23 Questions to better social media content

About the guide

The question "What to post on my Instagram" remains the most common when I talk to my potential clients, current customers or people I meet on my social media.

They all seem to know the platform's algorithm and the technical part of using the platform. These business owners have googled all the information and have heard all the advice of the Instagram gurus and social media coaches. Nonetheless, the results stay away, and they are left with that one simple question "What do I post to get business results?".

Every single business is different: there are retailers, wholesalers and other product or service-based companies online, not just online coaches and info-businesses. That's why I have built a system with the logic, strategic and critical thinking for content creation every business owner or content creator can use. With this system, you work on your skill-building to writing the best promoting and selling content for your business.

In this checklist, I covered the main and the most important questions you need to ask yourself when using social media content for your business.

First things first

Understand why you are using social media for your business


You have a social shop platform, where you present and sell your products directly. You are using your Instagram, or other social media platform for a full cycle from attracting your customer up to closing the deal. It will ideally work for more accessible products which you could sell via a webshop or retail in a store.


Your social media is just a part of customer’s journey: you either send them to your webshop/website, to your offline shop or ask them to contact you via another messenger to continue your sales process. You can think of showrooms, coaching or tailored goods.


You could also use your channel for communication with your current customers, most likely in B2B or niches where recurring sales are usual (hairdresser, masseuse, nail salon and a grocery shop in the neighbourhood).

You can always combine the goals of your social media platform depending on your business model and your revenue stream type.

If your business is composed of several platforms, and Instagram takes only one part in it, think of how you will lead people to Instagram (or catch them there), and how you will lead them to the next place they should visit.

Answer these 23 questions

and you will have all information to convert your leads on social media

1. Does your content resonate with your customers?

Make sure your content is for and about your customer, especially your best one. In your content, talk to them and in their language. Are you talking about their needs and solutions they would choose?

2. Who are your best customers?

Who made their purchase immediately in the past? Why did they do it? Ask, if you can, for their input on the reasons to buy, and the possible objections and doubts. Do your target audience research too.​

3. Are your customers the head decision- makers?

..or do they need to consult with the cash owner? Do they need to inform your end client about your product, and if so, how will they do it? How will you teach them to promote your product?

4. Why would they purchase from you?

What goals or tasks do they have when deciding in favour of your product? How are they fulfilling their needs or solving their problems with it? What situations are they in when deciding? 

5. Are your potential customers looking for your product, are they already interested?

Your customers might not be aware of their need yet, or are currently solving their problems with another product. How can you make sure, they know of your option? And if they are already looking, how and where can you catch them with your offer?

Write about your product like your customer would promote it to their friend

6. What is essential for your customer to know about your product?

What is your product doing for your customer and how would you describe it? What is the end result, and how will it be achieved? What do they need to know before making their purchase?

7. How important are the technical details, and how would it sound in their language (not yours)?

Always speak to the customers in their language, leaving out the difficult  terminology and unnecessary details. A led lamp can be either warm or cool-toned - don't speak in Kelvin.

8. What criteria of choice do your customers follow?

Research your customer's behavior and understand why and how they choose something, what criteria they follow to buy a product when finding solution to their certain task. In other words, what is truly important to them?

9. What objections and doubts about your product could your customers have, and how can you counter them?

Removing barriers in your content increases the product's value and eventually increases conversions.

10. What type and level of trust do they need to have in your business or your product?

Do you need your potential customers to trust you, your business or your product before their purchase? If so, how much, and how can you manage it through your content?

11. What guarantees can and should you give, and which are important to your customer?

It's not always about money-back or great service.

Knowing your competition is truly beneficial when you can describe your benefits above theirs. Understanding why a customer (and his rational and emotional decision-making process) would choose your competitor above you and visa versa gives your content extra power.

12. Who is your direct competition, and why would a customer choose them?

What are your benefits that outplay their strongest points? How can you write about it without pointing fingers?

13. Think of your indirect competitors!

Who else is touching and solving the problem differently? How is your potential customer choosing between you and them, and why would they choose you?

14. What are the reasons to believe in your benefits?

How can you prove it? What statements and materials can you deliver to show your 'reasons to believe'?

15. How can you manage the process of choosing you above your competition?

What does a customer need to hear/read from you to make that choice in your advantage?

16. How many stages of your marketing - sales process does a customer go through?

Write down all possible touch points of your customer with your business and try to understand how many you can cover on social media.

17. What stages are covered by your social media channel?

Depending on the type of your strategy (See the first page of this checklist), decide which touchpoints you want to cover. Think of how you will cover those with your content. What message will suit each stage.​

18. How can you manage your content to make your customer go from step to step - closer to your goal?

Do your customers know where to go next? Probably not. You are the one in charge of leading them, just like you would do in a shop. Think of how to manage your content in a way that would lead your customers through all stages presented and aimed on your social media platform.

19. Where are they coming from, and where should they go?

Are your social media visitors aware of your product or business, or do they need to get informed first? And - where to send them next. Is that a link in bio, or your DM where you will sell through personal messaging?

Examples of stages: getting to know your product, get interested in your product, choosing between you and your competition, getting in touch (or putting your product in the cart on your webshop), and finally paying. You can split these into mini steps, and those can be all managed with content.


How to connect all touch points without potential customers leaving your page?

Think of all possible ways your customers would (or do) buy your product. On each step of their way, they could be making decision of leaving - how will you catch them there? 


How can you create a journey through your social media account, using these units of communication?

Think of how Instagram, or other social channels work, and how you can use all the features to connect them into a journey a customer goes through. What instruments can you use on each step to keep them going?


What type of a Call-to-Action is necessary for your customer to take the right action?

Think of how Instagram, or other social channels work, and how you can use all the features to connect them into a journey a customer goes through. What instruments can you use on each step to keep them going?


How can you use interaction with people on social media to get better revenue?

How can you use Stories, comments and other interaction methods to get the information you need for your business? And how will you use that information?

Content Creator

Learn to write best social posts for your business goals

There is so much information out there about social media, but very little absolute structure and understanding of a systematic approach to content creation from a commercial point of view.
With the 5 modules of this course, you will learn how to write different types of posts, connect them into one customer journey and apply it strategically onto your social media channels.