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Social Media Marketing
Start Here
Welcome & How to Use This Kit Setting Your Social Media Goals
The Core
Choosing the Right Platforms for Your Business The 3 Types of Content Every Business Needs Writing Captions That Convert Understanding the Algorithm (Without the Jargon) New Video / Audio Embed
Action Plan
Your 30-Day Social Media Rollout Plan Daily 20-Minute Social Media Routine New Planner Block New Checklist Block
Tools & Templates
Free Tools You Need (And How to Use Them) 30-Day Content Calendar Template Caption Formula Swipe File
Examples
Real Post Examples by Business Type
Resources
New Quiz / Self-Test New Fillable Template
Bonus
Turning Comments & DMs Into Sales Scaling Beyond the Basics
Support
Getting Help & Staying Accountable

Setting Your Social Media Goals

Why Goals Matter

Most small businesses fail on social media because they post without a clear goal. Before creating content, define what success looks like for you.

Common Goals for Kenyan SMEs

  • Awareness: Get more people in your area to know your business exists
  • Engagement: Get people commenting, sharing, sending DMs
  • Sales: Convert followers into paying customers
  • Trust: Show proof that your business is legit and reliable

Exercise: Define Your #1 Goal

  1. Write down your business name and what you sell
  2. Pick ONE main goal for the next 30 days (e.g., "Get 20 new customers from Instagram")
  3. Write down 3 platforms your customers already use (e.g., WhatsApp, Instagram, Facebook)

Example: A mama mboga selling groceries in Kasarani might set a goal of "Get 15 WhatsApp orders per week from Facebook posts."