Social Media Marketing Strategy for Beginners: What to Post, Where to Post It, and How to Build a Real Community

“Why does it feel like everyone else is growing — but I’m still stuck at 300 followers?”

If you've ever whispered this to yourself while doom-scrolling Instagram or watching someone else go viral on TikTok, you’re not alone.
Social media can feel like a mystery — especially when you're just starting out.

Let’s simplify it.

This guide breaks down beginner-friendly social media marketing strategies by platform. You’ll learn:

• What to post where
• How to create content that connects
• How to build engagement that actually leads to growth
• And how to turn followers into a loyal community (and customers)

PART 1: Choose the Right Platforms (You Don’t Need to Be Everywhere)

Let’s kill a common myth:
You do not need to be on every single social media platform.

Instead, focus on where your people already hang out.

Here’s a quick cheat sheet:

Pick 1–2 platforms max to start. Master those before adding more.

PART 2: Know What Your Audience Actually Cares About

Before you post anything, answer this:
“What is my audience thinking and feeling when they scroll?”

Ernie’s method teaches us to picture the Ideal Customer scrolling. What are they seeing? Feeling? Frustrated by?

Start with these questions:

• What’s keeping them stuck?
• What are they secretly Googling at midnight?
• What’s one small win they’d love to have today?

When you post, you're not writing at them — you're starting a conversation with them.

PART 3: What to Post (Content That Works on Each Platform)

Here’s how to keep it simple, strategic, and scroll-stopping.

Instagram: Your Visual Story

Post types that perform:

• Carousels with tips or myths
• Behind-the-scenes Reels
• Testimonials and transformations
• Story polls + “Ask me anything” questions

Strategy tip:

 Use the From-To Opener style:

“You’re posting daily and still not growing? Let’s fix that…”

CTA idea:

 “DM me the word ‘START’ and I’ll send you my free checklist.”

TikTok: Fast-Paced, Raw, and Real

Post types that perform:

• “Day in the life” content
• Quick how-tos or tips in under 30 sec
• “3 things I wish I knew…” videos
• Personal stories with a punch

Hook example:

“No one talks about how lonely starting a business is…”

Strategy tip:

Lead with vulnerability. Ernie’s “Emotional Journey” or “It Sucks” openers are gold here.

CTA idea:

 “Follow for daily micro-lessons if you’re in the same boat.”

Facebook: Trust + Community First

Post types that perform:

• Personal storytelling posts (text with photos)
• Live Q&As or walkthroughs
• Engaging group posts (polls, challenges)

Strategy tip:

Facebook is about connection over content. Prioritize comments and responses more than flashy design.

Group engagement idea:

“Drop one word to describe how this week’s going. Let’s check in.”

LinkedIn: Authority + Authenticity

Post types that perform:

• Thought leadership posts (2-3 short paragraphs)
• “Lessons from the field” case studies
• Storytelling about career pivots, mistakes, or missions
• Celebrating others (clients, peers, nonprofits)

Hook example (Shame Format):

“It’s a shame so many brilliant people never promote themselves — because they’re afraid of looking too salesy…”

CTA idea:

“Let’s connect if you’re building a mission-driven biz and want to swap notes.”

PART 4: Create Content (Even If You Don’t Feel Creative)

Feeling stuck staring at a blank screen? Ernie’s subconscious copy method is perfect here.

Try this 3-minute reset:

1. Put on a feel-good song
2. Picture your dream client scrolling — what do they need to hear today?
3. Start with one of these opener templates:

• “What’s the REAL reason ___?”
• “Struggling with ___?”
• “It sucks trying to ___, right?”
• “How are others getting ___ while you’re stuck ___?”

Let your mind wander, then just start writing. The good stuff will come.

PART 5: Boost Engagement (Likes Don’t Pay the Bills — Conversations Do)

Engagement isn’t just about vanity metrics. It’s about trust and connection.
Here’s how to spark it:

Best Practices for Boosting Engagement:

• Ask open-ended questions in your captions
• “What’s one thing you wish people understood about ___?”
• Use Instagram Story polls or quiz stickers
• Reply to every comment within 24 hrs
• Tag people where relevant to include them
• Use first names in DMs when responding

Avoid This:

• Generic posts like “Happy Monday!” with no substance
• Asking for engagement without giving value first
• Posting and ghosting (no replies = no relationship)

PART 6: Build a Real Community (Not Just an Audience)

There’s a big difference between growing followers and building a community.

Your goal? Create a space where people feel:

• Seen
• Safe
• Supported

Simple ways to build community:

• Start a private group or email list just for insiders
• Celebrate your followers' wins — even small ones
• Share your own mistakes openly (people connect with imperfection)
• Use the “Blame-Removing” opener often:
• “It’s not your fault — no one teaches this stuff clearly.”

Try this weekly rhythm:

PART 7: Social Media That Converts (Without Being Pushy)

You’re not on social media just to “get visible.”
You’re here to grow something real — maybe a business, a movement, a mission.

Here’s how to make that happen without sounding salesy:

Use this post structure:

1. Story or truth bomb (hook)
2. Tiny tip or takeaway (value)
3. Subtle pitch (how you can help)
4. CTA (comment, DM, click, etc.)

Example post (for a coach):

Hook:
“What’s the REAL reason most people don’t follow through on goals?”

Tip:
It’s not discipline. It’s that their goals were never theirs in the first place.

Subtle pitch:
In my 1:1 coaching, we build goals that feel good — and actually get done.

CTA:
DM me the word “GOALS” if you want help crafting yours.