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Social Media

Your Local Business Doesn’t Need “Better Social Media.” It Needs More Regulars.

Your Local Business Doesn’t Need “Better Social Media.”
It Needs More Regulars.

Everyone keeps telling you the same thing:

“You need to post more.”
“You need a TikTok.”
“You need to go viral.”

Cool. And when that happens… who’s bussing the tables, answering the phone, and dealing with inventory?

Let’s reframe this.

For a local business, social media is not about going viral.
It’s about being remembered when someone in your city asks:

“Where should we go?”

Social Media = Your New Main Street

Back in the day, people discovered you by:

  • Walking past your storefront
  • Hearing about you from a neighbor
  • Seeing you in the local paper

Now they discover you by:

  • Seeing a Reel their friend shared
  • Saving a TikTok for “places to try”
  • Scrolling Google Maps + Instagram when they’re already in the car

If your social media is quiet, out-of-date, or generic, you’re basically a storefront with the lights off.

What Actually Moves the Needle (Spoiler: It’s Not Perfect Aesthetics)

For local businesses, social works when it does three things:

1. Shows people what it feels like to be there

Not just the product shot, but:

  • The sizzling pan in the kitchen
  • The barista laughing with a regular
  • The kids’ menu being demolished
  • The before/after of a yard, a room, a haircut

People are buying the experience, not just the thing.

2. Reduces risk for first-timers

New customers are thinking:

  • “Is this place actually good?”
  • “Is it kid-friendly/date-friendly/allergy-friendly?”
  • “Will I feel out of place walking in?”

Your content should quietly answer those.

Examples:

  • Caption: “Never been here before? Here’s what to order if you’re a first timer 👇”
  • Video: Walk-through from the front door to the counter.
  • Post: “Yes, we take reservations / walk-ins / online orders.”

3. Gives your regulars something to share

Your best marketing? The people who already love you.

Make it easy for them to say:

“We have to go here”
[drops your Reel into the group chat]

Content that fuels that:

  • “Bring a friend” deals or nights
  • Behind-the-scenes with staff they know
  • Limited-time items that feel like a secret
  • “Tag someone who’d order this” posts (yes, they still work when done well)

The Biggest Social Media Mistakes Local Businesses Make

Mistake 1: Posting only when you need something

You disappear for weeks and then suddenly show up like:

“We’re slow this week, come in!”

Customers feel that. It screams, “We only show up when we want your money.”

Instead:
Show up consistently even when you’re busy. That’s what builds trust.

Mistake 2: Overproduced, under-relatable content

You don’t need a film crew.
You need 15–30 seconds of real life.

Shoot this on your phone:

  • Today’s special being plated
  • A timelapse of the dining room filling up
  • A quick “here’s what’s new this week” from the owner

Perfect is forgettable. Real is shareable.

Mistake 3: Trying to talk to “everyone”

When you talk to everyone, you end up talking to no one.

Pick clear audiences:

  • Families looking for easy weeknight dinners
  • Remote workers looking for a laptop-friendly spot
  • Homeowners who want the best crew on their property
  • “Girls’ night” / “date night” crowd

Then say it out loud in your content:

“If you’re looking for an easy weeknight dinner with zero dishes, this is for you.”

A Simple Weekly Social Playbook (You Can Actually Follow)

Here’s a low-lift structure for a local business:

3 posts per week

  • Post 1 – “New & Now”
    • This week’s special, seasonal item, or timely update.
    • Example: “This weekend only: [item]. Here’s what it looks like 👇”
  • Post 2 – “Proof & People”
    • Review screenshot, testimonial, or before/after.
    • Example: Share a quote from a happy customer with a quick story.
  • Post 3 – “Behind the Scenes”
    • Prep, staff, process, or story from the owner.
    • Example: “We’ve been here for 12 years. Here’s the story most people don’t know…”

Daily-ish Stories (5–10 seconds)

  • Today’s vibe, line, weather, or quick “we’re open, doors are unlocked, come hang out.”
  • Think of it as your “OPEN” sign for the internet.

Where Local Creators Come In

You don’t have to do all of this yourself.

Local creators:

  • Already know how to shoot vertical content that works
  • Already have an audience that trusts them
  • Can show your experience from a customer’s point of view

Instead of paying for one random print ad, you can:

  • Invite 1–3 local creators in each month
  • Let them order, experience, and film naturally
  • Repost their content and save it to your profile
  • Ask to use their clips on your website, Google Maps listing, email, etc. (with permission/terms)

It’s like hiring a small marketing team that actually lives in your city.

If You Do Nothing Else, Do This

If all of this feels like too much, start here:

  1. Update your last three posts so they:
    • Show real people and real experiences
    • Speak directly to a specific type of customer
    • Make it clear how to buy from you today
  2. Commit to 1 behind-the-scenes Story per day
    • 5 seconds, one take, no overthinking.
  3. Invite one local creator to visit this month
    • Give them a clear experience and let them do their thing.

You don’t need to win the internet.
You just need to win your city block, one scroll at a time.