How to build a social media plan in 6 steps

1. Set one goal

Before a single post exists, your plan needs a goal. Without one you cannot judge whether the effort pays off.

• Awareness: more people should know your name.
• Enquiries: more messages, bookings or quote requests.
• Sales: revenue from one specific product or offer.
• Retention: bringing existing customers back.

2. Describe your audience

Write two or three sentences about who you post for: age, location, situation and the problem you solve. The more concrete this is, the easier topics and tone become later.

3. Pick channels — two done well beats five done halfway

Every channel carries its own expectations. Choose the two where your audience actually is and leave the rest for later.

• Instagram: images, everyday moments, personality, local reach.
• Facebook: events, offers, older audiences, groups.
• LinkedIn: B2B, expertise, partnerships and hiring.
• TikTok: short video, reach without an existing following.

4. Define content pillars

Three or four recurring themes stop you from running out of ideas. A proven mix: show what you do, explain what you know, the people behind the brand, and proof such as reviews or results.

5. Choose a rhythm you can keep

Three good posts a week beat seven rushed ones. Put fixed days in a calendar and plan at least two weeks ahead so holidays and busy days don't break the streak.

6. Measure and adjust

Once a month, look at which posts created responses and enquiries, and do more of those. Everything else can go — a plan is a working tool, not a contract.