Your Social Media Strategy Isn’t Working (Here’s Why)
Let’s kill the myth right now: posting on Instagram three times a week is not a strategy. That’s content maintenance. At best.
A real social strategy answers one question:
How is this driving actual business?
If you’re stuck in the post–ghost–repeat cycle, this one's for you.
Step One: Pick a Goal That Matters
Not vanity metrics. Not vibes.
A real business goal.
Do you want:
More leads in the pipeline?
More people booking calls?
More qualified traffic to your site?
Start there. If your content isn’t tied to that outcome, it’s noise.
Step Two: Stop Trying to Be for Everyone
Niche isn’t a buzzword — it’s survival.
If you’re a creative service provider, your feed should speak to clients, not peers. If you’re a medspa, talk to the woman Googling microneedling at midnight — not your industry bestie.
Speak to your buyer’s headspace, not your competition’s.
Step Three: Plan It Like a Campaign, Not a Mood Board
Here’s the secret: the brands that look “effortless” online are running content like a campaign.
Each month (or launch), you should know:
What you’re promoting
Who it’s for
What action you want them to take
What platform is best for that message
Then reverse engineer the content.
No more random “behind-the-scenes” and quote graphics because you forgot to plan something better.
Step Four: Post Less. Say More.
You don’t need to be on 5 platforms. You need to show up with clarity on 1–2.
Instagram? Make it visual and useful.
LinkedIn? Educate or provoke — no fluff.
TikTok? Show the process, the proof, or the personality.
Email? Underrated. Do it.
And if a post isn’t moving your audience closer to the sale? Scrap it.
Step Five: Track What Actually Matters
Likes are cool. Saves and shares are better.
But leads, inquiries, and purchases are the real scoreboard.
At Offtype, I track:
Follower → lead conversion rate
Most-clicked content types
Traffic from social → site → action
Then I double down on what’s working — and ditch the dead weight.
Final Thought
A smart social strategy isn’t about posting more.
It’s about posting on purpose.
With the right goals, right content, and right message, your social channels become sales tools — not just pretty grids.
Need help turning your social media into a lead machine?
Offtype builds custom, conversion-driven content plans that don’t just “show up” — they sell. Book a free consult and let’s cut the guesswork.
