Separate organic and paid roles
Regular publishing and paid campaigns can serve different goals. Define the audience, creative, destination, and budget for advertising rather than treating every organic post as something to promote. Keep enough history to separate a planned test from an unrelated change.
Explain what happens after a lead form or website submission. Coordinate qualification, duplicates, and staff response before launching. Document responsibilities so delivery does not depend on assumptions.
Make the plan fit your market
For an audience in Baltimore, use genuine service-area information, staff knowledge, customer questions, and events the business is actually involved in. Get permission for customer photos and confirm local offers before scheduling posts. Base local references on service coverage and customer needs, not invented examples.
Give each post one message and an appropriate next action. Short video needs readable captions and an opening that explains why the viewer should continue. Confirm permissions before sharing customer information or assets.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities