Connect, Engage, and Grow
Social media is far more than posting attractive images or promotions. It’s a way to connect with clients, build trust, and keep your business top-of-mind. For local service-based businesses, a thoughtful social media strategy can increase referrals, encourage repeat visits, and drive traffic to your website, all while showcasing your personality and professional expertise.
In this article, we’ll explore practical strategies, insider tips, and real-world examples to help you make social media work for your business.
Focus on the Right Platforms
Not every platform suits every business. Rather than spreading yourself too thin, focus on where your ideal clients spend their time.
For example:
- Instagram and TikTok are ideal for salons, spas, and makeup artists. Share before-and-after photos, style inspiration, or behind-the-scenes moments.
- Facebook and Instagram work well for gyms, boutique fitness studios, and yoga classes. Post class updates, client success stories, or mini-workouts.
- Facebook and Instagram also serve restaurants and local food businesses, highlighting specials, events, and visually appealing menu items.
- LinkedIn and Facebook are excellent for construction companies, home-based services, and other professional service businesses. Share project highlights, client success stories, and industry insights to build credibility and attract referrals.
Insider tip: Spend a day observing your clients online. Pick one or two platforms to focus on and post consistently. A little consistency goes a long way in building recognition and trust.
Post Content That Connects and Supports SEO
Your social media posts should do more than look good. They should inform, inspire, and guide clients to your website. Driving traffic from social channels helps Google notice your site, which can indirectly improve your search visibility.
For instance, we helped a roofing company share posts on LinkedIn and Facebook linking to service pages and blog articles. As more people visited the website, Google began to notice the engagement, enhancing visibility over time.
Here are some post types that work particularly well for local service businesses:
Tips and tutorials: Quick how-tos that show your expertise, like DIY maintenance, beauty routines, or mini workouts.
Behind-the-scenes content: Share what goes on in your business or how your team works, giving clients a peek behind the curtain.
Client spotlights and testimonials: Highlight real clients and their experiences to build trust and authenticity.
Promotions and special offers: Announce discounts, seasonal specials, or upcoming events to encourage action.
Interactive content: Polls, quizzes, or challenges that invite engagement and shares.
Charisma tip: Include photos of real people, including owners, staff, or happy clients in action. Charisma comes through facial expressions, posture, and genuine engagement, so make sure your photos are open and engaging. Your audience wants to see the heart of your business.
One of the most underrated funnels is the sunset or re-engagement campaign. When contacts stop opening emails, they’re often considered “lost,” but there’s still a chance to bring them back.
Example: A client needed to clean their email list. Instead of removing inactive contacts, we created a sunset campaign with one final offer. The response was overwhelming—many previously “dead” contacts became new customers, and others re-engaged with content. It ended up being one of our best campaigns that quarter. Those who didn’t respond could safely be removed.
Plan and Post Consistently
Consistency is key. A content calendar keeps your posts organized and ensures your audience knows what to expect.
ChatGPT is an excellent tool to generate content ideas. For example, you can prompt:
“Act as a social media content creator. I need to create a social media content calendar in a table format and I post once per week. I’ll need a balance of funny and engaging posts, and ones that promote services from [your business]. You’ll ask questions about my business and their audience, and then provide a content calendar in a table format with captions and suggested images.”
Link your posts to SEO-focused content like blog posts or service pages. Every click back to your website strengthens your online presence and encourages clients to explore your services further.
Engage With Your Audience
Social media is a conversation, not a one-way broadcast. Respond to comments, answer messages promptly, and acknowledge shares. Showing attention and care fosters loyalty, encourages referrals, and strengthens your business’s reputation.
Example: Even in our roofing client’s case, simply replying to LinkedIn comments and acknowledging interest generated inquiries and referrals. Small gestures like this make people feel seen and appreciated.
Quick win: Dedicate 10 minutes daily to respond to comments and messages. Engagement builds trust and keeps clients coming back.
Encourage Sharing and Referrals
Word-of-mouth does not stop offline; it can be amplified online. Invite clients to tag friends, share posts, or leave reviews. Your encouragement to take action will help viewers know what to do next. These small actions naturally expand your reach and introduce your business to new potential clients.
Example: A pet groomer posts delightful before-and-after transformations and encourages clients to tag friends who might need grooming. This simple strategy increased visibility and brought in new clients through trusted recommendations.
Insider Tips for Local Businesses
Here are a few insider strategies to take your social media to the next level:
- Optimize profiles for discovery: Ensure your business name, category, and location are consistent across platforms. Include a clear website link and call-to-action.
- Leverage local connections: Tag local businesses, vendors, or partners when relevant. Participate in local events and post about them.
- Mix content formats: Use short videos, carousel posts, and images to keep your feed engaging. Short, authentic videos of yourself or your team often outperform overly polished clips.
- Track results: Focus on clicks, shares, comments, and website traffic rather than likes alone. Adjust your strategy based on data.
- Make your content shareable: Offer quick tips or mini tutorials clients will want to share with friends. Include subtle CTAs like “Tag a friend who could use this tip.”
Your Social Media, Your Charisma
Social media thrives when it is authentic, engaging, and thoughtfully curated. By sharing posts that connect, linking back to your website, and highlighting the people behind your business, you’ll attract new clients, retain existing ones, and create a network of raving fans.
Need a little help? Check out our marketing packages to see how we can support you and your goals.
Misty Canfield
Founder of Charisma Graphics
Hi, I'm Misty
I’ve been designing for businesses for the past 20+ years. At Charisma Graphics, we specialize in conversion and charisma optimized WordPress websites, email marketing, and helping you get more traffic, leads, and clients. I love helping people turn their ideas into reality. It’s truly amazing how good design & strategy can bring a dream to life.
Do you have a great idea that you’d like to breathe life into?