Building a Strategic Social Media Plan that Fits Your Lifestyle and Business Goals
For many wellness founders, social media can feel like a necessary evil. You know it’s essential for building brand awareness and growing your business, but it can also feel draining, time-consuming, and, let’s be honest—sometimes a little soul-sucking. If you’ve ever struggled to maintain a consistent social media presence while juggling the demands of running a wellness brand, you’re not alone.
But trust me. There is a better way. When you approach social media with a strategic mindset and align your content with both your business goals AND your lifestyle, it becomes not just another task on your to-do list but a powerful tool for connection, growth, and impact.
In this deep dive, we’ll explore how to build a social media plan that fits your life and personality, meets your business objectives, and feels genuinely rewarding. From setting the right mindset to mapping out a strategy that aligns with your offers, you’ll learn how to make social media work FOR you—not AGAINST you.
Shift Your Social Media Mindset
One of the biggest hurdles to showing up consistently on social media is mindset. It’s easy to see social media as a chore, especially if you’ve had negative experiences with it or feel pressure to create “perfect” content. But what if you could reframe your approach?
Instead of viewing social media as a burden, think of it as a bridge—an opportunity to connect with your audience, share your message, and offer value. When you shift from “I have to post” to “I get to share,” your energy changes. You move from obligation to inspiration.
Here are few mindset shifts you can try:
Progress Over Perfection: Done is better than perfect. Share your message, even if it’s not flawless. There are days when content flows from me and my creativity feels like it’s on fire. There are other days when I feel like I am trudging through mud. These are the days I call on AI to help me. Instead of beating myself up for not having totally original content, I give myself a break and remind myself that sometimes we need support. And that’s okay.
Consistency Over Frequency: It’s better to post consistently (even if it’s only once a week) than to burn out trying to keep up with trends. You know yourself better than anyone. Don’t take on a frequency that feels burdensome. Trust me, I know. I maintain a 6 days a week cadence. While most weeks are doable for me, sometimes I get exhausted and overwhelmed.
Connection Over Performance: Engagement matters more than likes. Focus on building relationships, not just numbers. The whole purpose of social media is to be social and build community. Even if you just spend some time on social media to meet cool people, that is progress.
Identify Your Business Goals
Before you start planning your social media content, get clear on what you want it to achieve for your business. Your goals will guide your strategy and help you create content with purpose.
Common social media goals for wellness brands include:
Building Brand Awareness: Reaching new audiences and getting your brand seen. We’ve been fed this story that you are supposed to use social media to sell and make thousands of dollars. And while that has worked for some, others use it strictly to build brand awareness and credibility.
Educating and Inspiring Your Audience: Sharing valuable insights, tips, and inspiration that align with your brand’s mission. One of the primary reasons I post on social media is because I love to teach. I want to take what I’ve learned and share it for others to learn from. Service is at the heart of my social media strategy.
Promoting Offers and Events: Highlighting upcoming launches, special promotions, or live events. Of course, this is a great way to use social media. If you don’t talk about your offers and events, people won’t know what you do. Although some experts believe you should always be selling through social media, I don’t agree or adhere to this theory. I personally think you can exhaust your audience this way.
When you align your content with your goals, you’ll avoid the trap of posting just to post. Every piece of content will have a clear objective, whether it’s to attract new followers, nurture relationships, or drive sales.
Strategically Align Offers with Social Media
A smart social media strategy is not just about sharing random posts; it’s about guiding your audience through a journey. This is where the marketing funnel comes in—specifically, Top of Funnel (TOF), Middle of Funnel (MOF), and Bottom of Funnel (BOF) content. Let’s talk briefly about what each of these are.
Top of Funnel (TOF): Designed to attract new audiences with educational and inspiring content. Think introductory posts, quick tips, or shareable infographics that build brand awareness. I personally love sharing “personal journey” posts that lots of people can relate to.
Middle of Funnel (MOF): This content deepens engagement by showcasing your expertise. This might include case studies, behind-the-scenes content, in-depth educational content or stories that highlight your brand’s values and offers.
Bottom of Funnel (BOF): When it’s time to convert, your content should be offer-focused. Share sales pages, client testimonials, promotions, and clear calls to action that drive conversions.
By aligning your offers with your social media content, you create a seamless journey for your audience—from discovering your brand to becoming a client.
Plan Your Content in Advance
One of the best ways to reduce stress around social media is to plan your content in advance—ideally, on a monthly basis. Not only does this save time, but it also ensures your content is strategic and aligned with your business goals. The mindset of strategic planning is very different from creative writing. Having your content planned in advance makes the writing process so much easier.
When planning your content, I use a simple framework to balance three key elements:
Content Pillar: What theme does the content align with? People approach content pillars in different ways. While some might choose something as generic as education, inspiration or promotion, I tend to be more specific and choose areas of expertise like content marketing or offer development. I will give you more concrete ideas later when I go over my exact social media plan in action.
Media Type: How will you share it? (e.g., Personal Photo, Video, Infographic, Carousel) It’s important to keep your media type varied so you keep your audience engaged. Video, for instance, creates a more personal connection while an educational carousel keeps a reader more engaged.
Funnel Stage: Is this content for TOF, MOF, or BOF? Remember, you are speaking to three different segments of your audience. Some people have just stumbled upon your content. Others have been following you for awhile and eager to learn from you. And some are ready to buy and just need that push to the finish line.
Creating a content calendar using this framework makes it easy to maintain variety while staying on message. It also helps you avoid last-minute scrambles to figure out what to post.
Choose the Right Platform for Your Brand
Not every platform is right for every business—and that’s okay! Instead of trying to be everywhere, focus on where your ideal clients spend their time.
Instagram: Great for visual content, stories, and connecting with wellness-minded communities.
Facebook: Useful for groups, community engagement, and promoting events.
LinkedIn: Ideal for positioning yourself as an expert and connecting with other professionals.
YouTube: Perfect if you enjoy creating video content and want to share longer-form education.
Threads: Ideal for quick, conversational posts and community engagement, especially if your brand thrives on thought leadership and discussions.
X (formerly Twitter): A good fit for sharing quick insights, participating in trending conversations, and connecting with a broader audience.
Although it can feel tempting to try and be everywhere, it’s perfectly acceptable to choose one primary platform and go all-in. You’ll find it easier to maintain consistency and build a deeper connection with your audience. For me, LinkedIn is my main platform, with secondary footprints in Instagram and YouTube. I would feel stretched too thin if I tried to go all in on all three platforms.
Find Your Ideal Posting Cadence
When it comes to social media, consistency is key—but that doesn’t mean you need to post every day. The best posting schedule is the one you can stick to consistently.
Forget what the gurus say about posting multiple times a day. Instead, find a cadence that feels sustainable. Whether it’s twice a week or twice a month, the goal is to build a rhythm that supports your lifestyle and doesn’t lead to burnout.
And just because you commit to twice a week today, doesn’t mean you can’t change your mind in a couple of months. You might find that creating eight posts per month is actually doable and you feel comfortable posting three times a week. I always start small, be successful, and then make decisions about what’s next.
Create a Plan You Can Stick To
A social media plan is only effective if you can maintain it. The best way to set yourself up for success is to create a plan that feels aligned with your energy, schedule, and business needs. Here are a few ideas to help you achieve that.
Batch Create Content: Dedicate a block of time each month to create your content in batches. For me, I create one week’s worth of content at a time. I pass it off to my graphic designer for graphics, and then schedule it all at once. I’m done for the week and I can forget about it. Until, of course, it comes time to engage with my community.
Use Tools to Support You: Tools like ChatGPT or Jasper.ai can be very helpful for brainstorming content ideas or for refining your writing. Although I’m not a huge fan of third-party scheduling tools to automatically post for you, they are definitely very common. I tend to stick to the native schedulers within the social media platform. Project management tools can keep you organized and on track. Create a task in your calendar or PM tool to block off the time you need to plan and create content.
Set Boundaries: Avoid spending too much time scrolling and focus instead on intentional engagement. One of the worst things you can do is get caught up in what everyone else is posting online. When comparisonitis sets in, this will paralyze you. Scroll to read, learn and build a community. I spend one hour per day with my morning coffee to engage with content on LinkedIn.
My Social Media Plan in Action
To show you what this looks like in real life, I’d love to share my own social media strategy. I focus primarily on LinkedIn because that’s where my ideal clients are most active. I use the same content on Instagram and post one video per week on YouTube. My plan includes:
Posting 6 times per week: 1 personal journey post, 1 self-care Saturday post for wellness, and 4 posts that touch on my offers and expertise: branding, offer development, content marketing and business strategy. I will also sprinkle in promotional content and client case studies from time to time.
Balancing media types: I post one video, one carousel, one infographic, one personal photo and the rest are photos + text.
Aligning posts with funnel stages: A blend of TOF, MOF, and BOF content to guide my audience through a journey. Typically, my TOF content is my wellness tips and personal journey posts. And my MOF and BOF content spans my expertise and offers.
This approach keeps my content fresh, strategic, and aligned with my business goals while avoiding burnout.
Let’s Wrap it Up
Social media doesn’t have to be a struggle. By building a strategic plan that aligns with your business goals and feels good to execute, you can transform social media into a platform for authentic connection and growth.
If you’d like support in creating a social media plan that works for your wellness brand, let’s connect! Whether you need a strategy session or a full content planning workshop, I’m here to help you find a path that feels right for you.
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