Social media and marketing, drawn out.
Choose a topic below to begin. We'll follow our sample client, Juniper Hall, a certified life coach, so you can see how every channel and term works for a real small business.
If your marketing were a town
Every channel has a place in town. The most important difference is what you own and what you rent.
What you own
Yours to keepWebsite
Your homeWhere every road leads. You decide how it looks, what it says, and it never disappears because an app changed its rules.
Email list
Your guest listPeople who invited you into their inbox. If a social platform shut down tomorrow, your list would still be yours.
Google Business Profile
Your pin on the mapYour listing in Google Search and Maps, with hours, photos, and reviews. Free, and essential for anyone serving a local area.
What you rent
Their rules, their reachSocial media
The town squareWhere people gather and get to know you. You have a booth, but the platform decides who walks by and can change the rules anytime.
Paid ads
BillboardsYou pay to be seen by people who don't know you yet. Fast and targeted, but the moment you stop paying, it stops working.
SEO and AIEO
Road signsDirections that point searchers and AI tools to your home. Slower to build, but they keep pointing the way for years.
The goal of every rented channel is to invite people home: to your website and onto your email list, where the relationship is yours.
Where your people actually are
You don't need to be everywhere. Pick a goal to see which channels fit, then tap any channel for the details.
Your profile is a tiny website
Choose a word to see where it lives, or tap any part of Juniper Hall's sample profile and post.
@juniperhallcoach
The shapes content comes in
Each format has a job. A healthy mix keeps you visible without burning out.
Single post
One photo or graphicYour everyday post. Great for a quote, a moment, or an announcement.
Carousel
Swipeable slidesSeveral slides in one post. The best format for teaching, tips, and step-by-step ideas. People save these.
Short video
Reels, TikTok, ShortsVertical video under about 90 seconds. The main way new people discover you right now.
Story
Disappears in 24 hoursCasual, behind-the-scenes moments for people who already follow you. Save the best ones to Highlights.
Pin
PinterestA tall image with a title that links to a page on your website. Pins can send traffic for months.
Live video
Real timeTalk with your audience as it happens, then save the replay. Great for Q&As and workshops.
Text post
LinkedIn, Threads, FacebookWords only, or words first. Ideal for stories, lessons, and opinions that show how you think.
Long video
YouTubeHorizontal video from a few minutes to an hour. Builds deep trust and keeps getting found in search.
From stranger to client
People rarely hire someone the first time they see them. Marketing walks them through five stages. Tap a stage to see what happens there.
One post, followed all the way home
What to post, and how often
Content pillars are the three to five themes you talk about again and again. Here is how Juniper Hall balances hers.
One idea, six pieces of content
Start with one solid piece, like a blog post, then reshape it for each channel. You create less and show up more.
Consistency beats volume. Three good posts a week, every week, does more than daily posting for a month followed by silence.
Numbers that matter
Not every number is worth your attention. Some feel good; others tell you whether marketing is bringing in clients.
Every word, in plain language
Heard a term on a call or in a proposal? Look it up here.
Test yourself
Seven quick questions. Nothing is scored or saved; it's just for you.
Still have a question?
Bring it to our next call. Knowing these words makes every marketing decision easier, and helps you spend your time where it counts.
Contact Deanna