Creating a social media marketing plan often feels a little… ironic.
You’re trying to plan for something that’s supposed to feel spontaneous, fun, and fresh. But here’s the thing— good content feels spontaneous because it was planned with intention.
In 2025, showing up on social media isn’t enough. You need a game plan that fits your business, your bandwidth, and your audience. Let’s break it down into the four questions that every small business owner should ask launching a social strategy.
1. Which Social Platforms Actually Make Sense for Your Business?
If your first instinct is, “Let’s be on all of them,” pump the brakes.
Each platform has a purpose—and a personality. Choosing the right one(s) depends on who your audience is and where they hang out.
Here’s a quick guide:
- Facebook: Great for local businesses, family services, events, community engagement
- Instagram: Visual products, retail, food, fashion, lifestyle services
- LinkedIn: B2B services, consultants, legal, financial, recruitment
- TikTok: Trend-driven, youth-oriented brands, behind-the-scenes content
- Pinterest: Home improvement, weddings, fitness, recipes, design
- YouTube: How-to videos, product demos, educational content
Pro Tip:
It’s better to dominate one or two platforms than fizzle out on five.
2. How Much Time Can You Actually Dedicate?
Social media takes time—not just to post, but to plan, engage, analyze, and adapt.
The bare minimum? Block out 4 hours per week:
- 1 hour planning content
- 1 hour creating posts
- 1 hour scheduling and posting
- 1 hour engaging and reviewing performance
Empty or outdated profiles hurt your brand more than help it. If you don’t have time to keep it active, it’s okay to skip a platform altogether.
Remember:
Consistency beats frequency. You don’t need to post daily—just regularly.
3. What’s Your Budget?
Social media is technically free. But making it effective? That takes some investment.
Even a small budget can go a long way with the right strategy:
- $20/month can boost visibility on Facebook
- $100/month can run hyper-targeted ads to generate real leads
- $400/year gives you room for seasonal promos, audience testing, and content boosts
Don’t forget:
Always evaluate ad performance. If women aged 45–54 are the ones buying, don’t waste money marketing to 18–25 year olds. Let the data guide you.
4. Do You Actually Have Content to Share?
Your audience will only engage if you’re giving them something of value.
That value could be:
- A helpful tip
- A behind-the-scenes video
- A discount code
- A product demo
- A funny moment at the office
Build a monthly content calendar:
- Week 1: Tip or tutorial
- Week 2: Team or culture post
- Week 3: Promotion or offer
- Week 4: Customer spotlight or FAQ
But stay flexible! If something unexpected and awesome happens—capture it. Post it. Let the “spontaneous” content interrupt your schedule. That’s the beauty of social.
Final Tip: Social Works Best When It’s Intentional
Having a plan doesn’t mean you’re being fake. It means you’re being prepared. And that preparation gives you the freedom to show up confidently, consistently, and creatively.
Start small. Be intentional. And if you’re not sure what platform fits your business, we’re always happy to help you figure it out.