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Business 50 November | 2021 STEP 3 Once you have determined your pillars, come up with post subjects that could fit in each category. ese can be hyper- specific ideas, like a photography shot list, or they can be broader ideas used as themes that can be executed with more spontaneity. e important thing is to think of each of these pillars as a square in the net you will be using to capture customers. By creating and committing yourself to using the pillar system, you will ensure that you share all your business instead of limiting your content to one type of post. As your social media marketing plan begins to take hold, you may notice that something specific, like photos of thrilled customers with bouquets, performs well, but, in this example, unless your business sells bouquets only, it is important to grow awareness for other products and services you may offer, as well. Tapping into your pillars will help with this. Using the example pillars mentioned in Step 2, I have illustrated three subjects with which you could begin your plan. STEP 4 After you have named your pillars and decided the type of posts you would like to make, it is time to start building them. In building the perfect posts, determine what your look and voice will be. To keep these consistent, limit the number of people who author social media content for your business. Decide if, in captions, your voice will be playful and use a lot of emojis or if it will be more scientific, focusing on botanical names, for example. Your voice can be whatever feels authentic to you, but be sure to keep it consistent. Next, decide what your style of images is. What will be the glue that makes all your images and videos look like they belong together, regardless of their subject matter. An example is a color scheme. You can a) brighten all your photos to appear light and airy, b) stick to a dark and romantic mood via the use of a specific background such as an exposed brick wall, or c) make them brand-consistent by using a specific person or item—such as a custom shop apron—that represents your brand and will be captured in most images and videos. W H AT 'S N E W Houseplants What's Fresh in the Cooler Fall Seasonal Décor Items W H AT YO U ' R E FA M O U S F O R Your Flowers on Display Somewhere Notable Delivered Flowers on a Doorstep Design Portfolio W H AT M A K E S YO U H A P PY Customer-appreciation Shout-outs Flower/Plant Trivia Community Outreach Business 50 November

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