How to choose the best social media platform for your business.
It’s 2025 and social media isn't just a nice-to-have – it's essential for local businesses looking to generate quality leads. But with so many platforms available, how do you know which ones are worth your time and effort?
As specialists in helping small businesses grow their online presence, we've created this straightforward guide to help you make the right choice for your business.
Why social media matters for your local businesses
In today's digital age, having a strong social media presence isn't just about keeping up with the times – it's about survival and growth in an increasingly competitive marketplace. For local businesses, particularly trades and small enterprises, social media represents an unprecedented opportunity to connect with potential customers in your area without the massive budgets typically required for traditional advertising.
We've seen countless businesses transform their lead generation through strategic social media use, but the key word here is 'strategic.' The reality is that many small business owners waste countless hours and resources on social media activities that don't generate returns, simply because they're following generic advice that isn't tailored to local business needs.
What makes social media particularly powerful for local businesses is its ability to create genuine connections within your community.
Unlike traditional advertising, which often feels one-directional, social media allows you to engage in real conversations with potential customers, showcase your expertise, and build trust through transparency and consistent communication.
It's about creating a digital word-of-mouth effect that amplifies your existing reputation and helps you reach new customers who might never have found you through traditional channels.
The key benefits of social media for local businesses include:
Direct engagement with your local community
Showcase of your work and expertise
Building trust through customer reviews and testimonials
Cost-effective local advertising opportunities
Improved local SEO and online visibility
Understanding Your Business Goals and Audience
Before you even think about which social media platforms to use, it's crucial to step back and take a hard look at what you're trying to achieve. Too often, we see small businesses jump into social media because they feel they "should," without a clear understanding of how it fits into their broader business strategy.
This approach usually leads to wasted time and frustration. Instead, we need to start with a clear-eyed assessment of your business goals, target audience, and available resources. This foundational work might seem basic, but it's absolutely critical to your success on social media.
Having worked with hundreds of local businesses, we've learned that the most successful social media strategies are built on a deep understanding of both the business's capabilities and their customers' needs.
This isn't about following trends or copying competitors – it's about creating a sustainable approach that generates real leads for your business. The beauty of social media is its flexibility, but this also means you need to be crystal clear about your objectives to avoid getting lost in the noise.
To begin this process of alignment, ask yourself:
Who are your ideal customers, and where do they spend their time online?
What type of content can you realistically create and maintain?
What are your primary business goals? (Lead generation, brand awareness, customer service)
How much time can you dedicate to social media management?
Breaking down the top social media platforms for local businesses
Navigating the world of social media platforms can feel overwhelming, especially when you're trying to run a business at the same time. Each platform has its own unique features, audience demographics, and best practices, and these are constantly evolving.
Through our work with local businesses across the UK, we've seen firsthand which platforms truly deliver results for different types of businesses. The key is understanding that you don't need to be everywhere – you just need to be where your potential customers are looking for services like yours.
What makes this particularly challenging for local businesses is that most social media advice is geared toward national brands or e-commerce businesses. The strategies that work for them often don't translate well to local service providers and trades.
That's why we've focused this breakdown specifically on how each platform can work for local businesses, based on real-world experience and results. We'll cut through the noise and focus on what actually matters for generating local leads.
Facebook: The All-Rounder
Best for: Service-based businesses, retail, and professional services
Facebook remains the most versatile platform for local businesses. With over 2.9 billion active users and robust business features, it's often the best starting point for small businesses.
Key Benefits:
Facebook Business Pages with built-in lead generation tools
Local awareness ads with geographic targeting
Facebook Groups for community engagement
Customer reviews and recommendations
Event promotion capabilities
Perfect for: Plumbers, electricians, builders, and other trades who want to showcase their work and gather customer reviews.
Instagram: Visual impact
Best for: Businesses with strong visual elements
If your work creates visible transformations or you can showcase your expertise through images and short videos, Instagram could be your golden ticket.
Key Benefits:
Before/after project showcases
Instagram Stories for behind-the-scenes content
Shopping features for product-based businesses
Location tagging for local visibility
Reels for educational content
Perfect for: Landscapers, interior designers, builders, and businesses with visual products or services.
LinkedIn: Professional networking
Best for: B2B services and professional services
While not typically associated with local lead generation, LinkedIn can be powerful for businesses targeting other businesses or professionals.
Key Benefits:
Professional networking opportunities
Content sharing to establish expertise
B2B lead generation
Industry news and updates
Career opportunities and recruitment
Perfect for: Business consultants, commercial services, and professional service providers.
Google Business Profile: The local SEO powerhouse
Although not traditionally considered social media, your Google Business Profile (formerly Google My Business) is crucial for local visibility.
Key Benefits:
Direct impact on local search rankings
Customer reviews and ratings
Post updates and offers
Direct messaging from potential customers
Integration with Google Maps
Perfect for: All local businesses, especially those relying on geographic-based searches.
Creating your social media strategy
The difference between businesses that succeed on social media and those that struggle often comes down to one thing: having a clear, actionable strategy. But here's the thing – you don't need a complicated 50-page document to have an effective social media strategy.
What you need is a practical approach that you can actually implement while running your business. Through our experience working with local trades and small businesses, we've developed a straightforward framework that delivers results without requiring hours of daily social media management.
The key to success is understanding that social media isn't about constant posting or having the most followers – it's about connecting with the right people in the right way to generate genuine leads for your business. Your strategy should focus on sustainable practices that you can maintain long-term, even during your busiest periods. Remember, consistency beats perfection every time when it comes to social media marketing.
We've found that the most successful local businesses approach social media with a clear plan that focuses on their strengths and available resources. Let's break down the essential elements of a social media strategy that works for real-world small businesses:
1. Start Small and Scale Up
Don't try to be everywhere at once. Pick one or two platforms that align best with your business goals and master them before expanding.
2. Content Planning
Create a simple content calendar focusing on:
Project showcases
Customer testimonials
Educational content
Behind-the-scenes insights
Local community engagement
Special offers and promotions
3. Engagement Strategy
Remember, social media is about being social. Plan to:
Respond to comments and messages promptly
Engage with local community posts
Share customer success stories
Address feedback and reviews professionally
4. Measuring Success
Focus on metrics that matter:
Lead generation (messages, calls, enquiries)
Post engagement rates
Follower growth in your target area
Website traffic from social media
Conversion rates from social media visitors
Common pitfalls to avoid
In our years of helping local businesses with their social media presence, we've seen certain mistakes come up time and time again. These pitfalls aren't just minor inconveniences – they can seriously impact your ability to generate leads and grow your business through social media. The frustrating thing is that most of these mistakes are completely avoidable with the right knowledge and approach.
What makes these pitfalls particularly dangerous is that they often seem like the right thing to do at first. You might think that posting more content or being on every platform will lead to better results, but the reality is quite different. We've seen countless businesses waste valuable time and resources on activities that don't generate returns, simply because they're following conventional wisdom that doesn't apply to local business needs.
Understanding these common mistakes and how to avoid them can save you months of frustration and help you build a social media presence that actually generates leads for your business. Here are the key pitfalls we see most often, along with practical advice on how to avoid them:
Spreading Yourself Too Thin: Focus on quality over quantity
Inconsistent Posting: Set a realistic schedule you can maintain
Ignoring Analytics: Regular review of what works helps refine your strategy
Poor Response Times: Quick responses to enquiries are crucial for converting leads
Neglecting Local Focus: Always emphasise your local presence and community connection
Making the final choice
After absorbing all this information about different platforms, strategies, and potential pitfalls, you might be feeling a bit overwhelmed. That's completely normal – choosing the right social media platform is a significant decision that can impact your business's growth trajectory. However, it's important to remember that this isn't a permanent, unchangeable choice. The beauty of social media marketing is its flexibility and the ability to adjust your approach based on results.
What we've found through working with hundreds of local businesses is that success often comes from starting with a focused approach and expanding based on proven results. This means choosing a platform that aligns with your current capabilities and business goals, rather than trying to predict every possible future scenario. The key is to make an informed decision based on your specific situation, rather than following general trends or copying competitors who might have very different resources and objectives.
To help you make this crucial decision, we've distilled our years of experience down to three key factors that should guide your choice. These factors have proven to be reliable indicators of social media success for local businesses across various industries:
The best social media platform for your business depends on three key factors:
Where your target customers spend their time
The type of content you can consistently create
Your available resources for social media management
Next Steps for Success
Ready to get started? Here's your simple action plan:
Choose your primary platform based on this guide
Set up your business profile completely
Create a simple content plan for the next month
Start posting consistently
Monitor results and adjust as needed
Need help getting started?
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That’s all for now, thanks for reading.
Ollie
