Accelerator

Marketing Insights for Your Business

Accelerator | January 24, 2025

Is Your New Year’s Social Media Strategy Already Falling Behind?

For many SMBs, the New Year often starts with big aspirations for your social media strategy—fresh ideas, clear goals, and a perfectly laid-out content calendar. Well maybe. But as the year starts to pick up, momentum can falter. By February posts can start becoming sporadic, engagement dips, and suddenly, your social presence feels more like a neglected to-do list than a business strategy for growth.

If this sounds familiar, you’re not alone. The good news? It’s never too late to hit reset. Here are 5-practical ways to get your social media strategy back on track and thriving in 2025.

TIP #1 Reconnect with Your “Why”

Remember social media takes time, effort, and patience—three things small business owners often don’t have in abundance. It’s easy to forget why you committed to it in the first place, but let’s be clear: your prospects are looking at your digital footprint before they even consider doing business with you. Social media builds visibility and credibility.  And people are willing to do business with people they trust.

Revisit your original goals. Were they realistic? Are they still relevant? Break them into smaller, actionable milestones that are easier to achieve.

Instead of aiming to “double your followers,” focus on more manageable goals, like growing engagement by 10% this quarter or gaining 150 LinkedIn followers by Q2.

+90% of businesses use social media.

Almost 75% use it for essential functions like sales, marketing, and customer service.

Source:  BusinessDasher

TIP #2 Measure What Matters

You can’t fix what you don’t measure. Without data, you’re essentially guessing at what works. In business, as in life, we tend to gravitate toward what we know works—because guessing is often a luxury SMBs can’t afford. Analyzing performance helps you prioritize high-impact activities and cut the guesswork out of social media.

Dive into analytics tools like Google Analytics, LinkedIn Analytics, or Meta Insights. Identify your top-performing posts, engagement patterns, and audience behaviors.

If behind-the-scenes photos outperform product posts, double down on that content type. Knowing what works makes the task of creating content far less daunting.

TIP #3 Simplify Your Content Plan

Overly complex strategies (or a complete lack of one), often lead to inconsistency and burnout. By simplifying your approach, you’ll find it easier to stay consistent, which is key to building an engaged audience.

Focus on 2-3 key content pillars that resonate with your audience and align with your brand. Use scheduling tools like Hootsuite or Buffer to streamline your posting process.

If your audience engages most with educational content (aka content pillar), prioritize tips, how-tos, and case studies while scaling back on less effective content types.

TIP #4 Reignite Engagement

Social media isn’t just about broadcasting your message; it’s about building relationships. If your engagement is low, it might be time to reconnect with your audience.

  • Respond to comments and messages promptly.

  • Post interactive content like polls, Q&A sessions, or user-generated content.

  • Spotlight your customers or share their success stories.

Post a poll on LinkedIn asking your audience about their biggest industry challenge in 2024. Use their responses to create tailored content that addresses those pain points.

TIP #5 Explore Training Instead of Outsourcing

Not every small business needs to outsource its social media management. Sometimes, a little training can empower someone on your team to manage it effectively.

Look into social media training through platforms like Meta or LinkedIn Learning. Alternatively, consider working with a marketing consultant or agency that can set up your strategy and provide support on an as-needed basis.

If planning and organizing content feels overwhelming, hire a consultant to create your calendar and brainstorm ideas. You can handle execution—or delegate it to a trained team member.

It’s Never Too Late to Reset

Falling behind on your social media strategy isn’t the end of the world. It’s an opportunity to pause, regroup, and realign with your goals. By reconnecting with your "why," measuring performance, simplifying your content plan, engaging your audience, and exploring new ways of working, you can turn things around and set the stage for long-term success.

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