Why Your Social Media Strategy Is Probably Missing the Most Important Thing - Social media strategy for small business

Neil Betts
Apr 9
2 min read

At Go True North, we apply Lean thinking principles across everything, whether that's streamlining operations for an established business or helping an aspiring entrepreneur go from idea to launch. The same principles apply to your social media presence.

Start with the why, not the what. Before you pick a platform, before you decide how often to post, you need clarity on one thing: what role does social media play in your business?

For us, the GTN Vision to Venture YouTube channel crossed 2 million views earlier this year, the second million in under six months. It's not about the view count. It's about what those views represent: small business owners, aspiring entrepreneurs, and future clients spending time with our thinking. That's not a number, that's a relationship being built.

Social media strategy for small business - The five pillars of a strategy that actually works

Pillar 1 - Brand Positioning

Go True North social media strategy | Pillar 2 - Content Direction — Pillar 2 - Content Direction

Go True North social media strategy | Pillar 3 - Audience Targeting — Pillar 3 - Audience Targeting

Go True North social media strategy | Pillar 4 - Platform Strategy — Pillar 4 - Platform Strategy

Go True North social media strategy | Pillar 5 - Monetisation — Pillar 5 - Monetisation

On content direction: what to actually post

The best-performing content for service businesses like ours falls into three categories:

Education — teach something genuinely useful, with no strings attached
Story — share real moments, wins, challenges, and behind-the-scenes reality
Proof — let results speak: client outcomes, case studies, recognition

The HIC formula (Hook, Insight, Call to Action) gives every post a clear spine. Hook the reader — stop the scroll. Deliver the insight — give them something worth their time. Then direct them: a question, a link, a DM invitation. Simple. Repeatable. Structured.

Credibility is built, not bought

In early 2026, Go True North received the E2 Media Award of Excellence for the second consecutive year. The citation noted that while we may not be the largest, we are an organisation that constantly strives to offer excellence.

That recognition isn't a coincidence. It's the result of consistent, values-led positioning across everything we do, including what we put out into the world online. Social media is a long game. The businesses that win it aren't the ones who post the most. They're the ones who show up with intention, add genuine value, and trust that structured effort produces structured results.

Ready to build a strategy that works?

Whether you're an aspiring entrepreneur finding your footing or an established business owner ready to stop winging it, we can help. Explore the Vision to Venture Programme or book a free consultation.

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