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The Business Plan You Wrote vs. the Social Media Plan You Actually Need

By September 29, 2025No Comments

As a business owner, you probably didn’t sign up to be the main character in dozens of reels or viral videos. We get it, the struggle is real. 

But here’s the thing: having a solid social media plan is essential to being seen, recognized, and remembered by your audience.

You don’t need to go viral to make an impact, though there are plenty of inspiring examples out there. Think of the New Zealand car dealership whose fun dance videos sparked a nationwide trend among auto dealers, or the Mexican restaurant that became famous for delivering drinks with choreographed flair. These businesses grabbed attention because they were strategic, consistent, and creative.

Your goal doesn’t have to be a viral hit. The real objective is to be the first name that comes to mind when someone thinks of your product or service. A well-crafted social media plan ensures your business is consistently present, building trust, credibility, and recognition without making you feel like you have to “perform” every day.

In this post, we’ll explore the gap between the business plan you wrote and the social media plan you actually need and show you how to work with it so your brand can thrive online.

The Gap Between Your Business Plan & Social Media Reality

Your business plan likely focused on finances, operations, and growth strategies which are all essential. But the modern marketplace has added a new requirement: being visible online.

For small to mid-sized businesses, social media isn’t just a nice-to-have; it’s often the first place potential customers discover you. And that’s where the gap is. 

Your business plan prepared you for running your company, but it didn’t prepare you to be a content creator, community manager, and brand promoter all at once.

Many business owners underestimate the daily effort social media requires: creating content, engaging with followers, responding to comments, and analyzing performance metrics. Without a structured social media plan, posting becomes inconsistent, random, and reactive instead of strategic.

This gap is why some businesses struggle to translate their expertise and offerings into online visibility. A social media plan bridges this gap, aligning your business goals with the right content, frequency, platforms, and engagement strategies so that you’re seen, remembered, and positioned as the go-to choice in your market.

Why a Social Media Plan Is Different

A social media plan isn’t just a calendar of posts, it’s an approach to building visibility, credibility, and engagement online. Unlike your traditional business plan, it’s dynamic, platform-specific, and requires ongoing attention.

Each platform has its own audience, tone, and content style. What works on LinkedIn won’t necessarily succeed on Instagram or TikTok. A social media plan helps you tailor content to each platform while staying consistent with your brand.

How to Build the Social Media Plan You Actually Need

A clear social media plan ensures every post supports your business goals, builds your brand, and helps your business be seen and remembered.  To make it simple, here are six steps you can focus on:

  1. Start with your business goals
    Identify what you want social media to achieve: attract new clients, showcase expertise, or stay top-of-mind with existing customers. Your goals will shape your strategy and content.
  2. Define your audience
    Know who you’re trying to reach and what content resonates with them. This will guide your platform choices and content formats, whether it’s videos, posts, stories, or long-form articles.
  3. Plan your content types
    Mix educational posts, behind-the-scenes updates, and promotional content. Include engagement-focused content to start conversations and build relationships with your audience.
  4. Set a posting rhythm
    Decide how often to post on each platform. Consistency helps you stay visible and reinforces your brand message.
  5. Track performance
    Focus on meaningful metrics like clicks, shares, leads, and conversions, not just likes and followers. Use insights to adjust your plan and optimize results.
  6. Leverage tools, but keep strategy human
    AI, scheduling apps, and analytics tools can save time, but the strategy and creativity behind your plan are what make it truly effective.

If you’re ready to dive deeper into the step-by-step process, check out our guide on building a social media strategy.

Common Mistakes SMBs Make Without a Social Media Plan

Many small to mid-sized business owners try to “figure it out as they go” on social media and it shows. Without a structured social media plan, it’s easy to fall into patterns that waste time and limit results. Here are the most common missteps:

  1. Posting Inconsistently: Random posting leads to low engagement and minimal visibility. Your audience won’t know when to expect content, and your brand risks being forgotten.
  2. Copying Competitors Blindly: Following what others do without aligning it to your own business goals or audience often results in content that doesn’t resonate.
  3. Focusing on Vanity Metrics: Likes and followers feel good, but they don’t necessarily drive sales, leads, or meaningful engagement. Without a plan, it’s easy to prioritize the wrong metrics. 
  4. Treating Social Media as an Afterthought: Many business owners view social media as “extra work” rather than a core growth channel. This reactive approach leads to missed opportunities and inconsistent messaging.
  5. Ignoring Analytics: Without tracking performance, it’s impossible to know what’s working. A lack of insight can result in repeating ineffective tactics and missing opportunities for growth.

Why Your Business Needs a Social Media Plan

A strong social media plan is no longer optional for small to mid-sized businesses, it’s essential for visibility, credibility, and growth. It bridges the gap between your business plan and the online world of engagement, ensuring your brand is seen, remembered, and trusted by your audience.

Trying to manage social media without a clear plan can feel overwhelming, and while tools and AI can help with scheduling and content ideas, they won’t replace the strategic thinking and expertise required to get results. That’s where working with a marketing agency makes a difference. With the right guidance, you can save time, focus on what you do best, and still maintain a consistent, high-performing online presence.

If you’re ready to turn your social media efforts into a strategic growth driver, contact us today for a free audit of your social media or website. We’ll help you create the plan your business actually needs to be seen, heard, and remembered.