Let’s be real for a second – social media marketing these days is overwhelming as all hell. And if you’re new to marketing, it can feel like you’re trying to learn a new language while being thrown in the deep end. Where do you even start? What should you learn first? How do you approach growth in a way that doesn’t make you want to pull your hair out?
If these are questions you’ve asked yourself, you’re in the right place. So let’s dive into the key steps I would take if I were starting from scratch for a new business (or a client).
You can watch the video below or read the rest of the blog post.
Analyse the Competition
This might sound like an odd first step, but hear me out. When working with a business, especially one in an unfamiliar industry, the very first thing I do is check out the competition. But not just the obvious competitors (like the other local businesses in the area). I dig deeper.
Let’s say I’m working with an accounting firm. I wouldn’t just look at other accounting firms nearby – I’d look internationally. I’d also check out companies that serve the same audience, even if their business model is different. For example, marketing agencies or financial planners might be targeting the same small business owners, and there’s often a lot to learn from their approach.
What should you be paying attention to? Look for:
- What platforms they’re using
- If they’re running ads (tools like Meta Ads Library can help you do this)
- What type of content is performing well for them
- Opportunities to stand out – like using platforms they’ve ignored.
Pro Tip: You might find your best ideas from unexpected sources. If your competitor is killing it with TikTok but ignoring YouTube Shorts (and that’s where your audience is), that’s your golden opportunity!
Set Clear Social Media Goals (It’s More Than Just Follower Counts)
As marketers, we often assume that everyone’s social media goal is to grow followers and leads. But guess what? That’s not always the case.
Some businesses just want a basic online presence – something potential customers can find when they Google them. Their leads come from networking, word of mouth, or direct sales calls, not necessarily social media. And that’s okay!
Here’s a reality check I often give clients: “Would you rather have 40 new clients or 4k new followers and 40k views?” Many businesses pull in six or seven figures a year with under 10k followers. So, it’s crucial to figure out what your real goals are and plan accordingly.
Take a Step Back and Analyse the Business (Before You Jump In)
I can’t tell you how often businesses come to me saying, “we need to improve our social media presence” when the real issue is something else entirely.
Social media won’t fix a broken sales process, a messy website, or a lack of email marketing. Before you dive into social strategy, make sure the business has its foundation solid. Marketing should support a well-oiled machine, not patch the cracks in a leaky boat.
Develop a Social Media Strategy Based on Resources
I’ve got an entire post and video on how to develop a killer strategy with the help of AI, so make sure to check that out. But the gist is this: do the most with what you have.
There’s no point in outlining some epic social media plan when the client’s budget or time doesn’t allow it. Prioritise based on resources and goals. If I were working with a business selling electric scooters, I’d skip static posts entirely and focus on video content like Reels and TikToks. I’d also pump some money into ads and influencer partnerships because people are more likely to discover the brand on socials, buy the product, and spread the word.
On the flip side, a luxury stationery brand might focus more on follower engagement because repeat business is key. In that case, I’d create a balanced content strategy: 50% attraction content (inspiration, tips), 30% nurture content (FAQs, behind-the-scenes), and 20% conversion content (sales).
Secure Your Handles (But Don’t Spread Yourself Too Thin)
If your business is new, head over to Namechk or another tool to secure a handle across all platforms. You don’t have to create content for all of them, but it’s smart to have your bases covered.
Here’s the thing: unless you have a massive team, it’s impossible to do everything well. Focus on one or two platforms and nail them. Once you’ve mastered those, you can expand.
Outsource What You Can
This was a tough one for me back when I was freelancing. Suggesting to a client that they should outsource part of the strategy felt like admitting defeat. But trust me, outsourcing is a game-changer.
As a client now myself, I can say this with confidence: if someone suggested a brilliant strategy that required hiring someone who has a skillset that they don’t have (like a Google Ads expert for example), I’d be thrilled. So, don’t be afraid to suggest outsourcing where needed. Your clients will be more grateful than you think!
Optimise Your Workflow (Because Time Is Money)
In my social media courses, I talk a lot about workflow optimisation because it’s key to staying organised and efficient. Batch your content creation: plan, shoot, edit, and schedule in blocks to avoid the chaos of trying to post daily.
Creating a smooth workflow isn’t just about making life easier – it helps you stay consistent, and consistency is where the magic happens on social media.
Final Thoughts: Just Start Somewhere!
Social media marketing doesn’t have to be overwhelming if you approach it step-by-step. Analyse, plan, execute, and tweak along the way. Be laser-focused on what works for your business, and don’t try to do all the things at once.
If you want to cut your planning time in half (or more!), make sure to check out my other post and video on how to use AI to supercharge your social media strategy. And if you’d like to see what 40k of my social media marketing students are raving about – you can grab 20% off my signature social media course here.
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