Not every business has the same message to convey on social media.


A brick-and-mortar business that doesn’t sell online needs to get a different message across than an online shop.

New businesses need to take a different approach than established businesses with a large following of fans and repeat purchasers.

Taking a moment to consider where you are on your business journey will help you identify your business focus and how you need to show up on social media.

The three stages are:

  • Visibility
  • Relationships
  • Conversions

Each stage has different messaging, goals and Call To Actions, so we’ll look at each in detail.


Visibility – For businesses that need to increase their visibility, for example, new businesses, new products for established businesses and businesses that don’t sell online but need a presence.

Relationships – For businesses that need to build relationships with potential clients, want to start conversations or answer questions from potential clients.

Conversions – For businesses that are happy that they are visible online and have a strong relationship with their followers. Their audience will be in a position to buy, and so they need to give them the information they need to make the decision. They need to continue providing value and keep all of their posts client-focused.


As you write your social media posts, you must remember what you want people to do. And this won’t be the same for every stage of your business journey.

And if you look at your Insights (if you don’t, why not?), you’ll need to make sure you focus on the one relevant to your business stage.

There’s no use aiming for Link Clicks if you are working on your visibility.


If you are in the Visibility stage, you will want to concentrate on:

  • Reach
  • Followers
  • Page/Profile views
  • Video views/likes/reactions
  • Shares

If you are in the Relationship stage, you will want to concentrate on:

  • Shares
  • Comments
  • Saves
  • Video views
  • Direct Messages

If you are in the Conversion stage, you will want to concentrate on:

  • Direct Messages
  • Link clicks


Call To Action

The CTA you use on any social media post will depend on what your goal is for that particular post (see above). Make sure you use a CTA to get your followers to do the right thing!

Here are a few examples of CTAs you could use.


  • Share if you agree
  • I bet you know someone who could relate to this. Tag them below!
  • Watch this video to learn more
  • Follow for more tips
  • Screenshot for later
  • Who needs to see this?


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  • Help me with your top tips in the comments
  • Let me know your recommendations below.
  • How would you do this differently?
  • Any questions? Pop them below.


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Don’t be tempted to move too quickly through the stages. You won’t succeed in converting buyers if you haven’t been visible and nurtured those relationships.

Once you move forward with a stage, you can still use the previous stage(s) elements for some of your posts.

So, even if you are now focused on converting followers into buyers, you can still increase your visibility and nurture your relationships.