If you run a small service business, you already feel the weight of everything you’re “supposed” to be doing for marketing. Social media usually falls to the bottom of the list.
Good news: you don’t need to be everywhere, and you don’t need to post every day. You just need a simple, sustainable system.
Here’s how to stay present on social without burning out:
Pick One Platform
Pick one and get good at it, especially if you don’t have a dedicated social media person on your team. Instagram is usually the safest first choice, but the real question is: Where does your customer actually spend time online?
Build a Light, Repeatable Posting Rhythm
Consistency beats volume. You don’t need 30 posts a month. You don’t even need 10. A low-lift rhythm might be:
- 1 post per week
- 2 posts per month
- A simple monthly “roundup”
Choose a cadence that’s sustainable on your worst week, not your best.
Use a Simple Content Calendar
You shouldn’t be waking up thinking, “What do I post today?” Simple organization tools we recommend are: Notion, Google Calendar, OneUp, Sprout Social, or even a classic spreadsheet. Map out the month so you’re never posting in a panic. “I plan a month out. It can change, but it’s helpful to not be in there day-of thinking what you’re going to post,” Ivy Moore (Social Media Manager) says.
Don’t Stress About Production Quality
High production slows you down. Perfection kills consistency. “iPhone videos and pictures resonate more than a studio shot…people want to know who’s behind the brand,” Ivy said. Your camera roll has everything you need: Your team, A job site, Before/after moments, Products in use.
Don’t Chase Viral
Your business doesn’t need a million views. You need to reach the 2–3k people who might actually buy from you. “If you’re a local business, going viral isn’t going to help. Engagement is way more meaningful than followers,” Ivy said. For local businesses, viral reach rarely converts. Engagement is what matters: comments, shares, DMs, tags. That’s where real customers show up.
This simple system is enough to stay discoverable, build credibility, and prove your business is active, without letting social media swallow your week.
Want the deeper dive? Check out our recent podcast episode where Peter Wilson (Biz Marketing President) and Ivy Moore (Social Media Manager) break down what it really takes to run a successful social media account for your business in 2025.