This document provides guidance on creating an effective social media strategy. It recommends identifying key business goals like increasing foot traffic, sales, or client inquiries. Then focus social media efforts on 2-3 tactics that directly support those goals, like paid ads, content marketing, or email opt-ins. The document uses examples to show how to calculate the number of social posts and ad budget needed to achieve a target level of traffic or revenue. It emphasizes starting small and testing strategies before increasing spending, to ensure good return on investment from social media.

1. Creating Your Social Media
Strategy
Mastering Social Media So You Can Keep Doing Cool Stuff
By Rose Souders, CEO & Founder Potluck Consulting

2. How does your business make money?
Foot Traffic
Web Sales
Client Inquiries
Social Media is a tool. Use it to help you increase
whatever keeps the lights on.

3. Is it…Foot Traffic? – What you can do
Paid Ads
Visibility to New
Customers
Re-Engage
Current Customers
Consistent
Content
Store Experience
Real-Time
Updates & Deals
Instagram
Behind the Scenes
Loyalty

4. Product Sales (B2C) – What you can do
Paid Ads
Web Traffic
Grow Customer
Base
Consistent
Content
Product Value
Brand Values
Website
Easy to Buy
Reinforce
Social Presence

5. Client Inquiries (B2B) – What you can do
Paid Ads
Web Traffic
Email Opt In
Consistent
Content
Authority
Content
Case
Studies
Email Marketing
Develop
Relationship
Create
Action

6. Pick Three Things, and do them well
Just because everyone says you need to, doesn’t mean you have to.
Focus on the areas that directly keep your business thriving.

7. Strategy in progress!
What your
business needs
What you can do
on social to get it
Determine how
much social
content you need
You’re creating a strategy and you didn’t even
realize it! Step 1 and 2, check!

8. You need a few numbers first…
$100
Click-Through Rate
2%
Average Sale Purchase Rate
5%

9. Putting them to use!
People
Reached
People
Reached
20,000
Click-Through
Rate 2%
Web Traffic
400
Purchase
Rate 5%
Number of
Sales 20
Average Sale
$100
Revenue
$2,000
Let’s just say this month…

10. How the heck do I get 20,000 people to see my content???
No, but seriously.

11. How many people does your Facebook
content reach now?
1 Post, $5 Boost1 FB Post 1 Post, $10 Boost
100people 500people 1000

12. How much content do I need to write?
Non-Boosted
FB Posts
200
$5 Boosted
Posts
40
$10 Boosted
Posts
20
$15 Boosted
Posts
13
For 20,000 people to see my content this month

13. Yikes, how much money do I have to spend on advertising?
This sounds like a lot.

14. How big does my ad budget need to be?
$5 Boosted
Posts
40 per
month
$200 ad
spend
$10 Boosted
Posts
20 per
month
$200 ad
spend
$15 Boosted
Posts
13 per
month
$200 ad
spend
To reach $2,000 in monthly revenue

15. Work Smarter, Not Harder
Write the least number
of high quality posts
Use your entire ad
budget
Determine Return on
Investment
Increase Budget if
Working as planned
$200

16. Use the Same Formula to Work Backwards
Revenue Reach Ad Budget
We have all of the numbers, now determine how much money you want
to make with social media and figure out what it takes!

17. What if I’m not a numbers person?
I got your back!

18. Don’t Forget…
You have two of the most powerful areas of your strategy figured out, but
don’t forget the others!
Ad Spend
How Much
Content
Brand
Types of
Content
Target
Market

19. QUESTIONS?

20. Thank you! rose@potluckconsulting.com
Website
potluckconsulting.com
Social: @PotluckConsult