Key points
- Choose one or two platforms where your customers already are, and be consistent.
- Mix five kinds of post: show your work, help people, share proof, make an offer and let people meet you.
- Measure enquiries, messages and saves rather than likes alone. Nobody outside the platforms knows the exact algorithm, so focus on being useful.
Most small businesses do not struggle because they have nothing to say. They struggle because posting is one more job in a full week. The answer is not more effort, it is a simple plan you can keep up.
Start with one or two platforms
You do not need to be everywhere. Pick the one or two platforms where your customers already spend time, and do those well. Local services often do well on Facebook and Instagram, creators and visual brands on Instagram, TikTok and YouTube, and professional services on LinkedIn.
How often to post
Choose a schedule you can keep. For many small businesses, two to four posts a week on one or two platforms is a sensible starting point. A steady rhythm you can sustain beats a burst of daily posts that stops after a month.
A simple mix of content
- Show your work. Before and after, jobs in progress, products being made. Real photos beat stock images.
- Help people. Answer a common question, give a quick tip or explain how something works.
- Share proof. A customer's kind words (with permission), a finished project or a result you are proud of.
- Make an offer. A seasonal deal, a free check or a booking reminder, with one clear next step.
- Let people meet you. The team, your story or a day behind the scenes. People buy from people.
A weekly rhythm you can keep
| Day | Post type | Idea |
|---|---|---|
| Monday | Show your work | A photo or short video from a recent job |
| Wednesday | Help people | A quick tip or an answer to a question customers ask |
| Friday | Offer or proof | A booking prompt, or a customer thank-you |
Make short videos easier
- Open with the point in the first second or two, such as the result or the question you will answer.
- Keep to one idea per video.
- Add captions, because many people watch with the sound off.
- Film several at once, then post them over the following weeks.
Batch your content
Set aside one block of time each month. Plan the posts, take the photos, write the captions and schedule what you can. A monthly content calendar makes the week-to-week job small.
What to measure
Likes feel good, but they are not the goal. Look at messages, enquiries, saves, shares and clicks to your website or phone number. Note which kinds of post lead to real conversations, and do more of those.
Common mistakes
- Posting only when you have an offer.
- Using the same post on every platform without adjusting it.
- Ignoring comments and messages. Replying quickly builds trust.
- Giving up after a few weeks. Results build over time.
If you would rather hand it over
Each month we plan your calendar, design the posts, write the captions and script your reels, so you stay consistent without spending your evenings on it. See our social media packages.