Audience profiles
Three to four customer types with what they care about, which platforms they use, when they are online and what makes them stop scrolling.
Social Media Strategy
Stop posting and hoping. Start with a plan that leads somewhere.
Most small business social media is random: a photo when someone remembers, a promotion when sales are slow. A strategy decides who you are talking to, which platforms deserve your time, what you say and how it turns into customers.
Audience researchPlatform selectionContent pillarsKPIs
ReachPeople who see you
EngagePeople who react and save
FollowPeople who come back
ConvertPeople who message, book or buy
1 daystrategy workshop
3–4customer profiles defined
90 dayscalendar planned post by post
Monthlynumbers to track
The short version01
What a strategy actually decides
A social media strategy answers the questions that random posting avoids. Who are the three or four kinds of customers you want more of, and where do they spend their time online? What does your business say that competitors cannot? What should a post do: make people laugh, teach them something, show your work or get them to call?
From those answers come the practical decisions: which platforms to commit to and which to ignore, how often to post, which content pillars to rotate through, how reviews and user content fit in, where paid promotion earns its money and what numbers you check every month.
The output is a document your team can run, or that our management team runs for you. Either way, every post from then on has a reason.
0follower growth for a client who followed the plan
How we build it
Audience and goal first, platforms and posts second
Most businesses pick a platform because a competitor is on it, then wonder what to post. We start at the other end: who you need more of, what they need to see to trust you, and which channel they actually open.
The strategy session covers your customers, your competitors’ feeds, what has worked for you before and what you can realistically produce every week. From that, the plan is built in a day, not a quarter.
- Customer profilesthree or four buyer types, where they spend time and what they respond to
- Competitor feed auditwhat works in your market, what nobody is doing
- Realistic cadencea posting rhythm your team or ours can sustain
Consistency compounds
Follower growth on every channel for a furniture brand
Brown Interiors, after a strategy that fixed pillars, cadence and design: followers indexed to the starting month.
Brown Interiors · followers, indexed (start = 100)
Start100
3.0×
After the strategy0
0followers on every channel
+350%Facebook click-through rate
0posts on the custom blog platform
What Is in the Strategy
Six parts of every social media strategy we deliver
Platform plan
Which of Facebook, Instagram, LinkedIn, TikTok, YouTube and Google Business Profile deserve your time, and which to drop, with a reason for each.
Content pillars and mix
Four to six themes to rotate through, with example posts, the share of each and the formats that work for them: reels, carousels, stories, lives.
Posting cadence and calendar framework
How often to post per platform, the best times for your audience and a calendar template with the first month filled in.
Paid and organic plan
Where a small boosting budget or ad campaign supports the organic work, with audiences, budgets and the posts worth promoting.
KPIs and reporting
The handful of numbers that matter for your goals: reach, saves, profile visits, messages, link clicks, leads, and how to track them monthly.
Why Start With Strategy
Four things a plan fixes
The right platforms
Most businesses need two platforms done well, not five done badly. The plan picks them from where your customers actually are.
Content that is easy to make
Pillars and formats mean nobody stares at a blank screen on Monday. The question becomes which pillar is next, not what to post.
Numbers that mean something
Followers are vanity. Messages, link clicks, bookings and calls are the point. The plan tracks the ones tied to revenue.
Paid spend that is not wasted
Boosting random posts burns money. The plan says which posts, which audiences and how much, before a dollar is spent.
Selected work
Projects like yours, done for real clients.
Logo & Branding · Web Design · E-commerceBrown Interiors ↗Full-service digital marketing for an interior design company
Branding · Packaging · IllustrationSeren CBD ↗A calm, premium brand for a crowded CBD market
Web Design · Security · ContentFront Range Pool Table Company ↗Malware removed, site redesigned, game room sales up
Web Design · Branding · Logo DesignFine Sewing ↗A minimalist logo and a colourful site for an upholstery shop
Results
What a plan did for a furniture store
Brown Interiors, after a content strategy and consistent execution across every channel.
0follower growth on every social channel
+350%Facebook click-through rate on event campaigns
0blog posts feeding the social calendar
0products promoted from the online store
What you get
A plan your team can run on Monday morning
The deliverable is a working document: platforms with a reason for each, content pillars with example posts, a posting calendar, tone and visual rules, response guidelines and the handful of numbers you will track each month.
Hand it to your team, or hand it to our management team. Brown Interiors ran on a plan like this and tripled followers on every channel while lifting Facebook click-through rate 350%.
+350%Facebook click-through rate on planned campaigns
- 01Content pillars with examplesso nobody stares at a blank post
- 0290-day calendarthe first quarter planned post by post
- 03Monthly numbersfollower growth, engagement, link clicks and leads
Random vs Planned
What changes with a strategy
Posting without a plan
Posting with a strategy
What to post
Whatever comes to mind
Next pillar on the calendar
Platforms
All of them, inconsistently
Two or three, done well
Voice
Changes with whoever posts
Defined tone, caption style and visual rules
Paid
Boost a post when sales dip
Planned campaigns on proven posts
Measurement
Likes
Reach, saves, messages, clicks, leads
Result
Busy, no growth
Steady growth tied to customers
Process
Three weeks from kickoff to a plan you can run
Research
We audit your current profiles and results, review three to five competitors, interview you about customers and goals and pull platform analytics.
Strategy
Audience profiles, platform plan, content pillars, cadence, paid plan and KPIs written up and reviewed with you in a working session.
Playbook and first month
Calendar template, post formats, caption and hashtag guidelines and the first month of posts planned, so execution starts the day the strategy is approved.
Client reviews
Rated five stars by the businesses we work with.
5.0★★★★★Google Business Profile5.0★★★★★Clutch · 15 verified reviews4×UpCity Excellence Award
★★★★★Verified on Clutch
“Their hard work and attention to detail set them apart. In 2018, Kateryna was able to bring 4,000 new users to the website through organic traffic. We had perfect communication throughout.”
Brown InteriorsOwner
★★★★★Verified on Clutch
“The game changer for us was how much they care about you and your brand. We are happily receiving positive feedback on our brand and products and were able to easily get in to retail stores.”
SerenCo-Founder
★★★★★Verified on Clutch
“The amount of work they put in was impressive. We have received great feedback from the customers about our website and signed up over 500 people. Everything was delivered on time.”
KQ CoursesManager
Related services
Pairs well with
FAQ
Straight answers before you call.
Anything else? (970) 399-9004 reaches a person in Fort Collins, not a call center.
Do I need a strategy if you are managing my accounts?
Every management plan starts with one. If you want to run social media in-house, the strategy alone gives your team the plan to follow.
Which platforms should my business be on?
It depends on who buys from you. Home services and retail usually win on Facebook, Instagram and Google Business Profile. B2B and professional services lean LinkedIn. The strategy decides from your audience, not from trends.
How often should I post?
Enough to stay visible, not so much that quality drops. For most small businesses that is three to five posts a week on the main platform plus stories. The plan sets a cadence you can actually sustain.
Do you include a paid advertising plan?
Yes, at a strategic level: which posts, audiences and budgets make sense. Full campaign management is a separate service from the same team.
How long does a strategy take?
Three weeks from kickoff to a finished playbook with the first month planned.
What does it cost?
A flat project price. If you move on to management with aStash, the strategy is credited toward the first months.