The 6 Ingredients For The Perfect Post

There are 6 things that need to be in every social media post.

They are:

  • Headline
  • Hooks
  • Emotional Triggers
  • Formatted for social media
  • Visuals
  • Call To Action



The headline gives your audience a reason to focus and should create enough curiosity to keep them reading. Make sure it’s interesting or is something that will resonate with your audience and ideal client.



These can be treated like mini headlines to make information stand out. You can use several of them throughout your caption to keep your fans interested and encourage them to keep reading.


Emotional triggers

These triggers get people to comment or leave their opinion on your posts. If you think about what prompts you to comment on social media, it will be because you had an emotion triggered. Just make sure that the trigger is relevant to your audience.


Format for social media

People are easily distracted, so make sure it’s skimmable, and any key points are easily identifiable. If you’re reusing long-form content, don’t just copy and paste.



They need to stop the scroll and grab attention. Whether your visuals are all text or a combination of text and images, they must be simple and easy to read and understand.


Call To Action

Your Call To Action needs to be the final flourish on your post and tells your followers what they need to do next. Never presume that your fans know what you want them to do. Sign up, download or send you a DM? You need to be specific.



You can download a handy guide to these 6 elements that you can pin up on your office wall as a reminder.











3 Stage Business Journey

3 Stage Business Journey

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?


  • Would you agree?
  • Which would you pick?
  • My DMS are always open – cme chat
  • 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.


  • Grab yours today
  • Read the full blog here
  • Take the quiz
  • Get yours before they are all gone
  • DM me if you want the link
  • Only 5 spaces available
  • Book an appointment today
  • Join my Facebook group
  • Don’t miss the deadline/discount


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.




Spending all day on Facebook

Spending all day on Facebook

When I tell someone that I’m a social media manager, they usually laugh and ask ‘So you sit all day looking at Facebook’?

It is a fact that a lot of the time I have Facebook open on my browser, but not always for ‘looking’.

Yes, some of my time is researching on Facebook.  And for some clients, I need to go into Creator Studio via Facebook to schedule their posts.

And I check insights for my Basic package clients to monitor how their posts are performing so I can tweak and improve their reach.

I reply to comments on my own social media page, reply to my messages and also monitor my own page insights. Monitoring and creating ads for myself and my clients. I post to my own Facebook and Instagram accounts via Creator Studio and hang out in groups for Facebook strategists and Social Media Managers, so yes, I do spend a lot of time on Facebook.

BUT a considerable amount of my client’s social media work is spent away from Facebook.

  • Researching topics for posts
  • Checking awareness days
  • Drafting a plan for the week/month
  • Reading client blogs for content
  • Writing copy (a lot of time is spent writing)
  • Creating graphics

All of this work is done away from Facebook and actually takes up a large portion of some days.

Facebook being open would be a massive distraction too, so if I don’t need it, I close it down.

Creativity for writing and design doesn’t need the distraction of Facebook throughout the day. Any messenger notifications come to my phone and will be dealt with between tasks depending on urgency.

So, actually, no I don’t spend all day looking on Facebook.

But as I move my business towards Facebook strategy and paid ads, the fact is that I will be around Facebook much more often – but rather than the social side I’m more likely to be knee-deep in Business Manager.

Not quite the same.

If you would like to have a chat about Facebook Ad Strategy, then I offer a 45-minute discovery call to find out if Facebook Ads are for you.


In need of a boost?

In need of a boost?


Facebook often suggests boosting posts and I often see social media posts and comments from people who have boosted posts and seen no benefit – it has costs money but they’ve had no leads from it.


Boosts have very limited options for targeting – friends and family, and some very generalised targeting options. Under most circumstances boosts are a waste of money. It is highly unlikely that your post will be placed in front of someone who will buy your product or service.

But there is one occasion when boosting a post will achieve the results you want – if you want to get lots of likes and shares on a post and before running it as an ad.

 An ad that has a lot of likes and shares will get better results – it is providing the social proof to potential purchases, giving your brand extra credibility.

You need to really think what your final aim is and create a post on your page specifically to run at a later date as an ad.

Initially, any post you put out may well get a few organic likes and comments. By spending a relatively small budget (say £10 ) on a boost (to family and friends of friends) the algorithm then kicks in and boosts your post to the people most likely to engage.

This will ensure that your post has a much healthier engagement when you use the exact same post as a targeted ad. Laser targeted to your ideal client, not only will your post be in front of the eyeballs that matter , but the ad will also have more engagement that will act as social proof.

It’s really important that you use the same post ID, and that you write the initial post as you want it to go out as the ad as you won’t be able to amend it afterwards.

You may well already have a post on your page that you could do this with as well.


Once you have a little boosted engagement, your next step is to increase the social proof even more by creating an ad with an engagement objective. Send this out to a warm audience, such as website visitors or page engagers.


Once you have aggregated a satisfactory amount of social proof through your engagement ad, you may then choose to run another ad (using the same post ID) with a conversion campaign objective to get in some leads from a cold audience. Your ad will have likes, comments and shares and your brand will have the social proof to instil confidence in potential clients. 

I have conducted my own experiment on one of my own posts when I was promoting the launch of my Facebook ads strategy service. Initially the post had a handful of likes and shares.

After a £7.72 spend on boosting my ad, I had accumulated a reach of 1.9k with 73 engagements on the mobile news feed and Instagram.

 I then ran an ad very briefly (only for a few days as this was just an experiment) to an audience of website visitors (and a lookalike audience) with  a spend of £10 and another 73 engagements.

I stopped my experiment there, but I can see that the potential was starting.

A total of 2450 people reached. 88 engagements. A total of £17.72 spent.

A post that had some credibility to then share to a cold audience. (I should ad that I didn’t conduct the second part of the experiment and run the ad to a cold audience as it wasn’t linking out to my lead generarating page)

Although this was a failry low scale and low budget experiment I think it shows that you can buy engagement within your warm audience and if needed, build the social proof to give your brand credibility to a cold audience. If you’re interested in seeing how a Facebook strategist could level up your business using Facebook ads, then get in touch.