What Really Moves the Needle for Your Business
Running a local business means juggling a million things at once. Between serving customers, managing employees, and keeping the lights on, social media often feels like just another chore. It’s tempting to chase quick fixes—posting the latest trend or copying what a competitor did. But those small moves won’t get you far if they don’t connect to something bigger.
The Difference Between Strategy and Tactics
Think of it like building a house. Tactics are the nails, paint, and light fixtures—they matter, but only if you have a solid blueprint first. Strategy is that blueprint. It’s your plan for how your business stands out, who you serve, and what makes you different.
Without strategy, tactics are just random shots in the dark. You might get a few likes or comments, but they won’t bring in steady customers or build real trust.
How Strategy Makes Social Media Easier
When you focus on strategy first, everything gets simpler:
- You know exactly what to post because it ties back to your bigger goals.
- You waste less time guessing or jumping on trends that don’t fit.
- Your content feels more like “you” and less like noise.
For example, if your strategy is to show customers why your handmade furniture lasts generations (Authority), your posts might focus on craftsmanship details or customer stories. If your strategy is to highlight your friendly, family-run shop (Behind-the-Scenes), you might share team moments or how you source materials.
Three Simple Steps to Start
You don’t need a complicated plan. Just answer these questions:
- What do you want people to remember about your business?
- Who are you really trying to reach?
- What can you share that no one else can?
From there, pick one or two types of content that support those answers—like showcasing your work (Offer), introducing your team (Behind-the-Scenes), or sharing tips (Authority). Stick with those instead of scattering your efforts.
Small Shifts, Big Results
Strategy isn’t about doing more. It’s about doing what matters. Even posting twice a week with purpose beats daily posts that don’t connect to anything.
Start small. Look at what you’re already doing and ask: “Does this help someone see why we’re different?” If not, tweak it. Over time, those small choices add up to a stronger presence.
You’ve got this. Your business has something special—strategy just helps you show it.
