Social media advice is written by people whose full-time job is social media. Yours is running a business. The realistic strategy is narrower and calmer: one platform done consistently beats four done spasmodically, and consistency is a systems problem, not a motivation problem.
Pick one platform by customer, not by trend
Go where your buyers already scroll. Visual local trades and food: Instagram and Facebook. B2B services: LinkedIn. Youth-driven consumer brands: TikTok. Facebook remains quietly dominant for local community reach, whatever the commentary says. One primary platform, cross-post where free, ignore the rest guilt-free.
The mix that never runs dry
Rotate four repeatable formats: work you just finished (the portfolio effect), behind-the-scenes and team moments, one useful tip in your specialty, and a customer win or review. That rotation fills a month without creative agonizing, and batching it in one weekly hour, photos gathered during work, captions written in one sitting, is the entire discipline.
Social feeds the funnel, the website closes it
Profiles rent attention; your website converts it. Every profile links to the site, every post about work links deeper, and the site's reviews and booking flow finish what the post started. Measure inquiries and booked jobs, not likes; a hundred followers who hire you beat ten thousand who applaud.
If even one honest hour is not there, our social retainers start at $100 a month: calendar, captions, and posting handled, tied into the same brand system as your site.
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