Key takeaways
- You do not need to be on every platform. Choose one or two where your customers actually spend time.
- Decide on three to five content themes so posting is easier and more consistent.
- Track enquiries and meaningful actions, not just likes.
1. Set a goal
Pick one main aim for the next quarter: build awareness, generate enquiries, support customers, recruit staff or promote events. A clear goal helps you decide what to post and what to ignore.
2. Know your audience
Describe who you want to reach, what they care about and where they spend time. A tradesperson might focus on Facebook and Google; a design studio might prefer Instagram and LinkedIn. Ask your customers which platforms they use.
3. Choose platforms
| Platform | Often works for |
|---|---|
| Local communities, events, customer questions | |
| Visual businesses, behind-the-scenes, short video | |
| B2B services, hiring, professional expertise | |
| TikTok and short video | Reach through entertaining or educational clips |
| YouTube | Longer how-to videos that stay useful for years |
4. Define content pillars
Content pillars are recurring themes. For example: education (tips and explanations), proof (projects and reviews), people (your team and process) and offers (promotions and news). Rotate through them so your feed is varied and useful.
5. Plan a realistic schedule
Choose a frequency you can maintain, for example two or three posts per week, and plan a month at a time. Batch content creation to save time and leave room for timely posts.
6. Engage, do not just broadcast
- Reply to comments and messages promptly.
- Thank people who mention you.
- Answer questions publicly when others may benefit.
7. Measure what matters
Review monthly: reach, saves and shares show interest, but enquiries, calls and link clicks show business value. Use tracked links so you can see which posts bring visitors. See marketing metrics and ROI.
When to use paid promotion
Paid social can extend the reach of your best content to a defined audience. Start small, test one offer and measure cost per enquiry before increasing spend.
Next steps
If you would rather hand this over, our social media management service plans, creates and reports on content for you. Get in touch to discuss it.
Frequently asked questions
How many platforms should a small business use?
One or two done well beats five done poorly. Add more only when you can keep up.
How often should I post?
Choose a frequency you can sustain with good quality, and adjust based on results and capacity.
Is social media worth it for local businesses?
It often is for trust and local awareness, particularly alongside a strong Google Business Profile and website.
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