Building a Social Media Strategy That Actually Works

Social media is essential for maker businesses, but posting randomly rarely leads to results. A strategic approach helps you build an engaged audience and convert followers into customers.

Define Your Why

Before posting, clarify your goals. Are you building awareness? Driving sales? Creating community? Your strategy should support your specific objectives.

Know Your Audience

Who are your ideal customers? What problems do they have? What platforms do they use? Understanding your audience helps you create content they actually want to see.

Content Pillars

Create content around 4-5 core themes related to your business. For makers, this might include: Behind-the-scenes, Product Features, Customer Stories, Tips & Education, and Personal/Brand Story.

Post Consistently

Pick a realistic posting schedule and stick to it. 3-4 posts per week is a good starting point for most makers. Consistency matters more than frequency.

Use Stories and Reels

Instagram and TikTok algorithms favor video content. Share behind-the-scenes moments, process videos, and short tutorials. Raw, authentic content performs best.

Engage Authentically

Social media is social. Respond to comments, engage with other makers' content, and build genuine relationships. Engagement matters as much as follower count.

Track What Works

Use platform analytics to see which content resonates. Double down on what works and adjust what doesn't. Your strategy should evolve based on data.