You’ve heard business owners say this sort of thing before: “I know social media helps, but I don’t know what to post.” The truth is far simpler – social media works best when you treat it like a digital version of word of mouth. Consistently and regularly sharing what you do, showing who you are, and giving people a reason to trust you is the best way to generate enquiries and get new business.
Here are our top tips for harnessing the power of social media:
1. Start by showing the real work
People love seeing specialist trades and professions at work. It builds confidence and gives them a “before and after” moment they can trust.
Try mixing:
- Short videos of a job in progress
- Quick photos of transformations or tidy finishes
- A simple walk through of how you solved a problem
These posts show competence and reduce the perceived risk for new customers, meaning viewers feel reassured making them more likely to get in touch.
2. Highlight the problems you prevent
Many homeowners and small businesses only realise they need help when something goes wrong. When you explain the risks in advance you become more than a service provider; you become a preventative safeguard.
You might post about:
- Wiring issues you fixed before they caused damage
- Security weaknesses you spotted on a site
- A badly fitted installation you had to put right
This positions you as someone who protects people’s property and livelihoods. It also sets expectations about why quality matters and why your pricing reflects skilled, safe work.
3. Use customer stories to build trust
Future customers rely on evidence of the quality of your work. Social platforms give you a quick way to provide it without feeling like you’re begging for reviews.
Share:
- A short quote from someone you’ve helped
- A brief description of a job and why the client called you
- A photo of the finished result
Real life stories like these create social proof and reduce the chance of time wasters, because serious clients already know what you’re capable of.
4. Keep your online presence safe
Social media creates opportunity, but it also brings risk if you’re not careful.
Build sensible habits:
- Avoid sharing location details while on a job
- Blur anything that reveals a client’s address or valuables
- Keep business accounts separate from personal ones
- Use strong passwords and multi factor authentication
- Make sure you’ve got cyber cover
When your online behaviour shows professionalism and respect for privacy, your reputation naturally strengthens.
5. Stay on top of regulations and standards
Competency messaging does wonders for attracting high value clients. Small posts about proper certification, safe working practice, or changes in regulations reassure people that you take your trade seriously.
For example:
- Mention that you’re accredited with the right body
- Explain a new regulation and how it affects customers
- Share a photo from a training day or toolbox talk
Simple touches like these help clients choose a trusted professional over the cheapest one.
6. Use your posts to filter out the wrong clients
Social media can be a magnet for bargain hunters unless you set expectations early. You can avoid that by including details that reflect your pricing, standards, and way of working.
Consider posts that say:
- What types of work you specialise in
- Typical timescales for enquiries
- The areas you cover
- The quality level you deliver
Clear communication makes customers self-select, which can save time and boosts profitability.
7. Turn social engagement into real bookings
Once your content is working better, you’ll start seeing more comments and messages. Engage with people who engage with you and guide them towards the next step, so they know how to hire you.
Use:
- A link to your quote form
- A pinned post explaining how to book
- Quick replies that ask a few key questions
When your process feels smooth, people make decisions faster.
8. A few easy content ideas to keep things flowing
If you ever get stuck:
- Share the “tool of the week” and why you trust it
- Explain a simple maintenance tip people can do safely
- Post a photo at the end of each job
- Ask your audience a question
- Reveal a behind the scenes moment
Consistency of posting builds familiarity, and familiarity leads to enquiries.
Social media isn’t about dancing videos or being an online celebrity. It’s about being visible, trustworthy, and easy to contact. When business owners combine practical content with professional habits they attract better clients, reduce risk, and create a steadier flow of work.
At Howden, we’re here to support you whatever business you’re in, while you focus on what you do best; getting the job done.
You could also read:
- The van models most likely to fail their MOT
- The true cost of accidents abroad
- Don’t let winter weather stop your home renovation plans!
- Fraudsters turn to AI to fake insurance claims
- Burglary hotspots in the UK
This is a marketing blog by Howden.