Your Social Media Strategy Starts With One Word: Why
Ask Yourself This One Question Today 👇
Why are you doing this?
No seriously.
Why are you posting stuff on social?
Because the answer to that will tell you exactly how to create your marketing strategy. It’s that simple.
(And yes, there’s a very important reason I’m bringing this up — we’ll circle back to that. Pin it. 📌)
Let’s Get Real for a Second
If your goal is to get as many followers as possible, just so you can bask in those juicy big numbers that make you feel like an influencer, then honestly — post whatever you want.
- Cat videos? ✅
- Trending sounds? ✅
- A CapCut masterpiece of you leaping over a building or diving into a wine glass? ✅✅✅
Go wild. Chase the dopamine hits.
But if your why is to grow a business, then sorry — that stuff’s just noise.
Because the followers who’ll actually buy from you don’t care how good you are at CapCut. They care about what you’re selling, why it matters, and whether it’s for them.
That’s the start of every great marketing strategy:
👉 Figure out why you’re doing it.
👉 Then figure out who it’s for.
👉 Then convince them to buy it.
Simple. Not easy — but simple.
Why This Matters More Than You Think
Posting on social is marketing — whether you mean it to be or not. Any successful campaign starts with clarity.
- Why you’re doing it (awareness, leads, sales?)
- Who you’re talking to (and no, “everyone” doesn’t count)
- What you’re offering (and why they should care)
Once you know those, the rest — your content ideas, your tone, your posting schedule — basically writes itself. If you want a bit of proof, check out these.
- HubSpot’s guide to building a content strategy
- Buffer’s data on what actually drives engagement
- Or even this gem from Seth Godin on finding your tribe, not the crowd.
Example Time
Let’s say you’re a musician (which, let’s be honest, most of my followers are). Your marketing strategy shouldn’t be “post random stuff until something goes viral.”
It should be about
persuading your audience that your music is exactly what’s missing from their life.
- Share your songwriting process.
- Show what your gigs feel like.
- Talk about the stories behind your songs.
Then point them toward the thing that helps them get more of it — your vinyl, your tickets, your merch.
Because your goal isn’t likes.
It’s listeners who pay you.
So… Why Am I Talking About This?
Someone on TikTok called me out the other day. They asked: “How can you be an expert in social media marketing with such a small following?”
Fair question.
Here’s the answer: I don’t need a shitload of followers. Only a tiny percentage of followers ever buy — and that’s fine by me. My business model doesn’t need 100,000 people. It needs a handful who pay me well for what I do.
That keeps my diary full — and my sanity intact.
Now, if you’re a musician, your maths looks a bit different. Your product’s cheaper (say, £20 for a gig ticket, £30 for a vinyl). So yes, you’ll need a bigger audience — but still, the right audience.
Tailored. Targeted. Tuned in.
The Takeaway 🎯
The next time you’re planning your content, start with this one question:
Why am I doing this?
Because once you know that, you’ll know everything else:
- Who you’re talking to
- What to post
- And when to stop wasting time on cat videos (sorry, Mittens 🐈)
If you’re ready to build a strategy that actually gets results — not just likes — let’s chat.
👉
Get in touch or drop a comment below and tell me your why.
