helps. Take breaks when you need them. Done is better than perfect. What matters is that you keep showing up over time.
Measuring What Matters
The metrics that matter depend on your goals— but for most purpose-driven entrepreneurs, engagement beats reach and trust beats followers.
Here’s what most people get wrong: they check their metrics daily. Sometimes hourly. And it’s making them crazy.
Engagement rate tells you if people care. Follower count just tells you they clicked a button once.
Stop checking your metrics daily. It’s not helping.
According to Sprout Social, the metrics worth tracking connect to actual business outcomes. Track monthly, not daily. Look for trends, not daily fluctuations.
| Metrics to Track | Why It Matters |
|---|---|
| Engagement rate | Shows content resonance |
| Click-throughs (to website, email signup) | Tracks action beyond likes |
| DMs and conversations | Measures real connection |
| Inquiries or leads generated | Ties to business outcomes |
| Email list growth from social | Captures audience you own |
| Metrics to Ignore | Why They Don’t Matter |
|---|---|
| Raw follower count | Vanity without engagement |
| Impressions (alone) | Seeing isn’t engaging |
| Comparing to others | Different audience, different game |
Review your metrics monthly. Ask: Is this working? What should I do more of? What’s not resonating? Then adjust.
Common Mistakes to Avoid
Most social media strategies fail not because of lack of effort, but because of a few predictable mistakes. Here are the ones I see constantly.
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No strategy at all. Many small businesses struggle with this— it’s more common than you’d think. Posting randomly without a plan isn’t a strategy— it’s hope.
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Spreading too thin across platforms. Trying to be everywhere means being excellent nowhere. Pick 2-4 and commit.
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Using the same content everywhere without adaptation. What works on LinkedIn doesn’t work on TikTok. Each platform has its own culture and format expectations.
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Focusing on followers over engagement. A smaller, engaged audience is more valuable than a large, passive one.
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Inconsistency. Showing up strong for a month, then disappearing for three. Momentum matters.
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Being all promotion, no value. If every post is selling something, people tune out.
The biggest mistake isn’t posting the wrong thing. It’s not having a strategy at all.
If you’ve made these mistakes, you’re in good company. The fix isn’t self-criticism— it’s just doing it differently.
Strategy That Feels Like You
A good social marketing strategy isn’t about gaming algorithms or keeping up with trends. It’s about showing up as yourself, consistently, in the places where your people can find you.
You don’t need to be everywhere. You don’t need to go viral. You don’t need to become someone you’re not.
What you need is clarity about what you have to say. A few platforms where your audience hangs out. Content pillars that keep you consistent. And a rhythm you can actually sustain.
Social media at its best connects you to people who need what you have to offer. Don’t let bad advice turn it into a performance.
You have something to say. Social media is just one way to say it.
If you’re working on building a business around your passions, let your strategy be an expression of that purpose— not separate from it.
I believe in you.
FAQ
What’s the difference between social marketing and social media marketing?
Traditional “social marketing” uses marketing principles to promote social good and behavior change— like public health campaigns. “Social media marketing” (what most people mean when they search this term) is using platforms like Instagram and LinkedIn to build your brand and reach your audience.
How often should I post on social media?
For most individuals and small businesses, 3-4 times per week is a sustainable baseline. Quality and consistency matter more than frequency— showing up reliably beats posting daily for a month and then disappearing.
How many social media platforms should I be on?
Most experts recommend focusing on 2-4 platforms where your target audience is most active. The average person uses 6.83 platforms, but spreading yourself across all of them leads to mediocre results and burnout.
What are content pillars?
Content pillars are 3-5 core themes or topics that form the foundation of your content strategy. They help you stay consistent while providing variety— so you’re not reinventing the wheel with every post.
What’s the biggest mistake in social media marketing?
Not having a strategy at all. Many small businesses struggle with this— leading to inconsistent posting, unclear messaging, and wasted effort.
