Which platforms should my business be on?

The ones your customers use and you can keep up with. LinkedIn tends to suit B2B, and Instagram, TikTok and Facebook tend to suit B2C. Plenty of businesses break that pattern, so I check your own audience before recommending anything.

My business sells to other businesses and to the public. Can one strategy cover both?

Yes. I'd plan the two audiences separately, each with its own tone and platforms where it needs them, and keep the brand consistent across both. Some accounts can serve both groups and others work better kept apart.

Will you run the strategy as well as write it?

I can do either. You can take the plan to your own team, or I can carry on with the content, campaigns and reporting. We'd agree which at the start.

How much does a social media strategy cost?

It depends on what's involved, such as how many audiences and platforms the plan has to cover. We agree a clear scope and price before work begins. Advertising budgets are separate.

Social Media Marketing

Social Media Strategy for B2B and B2C

A B2B audience on LinkedIn and a B2C audience on Instagram or TikTok behave differently, so I build the strategy, tone and platform mix around your actual customer. I've run campaigns for both B2B and B2C brands, across LinkedIn, Meta, Instagram, TikTok and beyond.

Start a strategy project

Built around your customer

Example

EExample SoftwarePost on LinkedIn

Three questions to ask before you renew a software contract. We've put them on a one-page checklist.

The renewal checklistPDF guide

Audience: Operations directors choosing new software
Platform mix: LinkedIn
YouTube
X
Tone: Practical and expert
Campaign goal: Start conversations with the people who sign off the budget

EExample KitchensReel on Instagram

From bare walls to the first cup of tea

Audience: Homeowners planning a new kitchen
Platform mix: Instagram
TikTok
Facebook
Pinterest
Tone: Warm and visual
Campaign goal: Get people saving ideas, then booking a design visit

What you can expect from a social media strategy

A clear picture of your customer

Who buys from you, who else has a say and what they care about, written down so everyone creating content works from the same description.

A plan for how long they take to buy

A B2B decision can involve several people over months, and a B2C purchase can happen in one sitting. The content is planned around how yours works.

A platform mix with reasons

Which platforms to focus on, which to leave alone and why, based on where your customers spend their time.

A tone of voice you can use

How your brand should sound on each platform, with example posts, so anyone writing for you can match it.

A job for every campaign

What each campaign is there to do, such as booking demos or selling online, and the number that will show whether it worked.

A written plan

A document with content themes, priorities and next steps. You can run it yourself, hand it to your team or ask me to run it.

How a social media strategy project works

Step 1
Your customer and your goals
We talk through who you sell to, how they buy and what you need social media to do. I also look at your current accounts and any past results.
Step 2
Research
I look at your competitors and the platforms your customers use, to see what people respond to and where there's room for you.
Step 3
The strategy
You get a written plan covering the audience, platform mix, tone, content themes and the job of each campaign, with example posts to show how it could look.
Step 4
Review and next steps
We go through it together and change what needs changing. Then you can run it yourself, brief your team or ask me to put it into action.

Common questions

Mostly who decides and how long it takes. B2B often means several people weighing up a bigger purchase, so posts need to build trust and answer practical questions. B2C is more often one person deciding quickly, so the content leans on how the product looks and what other customers say about it.