• Jun 11, 2025

Social Media Strategies for a Sole Trader

Social Media Strategies for a Sole Trader: Your One-Person Social Team

Running a business on your own means wearing a lot of hats.

When it comes to social media, you're not just the face of your brand, you're also the content creator, community manager, strategist, and data analyst all in one.

For sole traders, social media may feel overwhelming, especially when you're trying to compete in a space dominated by businesses with full marketing teams.

The good news? You don't need a big team to make a big impact!

With the correct strategy, you can build a strong and consistent presence across multiple platforms without burning out. Whether you're already thriving on Twitter (x) or just beginning to explore other platforms like Instagram, LinkedIn, or Tiktok, let's help you develop a smart and sustainable approach to managing online presence solo!

Start With What Works: Build From Your Strongest Platform

Before diving into new platforms, take a moment to assess what's already working for you. Whether you've gained traction on Twitter, Instagram, Facebook, or LinkedIn, your current main platform offers valuable insights into your audience, your voice, and your content style!

Identify What's Working

Look at your existing social media activity and ask yourself these questions:

• What kind of posts get the most engagement?
• What topics or themes do your followers respond to?
• Are you getting more traction with visuals, short updates, long-form posts, or videos?

This is your starting point. You have content that resonates, not it's time to use it as a blueprint.

Repurpose and Adapt

Instead of reinventing the wheel for every new platform, repurpose your top-performing content ina way that fits each channel:

• A detailed post can become a short-form video
• A series of tips can be turned into a carousel or slideshow
• A behind-the-scenes photo can be used across multiple platforms with slightly adjusted captions.

The key here is to maintain consistency in your message and brand voice while tailoring your format to match the expectations of each platform.

Work Smarter, Not Harder

As a one-person team, efficiency matters.

Leaning into what's already proven successful saves time, builds confidence, and ensures that you're not starting from zero when expanding your presence.

Choosing the Right Platforms

Time and energy can be limited, so spreading yourself too thin across every social media platform isn't just exhausting - it's counterproductive.

The key is to focus on the platforms that align with your goals, your audience, and the type of content you actually enjoy creating.

Rather than jumping on every trend, choose 2-3 platforms where your ideal customers are active and where your content style can thrive.

Start Small, Then Scale

Don't pressure yourself to master every platform at once. Start by adding one new platform at a time, get comfortable with its format, then consider layering in another as you grow.

Quality beats quantity, especially when you're managing it all yourself.

Content Planning and Time Management Tips

With the right systems, you can stay consistent without being constantly online. It's all about planning, batching your content, and working smarter, not harder.

Create a Simple Content Calendar

You don't need a fancy system, just a basic calendar or spreadsheet where you can map out:

• What to post
• When to post it
• Where it goes

Start with content pillars that reflect your brand values and audience interests. For example:

• Behind-the-scenes updates
• Client testimonials or success stories
• Educational tips or how-tos
• Personal insights or business reflections
• Product or service promotions

Plan 1-2 posts per week per platform, depending on your capacity. Consistency beats frequency every time!

Batch Create Content

Instead of creating and posting daily, try batching:

• Dedicate one day a week to writing captions or scripting videos
• Another block for filming or designing visuals
• Then schedule everything in one go using a scheduling tool (like Sprout Social, Buffer, or even native scheduling features).

This gives you breathing room and prevents social media from taking over your day.

Reuse and Repurpose

Don't reinvent the wheel each week. One post can often be turned into several:

• A long LinkedIn post can be repurposed into a Twitter thread.
• A TikTok tutorial can become an Instagram Reel.
• A client testimonial can be turned into a quote graphic, a case study post, and a Story.

When in doubt, recycle high-performing content. Most of your audience won't notice, and those who do likely won't mind.

Set Boundaries and Schedule Engagement Time

You don't have to be online all day to be effective. Instead:

• Set 15-20 minutes a day to respond to comment or DMs.
• Choose a time to engage with other accounts (liking, commenting, sharing) as this builds community without burning you out!

Measuring Success and Adjusting Strategy

First of all, define what success looks like to you.

Forget vanity metrics like follower count (unless growth is your specific goal). Instead, focus on metrics that align with your business objectives, such as:

• Engagement Rate - Are people liking, sharing, and commenting?
• Website Clicks - Are they visiting your site or product pages?
• Lead Generation - Are you getting inquiries or sales?
• Saves or Shares - Is your content valuable enough for people to bookmark or pass on?

Decide what matters most: visibility, credibility, conversions, or community.

At the end of each month, take a moment to review and ask yourself:

• What content got the most traction?
• What flopped?
• Which platforms are bringing in the most value?

Remember, your strategy doesn't need to be perfect—it just needs to evolve. Social media is about testing, learning, and growing with your audience.

Remember: You Are The Team

Being a sole trader doesn't mean you have to do everything or be everywhere—it means being smart, strategic, and intentional with your time and energy. Social media can absolutely work for you, even when you're the only one behind the screen.

Start with the platform you know, choose the right channels to grow into, and create content that plays to your strengths. Plan ahead, repurpose often, and check in regularly to see what's resonating. The goal isn't perfection—it's progress and connection!