A 30-day plan to refocus content on the right customers

Key takeaways

To refocus social media content on the right customers, follow four weekly steps over 30 days: define the customer, fix the profile, replace the content mix, and start measuring fit. The plan needs about 10 hours in total and no extra budget.

• 30 days and about 10 hours are enough to change direction.
• Week 1 define, week 2 fix, week 3 replace, week 4 measure.
• Expect likes to dip before enquiries improve.
• Check early signals at day 30 and judge results at day 90.

Who is this plan for?

This plan is for a business that already posts and gets too few enquiries, or the wrong kind. It assumes one main channel and a few hours a week. If you are starting from nothing, begin with a strategy and channel choice first.

• How to create social media content that attracts the right customers
• Social media strategy for UK small businesses

What happens in week one?

Week one is definition, and takes about three hours. Write the one-page customer profile from your ten best customers. Collect 30 enquiry phrases. Score your last five posts. By Friday you know who you are aiming at, how they talk and how far off the current content is.

• Write the ideal customer profile.
• Note who you do not want.
• Collect 30 customer phrases.
• Score five recent posts out of 10.

• Ideal customer profile for social media: define yours
• Use your customers' own words in social media content
• The right-customer content scorecard for social media

What happens in week two?

Week two fixes the foundations, in about two hours. Rewrite the bio in four lines. Create and pin one post explaining what you do, for whom and from what price. Write five saved replies. Test the contact route on a phone. Nothing new is published until this is done.

• Rewrite the bio.
• Pin an explainer post.
• Write five saved replies.
• Test the path to contact.

• How to write a social media bio that attracts buyers
• Profile visits but no enquiries? Fix the path to contact

What happens in week three?

Week three replaces the mix, in about three hours. Prepare two weeks of posts in one session: each week one proof post, one answered question and one post that explains process or price. Every post names the buyer, states the area and ends with one next step.

• Two proof posts with scope stated.
• Two answered customer questions.
• Two process or price posts.
• One next step on each.

• Turn a case study into social media posts that sell
• Turn customer questions into FAQ posts on social media
• Batch a month of social content in half a day

What happens in week four?

Week four starts measurement, in about two hours. Set up the enquiry log, ask every enquirer what prompted them, and record saves, profile visits and messages for each new post. On day 30, compare with the month before. Then prepare the next month using what the first posts showed.

• How to measure social media lead quality
• How to find which social posts actually bring customers

What should you expect, and what can go wrong?

Expect fewer likes, more profile visits from your area and the first messages that mention a specific post. Enquiry volume takes longer. The main risks are giving up at the first dip, and drifting back to easy content. If your team cannot spare the hours, the plan will stall. That is the point to consider help.

• When to change your content and when to hold your nerve
• Should you outsource social media to stay consistent?

What does this look like in practice?

A pattern we see with UK small businesses that follow a plan like this: week two, the unglamorous one, makes the biggest difference. Content had been sending people to a profile that did not say what the business did.

• See client work
• Social Media Marketing for UK businesses

30-day plan checklist

Tick these off by day 30.

• Customer profile written.
• Thirty customer phrases collected.
• Bio rewritten and explainer pinned.
• Five saved replies in place.
• Six refocused posts published.
• Enquiry log running.
• Day 90 review date set.

Next step

Put three hours in the diary this week for the customer profile and phrase list. Everything else in the plan depends on them.