Posting on social media is easy when you have time and ideas. The trouble is that most small business owners have neither on a random Tuesday afternoon. So posting becomes sporadic: a burst of activity, then nothing for weeks.
The fix is planning in batches. With one focused afternoon a month, you can plan, write and schedule most of your posts. This guide walks through a simple process.
Before you start: set a realistic rhythm
Decide how often you will post, and be honest about what you can sustain. Two or three good posts a week on one or two platforms is plenty for most small businesses. Consistency matters far more than volume. Our guide to how often to post goes into more detail.
Step 1: Look at the month ahead (15 minutes)
Note anything happening that is worth posting about:
- Seasonal moments, such as school holidays, end of financial year or weather changes that affect your services.
- Public holidays and local events.
- Business news: new services, staff, projects, opening hours.
- Any specials or promotions.
Step 2: Use content pillars (15 minutes)
Content pillars are a few recurring themes that make ideas easier to find. For example, a landscaping business might use:
- Show the work: finished projects, before and afters.
- Teach something: seasonal garden tips, common mistakes.
- Behind the scenes: the team, equipment, a day on site.
- Proof: reviews and customer stories.
- Offer: services, bookings and specials.
Rotate through your pillars so your feed isn’t all sales or all tips.
Step 3: Brainstorm ideas (30 minutes)
For each pillar, list several ideas. Good sources:
- Questions customers asked you recently.
- Jobs completed in the last month.
- Reviews you received.
- Your blog posts, which can be turned into short tips.
- Things you wish customers knew before contacting you.
Then pick the best ideas and place them on a simple calendar, a spreadsheet or even a notebook.
Step 4: Gather photos and videos (30 minutes)
Go through your phone and shared folders for photos and clips that match your ideas. Note any gaps you need to fill during the month, such as a short video of a job in progress. Our guides to real photos and short-form video have tips.
Step 5: Write captions (60 minutes)
Write all your captions in one go. It is faster than starting from scratch each time. Keep them:
- Clear about what the post is showing.
- In your brand voice. See how to define your brand voice.
- Ending with a simple next step, where it fits, such as “Message us for a quote.”
Use branded templates for any graphics, so design doesn’t slow you down. See Canva or a designer?
Step 6: Schedule (30 minutes)
Use Meta Business Suite for Facebook and Instagram, or a scheduling tool that covers the platforms you use. Schedule the month’s posts, leaving a few gaps for timely content, such as a job you finish that week.
During the month: stay present
Scheduling handles the posting, but social media is still social. Set aside a few minutes most days to reply to comments and messages. Fast, friendly replies often matter more than the posts themselves.
At the end of the month: review (15 minutes)
- Which posts got the most engagement, messages or website clicks?
- Which pillars worked best?
- Did any enquiries come from social media?
Use what you learn to plan the next month. Over time, the process gets faster and your content gets better. Our guide to building a content system explains how to take this further.
Would you rather hand it over?
Madexify plans, creates and schedules social media content for small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip. See our social media marketing services, or contact us to talk about your social media.
This article is part of our Social Media Marketing Guide. Browse all our guides on the guides page.
