Stand Out, Connect and Convert: Your Playbook for Small Business Success on Social Media in 2025

1. Why Your Small Business Needs a Strong Social Media Presence

Here’s a stat to kick things off: 83% of Instagram users say they discover new businesses on the platform.

Yes, you read this right. Your next customer could be just one post away from finding you! And, of course, this applies to more platforms than just Instagram. 

That’s not all, though. Among other perks, frequent posting on social also keeps brands at the forefront of your customers’ minds. After all, it’s no wonder that 59% of small businesses in the U.S. say they mainly use social media for customer service and communication.

But does YOUR small business really need social media, you ask? This is a legitimate question, especially when it comes to service-based businesses. To answer it, how about an example?

Imagine this: You’re a roofer and know that a big storm is about to hit your state. Can social media help you get more business? Well… yes!

There’s plenty you could do:

• Posting a 30-second video on Facebook showing common signs of roof damage and offering free inspections,
• Showcasing before-and-after photos to showcase your roofing skills,
• Creating videos from satisfied customers and sharing them,
• Offering tips on preparing roofs before a storm, including debris removal,
• Stating that you are a community member and are offering same-day emergency services, without a crazy emergency upcharge (no price gauging),
• Announcing a discount for damage-stricken areas,
• Sharing a video tutorial on how to perform basic roof inspections,
• Polling your followers on their biggest roofing concerns,
• And the list goes on and on…!

So, if you’re asking yourself, “Is social media worth it for a small business?”, the answer is an empathic “Yes”. 

Social media will:

Boost your visibility

• With over 330 million users in the U.S., social media is where your audience is already spending time.
• Platforms like Facebook, where 68% of Americans are active, are integral to staying visible. Nearly half of Facebook users check the platform daily, often first thing in the morning.

Build trust with people

• Customers want to connect with businesses that feel approachable and authentic. Engaging, relatable content helps foster these connections.
• Trust isn’t built overnight, but frequent, thoughtful social media activity keeps you top of mind.

And drive sales

• Nearly 54% of users research products and services on social platforms before they commit financially.
• As the fastest-growing marketing sector, social media is capturing more attention than traditional methods.

The lines between marketing channels are blurring and successful businesses know that social media is no longer optional; it’s essential. Here’s the reality:

• Businesses that don’t take social media seriously risk overpaying for diminishing returns in other channels.
• Customers crave social interactions wherever they consume media, which means your social media presence needs to be baked into every part of what you do.

It’s not that businesses aren’t trying, though… Most of them know they need to be there. The problem? Many aren’t doing it right.

To stand out, you must:

• Showcase expertise with engaging content.
• Create authentic connections that build loyalty.
• Craft strategies that blend social with all other marketing efforts.

In 2025, social media isn’t just worth your time: it’s the foundation of your success!

Ok, now you know socials are worth your time. What about money though? Let’s look at what kind of investment social media really takes.

2. Setting Your Social Media Budget

What is a good social media budget for a small business? The only correct answer here is: it depends; on your goals, industry, location and how hands-on you want to be. 

Essentially, you have three ways to approach social media marketing:

• DIY: $0 upfront, but you’ll need to invest quite a bit of your time. And hey… time IS money!
• Full professional help: Comprehensive services can cost you as much as $5,000/month but save you time while guaranteeing expertise.
• Limited help through social media tools: A budget of $100–$500/month is often enough to get seen by enough people with limited involvement.

The key here is tailoring your budget to your needs.

Budget Stretching Tips:

No matter your budget, you can maximize your investment with a few strategies:

1. Start small: Use boosted posts to test what resonates with your audience.
2. Focus on seasonality: Post about relevant topics (e.g., winter prep for plumbers).
3. Be smart with content: From turning an online review into a post to putting photos of your latest job to good use, there’s plenty you can do!

Now that you know the ballpark figures, let’s consider the options themselves and try to understand which one makes the most sense for you.

3. DIY vs. Outsourcing: Finding the Right Balance

As we just saw, when it comes to social media, your options are essentially:

• DIY: Great for low budgets and gives you total control.
• Outsourcing to freelancers/agencies: Ideal for those who lack time or expertise but the costs can add up quite quickly.
• Adopting a hybrid approach: Combine DIY creativity with smart tools offering easy scheduling, AI content ideas and no-fluff performance tracking.

If you’re a small business, our best answer to the question “How can a small business leverage social media?” is to blend minimal DIY efforts with powerful tools like the Olly Olly app! 

This way, you always remain authentic and in control while maximizing your reach, saving time AND achieving consistent results.

Regardless of what you decide to do, you’ll then need to understand where you need to post. And that’s exactly what we’re going to look at in the next section.

4. Choosing the Right Platforms

Wondering which social media platform is best for your business? Here, the honest answer is again: it depends. Because each industry and audience is unique.

Start by understanding your target audience’s preferences and behavior. Once you know where they’re spending their time, you can focus your efforts on the platforms that matter most.

Here are some popular trends to get you started:

1. Home Services

For home service professionals like roofers, plumbers or contractors, the best starting point is usually Facebook. Why? Because it has the largest active user base of any platform today. You can use it to post updates and photos and allow customers to post reviews of your services.

Other platforms that stand out include:

• Instagram: Perfect for visual content. Share before-and-after photos, behind-the-scenes shots of your team at work, or quick videos showing your process.
• Pinterest: Ideal for showcasing inspiration boards, DIY ideas and home improvement tips. If you install custom cabinetry, for example, pinning photos of your designs can attract clients seeking inspiration. 
• YouTube: Great for tutorials or walkthroughs. A short video explaining “How to Spot Roof Damage After a Storm” could showcase your expertise and attract leads.
• Nextdoor: Focused on local communities, Nextdoor lets neighbors recommend your services. Share posts about seasonal promotions or tips to engage nearby customers.

2. Lawyers

For most lawyers out there, social media is increasingly about branding, thought leadership and client trust.

Here are some platforms worth considering:

1. LinkedIn: Essential for professional networking, showcasing expertise through articles and engaging with peers or potential clients.
2. Facebook: Best for community engagement and sharing legal updates or event invitations.
3. X (ex-Twitter): Effective for quick insights, commenting on legal trends and positioning as a thought leader. There are alternatives these days, though!
4. YouTube: Great for creating explainer videos on common legal issues, which build trust and demonstrate expertise.
5. Instagram: Useful for humanizing the practice by sharing behind-the-scenes content or celebrating milestones.

Pro tip: When posting on socials, always adhere to professional guidelines to avoid confidentiality breaches or unintentional misinformation!

3. Insurance

For insurance companies, trust-building and client education are absolutely key.

Here are some platforms that, as we’ve observed, tend to deliver the best return on investment in this industry:

1. Facebook: Ideal for sharing customer stories, promotions and educational posts about policies or claims.
2. Instagram: Use visual posts to demystify insurance jargon with infographics, explainers and success stories.
3. LinkedIn: Target B2B prospects or showcase professional achievements, especially for commercial insurance.
4. YouTube: Create tutorials on filing claims or selecting the right policies.
5. X (ex-Twitter): Engage in timely discussions about insurance trends or respond to customer queries promptly. About here, consider alternatives!

With this in mind about where to post, it’s now time to think about when.

5. Posting Frequency and Timing

It’s the million-dollar question: “How often should a business post on social media?”

Before we answer, let’s highlight that, at Olly Olly, we’ve found that consistency paired with quality beats sheer volume each and every time. 

Now that this is clear, according to recent research from Hootsuite, here’s what the sweet spot seems to be in 2024 (keep in mind that this is an average from all industries):

• Instagram: Post between 3 and 5 times per week.
• Instagram Stories: Post 2 times per day.
• Facebook: Post between 1 to 2 times per day.
• X (ex-Twitter): Post between 2 and 3 times per day.
• LinkedIn: Post between 1 to 2 times per day.
• Threads: Post between 2 to 3 times per day.
• TikTok: Post between 3 and 5 times per week.
• Pinterest: Post at least 1 time per week.
• Google My Business: Post at least 1 time per week.

What’s the best time to post on these platforms?

According to another Hootsuite report, the best time to post on social media in 2024 overall is 8:00 AM on Wednesdays. 

Every network has its own sweet spot, though.

• Instagram: 5 AM to 7 AM on Wednesdays.
• Facebook: 7 AM on Saturdays.
• X (ex-Twitter): 10 AM to 1 PM on Mondays and Tuesdays.
• LinkedIn: 7 AM – 8 PM on workdays.
• Threads: 8:00 AM on Tuesdays.
• TikTok: 3 PM on Thursdays.
• Pinterest: 12:00 PM on Fridays.

What about Google Business Profile?

Here’s a helpful breakdown for a few key industries, based on data from RecurPost:

Pro tip: Scheduling tools such as the Olly Olly app allow your posts to go live at the right times, without constant monitoring.

Now that you know where and when to post, let’s take a look at what kind of content you should put out there.

6. Content Strategy: Knowing What to Post

Social media THRIVES on variety. Think of your posts like a balanced plate of food: each type serves a unique purpose to keep your audience interested and engaged. 

But what’s the right mix for your business? Well, that depends on your goals, audience and resources.

How to Keep Your Content Mix Healthy

We’ve observed that most successful small business content includes a least three of these four components:

1. Educational Content

Build trust by sharing your expertise and offering valuable advice.

Examples:

• HVAC: “How to Winterize Your HVAC System in 3 Easy Steps.”
• Pest Control: A short video about preventing common household infestations.
• Lawyers: Busting common legal myths, like whether you can write your own will.

2. Promotional Content

Highlight what you offer and encourage action.

Examples:

• Landscaping: Share a limited-time discount for fall leaf removal services.
• Garage Doors: Promote a referral program where customers get $50 off their next repair.
• Painting: Announce free color consultations for new clients.

3. Behind-the-Scenes Content

Show the human side of your business to create a connection.

Examples:

• Tree Services: Post a video of your crew safely removing a massive tree.
• Cleaning Services: Share a “Day in the Life” series showing your team in action.
• Fence Installation: Highlight your team building a custom cedar fence.

4. User-Generated Content (UGC)

Encourage happy customers to tag your business in their posts, then share them with credit.

Examples:

• Roofing: Share a customer’s testimonial about their leak-free roof after a big storm.
• Waste Services: Repost a client’s before-and-after photos of their decluttered space.

A Few Competing Approaches to Content Strategy

No single formula works for everyone, but these popular strategies can guide you in finding the right balance:

Rule of 1/3 Content

Here, the idea is to divide your content equally between 3 main pillars:

• 1/3 Promotional: Share offers, services and products.
• 1/3 Engaging: Personal posts or storytelling to build connections.
• 1/3 Educational: Provide tips, tricks, or advice.

Example for landscaping:

• 1 post about a seasonal discount for lawn aeration.
• 1 photo of your team planting trees for a community project.
• 1 tip about choosing the best plants for shady areas.

80/20 Rule

This one is about keeping 80% of content informative, entertaining, or engaging and 20% promotional.

Example for a plumber: 

Share 8 posts with how-to tips or funny plumbing mishaps and 2 posts advertising your services.

60/30/10 Rule

The idea here is to allocate:

• 60% value-added content: Tips, advice, or FAQs.
• 30% brand personality: Company updates, team photos, or fun moments.
• 10% promotions: Discounts, offers, or product launches.

Rule of 7

Focus on consistent posting across platforms to build familiarity, as it often takes 7 interactions before a customer takes action.

Post about client success stories, FAQs and offers regularly to stay top-of-mind.

10/4/1 Rule

The idea is fairly simple. For every 15 posts:

• Share 10 pieces of third-party content (industry news or trends).
• Share 4 pieces of your own educational or informative content.
• Share 1 promotional piece.

Example for a lawyer: Share 10 posts about new legal regulations, 4 blogs you’ve written and 1 post about your consultation offer.

5-3-2 Rule

This one is somewhat similar to the one above, but states that for every 10 posts, you should post:

• 5 from others.
• 3 original posts (tips, insights, or success stories).
• 2 personal or light-hearted posts (team moments or customer shoutouts).

Rule of Thirds

Here, the idea is to spend equal time on:

• 1/3 creating content.
• 1/3 engaging with your audience (replying to comments and messages).
• 1/3 analyzing results and planning ahead).

50/30/20 Rule

With that one, for every 10 posts:

• 50% Engagement Content: Interactive posts like questions or polls.
• 30% Informative Content: Blogs, FAQs, or tutorials.
• 20% Promotional Content: Offers or product features.

4-1-1 Rule

This rule says that for every 6 posts:

• 4 should educate or inform.
• 1 should be a soft promotion (like highlighting your expertise).
• 1 should be a hard promotion (like a discount or ad).

70-20-10 Rule

Finally, here the idea is to post:

• 70% original content: Your tips, stories, or successes.
• 20% curated content: Articles or trends from your industry.
• 10% promotional content: Direct calls to action.

Choosing the Right Strategy for Your Business

The best approach always depends on your goals:

• If you’re new to social media, start with the 80/20 rule—it’s simple and keeps promotions in check.
• If you want to build trust quickly, try the 10/4/1 rule, focusing on valuable third-party content to position yourself as a resource.
• If you have a small team, use the rule of thirds to manage your time effectively.

No matter the one you choose, consistency and variety are key to keeping your audience engaged and your business top-of-mind.

7. Creating Engaging Content

Let’s say it right off the bat: your social media doesn’t need to be perfect; it needs to feel real, though! 

That’s because customers are drawn to posts that showcase who you are, what you do and how you can help them. 

Wondering where to start? Try these five simple ideas:

1. Show Your Work: Highlight Real Results

Your day-to-day is full of stories your customers want to see. Did you just fix a leaky faucet, install a roof, or win a case? Snap a quick photo and share it with a caption like, “Another happy homeowner! Fixed their leaky faucet in under an hour.” People love seeing proof that your business delivers.

2. Go Behind the Scenes: Build a Personal Connection

Everyone loves a peek behind the curtain. Share a video of you prepping for a job, a time-lapse of your team working, or even your morning coffee routine. It’s a simple way to make your business feel approachable and relatable.

3. Answer Common Questions: Share Your Expertise

Think about what customers ask you all the time. (Do gutters really need cleaning twice a year? What’s the first step in a remodel?) Create a quick post that answers these questions. Not only does it build trust, but it also shows off your expertise.

4. Ask for Feedback: Get Your Audience Talking

Post a poll or ask a fun question like, “What’s the most annoying household problem—clogged drains or squeaky doors?” Engaging with your followers makes them feel heard and keeps your page active.

5. Don’t Overthink It: Keep It Simple

You don’t need to be a professional photographer or write a perfect caption. A blurry photo of your latest job or a quick “Thank you” can go a long way.

What Makes a Good Post?

The best posts are visually appealing, offer value and encourage interaction. Think of a roofer posting a quick video of storm damage inspections with tips to protect your home—that’s engaging and helpful!

Hopefully, by now, you have quite a few ideas for your content. Is it possible to create too much content, though?

8. Avoiding Content Overload

Yes, content overload really is a thing. Need proof?

Picture this: You’re following a lawyer who shares five legal tips a day. At first, it’s helpful—but after the seventh or eighth post… chances are it’s just become too much! 

The result: you’ll now scroll past without a second thought. That, right there, is content overload.

Signs You’re Overposting:

• Your engagement rates start dropping.
• You notice more unfollows than usual.

What’s the Fix?

Always focus on quality over quantity. A remodeler, for instance, could post a weekly before-and-after transformation instead of daily progress updates. It gives followers something to look forward to without overwhelming them.

Now that you’ve understood what to post, it’s time to talk about engagement.

9. Boosting Engagement

These days, social media is about much more than just posting pretty pictures or clever captions…. It’s really about creating conversations and fostering connections!

Think of it as shaking hands with your customers online. The stronger the handshake, the more likely they’ll trust and choose you.

Here are three ways you can do that:

1. Keep Your Profiles Fresh

Your social media profile is often a customer’s first impression of your business. Make sure it speaks clearly and professionally:

• Use a clear logo as your profile picture. This keeps your business recognizable across platforms and builds trust.
• Write a short, straight-to-the-point bio. Tell people what you do, who you serve and how you can help them. For example, a plumber’s bio might say: “Fixing leaks and clearing drains across Houston—fast, affordable and reliable.”
• Add a link to your website. Make it easy for potential customers to book your services or learn more about you with just one click.

Don’t forget the details! Update your operating hours, services and contact info regularly so customers aren’t left guessing.

2. Engage Like You Mean It

Social media is a two-way street, not a megaphone. To build relationships and show customers you care:

• Respond to every comment and message. A quick “Thank you!” or a helpful reply goes a long way in showing you value your audience.
• Ask questions. Got a landscaping business? Post a poll: “Which backyard design would you choose—cozy firepit or lush garden oasis?”
• Run live Q&A sessions. A home inspector could do a live stream answering, “What’s the #1 red flag to look for when buying a house?”

3. Build Your Community

A strong online community can turn followers into loyal fans and even vocal ambassadors for your business. Here’s how to nurture yours:

• Host discussions and forums. A roofer might create a Facebook group for homeowners to share questions about roof maintenance.
• Encourage user-generated content. Ask happy customers to post photos of their projects and tag your business. Repost their content (with credit) to showcase your work and their satisfaction.
• Tap into trends. Share your team painting a home with trending audio or a fun TikTok filter. These small efforts can grab big attention.

Pro tip: Always think of social media as a friendly chat. Keep your tone warm, answer questions promptly and don’t forget to sprinkle in some personality. That’s how you turn “just another business” into their business.

Social media is more than just things you can post on there for free, though. What about Ads? Are they worth considering?

10. Leveraging Paid Advertising

Think of social media ads like a virtual billboard—strategically placed where your ideal customers are most likely to see them. But unlike a static sign, these ads are dynamic, tailored and able to directly connect people to your business.

What’s the Goal of Paid Ads?

Every great ad campaign starts with a clear objective. Here are three primary goals of social media advertising:

1. Promote your brand. Build awareness and make your name known to a wider audience.
2. Grow your social media presence. Attract more followers and engagement to boost your credibility.
3. Drive traffic to your website. Whether it’s bookings, inquiries, or purchases, get customers one step closer to working with you.

The Secret Sauce: Targeting

Social media platforms collect a wealth of information about their users, like location, age, interests and even past behavior. That data helps you get your ads in front of the right people.

• Geographic targeting: Focus on specific areas. For example, a roofer can target neighborhoods recovering from a recent storm.
• Demographic targeting: Reach people based on their age, gender, or profession. A lawyer might use LinkedIn ads to connect with business owners.
• Psychographic targeting: Tap into interests and behaviors. A plumber could target homeowners preparing for winter with ads about pipe inspections.

These targeting options not only maximize your ad’s effectiveness but also help you refine your overall marketing strategy by better understanding your audience.

Pro tip: Another way to market to people is to pull in a client list and run look-alike reports to target people who have the same demographics or “look like” their current clients.

Which Platform Should You Use?

Before spending a dime, think about where your audience is already spending time. Are you getting great engagement on Instagram? Is Facebook driving the most inquiries? Stick with platforms where you’re already seeing results.

Remember, it’s not just about where your audience is—it’s also about how they interact. If they’re scrolling quickly, an eye-catching image ad might work best. If they like to dive into details, a video or carousel ad could be the way to go.

Types of Ad Campaigns

Different goals call for different types of ads. Most platforms—like Facebook, Instagram and LinkedIn—offer these common options:

1. Awareness Campaigns:
   • Goal: Get your name out there.
   • Best for: Reaching people near your business or introducing your brand to a wider audience.
2. Consideration Campaigns:
   • Goal: Drive interest and traffic.
   • Best for: Encouraging people to visit your site, watch a video, or like your page.
3. Conversion Campaigns:
   • Goal: Seal the deal.
   • Best for: Getting customers to book, buy, or sign up.

How to Get Started Without Breaking the Bank

Don’t worry, you don’t need a big budget to see results. Start with $50–$100 per month. Test different ads to see what works, then adjust and scale up as you go.

By making use of paid ads the right way, you can meet your customers where they are, spark their interest and grow your business; all without stretching yourself too thin.

Pro tip: Think of your first few campaigns as experiments. Pay attention to what clicks (literally!) with your audience and fine-tune your approach based on the data.

Whether we’re talking about organic or paid social media, one thing remains certain: you need a way to figure out if you’re getting the results you need. And that’s exactly what the next section of this guide is about.

11. Measuring Success

Measuring the success of your small business on social media is simpler than you think, even if you’re short on time or new to marketing. It’s not just about likes and followers though; it’s about understanding how your efforts are driving real results. 

Here’s a breakdown of what to track and why it matters, covering both organic and paid strategies:

Organic Social Media Metrics to Keep an Eye on

Practical Tips

• Use tools like Google Analytics or social platform insights (e.g., Facebook or Instagram Insights) to track these metrics.
• For paid efforts, platforms like Olly Olly provide dashboards that break down your spend, click-through rate and Return on Ad Spend.

Before we wrap up, there’s one more topic we should tackle and that’s consistency.

12. Maintaining Consistency

While maintaining a consistent presence on social media can really make all the difference, it can feel daunting for small business owners juggling lots of responsibilities… With some planning and the right tools, it becomes manageable, though. 

Here’s a step-by-step guide to help you post regularly without feeling overwhelmed:

Want to Schedule, Engage and Rank 4x Faster

Social media doesn’t have to be time-consuming or overwhelming. With a bit of upfront planning and some help from technology, you can maintain a consistent presence while focusing on what matters most to you: your business.

Ready to turn your social media into a powerful tool for growth in just a few clicks? Check out Olly Olly’s Social Media Planner today.

This tool is purpose-built for small, local businesses like yours—helping you connect with customers, improve engagement and rank faster in local searches.

We’ve already helped more than 12,800 businesses across the U.S. stand out locally and grow. Let’s make sure your hard work pays off with more visibility, more customers and real results you can see

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