Most small businesses don't struggle with how to post. They struggle with what to post, every week, indefinitely. The feed goes quiet for a month, then three posts land in one day, then it goes quiet again.
Here's a simple way to always know what's next, without it eating your week.
Post what customers ask about
Your best ideas are already in your inbox. Every question a customer asks is a post, because if one person asked it, plenty more wondered.
Keep a running list on your phone. "How long does a water heater install take?" "Do you do gluten-free?" "What should I bring to my first appointment?" "Can I get a quote without a visit?" Answer each one with a short video, a photo and a caption, or a quick carousel.
These posts work twice. They help the people who already follow you, and they show people who don't know you yet that you're easy to deal with.
Every question a customer asks is a post. If one person asked it, plenty more wondered.
A simple monthly mix
Instead of deciding what to post each day, decide the mix once and fill it each month. For a business posting three times a week, twelve posts a month could look like this:
- Four answers. Questions from your list, answered plainly.
- Three pieces of work. A finished job, a dish, a before and after, a client's result. Real photos, not stock.
- Two people. Someone on your team, what they do, and why customers ask for them by name.
- Two proof posts. A review turned into a graphic, a thank-you note or a milestone.
- One offer or piece of news. A seasonal deal, a new service or new hours.
Then batch it. Set aside one afternoon at the start of the month, take the photos, write the captions and schedule the lot. Meta Business Suite schedules Facebook and Instagram posts for free. Tools like Later and Buffer add TikTok, LinkedIn and more, and CapCut and Canva cover simple video and graphics.
Don't forget your Google Business Profile. You can post updates and offers there too, and it's where people look right before they call.
Before and after photos in healthcare and wellness need the client's written permission, and Meta restricts them in ads for some treatments. Check before you post.
Show the people behind it
People buy from people, and that's even more true locally. A photo of your team will often do better than a polished product shot, because it answers the question every new customer has: who am I actually dealing with?
You don't need a photographer. A phone, good daylight and a steady hand are enough. Introduce one person a month. Show the morning setup, the van being loaded or the kitchen before service. Let the owner talk to the camera for thirty seconds about something they care about.
It might feel awkward at first. That's normal, and it passes. These are the posts that make you recognisable when someone finally walks in.
How often is enough
Consistency beats volume. Three good posts a week, every week, will do more than a month of daily posting followed by silence. Pick a pace you can keep in your busiest season, not your quietest.
- Instagram and Facebook: two to four posts a week, plus stories when something's happening.
- TikTok: only if you'll make short videos regularly. It rewards frequency more than polish.
- LinkedIn: for professional services, once or twice a week, and posts from the owner's own profile often reach more people than the company page.
- Google Business Profile: one update a week keeps it looking active.
Reply to every comment and message, ideally the same day. An unanswered question in public looks worse than no post at all.
Keep the look and voice the same across every post, so people know it's you before they see your name. Here's what that means for a small business. Or if you'd rather hand it off, our social media team plans, makes and posts every month, and answers comments the way you would.
