Debbie Hancock

Debbie Hancock

Owner of Southbourne Accountancy & Business Services

How to develop a social media marketing plan

Is your online presence not as rewarding as you want it to be? Maybe it’s time to change your approach.

If you don’t have a social media marketing strategy, it’s time to consider getting started. 

Social media is one of the most powerful tools you can use to improve your business in today’s environment. It helps build authority and generate contacts, to start with. Not to mention it can save you a lot of money on marketing. 

But you have to do it right, too.

Set Realistic and Meaningful Goals

Social media marketing can have many goals, but having too much of it can prove detrimental. That’s why it’s critical to find those most important to your business and stick to them.

Do you want exposure, leads, or both? Or do you simply want to establish your brand? Are you looking for networking opportunities?

Answer these questions to find your desirable outcomes. After that, you can create a unique marketing plan to go after the results you want.

Narrow Down Your Audience

Know exactly who you want to reach with your message.

The biggest pitfall of social media marketing is speaking to an overly broad and diverse audience. You can’t attract people’s attention if you aim to capture just a general audience.

It’s crucial to find the people that need your particular brand of financial advice. Identify their popular hangouts and the type of content they prefer.

Choose the Right Platforms

You can create a social media profile on so many platforms these days. But is the time investment worth it?

Do all platforms offer the same quality or industry-specific exposure for your firm? Not really.

Facebook is an excellent platform because it invites open communication. Instagram, on the other hand, is still mostly a photo and video-sharing platform.

LinkedIn is a great alternative to Facebook for some companies. After all, it’s a more professional platform where many industry gurus offer advice. It’s a place where experts look for employment and businesses look to hire help.

In addition to the above, also consider the type of content you want to post. 

A YouTube channel where you can post free advice could also increase your exposure. If you create webinars, host podcasts, and offer advice in your field, then Spotify may also help you establish authority in your niche.

Never stick to one platform if you want to maximise exposure. But you don’t want to spread yourself thinly, either.

Curate Valuable Content

Digital marketing, in general, is all about the content. And this applies as well to social media. 

While you’re hoping to get some clients on board for training or implementation, you don’t have to give away trade secrets for free. It won’t serve you to fix all their problems with blog posts and articles.

However, you still want to provide valuable content and what you write should establish you as an authority figure. You can also provide some insight into your unique program that can help others transform their businesses. 

The key is to find the right balance.

Use a combination of written and audio-video content, for example. Give everyone a chance to do their own research on your company and services to get the answers they’re looking for.

Remember to Focus on Communication

Don’t treat your social media marketing plan with a set and forget attitude. Once you put it in motion, it becomes something you have to continually monitor and improve.

The biggest advantage is perhaps not even visibility. It’s actually the ability to start conversations with prospective clients on the topics that you cover. Facebook Groups is a perfect medium to do this. 


The more you communicate, the easier it is to expand your network and stay in your prospects’ foremind.


1. Book a call with me: https://southbourneaccountancy.co.uk/contact-us/ 

2. Download my free guide on “7 mistakes to avoid – to stop your fitness business running out of cash” https://southbourneaccountancy.co.uk/fitness-ebook/ 

3. Connect with me on social media: 


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