Websites and Funnels

Schedule your first post

Plan, write, schedule, and connect a social post to the CRM.

Beginner10 minWeek 8

Purpose

This SOP helps you write, schedule, and connect a social post to the CRM so that traffic from the post becomes a trackable lead. A post without a destination, source tag, or follow-up action is just content. A post with a CRM connection becomes part of a measurable funnel.

When to Use This SOP

Writing your first social post for a campaign
Replacing random posting with scheduled content
Connecting social content to lead capture
Adding a CTA to a post that currently has none
Scheduling posts in advance for a launch
Testing a new channel or message
Turning a high-performing post into a repeatable format

Before You Start

Do not write the post before choosing the destination.

You should know:

Which platform the post is for
What the post is meant to do
Who the post is for
What the CTA is
Where the visitor goes after clicking
What source tag will apply
What workflow will start
What follow-up happens if the visitor does not convert immediately
What approval or review process the post needs
A post with no destination is not a lead source. It is just content.

Step-by-Step Procedure

1
Choose the platform
Different platforms serve different audiences and formats.
- Facebook for community and event visibility
- Instagram for visual identity and lifestyle content
- LinkedIn for professional content and B2B lead capture
- TikTok for short-form educational or brand content
- YouTube for long-form tutorials and testimonials
- Twitter or Threads for quick updates and engagement
- Google Business Profile for local search visibility
Do not post on every platform because it is possible. Post where the audience is.
2
Choose the post type
Match the post type to the goal.
- Awareness post: introduces the brand or offer
- Educational post: teaches something useful
- Social proof post: reviews, testimonials, case results
- Event post: promotes a webinar, open house, or workshop
- CTA post: drives to a form, calendar, or document
- Engagement post: asks a question or invites response
- Reminder post: follows up on a deadline or offer
A single post should usually have one primary goal. Do not ask the reader to do three things.
3
Define the destination
Every post with a CTA needs a destination.
- Landing page or funnel
- Form
- Calendar
- Document
- Website page
- Contact page
- Phone number
- Email address
- Messenger or chat
- QR code destination
Do not send traffic to a page that does not match the post promise.
4
Set source tracking
Use a source tag or UTM so the CRM knows the lead came from this post.
- Create a source tag for the platform
- Create a source tag for the post type or campaign
- Use UTM parameters if the destination is a web page
- Use a unique link if the post is part of a specific campaign
- Record the source in a field, not just a tag, if reporting needs filtering
Examples:
- source-facebook-post
- source-instagram-launch
- source-linkedin-article
- source-tiktok-guide
- source-google-post
Without source tracking, the lead may arrive but the business will not know what produced it.
5
Write the CTA
The CTA should match the post promise and the destination.
- Book a call
- Get the guide
- Register for the event
- Request a quote
- Apply for the program
- Download the checklist
- Watch the video
- Send a message
- Call now
Do not use vague CTAs like learn more unless the destination is obvious and valuable.
6
Set the post schedule
Choose when the post goes live.
- Match the audience timezone
- Match the audience activity pattern
- Avoid scheduling during low-engagement periods
- Allow time for review before publish
- Allow time for technical setup before publish
- Plan follow-up posts, not just one post
A single post is rarely enough. Plan a short sequence or campaign.
7
Write the post
Keep the post focused.
A simple post structure:
- Hook or opening line
- Brief context or problem
- Value or offer
- CTA
- Optional: social proof or urgency
Do not make the post longer than the platform rewards.
8
Add media if needed
Some platforms require media. Some posts perform better with it.
- Image
- Video
- Carousel or slideshow
- Infographic
- Screenshot or testimonial
- Event graphic
Media should support the message, not replace it.
9
Set the CRM connection
The post should connect to the CRM before it goes live.
- Form is built and tested
- Calendar is connected and tested
- Document is ready if needed
- Workflow is active
- Source tag is created
- Pipeline stage is defined
- Internal notification is configured
- Follow-up sequence is ready
Do not publish a post with a broken CRM connection.
10
Send a test lead through the path
Before the post goes live, test the full path.
- Click the link from the post preview
- Land on the correct page
- Complete the form or book the calendar
- Confirm the source tag applies
- Confirm the pipeline stage updates
- Confirm the workflow starts
- Confirm the notification sends
- Confirm the follow-up sequence begins
A post with a broken path wastes traffic and damages trust.
11
Schedule or publish
Choose publish or schedule based on readiness.
- Publish now if everything is tested
- Schedule if review is still needed
- Schedule if the audience is not active yet
- Schedule if the destination is not live yet
Do not publish before the destination, workflow, and follow-up are ready.
12
Monitor responses
After posting, monitor:
- Comments
- DMs
- Replies
- Form submissions
- Bookings
- Source-tagged contacts
- Workflow history
- Team notifications
Do not judge the post only by likes. A post with fewer likes but more qualified leads may be more valuable.
13
Document the post
Create a post record note.
Include:
- Platform
- Post type
- Goal
- CTA
- Destination URL
- Source tag
- Workflow connection
- Pipeline connection
- Media used
- Schedule date
- Owner
- Test result
This makes future posts easier to replicate and improve.

Checks Before You Finish

✓Platform is chosen
✓Post type matches goal
✓Destination is defined
✓Source tracking is set
✓CTA is specific
✓Schedule is set
✓Post is written
✓Media is added if needed
✓CRM connection is ready
✓Test lead was submitted
✓Contact record was reviewed
✓Pipeline updated correctly
✓Workflow triggered correctly
✓Follow-up sequence is active
✓Post is scheduled or published
✓Monitoring plan is in place
✓Post record exists

Common Mistakes

Watch for these

Sending every social channel to the same homepage with no attribution
Multiple CTAs in one post
Never testing the live destination after scheduling
Using the same generic source tag for every channel