You’re Not a Meme Page—Let’s Talk Social Strategy

Let’s get one thing straight: unless your job title includes “Social Media Influencer” or your business literally sells humour, you’re not here to run a meme page. 

And yet, so many brands have turned their social feeds into entertainment hubs—with no real connection to what they sell, who they help, or why they exist. Entertaining? Sure. Effective? Not so much. 

Likes don’t pay the bills. Laughs don’t fill the pipeline. And virality without value is just noise. 

So, if you’re wondering why your social efforts feel more like a stand-up set than a strategic engine, it’s time to rethink what social media is really for. 

Brands Aren’t Built on Banter Alone 

We all love a clever tweet or a cheeky Instagram caption. But if your entire strategy revolves around being “relatable” or jumping on trends, you’re building a house of cards. Because when the algorithm shifts—or your joke doesn’t land—what’s left? 

There’s a difference between being personable and being pointlessly entertaining. One builds trust. The other builds followers who’ll never become customers. 

If your engagement is sky-high but your conversion rate’s flatter than a pint left out overnight, that’s a red flag. Your content might be fun, but if it’s not moving people closer to your business goals, you’re not doing marketing—you’re doing improv. 

Social Strategy Isn’t Just About Posting 

It’s about positioning. It’s about presence. And it’s about purpose. 

The best social strategies don’t start with a Canva template—they start with a business goal. Whether it’s generating leads, building trust, driving traffic, or converting customers, your content needs to serve a bigger mission than making someone chuckle while waiting for their train. 

Here’s the real deal: people don’t follow brands just to be entertained. They follow brands that solve problems, share value, and show they understand what their audience cares about. If you can be funny while doing that? Brilliant. But it’s the substance that keeps people coming back—not just the sizzle. 

Why Brands Are Still Getting It Wrong 

You’ve seen it: the B2B company doing TikTok dances. The SaaS firm posting memes about “client pain”. The accountant sharing reaction gifs on Monday mornings. 

The problem isn’t that they’re being playful. It’s that they’ve forgotten their purpose. When there’s no strategy behind the content, it doesn’t matter how many LOLs it gets—it’s not moving the business forward. 

Real strategy means knowing who you’re talking to, what they need, and what you want them to do next. If your audience can’t tell what you actually do from your last five posts, you’ve missed the mark. 

What a Real Social Strategy Looks Like 

It’s not about how often you post—it’s about what you post, and why. 

Smart social strategy is led by insight, not instinct. It’s backed by data, not just vibes. It aligns your content with your funnel. It brings sales and marketing into the same conversation. And it absolutely ties your efforts to real outcomes. 

You want your posts to do something: start a conversation, drive a click, spark a lead, earn a share, build loyalty. Anything less is just background noise. And the internet doesn’t need more noise. 

This is where a marketing-focused CRM—like UltimateCRM—comes in clutch. When you’ve got visibility into how your content performs across the entire customer journey, your decisions become smarter, faster, and more impactful. 

UltimateCRM: Because Your Content Deserves a Proper Follow-Through 

Ever posted a great piece of content, got solid engagement… and then? Nothing? That’s the problem. 

Likes are nice, but they don’t track what happens next. UltimateCRM does. It helps you: 

• Map your social traffic to lead generationTrack how people engage with your content post-click 

• Identify which posts actually convert (not just go viral) 

• Optimise your strategy around results, not reactions 

Instead of crossing your fingers every time you post, you’re pulling the levers that actually move people through your pipeline. It’s like finally putting headlights on your marketing car—you can stop guessing what’s ahead. 

UltimateCRM was built for marketers who want results, not just reach. It’s the difference between looking busy and being effective. 

What Happens When You Ditch the Meme Page Mentality 

Your tone sharpens. Your message gets clearer. Your audience understands what you do, why it matters, and how they can work with you. 

You start attracting the right people—the ones who are genuinely interested in your offer, not just your jokes. You build a community that trusts your expertise. You create a flywheel of content that educates, entertains (when appropriate), and converts. 

And you stop measuring success by applause and start measuring it by action. 

Good vs. Bad Alignment: Spot the Difference 

Let’s be honest—some brands are accidentally sabotaging their own growth. Here’s how: 

Bad alignment looks like a retail brand pushing behind-the-scenes TikToks that never include a call-to-action. It’s a SaaS company posting funny client memes without showing how they actually solve those pain points. It’s content for content’s sake. 

Good alignment? That’s content that entertains and educates. A restaurant sharing quirky stories that tie back to their unique menu. A B2B software firm offering cheeky posts with a link to download their whitepaper. Alignment means you’re never far from your core message—even when you’re having fun. 

If your audience is laughing but forgetting who you are or what you do, that’s bad strategy with good timing. The goal is to be memorable and meaningful. 

SaaS vs. Retail: One Size Doesn’t Fit All 

Social media strategy isn’t a template—it’s a tailored suit. 

SaaS brands thrive on value-first content. Think explainer videos, user stories, webinars, clever feature breakdowns. Their audience is typically logical, informed, and sceptical. Entertaining content is great, but only if it reinforces credibility and builds trust. 

Retail brands, on the other hand, can get away with a bit more play. The sales cycle is shorter, emotion matters more, and impulse buys are common. So product demos, customer reactions, seasonal content—it works. But even then, it must tie back to the brand’s story and why their offer is different. 

The danger? When SaaS tries to act like retail (overly trendy, overly fluffy) or when retail tries to act like SaaS (too technical, too dry). Know your lane—and build your content around it. 

UltimateCRM helps you analyse these differences by tracking which types of content deliver results across verticals. Whether you sell software or smoothies, it ensures your strategy fits your space. 

Banter Is a Bonus, Not a Baseline 

Look—we’re not anti-humour. British marketing practically runs on dry wit and cheeky commentary. But there’s a difference between using humour to connect and relying on it to compensate. 

Your social media should reflect the best of your brand: confident, clear, human, helpful. When you get that mix right, the engagement comes, and the conversions follow. 

You’re not just another account trying to go viral. You’re a business trying to grow. Treat your content like it matters—because it does. 

📌 Your Brand Deserves Better Than Likes with No Leads 

Let’s take a proper look at your social strategy. Book your FREE strategy consultation with Ultimate Marketing, and we’ll show you what’s working, what’s missing, and how to make your content count. 

We’re not here to roast your memes—we’re here to help you build a social presence that actually grows your business. 

Sound good? Let’s chat.