How to build a social media strategy that actually works (and feels like you)
- Lisa Elliott
- Jun 15
- 3 min read
Updated: Jul 3
Social media isn’t just for influencers and internet-famous dogs. It’s one of the simplest ways to stay visible, build trust, and show potential clients what you’re about – especially if you’d rather not spend all day “selling.”
But let’s be honest: if you’re already stretched, social media can feel like one more thing you’re meant to be doing, but never quite get around to. The good news? A solid strategy doesn’t have to be complicated. It just needs to fit you, your audience, and your goals.
Know what you’re aiming for
Before you post anything, get clear on what success looks like. Want to build credibility? Attract better clients? Start more conversations?
Set simple, measurable goals – like profile views, post engagement, or new connection requests. These are the signals that your content is reaching the right people and doing its job.
Understand your audience
The best content starts with knowing who you’re talking to. Think beyond job titles: what keeps your ideal clients up at night? What do they care about? Where do they scroll when they’re procrastinating?
Build a profile of your audience that covers their challenges, values, and where they spend time online. (Yes, you can absolutely use a tool like ChatGPT to help sketch this out – just bring your industry smarts to refine it.)
Pick your platform with purpose
You don’t need to be everywhere. Each platform has its own nuances according to this research report by Hootsuite. If you’re in a B2B space, LinkedIn is usually your best bet. It’s where the work conversations happen, and it’s still one of the easiest places to build visibility organically.
Instagram? Great for visual updates, especially if your work has a design or field-based angle. TikTok and YouTube? More niche – but powerful if you’ve got the time (or help) to invest. Choose one or two platforms and do them well.
Create content that’s helpful – not salesy
The best social media posts feel like a chat over coffee. Share insights from your projects. Break down a new regulation. Tell a short story about a win (or a lesson learned the hard way). Pass on a resource your peers would actually save.
Mix it up – text, photos, behind-the-scenes updates, even short videos. The goal isn’t to impress everyone. It’s to show you know your stuff and care about doing it well.
Stay consistent (but give yourself grace)
You don’t need to post every day. But a rhythm helps – whether it’s once a week, every fortnight, or whatever feels sustainable. Batch content if it helps. Use a simple planner or spreadsheet. And when you’re busy? It’s okay to scale back. You’re human.
Get a little help when you need it
If creating content drains you or writing posts falls to the bottom of your list every week, it’s okay to outsource part of the process. A little strategic support can make a big difference – freeing you up to focus on the parts you do enjoy (like client work).
Talk with people, not at them
Social media isn’t just a broadcast channel – it’s a conversation starter. Reply to comments. Ask questions. Invite disagreement. Use polls. Celebrate wins. The more real and relatable you are, the stronger your reputation becomes.
Consider paid ads (if the time is right)
Organic posts build trust, but if you want to expand your reach, a small ad budget can help. Think lead magnets, event promotions, or re-targeting people who’ve visited your site. Start small, track what’s working, and don’t spend a cent unless you’ve got a clear goal in mind.
Watch what works – and adjust as you go
Keep an eye on the data. Which posts got comments? What got crickets? Use simple analytics tools (LinkedIn’s native data is a good start) and tweak as you learn.
You don’t need to optimise everything. But if something’s working, do more of it.
Final thought: consistency beats perfection
You don’t need to go viral or post like a full-time creator. You just need to show up regularly, speak like a human, and let your expertise do the talking.
Social media done right isn’t a performance. It’s a conversation. One that can quietly build trust, open doors, and bring the right clients your way – without you having to chase them.
