You Don’t Need a Social Media Strategy. You Need a Pulse
By Steve Schmidt, Co-Owner, SpotLight Sioux Falls
Let’s call it what it is:
Most small businesses in Sioux Falls (and everywhere else in the world) delegate their social media to an inexperienced hire, fresh out of college with ninja-like TikTok skills.
That’s fine—until your competition shows up with energy, clarity, and content that connects.
This isn’t about going viral. This is about owning your space in the feeds your future customers already scroll.
This is about being unignorable in the Greater Sioux Falls area.
How in the hell do you do that?
Let’s break it down.
Step 1: Stop Posting Like a Billboard. Start Posting Like a Human.
People don’t want perfect. They want real.
They don’t want a logo. They want a face.
They don’t want a flyer. They want a feeling.
And most of all, they want consistency. Not random posts every 5-8 days when you have a moment of genuis.
If your brand doesn’t show up online like it shows up in person—warm, confident, dialed in—you’re leaking trust.
Step 2: Pick a Lane (or Two), Not All of Them
You don’t need to be everywhere. Just pick 2 channels + YouTube and get good, fast.
YouTube
If you're an expert, prove it. YouTube is your proof.
Teach, show, explain, break it down. Once a week. Once a month. Doesn’t matter—just make it great.
What to post: Tutorials, FAQ’s, day in the life, behind-the-scenes, founder stories,
What not to post: Low-effort AI-scripted junk you wouldn’t watch yourself.
Your mindset: “This video lives forever. Make it count.”
Still the local heavyweight champ. If you serve a local community and you’re not posting on Facebook, that’s on you.
What to post: Customer wins, team stories, boosted posts with actual emotion.
What not to post: Static graphics. Lazy shares. Links with no context.
Your mindset: “Be the business people would miss if it disappeared.”
Instagram: Where Your Brand’s Personality Gets Judged in 3 Seconds
This is the culture check. Are you interesting? Do you care about what you do? Would I want to work for you, buy from you, or even follow you?
What to post:
Short, punchy Reels with energy and real personality.
Stories that feel like a behind-the-scenes pass.
30 seconds or less with a hook that grabs like a headline.
What not to post:
CapCut templates with zero soul. If anyone can do it in 10 seconds with no context… congratulations—you’re now invisible. Templates aren’t strategy.
Your mindset:
“If my brand walked into a room, would people want to sit next to it?”
This is where you show that version of you.
This isn’t just for suits anymore. LinkedIn is for real ones.
If you’re building, scaling, hiring, leading—this is your platform. You don’t need a social media manager. You need to show up as yourself, consistently. YouTube in Sioux Falls is the largest opportunity that we see. It’s wide open.
What to post: Your journey. Your team. Your beliefs. What you're learning.
What not to post: Sales pitch after sales pitch. Guru Talk. Leadership platitudes with no story. Annual Earnings. Your Gross Revenue.
Your mindset: “Build in public. People want to believe in something.”
Step 3: Podcast? Only If You Plan to Milk It
A podcast is not a silver bullet. It’s a content engine—if you treat it like one.
Record one episode. Then extract:
3 video clips for Reels or Shorts
2 carousels for LinkedIn
1 killer quote for Instagram
1 email for your audience
One episode = a week of content.
If you’re not squeezing it for all it’s worth, you’re wasting it.
At SpotLight Sioux Falls, that’s what we do: We turn your voice into volume—real content, real reach, real connection.
Step 4: The Truth Test (Most People Skip This)
You don’t need a content calendar.
You need feedback.
From real people. On real posts. In real time.
Ask yourself:
Did this post get comments?
Did it spark DMs?
Did someone say, “I saw your video…” in real life?
If not, try something different. Adjust faster. Learn in public.
Final Thoughts
You don't need a million followers.
Especially if you are a local or small to medium business in Sioux Falls.
You need 100 people who believe in your business and keep coming back.
That starts with showing up. Loudly. Clearly. Consistently.
So here's your next move:
Pick 2 platforms. Post 3 times a week.
Tell the truth. Show your face. Share the journey.
And stop playing small with your story.
Need help? Contat us at
