Get Social Media to Work For Your Business

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Here’s a step-by-step guide you can follow to manage social media consistently and turn it into a customer acquisition engine (not just “posting”).

1) Set your goal and define what “success” means

Pick 1–2 primary goals for the next 90 days:

  • Lead generation (calls, form fills, DMs)
  • Foot traffic / bookings
  • E-commerce sales
  • Brand awareness (reach + followers as a secondary metric)

Define 3–5 KPIs for your Social Media Campaign:

  • Leads: DMs, calls, website clicks, form submissions
  • Content: saves, shares, watch time, profile visits
  • Sales: bookings, revenue from promo codes, conversions

2) Identify your audience and your “buyer triggers”

Write down:

  • Who you serve (location + demographics + psychographics)
  • What problem you solve
  • Why someone buys today (urgency triggers)

Common triggers:

  • Time pressure (“need it done fast”)
  • Trust/safety (reviews, credentials)
  • Price/value (bundles, financing, promos)
  • Transformation (before/after)
  • Social proof (testimonials)

3) Pick the right platforms (don’t do all of them)

Use this rule:

  • Local service businesses: Facebook + Instagram + Google Business Profile (+ TikTok if you can)
  • B2B services: LinkedIn + YouTube + Facebook
  • Food/retail: Instagram + TikTok + Google Business Profile
  • E-comm: TikTok + Instagram + Pinterest

Start with two platforms and do them well.

4) Build your brand basics (so every post looks consistent)

Create:

  • Short bio: what you do + who you help + where + CTA
    Example: “Residential cleaning in Mesa/Chandler/Gilbert. Weekly + deep cleans. Text for a quote.”
  • Link: booking page or lead form (not your homepage if it’s cluttered)
  • Highlights (IG): Reviews, Pricing, Before/After, FAQs, Services
  • Pinned posts: “Start here,” “Best results,” “How to book”

5) Create a simple content strategy (what to post)

Use 4 content buckets so you never run out of ideas:

  1. Proof (trust builders)
  • Reviews, testimonials, UGC
  • Before/after
  • Case studies and results
  1. Education (authority)
  • Tips, FAQs, “what to expect”
  • Common mistakes
  • “How pricing works”
  1. Personality (connection)
  • Founder story, behind-the-scenes
  • Team spotlights
  • Values, community
  1. Offers (conversion)
  • Limited-time promotions
  • Bundles/packages
  • Seasonal services

A good mix is: 50% proof, 25% education, 15% personality, 10% offers.

6) Plan your weekly posting cadence (simple and realistic)

A strong baseline for most businesses:

  • 3–5 short videos per week (Reels/TikTok/Shorts)
  • 2–3 story updates per week (behind the scenes, Q&A, reviews)
  • 1 community post per week (local business shoutout, event, partnership)
  • 1 offer post every 2 weeks (don’t over-discount)

If you can only do one thing: post 3 videos per week consistently.

7) Build a content calendar (so you’re not guessing daily)

Use a repeating weekly structure:

  • Mon: Tip/education (“3 ways to…”)
  • Tue: Proof (before/after or review)
  • Wed: Behind-the-scenes (team, process, day-in-the-life)
  • Thu: FAQ / objection handling (pricing, timing, results)
  • Fri: Offer or highlight a service
  • Weekend: Light post + story update (community or recap)

Batch plan 2–4 weeks at a time.

8) Create content that actually gets customers

For most businesses, the content that converts best is:

A) Before/after + what you did

  • Show result fast (first 1–2 seconds)
  • Explain the process briefly
  • CTA: “DM ‘QUOTE’ for pricing”

B) “Here’s what it costs” or “Here’s how it works”

Transparency builds trust and reduces DM friction.

C) FAQ / objection videos

  • “Do I need to be home?”
  • “How long does it take?”
  • “What’s included?”

D) Local + specific

Mention neighborhoods, landmarks, cities served.
Local specificity drives real leads.

9) Write captions and CTAs that drive action

Every post should have one clear call to action:

  • “DM ‘BOOK’ for availability”
  • “Click the link for a quote”
  • “Call today for same-week openings”
  • “Comment ‘menu’ and we’ll send pricing”

Keep captions skimmable:

  • Hook
  • 2–3 short value points
  • CTA

10) Make your social profiles convert (the “funnel”)

Don’t send people to a messy homepage.

Use:

  • A booking link (Calendly / scheduling tool)
  • A quote form
  • A “start here” landing page with:
    • services
    • reviews
    • pricing range
    • FAQs
    • booking CTA

Make it easy to buy.

11) Turn engagement into leads (daily routine)

Do this 10–15 minutes/day:

  • Reply to all comments fast
  • Respond to DMs within 1 hour if possible
  • Comment on local pages (community groups, partner businesses)
  • Follow and engage with local accounts (real estate agents, gyms, salons)

Social media rewards activity, and fast responses convert leads.

12) Use paid ads to scale what already works

Don’t start with ads until you have posts that perform organically.

Best ad types:

  • Lead form ads (FB/IG)
  • Click-to-call ads (local service)
  • Reels ads (short video)

Start small:

  • $10–$25/day
  • Boost your best-performing proof/offer post
  • Retarget:
    • profile visitors
    • video viewers
    • website visitors

13) Build partnerships and referrals through social

Franchise-style growth on social often comes from partnerships:

  • Cross-promote with local businesses
  • Give shoutouts to complementary services
  • Feature joint giveaways
  • Trade content: you film for them, they post you

This builds trust faster than cold ads.

14) Track results and improve weekly

Every week, review:

  • Top 3 posts by saves/shares
  • Top 3 posts by leads (DMs/calls/clicks)
  • Best format (before/after vs FAQ vs behind scenes)

Double down on what works:

  • Make 5 more posts like your top performer
  • Update your CTA if leads are low
  • Improve hooks if views are low

15) Systemize it (so it doesn’t fall apart)

Create a repeatable workflow:

  1. Capture content during work (10–20 clips/day)
  2. Batch edit 1–2 hours/week
  3. Schedule posts (Meta Business Suite, Later, Buffer)
  4. Daily engagement (10 minutes)
  5. Weekly review (15 minutes)

If you have a team, assign roles:

  • Creator (captures)
  • Editor
  • Poster/scheduler
  • Community manager

Quick-start plan (do this this week)

  1. Pick 2 platforms
  2. Post 3 videos (before/after, FAQ, testimonial)
  3. Add a booking/quote link
  4. Pin a “Start Here” post
  5. Respond to every comment/DM fast
  6. Track leads (simple spreadsheet)

For more information on how to build a effective social media campaign for your business, contact Bloomfield Growth Agency: https://bloomfieldgrowth.agency/

Published by franchisemarketingsystems

Chris Conner is a franchise development specialist who founded Franchise Marketing Systems (FMS Franchise) in 2009. With over a decade of experience in developing, strategizing and executing franchise programs, FMS Franchise and Mr. Conner have worked with over 700 different franchise programs throughout the United States, Middle East, Australia, Europe, Central America and South America. The FMS Team today is comprised of almost 40 franchise consultants who work directly with new and existing franchise systems. As of today, FMS has sold over 8,000 franchise units across the brands they have worked with.

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