Start with the job, not the platform
People who might hire a service business usually meet it through a referral, a search or a recommendation. Then they check you out. Your social presence and your content answer one question: are these people as good as I've heard?
That changes what you post. You don't need to be everywhere or to entertain. You need to show clear thinking, real work and consistency.
Choose two or three channels
| Channel | Its job | Good for |
|---|---|---|
| Trust with decision-makers and referrers | Professional services, B2B, property, anyone selling to businesses | |
| A visual portfolio and a look behind the scenes | Visual work: building, hospitality, retail, design | |
| Google Business Profile | Local search and reviews | Anyone serving a local area |
| Email newsletter | Keeping past clients and referrers warm | Any business that grows through referrals |
Skip the channels your buyers don't use. A quiet account does more harm than no account.
What to post
Base your posts on four themes, and link each one to a page on your site:
- Work: projects told as outcomes. What changed for the client?
- Useful thinking: answers to questions clients actually ask.
- How you work: your process, and decisions in progress.
- People and place: the team, the office, the community.
Turn content into proof
A guide on your website is evidence that you understand the problem. It's also the most efficient content you can make, because one guide becomes five posts:
- 1
The key line
becomes an insight tile.
- 2
The main points
become a carousel.
- 3
The link
becomes a link post with a clean card image.
- 4
A cut-down
becomes a short Instagram carousel.
- 5
The local angle
becomes a Google Business update.
How often, realistically
Consistency matters more than frequency. A rhythm you can keep for a year beats a burst that stops after a month.
- Mon
- LinkedIn · a project, told as the outcome (Social)
- Tue
- Instagram · before and after (Social)
- Wed
- Guide on your site · a question clients ask (Content)
- LinkedIn · the guide’s key line (Social)
- Thu
- Google update · local news (Social)
- Fri
- LinkedIn · how you work (Social)
- Instagram · the guide’s main points (Social)
- Sat
- Sun
A realistic starting point is 2–3 LinkedIn posts, 2 Instagram posts and 1 Google update a week, all prepared in one two-hour session every fortnight.
What to measure
- Enquiries that mention a post, a guide or a profile.
- Profile visits and website clicks, not follower counts.
- Saves and shares. They show a post was useful.
- Reviews. On Google, they carry more weight than anything else.
Getting your images right
Every platform crops differently. Before posting, run your images through our Social image check to see the crop, the safe zones and whether text on the image can be read. The current sizes are in social media image sizes.
Key takeaways
- Social media and content are for building trust, not for reach at any cost.
- Choose two or three channels and post on a rhythm you can keep.
- Reuse every guide five ways, and measure enquiries, not likes.
