We are all aware that maintaining an active social media presence is an excellent method to engage clients and promote your brand. However, if you have never managed a business’s social media profile, it might be tough to know where to begin. That is, after all, why you downloaded this tutorial. So buckle up, because we’re here to assist you!

We’ll walk you through a step-by-step process for developing an efficient social media profile for your brand in this guide. This plan is intended to be utilized for 30 business days, or six weeks. By following our step-by-step guidelines, you can build a loyal following on social media and increase your business’s exposure.

Week 1: Develop Your Profiles on the Right Platforms

Day 1 – Research your competitors

Before you can just dive into creating your social media profiles, take some time to research your competitors. Remember to consider your competitors both locally and nationally — you want to be aware of how brands in your industry behave on a broad spectrum.

When performing your research, consider the following questions:

• Which social media sites are your competitors on?
• How many followers do they have?
• How often do they post?
• What kind of material do they post?
• How do their followers engage with their posts?

Day 2 – Brainstorm for the best voice for your business

After you have collected data about other businesses in your field, it’s time to identify who you are. How are you similar to your competitors? How are you different?

For example, are you interested in providing useful information and tips to your followers? Or are you more interested in establishing a personal connection based on humor or entertainment?

When you speak to your followers, who do you want to be in relation to them? Should they look at your brand’s voice like that of a friend, or like that of a caring parent?

When considering these questions, it may be helpful to consider other existing spaces where your audience interacts with your brand, such as your website. How do you come across in those spaces? Do you want to maintain that voice in your new social media profiles, or do you want to transform your brand?

***To do: Once you have decided how you want to come across to your audience, write down a list of adjectives that describe your ideal voice. Keep this list handy, because we will use it in the upcoming weeks.

Day 3 – Select your social sites

Now that you have established who your competitors are vs. who you are, it’s time to decide the best setting for your brand and voice. Obviously, the main social media channels are Facebook, Twitter, and Instagram. You may also consider platforms such as LinkedIn or Pinterest, depending on your niche and the audience you want to reach.

When selecting your sites, consider the kind of content that appears on each site. Pinterest and Instagram rely on images and videos, while Twitter and LinkedIn are primarily used to communicate with words. Facebook is a blend of images, videos, and text-based content. Do you want your social media presence to be image-based or text-based?

Day 4 – Establish complete profiles on each social media platform

Once you have picked the social media site or sites for your brand, it’s time to create your profiles. Make sure that you fill in every possible field when creating your profile. For example, if you’re creating a Facebook page for your business, add your website, phone number, and opening hours so followers can easily contact you.

When considering your profile photo, cover photo (if applicable), and “About” section, strive for consistency with the voice you established in Day 2. Set your profile photo to be a standard logo or photo of your business, but be creative in expressing your voice through your cover photo and bio.

For example, if you want your profile to establish a personal connection with your followers, perhaps the cover photo can show people working together in your office. If you want your profile to deliver humor to your audience, display elements of your wit in your “About” section.

Lastly — and this one is super important! — make sure that you follow all pixel size guidelines when uploading your profile and cover photos. Blurry pics are a huge no-no.

Day 5 – Follow, friend request, or invite any relevant profiles

Now that you have complete profiles on your chosen channel(s), it’s time to let other people know you exist.

If you have contact information for previous clients, you can search for their social media profiles and either follow them, friend request them, or invite them to like your page. Everyone wants more friends and followers, right?

To stay on top of trends in your industry, it may also be a good idea to “like” or follow any industry-related pages.

By reaching out to every possible relevant contact, you’re establishing your presence on your social media channel and increasing the likelihood for engagement with the test posts we will create next week.

***Tip: post this to your profile to gain more followers over the weekend!

“Hello, world! [insert business name] is now on [social media channel]! Follow us and share this post with your friends to receive 10% off your next order.”

Feel free to adapt this post depending on your industry and the kind of discount you can offer to clients. No matter what, this is a sure-fire way to spread the word about your new social media presence!

Week 2: Hone Your Voice With Test Posts

Day 1 – Consider when you want to post

Knowing when to share your content is just as important as choosing your content. As you build your social media profile and track your audience engagement, you will begin to notice when your followers are most active. In the meantime, however, here is a chart that shows when users are typically most active on each social media platform:

• Twitter – 1-3pm weekdays
• Facebook – 1-4pm weekdays
• LinkedIn – 7-8:30am and 5-6pm on Tuesday, Wednesday, and Thursday
• Instagram – 5-6pm weekdays and 8pm on Mondays
• Pinterest – 2-4pm and 8-11pm weekdays, but weekends have the most activity

Over the course of this week, we will be creating 4 test posts on your new social media account. Look at the times above, and select 3 times within your platform’s peak hours, and 1 time outside of the peak hours. Write down these times, and choose which times you want for tomorrow, Wednesday, Thursday, and Friday.

So now you have an idea of when to share, right? Get a good night’s sleep, and we’ll see you bright and early for your first test post tomorrow!

Day 2 – Test Post #1

Woohoo! We’re now going to begin posting on your new social media account!

For Test Post #1, this is your prompt: engage your audience with a question.

Now, before you begin planning, remember to pull out that list of adjectives you wrote down in Week 1, Day 2. Read through your list of adjectives, and then decide how to create your question in a manner that matches your voice.

If you’re feeling a little stuck, here is a list of example questions:

— “So we’re having a little debate here in our office, and we’d love your input… What is your #1 deciding factor when choosing a [plumber, HVAC company, dentist, pediatrician, etc.]? Comment below and let us know!”

— “Hello, followers! We’re a little new to the social media game, and we need your help. Comment below with your answer to this question: what kind of content would you like to see from us in the future?”

— “Okay, world, we’re about to give you a peek under the hood of our business…what is one question you’ve always wanted to ask your [doctor, real estate agent, pest control company, etc.]? We’ll answer every question in the comments!”

***Tip: you can also use the “poll” feature on Facebook or Twitter to make your question multiple choice!

Post this question at the time you selected yesterday. After you post it, turn on notifications for your social media account and engage with any comments, either with a “like” or reply.

Day 3 – Test Post #2

For Test Post #2, this is your prompt: provide helpful tips.

Again, remember to pull out that list of adjectives we had you write down in Week 1, Day 2 before you begin writing!

When deciding which tips to share with your audience, think of the following questions:

• What is one thing most of your clients/customers probably don’t know about your business?
• What are some signs that a client/customer needs your service? For instance, if you are a plumber you can post tips for spotting a hidden leak in a home.
• What advice can you provide for using a common tool in your industry? For example, if you are a photographer you can provide tips for taking good photos.
• Do you have any “hacks” that relate to your industry? For instance, if you are an auto body shop, you can tell your audience how to polish cloudy headlights with sandpaper.

***Tip: Depending on the platform and content style you want to create for your audience, you can also publish these tips in a short video.

Post your tips at the time you chose on Monday. After you publish, turn on notifications for your social media account and engage with any comments, either with a “like” or reply.

Day 4 – Test Post #3

Ready for your third post? Here is the prompt: share a personal anecdote.

We probably don’t need to remind you again, but just in case… pull out that list of adjectives we had you write down in Week 1, Day 2 before you begin writing!

The objective of this post is to reveal something personal about your company in order to show the human behind your brand.

Depending on your voice, this can be something as silly as the fact that you sang along to Beyoncé’s “Single Ladies” on your way to work this morning, or it can be a vulnerable admission of the doubts you experienced before opening your business.

This is your opportunity to truly hone your voice and allow your audience to know who YOU are…so make it count!

***Tip: Try to add a visual component to this post, whether it be a photo or video. Include your face (if you feel comfortable doing so), to deepen your connection with your audience.

Share this personal post at the time you chose on Monday. After you post it, turn on notifications for your social media account and engage with any comments, either with a “like” or reply.

Day 5 – Test Post #4

Whew, we made it to the end of the week! This is your final prompt: post a client success story.

We get it; you don’t like to brag. But how will your followers know how awesome you are if they don’t hear it from other clients?

To gather material for this post, you can pull quotes from your business’ reviews, or you can share a recent milestone you experienced with a client. For example, if you’re an orthodontist, you can share a photo of one of your clients after removing their braces.

You may not be personally crafting the content for this post, but you are curating. When choosing a moment or testimonial to share, remember to consider the list of adjectives we had you write down in Week 1, Day 2! Pick a client story that exemplifies what you want your audience to feel about your brand.

Share this personal post at the time you chose on Monday. After you post it, turn on notifications for your social media account and engage with any comments, either with a “like” or reply.

Oh, and enjoy the weekend — you deserve it!

Week 3: Get to Know Your Audience

Day 1 – Analyze the metrics of your test posts

Now that all of your social media posts have been living on the internet for a couple days, it’s time to analyze your results.

Which post received the most attention from your audience?

• Which post received the least attention?
• At which times of day do your followers seem most active?
• How do your followers engage with your material? Do they like, comment, or re-share it?
• Do you think your audience is responding well to your voice?

Aside from the metrics, take a moment to reflect on which post you felt most proud of. Why do you think that is? How can you expand upon this in the future?

Day 2 – Research keywords and Test Post #5

We’ve spent several days in a row now focusing on your brand and your followers. Today, we’re going to take a step back and see how people engage with your industry on the internet as a whole. We will do this by researching keywords and frequently asked questions.

If you have a Google Ads account, then you have access to their Keyword Planner tool. If not, then you can use this free keyword tool.

Research terms related to your business, and write down the most common phrases. You can also type keywords into Google and write down the “People Also Ask” questions associated with specific keywords. This helps you determine the things that your followers probably want to know about your business.

Once you feel like you’ve done enough research, create a new post for your social media using the following two elements:

• Repeat the most successful post type from last week (question, tips, personal anecdote, or testimonial)
• Use one keyword phrase when writing the text of your post

Remember to look at your list of adjectives from Week 1, Day 2 when drafting your post! (Okay, that’s the last time we’re gonna remind you…because you probably know by now.)

***Tip: For an added chance of success, choose a time to post based on the data you collected yesterday.

Day 3 – Dive into your followers

With five test posts under your belt and (hopefully) a modest level of audience engagement, it’s time to analyze the people that are interested in you. Take a look at your followers and consider the following:

• What is the age range of people who follow you?
• Are your followers mostly men, mostly women, or an even mix of both?
• Are there any common interests that your followers share?
• Who else do your followers follow on social media?
• What material do they engage with (when are they liking, commenting, or re-sharing?)?

By researching this information, you can better understand exactly who you are talking to when you post on social media. And, you can also better cater your content to suit their perceived interests.

Day 4 – Test Post #6

Today’s test post comes with an interesting challenge. You’re going to look back at the data from Monday and identify your least successful post from Week 2. Got it?

Okay, now you’re going to make a new post in the same genre (question, tips, personal anecdote, or testimonial) — BUT, you’re going to make it better using the keyword and audience data we compiled this week.

Consider these two questions…

• What do people on the internet want to know about your business?
• What are your followers’ interests?

…And create a new, awesome post, catered especially to them.

Okay, go! Be sure to post this at a time when your followers are most active.

***Tip: If you can swing it, try to include a keyword phrase or frequently asked question into this post as well.

Day 5 – Analyze the accuracy

Today, we’re going to take a moment to reflect on the two test posts we created this week. Take a look at the metrics of each post, and consider the following questions:

• Were you successful in predicting your audience’s interests based on the data you collected in Days 1, 2, and 3?
• Were you successful in selecting times for your new test posts?
• If you didn’t meet your expectations of engagement, why do you think this happened?

Write down any information or insights you want to remember moving forward. We’ll pick up where we left off next week!

Week 4: Continue Posting

Now that we’re halfway through this action plan, we’re going to focus more on suggestions for what to post, rather than how to write your posts or how to time your posts. You’ve already established your voice, and by now you should have a sense of when your followers are most active.

Sound good?

Great, let’s go!

Day 1 – Share a link to your website

Share a link to your website, but be creative! Remember, you can link to any page in your website — the objective here is to just let you audience know you have an active website.

Here are some examples:

• “You might be surprised to learn the story behind [company name]…it all started with [detail about origin story]. Want to know more? [insert link to “About” page of website]”
• “Do you know the best way to [task related to your industry]? We wrote about it in our blog here: [insert link to recent blog post]”

Day 2 – Provide a sneak peek into your workplace

Today, post a behind-the-scenes shot of your workplace. When choosing a photo, consider what your audience may be surprised to learn about you, your business, or how your business functions.

This could be a glimpse of a project that you’ve yet to complete, or it could be a photo exposing how disorganized your desk *truly* is.

If you are a contractor or perform repairs (plumbing, HVAC, or auto), you could post a photo revealing just how messy your job can get!

Day 3 – Inform your audience about a product or service

When you consider your company, what is the product or service you are most proud of? Or, what seems to be the most popular service with your clients?

Tell your audience all about it, and provide a link to the product or service page on your website.

***Tip: It wouldn’t be a bad idea to include a testimonial in this post, too.

Day 4 – Post a statistic, infographic, or chart pertaining to your industry

This one is pretty self-explanatory, but the idea here is to provide knowledge to your audience while establishing the importance of your business.

Is there a statistic that you have on your website, or that you reference to clients who are on the fence about working with you? What problem does your business solve? What statistic proves that there is a genuine need for your expertise?

***Tip: Link or reference a source for the data you post to increase trust with your audience.

Day 5 – Offer a promotion to your followers

Celebrate Friday by offering a special deal to all your followers! You can make the deal available to everyone who follows you, or you can make the offer conditional based on their engagement with your post. For example:

• “Woohoo, it’s the weekend! To celebrate, why don’t you enjoy 10% off your next purchase with [company name]?”
• “Would you like $15 off your next [product or service name]? Just share this post with your followers and show us a screenshot when you pay!”

Week 5: Even More Posting!

Day 1 – Make an announcement

Even if you think you have nothing to announce about your business, think again. Announcements can cover a broad range of topics, such as company milestones, events, and special seasonal promotions. You can pull ideas from the following examples:

• “Did you know [company name] is celebrating its 7th year in business this month? Time sure flies! We couldn’t have done it without all of you.”
• “Brrrr…anyone else feeling the winter blues? Well here’s something to warm your day — [company name] is offering $10.00 off all appointments booked between today and February 5th!”
• “[Company name] will be hosting a fundraiser barbecue at [location] this Friday. Can you join the fun? [link to event]”

Day 2 – Host a contest

Today, you’re going to post either a “caption this photo” or “fill in the blank” contest to your followers. Advertise a deadline for this contest (such as the end of the day), and offer the winner a free product, service, or appointment with your company.

You can choose to make this contest relevant to your industry, or you can make it 100% silly. Go with whatever route best aligns with your voice.

Remember to keep your notifications on all day, and sift through the entries with your staff. Choose a winner by the time the deadline hits, and announce the winner (with their winning comment) in a separate post.

Day 3 – Express your company mission

What is your company mission? Is it to provide a quality service at an affordable price? Is it to fulfill a niche that is otherwise neglected in your industry? Is it to establish a personal connection with every one of your clients?

Write it down and post it on your social media profile today. Express to your audience why you are in business, and share your personal values.

***Tip: Share your mission with a photo that reinforces your statement.

Day 4 – Offer a time-sensitive discount

Offer your followers a discount, but make it extremely time sensitive. Use phrases such as “expiring tonight” or “48 hour flash sale.” For example:

• “Special offer: book an appointment with us by 6:00PM today, and you’ll receive 20% off! Act quick, because this offer is closing super fast.”
• “[Company name] is announcing a surprise sale! Come in before we close at 8:00PM on Friday this week, and you’ll receive a free [product or service name] with every [product or service name] that you purchase.”

***Tip: If your time-sensitive discount lasts for more than one day, post a reminder for all days that the discount applies.

Day 5 – Celebrate your staff

Where would you be without your lovely employees? Today, take a second to highlight why your staff is the best in the world. Give your followers an inside peek into their personalities — this is best accomplished by posting a photo or video along with your text.

Showcase the qualities that make your team unique. Are they:

• Efficient?
• Collaborative?
• Funny?
• Playful?
• Caring?
• Skilled?

Pick which attributes you want the world to know about, and go from there.

Week 6: Finish Posting and Analyze Your Results

Day 1 – Link to a favorite online resource

Your social media is all about you, right? Well today, we’re going to highlight an outside webpage that you admire. This can be many different things, including:

• An online buying guide for product related to your industry
• A how-to page or video, explaining a critical task in your business
• An article covering a current event or trend in your industry

Just make sure that the link you post isn’t affiliated with one of your competitors — you don’t want to unknowingly direct people away from your business!

Day 2 – Share your recent work with a client

Similar to the sneak peek post where you shared a behind-the-scenes glimpse into your workplace, today you’re going to share a project you recently completed for a client. Use a photo, gallery, or video, depending on which best highlights the strengths of your work.

If you’re in a service-related industry such as healthcare, education, or counseling, then ask for a client’s consent to post a recent success story on social media. If this isn’t possible, then use today to provide insight into the methodology, tools, or systems you use to achieve success with your clients.

Day 3 – Highlight why you’re the obvious choice

Today, make an argument for clients to select your business, rather than one of your competitors. Consider the following questions:

• Do you have a 5.0-star rating on Google?
• Can you prove that you consistently achieve positive results for your clients?
• Do you beat your competitors on price?
• What about your business is different from your competitors?
• Has your business hit any impressive milestones this year?
• Have you received any industry-related awards or publicity?

***Tip: Back up your assertion with a screenshot, infographic, or link to an outside publication.

Day 4 – Analyze your results

With two and a half weeks of posting under your belt, it’s time to take a step back and analyze your results. Consider the following questions:

• Which posts received the most attention from your audience?
• Which posts received the least attention?
• Which posts do you feel best exemplified your voice?
• At which times of day do your followers seem most active?
• How do your followers engage with your material? Do they like, comment, or re-share it?
• Did you gain a significant number of followers on any particular day?
• Did your followers take advantage of the promotions you offered?
• Which strategies could you repeat for the next 30 days?
• What could you do differently over the next 30 days?

After running the numbers, give yourself a major pat on the back. You’ve made it to Day 29 of this action plan, and if you’ve made it this far…we’ll, you’ve probably done a great job and witnessed some real results.

Day 5 – Draft a content plan for the next 30 days

So now that you’ve hit Day 30, it’s time to use all that you learned to draft a plan for the next 30 days. Use the information you gathered yesterday to create a posting strategy catered to your followers’ interests, while still maintaining your voice:

• Pay attention to the kinds of posts that your followers engage with.
• Consider the hours at which your followers are most active.
• Try to creatively reuse tactics that have worked for you in the past.

If this seems a bit intimidating, it doesn’t have to be. Social media is an ever-changing platform, where strategies can work one month and not the next. This levels the playing field between you and all the “experts” out there, because no one can make predictions very far into the future!

Just focus on the immediate future — the next 30 days — before re-assessing and creating a new plan. See social media as an opportunity to experiment, and remember — the “delete” button is always there if you make a mistake. 😉