You don’t need a 20-page content calendar or a team of influencers to make social media work for your business. What you do need is a simple plan that helps you show up consistently and connect with your people—without feeling fake or overwhelmed.
This isn’t about chasing trends. It’s about being real, showing what your business is about, and giving your customers a reason to stick around.
Here’s how to build a social media plan that feels authentic, fits into your week, and actually helps your business grow.
Step 1: Pick the Platforms That Make Sense (Not Just the Popular Ones)
You’ve probably been told to be “everywhere” online. But that’s the fastest way to burn out and confuse your audience.
Instead, think about this:
- Where do your actual customers spend time?
- Where are people asking questions about products like yours?
- Where can you show up without pulling your hair out?
Examples:
- Facebook still works great for local businesses and event promos.
- Instagram is gold for restaurants, boutiques, and service pros with a visual edge.
- LinkedIn makes sense if you’re B2B, consulting, or recruiting.
- YouTube and TikTok are great if you’ve got a knack for video—but they’re not for everyone.
Pick one or two you can commit to, and forget the rest (for now).
Step 2: Be Honest About Your Time
Posting once or twice a week? Awesome. Doing daily reels and three stories a day? Only if it fits your life.
What matters is that you don’t ghost your audience. An outdated page looks worse than no page at all.
You’ll need at least 3–4 hours a week to:
Reality Check:
You’ll need at least 3–4 hours a week to:
- Plan what to post
- Make the post (photo, video, caption)
- Schedule it or hit “publish”
- Schedule iaRespond to comments and DMs t or hit “publish”
If that sounds like too much, you’re not alone. Start with one post a week and grow from there.
Step 3: Budget Something (Even If It’s Small)
You don’t have to spend big. But $20 here and there can give your best content a little boost—and get it in front of the right eyes.
Set aside a small pot of marketing money, even if it’s just $200–$400 a year.
Use it for:
- Promoting seasonal sales or events
- Testing audiences (men vs. women, younger vs. older)
- Pushing a top-performing post to more locals
Pro Tip:
Always check who’s actually engaging with your ads. If your target audience isn’t responding, pivot. That’s what the data’s for.
Step 4: Make Sure You’ve Got Something to Say (And Show)
Your business doesn’t need flashy viral content. You just need something real.
Here’s what people actually love to see:
- What’s new in the shop
- A behind-the-scenes look at your day
- A quick tip you’d share with a customer face-to-face
- A deal or discount they can use this week
Plan Ahead, Stay Flexible
- Map out 2–4 weeks of posts (a simple Google Doc will do).
- Leave space for in-the-moment stuff—those unplanned “this just happened” posts usually perform best.
Bottom Line: Real > Perfect
Don’t overthink it. Don’t try to sound like a Fortune 500 brand. Just be your business. Show up, be helpful, tell people what you do, and make it easy for them to buy from you.
A solid social media plan doesn’t mean having it all figured out—it just means having a rhythm that keeps your voice, your vibe, and your customers connected.
Need help figuring out what that rhythm looks like for your business?
We build real social media strategies for real businesses—no fluff, no gimmicks.