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WiseAI Agency Social Media Strategy

Last updated: 2026-05-04 Owner: John Moelker (founder) — all posting is founder-voice unless marked Brand-voice Goal: Generate inbound leads via DM, build brand authority in each vertical, establish John as a thought leader in AI for service businesses

Guiding principles​

  • Honest over hype. We never claim AI is magic or replaces human relationships. We explain what it actually does.
  • Industry-specific language. A funeral director does not want to read "revolutionize your workflow." A pastor does not want corporate jargon. Write for the person, not a generic "business owner."
  • Short conversations start here. Every post should make someone comfortable enough to DM. The DM is where we book the call.
  • No luck language. Never write "lucky," "luck," or "blessed by chance." Providence and hard work, not luck.
  • Sacred language rules. Never use "holy [X]," "hell," "damn," "OMG," "Jesus/Christ" as exclamations. Secular vulgarities (sparingly) are acceptable. Sacred expressions are not.

Platform strategy​

1. LinkedIn​

Audience: Funeral directors, practice managers, office managers, church administrators, vet clinic owners, B2B peers, potential partners. Posting voice: Founder-voice (John). Professional but warm. Story-led. Content pillars:

  • Case study posts ("What happened when a funeral home started answering every call at 2 AM")
  • Behind-the-product posts ("What I learned building AI for grieving families")
  • Founder thought leadership ("Why I left pastoral ministry to build AI — and why those two things aren't contradictory")
  • Product updates (honest, no hype — "We shipped X, here is what it does and what it does not do") Cadence: 3 posts/week (Mon, Wed, Fri) CTA strategy: "DM me if you want to see a 15-minute demo" or link to Cal.com booking Do not do: Buzzword-heavy posts ("synergy," "AI revolution," "disruption"), over-explaining technical stack, posting about church exclusively when targeting funeral/vet audience

2. Facebook​

Audience: Local service business owners (Ingersoll, London ON, Woodstock, Tillsonburg area), church administrators, some funeral directors in regional Facebook groups. Posting voice: Warm, community-oriented. Slightly less formal than LinkedIn. Content pillars:

  • Local business focus ("If you run a service business in Oxford County…")
  • Short demo clips (30–60 second video of the AI answering a call or chat)
  • Community stories — how the tech serves real families (anonymized)
  • Seasonal context ("Flu season means more calls for vet clinics — here is how we handle that") Cadence: 2 posts/week Groups: Post in relevant Oxford County and south-western Ontario business/community groups when appropriate (always disclose affiliation) CTA strategy: Link to the city landing page (wiseaiagency.com/ingersoll etc.) or to Cal.com Do not do: Over-post in groups (once per week max per group), share AI-generated generic content that sounds hollow, use church-specific language in funeral or vet posts

3. Instagram​

Audience: Younger practice staff, associate vet owners, church communications staff, design-conscious business owners. Posting voice: Brand-voice (cleaner, visual). Can be Founder-voice in Reels/Stories. Content pillars:

  • Visual demos: screen-record of the chatbot answering questions (short captions)
  • Quote cards: key lines from founder posts on LinkedIn (repurposed, not duplicated)
  • Behind the scenes: founder working, recording demos, visiting a church or clinic context
  • Reels: 30–60 second "what does the AI actually say" demos per vertical Cadence: 3 posts/week (2 feed, 1 Reel) CTA strategy: "Link in bio" → Cal.com or current vertical landing page Do not do: Over-polish to the point it feels inauthentic, use generic AI imagery (robot hands, circuit boards), post a church Reel to funeral-focused Stories

4. YouTube​

Audience: Business owners researching AI solutions, technical evaluators, church leadership teams doing due diligence. Posting voice: Founder-voice. Documentary-style, not sales video. Content pillars:

  • "I built an AI voice agent for X — here is exactly how it works" (vertical-by-vertical)
  • Long-form demos: real call walk-throughs (30–60 minutes, unedited)
  • Tutorial series: "How to set up your AI agent" (for existing customers)
  • Founder journey: "Building AI for grieving families" (narrative arc, not pitch) Cadence: 1 video/week (aspirational — start with 1 every 2 weeks) CTA strategy: Video description links to vertical landing page + Cal.com Shorts: Repurpose Reels from Instagram as YouTube Shorts Do not do: Highly produced "brand video" style content that feels like an ad, hide what the AI cannot do, skip showing real errors or edge cases

5. X (Twitter/X)​

Audience: Tech founders, AI practitioners, church/funeral/vet niche audiences, investors. Posting voice: Founder-voice. Shorter, sharper. Content pillars:

  • One-liners and observations ("Funeral homes get more after-hours calls than anyone expects. Here is what that costs.")
  • Thread versions of LinkedIn posts (repurposed, condensed)
  • Honest takes on AI ("Most AI tools are not actually AI. Here is how to tell the difference.")
  • Product milestones (brief, factual: "We shipped X. It does Y. Here is the link.") Cadence: 5 posts/week (mostly short-form; 1 thread/week) CTA strategy: Links to full LinkedIn post, blog post, or demo page Do not do: Dunking on competitors, over-claiming ("best AI ever built"), chasing viral trends that conflict with the brand voice

6. TikTok​

Audience: Younger funeral directors, associate vets, church outreach staff, general curiosity audience. Posting voice: Founder-voice. Casual but never undignified. Content pillars (church): "What pastors deal with that no one talks about" / "AI for churches — not what you think" Content pillars (funeral): "What funeral directors wish families knew" — NOT gimmicky death content Content pillars (vet): "A vet clinic's busiest hours vs. when they're staffed" — practical, empathetic Cadence: 2 posts/week (only when content is genuinely strong — skip TikTok weeks where the angle is weak) Do not do: Gimmicky death-themed funeral content, over-spiritual church language that alienates secular viewers, generic "AI is amazing" hook videos, anything undignified for industries that deal with grief or animal care When to skip TikTok: If the vertical angle for the week is church-focused theology content or sensitive funeral topics that do not translate well to short-form entertainment — skip and put that energy into LinkedIn instead

7. Threads​

Audience: Instagram overflow, creative professionals, some local business owners. Posting voice: Brand-voice. Lighter than LinkedIn, less ephemeral than X. Content pillars:

  • Repurposed LinkedIn posts (condensed)
  • Quick product updates
  • Local Ontario angle ("Building AI from Ingersoll, ON") Cadence: 3 posts/week (repurpose from other platforms, low additional lift) Do not do: Treat Threads as a primary channel — it is a distribution layer, not a content-creation platform

Per-vertical content angles​

Church (ChurchWiseAI)​

  • Tone: Pastoral-adjacent — respectful, theologically neutral (don't favour one tradition)
  • Pain points to feature: After-hours prayer request capture, newcomer welcome, event FAQ
  • Avoid: Overly evangelical language that alienates mainline or Catholic audiences; generic "church growth" framing
  • Strong hook: "Your congregation calls at 11 PM. Who answers?"

Funeral home (FuneralWiseAI)​

  • Tone: Dignified. Never sensationalize. Empathy-first.
  • Pain points to feature: First-call response time, at-need after-hours calls, pre-need FAQ
  • Avoid: Death-themed clickbait, humor about mortality, anything that trivializes grief
  • Strong hook: "A family in crisis calls at 2 AM. They get a machine that sounds human, captures what matters, and pages your director."

Vet clinic (VetWiseAI)​

  • Tone: Warm and practical. Pet owners are emotionally invested. Never clinical-cold.
  • Pain points to feature: After-hours emergency triage, appointment overflow, poison control escalation
  • Avoid: Comparing AI to a real vet (it isn't), downplaying clinical judgment, over-promising triage accuracy
  • Strong hook: "When a dog eats something it shouldn't at 9 PM on a Saturday — your AI answers and asks the right questions."

Agency (WiseAI Agency — cross-vertical)​

  • Tone: Confident, technical-honest, founder-led
  • Pain points to feature: Missed calls = missed revenue, generic AI tools that aren't trained on your business
  • Strong hook: "One platform. Three industries. None of them generic."

"Do not do this" list​

  • No luck/lucky/good luck language
  • No "holy [X]," "Jesus/Christ" as exclamations, "hell," "damn"
  • No AI hype ("revolutionary," "game-changer," "disruptive")
  • No over-spiritual language in funeral or vet content
  • No gimmicky funeral or pet-death content on TikTok/Instagram
  • No generic AI imagery (circuit boards, robot hands, glowing brains)
  • No posting church-specific content to funeral-targeted audiences or vice versa
  • No upsells on marketing posts (upsells belong in post-purchase flows only)
  • No copying competitor syntax verbatim — describe what WE do, not what they do not
  • No claiming the AI does things it does not (e.g., "replaces your front desk entirely" — it augments it)

Goals​

GoalMetricTime horizon
Lead gen via DM5 qualified DMs/week across all platforms60 days
Brand authority500 LinkedIn followers (local/vertical niche)90 days
Founder thought leadership3 posts/week sustaining for 8+ weeksOngoing
Demo bookings via social2 Cal.com bookings/week sourced from social90 days

Review cadence​

  • Monthly: review top-performing post per platform, replicate angle
  • Quarterly: update this doc with what is working and what to drop
  • Annually: review platform mix (TikTok/Threads may shift in relevance)