How Do You Create a Social Media Strategy?

Aug 14

Let’s be real — “just post more” is not a strategy.

Neither is copying what your competitor is doing.
Or trying to go viral.
Or throwing up Canva quotes and hoping someone notices.

If you're a small business owner in Windsor, Hamilton, Detroit, or Toronto — and you're trying to grow through content — what you actually need is a clear, repeatable strategy that aligns with your business goals.

Let’s break down exactly how to build one.

First: What Is a Social Media Strategy?

A social media strategy is a plan that connects your content to your business goals.
It helps you decide:

Who you're talking to
What to say
How to say it
Where to show up
How to track if it's working

Without a strategy, you’re just posting to post.
With one, you’re building brand equity and moving people toward a sale.

Step 1: Start With the Business Goal

What are you actually trying to do with your content?

Get more inquiries?
Build local awareness?
Launch a new service?
Drive traffic to your website?

Be specific. “Grow on Instagram” isn’t a goal — booking 3 new clients/month from Instagram is.

Step 2: Know Who You’re Talking To

Get deep into your audience’s head.
If you're a Windsor-based service business, your audience might be busy moms or homeowners.
If you're in Toronto, maybe it’s creative entrepreneurs.
In Detroit or Hamilton, it might be real estate clients, fitness enthusiasts, or small business founders.

Know their:

Problems
Desires
Language
Lifestyle
Barriers to buying

This is what makes your content resonate.

Step 3: Pick Your Core Content Pillars

Content pillars are themes you post about regularly — they keep your message focused and your content easier to plan.

At Buttered Branding, we help clients develop 3–5 custom pillars based on their business. Some examples:

Client results
Educational how-to’s
Behind-the-scenes
Values or story
FAQs or myths

The right mix depends on your audience and offer.

Step 4: Build Your Posting Rhythm

It doesn’t have to be daily.
It just has to be consistent and intentional.

A simple plan might look like:

3 feed posts per week (carousel, reel, or photo)
Stories 4–5x per week
1 long-form piece (like a blog or email)

Don’t burn out trying to keep up with big brands — build a rhythm you can maintain.

Step 5: Track What Matters

Don’t obsess over likes.
Instead, track:

Saves, shares, and website clicks
DM inquiries
Story replies
Profile visits
Bookings from social

Windsor and Hamilton business owners often underestimate how much lurkers buy — even if they never like a post. That's why real conversion data matters more than vanity metrics.

What Strategy Looks Like When You Work With Buttered Branding

We don’t do cookie-cutter content calendars.
We build strategy-first systems that reflect your business model, brand voice, and audience behavior.

Whether you're in Toronto scaling a coaching business, or in Windsor trying to stand out in a competitive service industry — we help you create a clear roadmap, and then bring it to life with content that educates, warms, and converts.

Want a Strategy That’s Built Around Your Business?

Let’s build it together.
Book a discovery call and we’ll walk you through how our clients across Windsor, Hamilton, Detroit, and Toronto are growing with real, intentional strategy.