Start from evidence, not assumptions: interviews, reviews, comment mining and competitor audiences condensed into one living document the whole team quotes.
Actions to take
- Interview five real customers and record their exact words
- Mine reviews and comments for repeated pains and phrases
- Refresh the file monthly with new objections and wins
Consideration: Write it in the customer's vocabulary, never in internal jargon — the file is useless if it sounds like your org chart.
Compress who you serve, what changes for them and why you over anyone else into a line short enough to survive a caption.
Actions to take
- Draft ten versions and test them as hooks
- Kill every word a stranger would not understand
- Pin the winner where every brief starts
Consideration: If the sentence could belong to a competitor, it is not positioning yet.
Rank networks by where your buyers actually decide, not where posting feels comfortable, and staff them unevenly on purpose.
Actions to take
- Score each network for audience fit, intent and cost
- Go deep on two, maintain presence on the rest
- Re-score every quarter with real performance data
Consideration: A thin presence everywhere loses to a strong presence somewhere.
Connect the daily numbers (hooks, retention, replies) to the monthly ones (leads, bookings, revenue) so every metric has a parent.
Actions to take
- Define one north-star metric per quarter
- Pick three leading indicators the team can move daily
- Review the ladder in the same meeting, every week
Consideration: A KPI nobody can influence by Friday is a report, not a goal.
Study the three accounts your customers already follow: what they publish, when, what lands — and where the silence is.
Actions to take
- Log their top ten posts and reverse-engineer the pattern
- List the questions they never answer
- Occupy one gap with a recurring format
Consideration: Copy the standard, never the voice — the gap is your territory.
