Market, Customer & Keyword Research

Are you a small business owner who is overwhelmed by social media? 


You’re not alone!

The vast majority of businesses that we talk to rate social media as their number one stressor. More specifically the overwhelm comes from having to create content, stick to a schedule and the big one – where to post when there is so much to choose from?

Recent studies revealed that 59% of the world’s population uses social media, with the average daily usage is 2 hours and 29 minutes (July 2022).  

Plus, research suggests that that statistic is only growing, making an effective digital presence ever more essential for your brand!


Here’s our 8-step process to help avoid social media overwhelm as a small business owner ………



1. Figure out where your “people” are


Something that can cause a lot of overwhelm is trying to be everywhere. There is a lot of pressure to juggle ALL of the social media platforms. Unless you’ve got a huge social media management and marketing team, you shouldn’t spread yourself too thin by being on all of them. Pick two or three at most and nail the places your target customer is most active first.

Take a good look at your business and define your ideal customer.

Are you going for B2B or B2C?

What age demographic are you targeting?

For instance, if you are targeting 18–25-year-old women interested in fashion, Instagram would be a good place to start. Whereas if you’re hoping to connect with professionals in the finance sector, LinkedIn is the better place to concentrate your content effort



2. Figure out what your “people” want to know


Most business owners that we talk to find this step one of the most challenging. Consistently coming up with engaging and relevant content isn’t an easy task. It can be a process of trial and error.

Whilst content shouldn’t be your whole social media marketing plan or strategy; it should support it. Your content should also align with your overall business goals and ultimately help towards achieving these.

A key part of any social media content strategy is having a solid understanding of your target customer. Knowing who they are, what makes them tick, what are their pain points and how does your service/product address these.

If you would like more help to create engaging content, sign up below to download our Free Content Marketing Guide. 

3. Pick your Platforms


Once you have chosen the platforms where your audience is likely to be on (and preferably is more likely to engage on), focus your efforts on these. It’s often more effective to create consistent, truly engaging content for a couple of platforms than half-heartedly attempting them all. Once you have mastered a couple of platforms you can then broaden your focus according to your ideal customers social media platform usage patterns.


4. Create a Schedule


Another thing that can trigger social media overwhelm is knowing when and how often to post.  Try to aim for consistency. You don’t necessarily need to be posting all day every day but make a clear decision to post X number of times a week, at X time, on X days.  Even just three times a week, consistently on Monday, Wednesday and Friday at 5pm, is better than a full week on followed by two months off!

You should also use each platform’s analytics to see when your audience is most likely to be online and plan your content around that.

You’re more likely to see a return from your social media when you stick to a consistent schedule as your customers get to know when to expect to hear from you.


5. Create a Content Calendar


You’ve got your schedule, now for the content itself! Knowing what to post can be a big source of anxiety for small business owners on social media. Approaching it day to day can be tempting, but the problem is that without planning in advance, you can find yourself floundering.

It’s worth setting some time aside to create a content calendar and content bank. It might feel like a big undertaking, but it’ll save you so much time in the long run. We find that taking this approach with your business’s social media much less stressful when there is a solid plan in place.

Setting aside a non-negotiable hour in the week to go through all of these ideas and turn them into fully formed captions. This way you have a bank of engaging posts, ready to go, without spending too much time every day trying to think them up on the spot.

Also, make it a habit to take regular photos around the office, at meetings or events, staff updates, celebrated public holidays and behind the scenes. You might not use them there and then but having them saved for later makes a huge difference.

We also recommend creating a content “bank” and encouraging your staff to add to it as well. This is a central place where you store any content ideas, for instance, you may have a recurring question from customers, or observe that your target customers are interested in a particular topic in various Facebook groups, or an idea for a great blog topic might come to you out of the blue. Add all of your ideas all to your content bank and then actively use this bank for future content ideas.


6. Create Content Templates



For the visuals you can engage a designer to create branded social media tiles and/or use a graphic design tool like Canva to create your own.  Canva has templates for most things, like Testimonial/Review, a Quote and a Special Offer template. You can then set it up using your brand colours and logo and create a few templates for different types of post.

Having these saved on your Canva account makes it incredibly easy to bulk create content and beat social media overwhelm.


7. Get Posting!


Identify a system that suits you, your team best. Whether you post manually, use a scheduling tool or engage a social media manager or virtual assistant to post. When you have all of your content planned in advance, it makes sense to take advantage of the opportunity to upload it in advance, too.

There are a huge number of social media scheduling tools, including Hootsuite, Buffer, Planoly, Later and Sked Social. The Facebook Creator Studio, found in the Publishing Tools menu of your business page, includes both Facebook and Instagram

Once this step is in place, all you have to do is check your accounts (however many times a day is required for your business needs) for comments and messages.


Don’t forget to set your “call to action”


Having a clear and strong “call to action” is a key element for any marketing initiative, acting as a signpost that lets the user know what to do next. Without a clear CTA, the user may not know the next steps to take.  Some examples of call to actions are:

  •  purchase a product
  • sign up for a newsletter
  • download your guide
  • register for a waitlist
  • or whatever you goal for the post is

8. Review & Implement learnings


It’s important to set aside time to review, analyse and learn from the results of your social media marketing.

What are you looking to uncover:

  • What worked? Why?
  • What didn’t work? Why?
  • Should we stop putting effort into platforms and/or types of posts and focus elsewhere?
  • Identify which types of posts garner the best engagement
  • What can we learn from our review to make future social media marketing more powerful


At Spindrift Marketing we are BIG on measuring, reviewing and analysing!

For all marketing initiates our experienced marketing and creative consultants always recommend to:

  • Set a goal
  • Measuring the response
  • Review the outcome


Why?   To verify that your small business marketing is delivering results. There’s no way of knowing whether you’re making headway on your goals without regularly tapping into social media reporting and doing your own analysis.

Try to follow this 8-step process for your business’s social media, you’ll find the “stress” reduces and you may even end up enjoying creating and sharing your content.


Need help with your business social media marketing? Contact us to find out how we can help your business soar!  The Spindrift Marketing team has helped many businesses get the most out of their marketing, why not book a complementary, no-obligation Discovery Call with our Director, Kim MacDonald today? HERE

Or email us at or call us on (02) 8330 6892.


About the Author:

Kim MacDonald is the Founder and Director of Spindrift Marketing. Kim is a Marketing, Brand Management and Business Development Specialist who understands the importance of strong alignment between marketing strategy and business priorities. She has over 30 years of  marketing experience across the entire marketing lifecycle, in a range of top tier multinational organisations, in industries including Professional Services, Airlines, Financial Services, High Tech, Legal Firms, and MedTech in both Australia and the UK. Kim founded Spindrift Marketing almost six years ago, with the goal of providing small businesses throughout Australia with access to affordable marketing services and solutions that make a difference.

Connect with Kim on LinkedIn

About Kim MacDonaldAt Spindrift Marketing we specialise in helping small business realise their full potential. Our team of experienced Sydney-based marketing, creative and website consultants know the marketing lifecycle back-to-front; channels, tools and tactics…we can do it all. But first we work hard to understand your business goals. Then deliver the right marketing for your business, on your terms.


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