Not sure what to post? Our Framework for Social Media Success

Running a small business is tough enough without the constant question hanging over your head: “What on earth do I post on social media this week?”

You’re not alone.

Many small business owners feel stuck when it comes to creating consistent content. The truth is, social media isn’t about posting for the sake of it — it’s about posting with purpose. And that’s where having a simple framework makes all the difference.

At First Touch Marketing, we help businesses turn confusion into clarity by building strategies that actually work. Today, we’re sharing the exact steps we use to help you get unstuck and start posting content that connects, converts, and grows your brand.

Step 1: Check out your competitors

Before you start brainstorming, take a look at what others in your industry are already doing.

Which posts are getting likes, shares, or comments? Which ones seem to fall flat? Competitor analysis isn’t about copying, it’s about spotting trends, seeing what resonates with your shared audience, and then putting your own spin on it.

For example, if a local restaurant down the road gets engagement every time they share behind-the-scenes content, chances are your audience would also love to see what happens in your kitchen, studio, or office.

👉 Tip: Make a list of 3–5 competitors and note their best-performing content. Then think about how you can bring your personality, expertise, and brand voice to a similar idea.

Step 2: Share key information

It may sound obvious, but many small businesses forget to share the basics. Ask yourself:

• Where are you based?

• What niche do you serve?

• Do you have seasonal or time-sensitive offers?

• What makes you different?

This type of content might feel “boring” compared to flashy trends, but it’s essential. Customers won’t buy from you if they don’t know what you offer, when you’re open, or how you can help them.

👉 Tip: Regularly post clear, simple content that answers your most common customer questions. Think FAQs, service spotlights, and short explainer posts.

Step 3: Define the problem you solve

At its core, marketing is about solving problems. Your social media should reflect that.

• If you’re a gym, the problem might be “I don’t know how to start working out.”

• If you’re an accountant, the problem might be “I’m overwhelmed with my tax return.”

• If you’re a café, the problem might be “I want somewhere cosy to meet a friend.”

When you create posts that highlight these problems and show how you solve them, you instantly become more relevant to your audience.

👉 Tip: Write down the top three problems your customers face. Each one can inspire a series of posts, from helpful tips to customer testimonials.

Step 4: Work backwards to find content ideas

Now that you’ve nailed your competitors, key info, and customer problems, it’s time to build out your content. Here’s the secret: give away value for free.

The most successful brands on social media aren’t pushing sales 24/7. They’re sharing tips, insights, and advice that prove their expertise. When you do this often enough, people start to wonder: “If this is what they give away for free, what could I get if I paid for their services?”

👉 Tip: For every promotional post, aim to create 3–4 value-driven posts that educate, entertain, or inspire your audience.

Putting it all together

When you follow this framework — competitors, key info, customer problems, and value-first content — you’ll never run out of ideas for what to post. Instead of scrambling last-minute, you’ll have a structure that keeps your content purposeful and consistent.

Of course, knowing what to post is one thing. Having the time, design skills, and strategy to actually make it happen is another. That’s where we come in.

At First Touch Marketing, we specialise in building social media strategies that work for small businesses like yours. From planning and content creation to full management, we take the stress off your shoulders so you can focus on running your business.

👉 Get in touch today to see how we can help turn your social media into a tool for growth.

🫡 Your Brand Deserves Better
First Touch Marketing
#FTM #Marketing #Advertising #Branding #Content #Strategy