Are You Using Social Media All Wrong?

If you're running a small business—whether it's in property, coaching, design, or anything in between—you’ve probably been told that you need to be on social media. And sure, you do.

But before you dive into the what, when, and where of posting, you need to ask yourself one essential question:

👉 What do I actually need social media to do for me?

Because how you show up online should depend entirely on the role you want social media to play in your business.

The Real Question: What’s the Job of Social Media in Your Business?

There are two main routes:

1. Proof of Presence & Credibility

This is about showing you're legit. Especially if someone’s already heard of you, been referred to you, or Googled you.

They're checking if:

• You're still active

• You know what you're talking about

• You look trustworthy and professional

This applies whether you're a property investor, a VA, a photographer, or a nutrition coach.

For this kind of content, focus on:

• Behind-the-scenes, project updates, real-world results

• Thoughtful reflections or lessons from your work

• Posting 1–2 times a week just to stay present

It’s your digital “shop window.” You might not attract cold leads here, but when someone comes to check you out, they'll like what they see.

2. Lead Generation

If you’re using social media to bring in brand new clients or opportunities—whether that’s investors, landlords, coaching clients, or customers—then your strategy needs to build on everything above, but with added intention and visibility.

You’ll need to:

• Speak directly to your audience’s pain points and goals

• Post consistently (at least 3x per week)

• Use clear calls to action (DM me, book a call, grab the link)

• Show up in video, Reels, or Lives to build trust fast

• Create engagement to expand your reach

This is where platforms like Instagram, LinkedIn, or TikTok become real marketing tools, not just a gallery of past work.

Why a Website Alone Isn’t Enough

A website is essential—but it's static. You can update it once in January and leave it untouched for the rest of the year.

Social media, on the other hand, is living proof that you're active right now. And in a digital-first world, radio silence online is a red flag—especially in high-trust industries like property, coaching, or client services.

If your social presence is non-existent or dormant, it can easily trigger thoughts like:

“Is this person still trading?”

“Are they actually doing this, or just talking about it?”

“Is this a scam?”

Examples by Industry/Strategy

Business Type	Social Media Focus
Property: Rent-to-Rent / SA	Lead gen, visual proof, deal credibility
Property: BTL / Developer	Project updates, investor trust, authority
Coaching / Mentoring	Visibility, personality, client results
Service Business (e.g. VA, designer)	Portfolio, testimonials, expertise sharing
E-commerce / Products	Engagement, reviews, regular content to sell

So… Are You Using Social Media All Wrong?

It’s not about being on every platform. Or posting every day.

It’s about understanding the job your content needs to do:

• To attract?

• To reassure?

• Or just to stay visible?

If you're just copying what others are doing—or posting because you feel you should—take a step back and ask:

🔍 What do I actually want social media to do for me?

Then build your strategy from there.

Need Help With That?

Whether you want to hand it all over (Done-FOR-You) or do it yourself with expert support (Done-WITH-You), I can help you build a social media presence that fits your goals and your business.

Book a Marketing Discovery call with me today.

Joanna x

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