Why your small business social media isn't working
You're posting consistently. You're showing up on Instagram, Facebook TikTok and maybe even LinkedIn. You've even got some kind of schedule going. So why does it feel like you're shouting into the void?
If you're a small business owner frustrated with your social media results, or you don't even know how to measure the results, you're not alone. As a small business marketing consultant, I see this pattern with nearly every client who comes to me: they're working hard on content, but they're missing the strategic foundation that actually drives business results.
Most small business owners fall into one of two social media camps:
Camp 1: Posting what comes to mind
These business owners don't have a content calendar at all. They post whenever inspiration strikes or when they remember they "should probably post something." Their Instagram feed looks like a random collection of photos (of the office, products, a customer result), but it's not telling a well-rounded story.
Sound familiar? You're not lazy—it's like managing the full-time job of running your business while also having the weight of being a social media manager on your shoulders. You are an expert in your craft, but now you're also trying to be your own small business social media consultant. It’s exhausting!
Camp 2: Treating social media like a to-do list
These owners think they have a content calendar, but what they really have is a posting checklist. "Post on Monday, Wednesday, Friday. Share a tip on Tuesday. Feature a client on Thursday."
Here's the problem: A list of "post on Monday, Wednesday, Friday" isn't a strategy. It's a to-do list. And while it might keep you consistent, it doesn't ensure that you're touching on all of the topics that increase customer acquisition or connect to their pain points.
The real problem: You're missing your content pillars
Let me tell you about one of my clients—a chiropractic office that was crossing posts off their list each week. They were consistent, they were showing up, but they couldn't say with confidence if social media was bringing in new patients.
Why? Because their posts didn't truly showcase everything they offered or what made them different from every other chiropractor in town. Instead of having a system to guide their content strategy, it was easier to post whatever health tip came to mind in the moment.
That's where content pillars come in.
Content pillars are the 3-5 core themes that connect directly back to your audience's needs and your business offerings. They're the difference between:
Random posting: Sharing tips whenever you think of them, posting behind-the-scenes photos when they seem fun and promoting your services when you remember to.
Strategic content: Consistently creating content that educates your audience, builds trust in your expertise and guides people toward becoming customers.
What content pillars actually look like
For that chiropractic office, we developed four strategic content pillars that covered everything from educational wellness tips to patient success stories. But here's the key: they didn't just receive a list of topics to execute.
LXS Partners provided a complete implementation roadmap—series to execute, specific topics aligned to each day of the month they would post. That means instead of staring at their phone wondering, “What should I post today?” the chiropractor could sit down and record a video in under five minutes because they're the expert! No one needs to explain to them what sciatica is or how to treat neck pain—they just needed someone to give them the strategic roadmap.
The magic of strategic content planning
Turn random posts into a consistent message that attracts the right audience.
Without pillars, your calendar can feel busy but not strategic. You might be posting regularly, but each post exists in isolation. Your audience sees random fragments instead of a cohesive picture of what you offer and why they should choose you.
With pillars, every post has a purpose, and together, they tell the story of your business in a way that attracts the right people.
Your content starts working harder because:
Each post reinforces your expertise in specific areas
Your audience gets educated about problems they didn't know they had
You build trust consistently instead of sporadically
Potential customers see the full scope of what you offer
You stay top-of-mind for the right reasons
Why content creation can't always be outsourced
I get it. Content pillars sound like another thing to add to your already overwhelming marketing to-do list. You're thinking, "Can't I just hire a social media manager for my small business and let them handle this?"
Here's the thing: while you might consider social media outsourcing for tasks like scheduling and engagement, the actual content creation often needs to come from you. Why? Because you're either the face of your business (like that chiropractor) or you're the one witnessing the stories worth sharing.
Think about it—if you're a healthcare practice, you witness patient transformation stories that no outsourced manager could capture. Or if you're a home service business, your team sees firsthand the impact your work makes on families' lives. That emotional moment when you help someone get out of pain or restore their flooded basement? Those authentic stories can't be outsourced because they happen in real-time, in your office or customer's home.
Here's what I've learned from working with small businesses: the ones who invest time upfront in strategic planning don't just see better social media results, they can actually track and measure those results because they have systems in place.
The truth is, without a strategic system, you can't even determine if your content is working. You might be posting consistently, but "posting and hoping" means you have no way to connect your social media efforts to actual business outcomes.
How strategic content works across channels
Here's the best part about strategic content planning: when your social media content is built on solid pillars, it can be maximized across other marketing channels too.
Take that chiropractic office again. The educational content we planned for their social media? We're diving deeper into those same topics in their email newsletters. Those strategic videos explaining treatment approaches? They're being repurposed for YouTube to improve search optimization and reach people looking for solutions online.
Because when you're not just filming a viral social trend or jumping on the latest audio craze, your content works harder for you, without you working harder. One piece of strategic content can serve multiple purposes across multiple platforms, amplifying your expertise and reach.
This is the difference between content that fills space and content that builds your business.
The content pillar framework that actually works
When I work with clients to develop their content pillars, we start with three key questions:
What does your audience struggle with most? These struggles become content opportunities that showcase your expertise and build trust.
What makes you different from your competitors? This differentiator should thread through multiple pillars, not just appear in sales posts.
What do you want people to know about your business? Often, business owners assume people understand their full service offering, but they don't.
From there, we build 3-5 pillars that ensure every piece of content serves a strategic purpose while staying true to your brand voice and business goals.
Your content should be a strategic business asset
Your social media content should be a strategic asset, not a daily guessing game. When you have clear content pillars, you'll never again stare at your phone wondering "what should I post today?"
More importantly, your audience will start seeing you as the go-to expert in your field instead of just another business posting random content.
Ready to stop spinning your wheels with random content?
As a small business marketing consultant, I help business owners develop content pillar strategies that actually drive business results. If you're tired of posting without purpose and want content that works as hard as you do, let's talk about building a strategic foundation for your social media that you can actually execute (with or without additional team support).
Want to build pillars for your business? Here's how I start with every client:
Contact me today to discuss how strategic content planning can transform your social media from a time drain into a business-building asset. Because your expertise deserves content that shows it off properly.
