Your starting point matters.
This article provides initial guidance. The right steps depend on your goals, systems and available resources.
Understand your audience
Ask what content your customers need and how they discover your offer. Existing enquiries provide better clues than a channel's popularity alone.
Plan realistic formats
Consider whether your team can consistently produce short videos, image series or behind-the-scenes content. A small, consistent plan is easier to evaluate than occasional posts across many channels.
Measure the right outcomes
Before a test, decide whether you are evaluating attention, website visits or enquiries. Compare the work involved with contact quality, not just views.
A practical next step
Write down the most important open question for your business and who can address it internally. Use this to define a specific task to discuss with the people involved.
