Small Business Social Media: What to Post and Why It Works

Turn Likes into Leads with the Right Content Strategy

For many small business owners, social media can feel like a chore. You know you “should” be posting, but what exactly should you share? The truth is, the right mix of content can help you build trust, engage your audience, and turn followers into paying customers.

Here’s your guide to what works, and why.

1. Educational Content

Your audience wants value, not just sales pitches. Share your expertise through:

• How-to posts (e.g., “5 Steps to Winterize Your Plumbing” or “3 Stretches to Improve Posture”)

• Tips & tricks that solve common problems

• Myth-busting posts to clear up common misconceptions in your industry

Why it works: This builds trust and positions you as the go-to expert in your field.

2. Behind-the-Scenes Updates

People love to see the human side of your business. Share:

• Photos/videos of your team at work

• Day-in-the-life snapshots

• Your process from start to finish

Why it works: This makes your brand relatable and approachable, which encourages engagement.

3. Customer Testimonials & Success Stories

Social proof is one of the most powerful marketing tools. Post:

• Short video testimonials from happy clients

• Before-and-after transformations

• Case studies with results

Why it works: It shows potential customers real-world results and builds confidence in your services.

4. Promotions & Special Offers

When you have a sale, event, or limited-time offer, spread the word:

• Discount codes

• Seasonal promotions

• Bundle or referral deals

Why it works: It creates urgency and can drive immediate action.

5. Industry News & Trends

Stay current and show you’re paying attention to what’s happening in your industry. Share:

• Relevant news articles with your insights

• Changes in regulations (especially important for healthcare and trade industries)

• Trend forecasts for the year ahead

Why it works: It positions you as an informed leader in your space.

6. Interactive Posts

Engagement is key on social media. Encourage your followers to join the conversation:

• Polls and quizzes

• “This or that” posts

• Ask-me-anything (AMA) sessions

Why it works: More engagement means better visibility in your followers’ feeds.

7. Community & Culture Content

Show you’re more than just a business—you’re part of a community. Post:

• Local event participation

• Charity work or causes you support

• Team celebrations and milestones

Why it works: This builds goodwill and makes your audience feel connected to your brand.

Pro Tip:

Mix these types of content so your feed stays fresh. Aim for:

• 40% Educational

• 30% Trust-Building (testimonials, behind-the-scenes)

• 20% Promotional

• 10% Community/Culture

Final Takeaway

Your business’s social media presence should be a balanced blend of helpful, human, and promotional content. By consistently sharing posts that educate, inspire, and connect, you’ll turn your social media from an afterthought into a growth engine for your business.

Need help creating a social media content plan? At Mint Condition HQ, we design and manage social strategies that bring in leads while you focus on running your business.

Let’s talk about your next 90 days of content—Get Started Here.