A 6-step guide to creating an Annual Engagement Plan.



What are your best ideas for social media posts?

What are the best ideas you wish to share with you clients on Social Media and how do you want to engage with them?  What conversations do you want to have with them?  What is important to communicate to ensure they buy into your brand and product?

Get your ideas down on paper.  Even if you are a sole entrepreneur, start writing on sticky notes – list everything from customers pain points and challenges to what your customers are engaging the most with and what is going to stimulate the best conversation.  What have you not seen your competitors do?

How are you able help customers with the problems they are facing?  You can even ask them their pain points on your Facebook or Instagram page.

It’s important to revisit the ideas you have regularly as conversations, needs and problems will change on a regular basis.

Be sure to observe your competitors activities and know what is being discussed across their social channels.


Group you best ideas into themes and the decide the type of content that is going to work the best in addressing these issues, pain points and engagement tactics (calls to action or lead magnets).

Here is a suggested list of content types:

Blog Posts Training sessions
Quick Tips Videos
Stories Promotions
Freebies Voucher offers
Inspiring quotes Curated content
Questions Polls and Surveys



Go live with a Q & A session Share user reviews and testimonials of your product Quick tips in points or videos Educational short series Competition to encourage sharing
Share a blog post that links back to your website Creative and informative videos Share a link to your latest email newsletter Photographs that act as a call to action or lead magnet Information video about your product or service
A day in the life of a personality in the business Relevant motivational quotes Share an article from your industry Promotion of product or offer Survey, poll or simple question



My advice is to create in batches.  Once you are on a roll keep going and create content on a weekend or in a couple of days so that each chunk correlates or flows to the next content piece.  For example, if you are creating a video you need to look presentable as the presenter, so use the day when looking your best to record the videos.  Each one is then ready for posting as and when you have planned to do so.

You need to identify early what content formats you wish to use for each Social Media channel.  In order to get results from your social media activity, ensure you use the best forms of content for the channels, ie stories on Instagram, articles for Linked In and short videos for Facebook.

Be original but don’t waste time by creating reams and reams of content.  Once you identify what gets the best results for you then repurpose it and tweak it to post again but with a fresh visual or enticing adjectives and relevant copy.



An annual plan is best as it will dove tail with your overall business strategy.  You will need to revisit the plan monthly as each time you check your ideas and analyse you data, you will be tweaking and changing all the content depending on the results that you receive.

Here are some golden rules.

  • Plan the posts in a content calendar.  A format is provided in Step 6.
  • Post at the right time.  This is essential.  I discuss these times in my newsletter “Ideal times for mailing customers and posting on social media”.
  • Automate your posts with a scheduling tool.



Day Content Type Topic Source shared  from Budget Channels to be used Post actioned

Engagement, promotion or blog

FB,  Insta, LI etc