Quiet
is where most business accounts end up. Not bad, just abandoned mid-2024.
A dormant profile is worse than none. A prospect checking you out finds a page that stops abruptly and quietly wonders whether the business did too.
The usual end state
Des Moines, Iowa
Social media
Show up consistently, sound like yourself.
Social works when it is steady and it sounds like a person. Both are hard to sustain while running a business, which is why most accounts go quiet. We keep yours going and make it sound like you.
- Content produced for you
- Comments answered daily
- Two platforms, done well
MP
Morales Plumbing
@moralesplumbing · 2h
Pulled 40 feet of root out of a 1920s sewer line on the north side this morning. If your drains are slow in more than one room, it is usually not the drain.
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Top post
JR
Do you do emergency calls on weekends?
We do. Same rate until 9pm, 515 numbers ring straight through.
This week
M T W T F S S
- Two platforms, done well
- Content produced for you
- Comments answered daily
- Reviews handled too
- Reported in your dashboard
Before you inquire
Social works when you have something to show, and stalls when you are posting to fill a slot.
Worth working out which one you are before committing to a cadence.
A good fit if
- Your work is visual, or customers ask you the same questions publicly
- You are willing to be a person rather than a logo
- You can give us fifteen minutes a week of raw material
Probably not if
- You need leads this quarter and nothing else is running
- Nobody internally will appear in or approve anything
- You want follower counts rather than customers
If that first one is you, paid advertising is the honest answer, and we will say so.
Why most business accounts stall
Three reasons the account goes quiet.
It is almost never a strategy problem. It is that posting is the first thing to fall off a busy week, and it falls off every week.
Hours
is how long a message sits unanswered, by which point they have booked someone else.
Social is a support channel whether you meant it to be or not. People ask about price, hours, and availability there, and they treat a slow reply as an answer.
Typical reply time on an unmanaged account
Five
platforms done badly loses to two done well, every time.
Spreading thin is the most common way this fails. The accounts that work are the consistent ones, and consistency is the first casualty of a long list.
The spread that breaks cadence
We take the production and the replies, so consistency stops depending on your free time.
What the work actually is
Four parts, and only one of them is writing posts.
Which is why accounts handed to whoever has a spare hour tend to stall at posting and never get to the rest.
01 Channel strategy
Two platforms done well beats five done badly.
Spreading thin is the most common way this fails. Every extra account is another cadence to hold, and consistency is the first thing to break when the list gets long. So the first decision is which platforms your customers are actually on, and which ones to deliberately skip.
- Chosen on where your customers are, not on where the noise is
- A listing where a listing is enough, without pretending to post there
- Platforms we advise against, and why, in writing
- Revisited if your market moves, not treated as permanent
Where your customers are
before deciding where to post
- Facebook 92%
Where your customers already are
- Instagram 68%
Your work photographs well
- Nextdoor 41%
Worth a listing, not a cadence
- TikTok 12%
Wrong audience for this trade
- X 6%
Nobody is looking for you here
Recommended
Two, properly
02 Production
A month that is already made.
Accounts go quiet because posting is the first thing to fall off a busy week, and it falls off every week. The fix is not discipline, it is having the month already produced and scheduled, with room left to react to whatever comes up.
- Written, designed and scheduled ahead in batches
- Built from your work rather than recycled industry filler
- You approve before anything is published
- Space kept open for the thing that happens on Thursday
October
written, designed, scheduled
MTWTFSS
- Photo post
- Answer post
- Short video
- Story
- Production day
Two production days cover the month. Nothing depends on you having a spare twenty minutes on a Tuesday.
03 Community
Answered while they still care.
Social is a support channel whether you meant it to be or not. People ask about price, hours and availability there, and they read a slow reply as an answer. Most local businesses lose more customers to a delayed response than to a bad post.
- Comments, messages and mentions checked daily, not weekly
- Answered in your voice, from what you have told us
- Anything needing you flagged rather than guessed at
- Every channel in one queue, so nothing hides in an app
Today's conversations
every channel, one queue
- Jamie R. Instagram DM Do you do emergency calls on weekends? 4m Replied
- Priya N. Facebook comment How much for a camera inspection? 11m Replied
- Dale W. Google review Turned up late but sorted it properly. 2h Replied
- Marcus T. Instagram DM Are you covering Waukee now? now In hand
Answered in your voice, and anything needing you gets flagged rather than guessed at.
04 Reputation
Reviews are part of the same job.
A prospect checking you out looks at your social and your reviews in the same two minutes and treats them as one signal. Handling them separately, or not at all, is why a good business can read as a risky one.
- Every review answered, including the ones that sting
- Requests sent to happy customers at the right moment
- Replies written to be read by the next prospect, not the reviewer
- Reported alongside social, since prospects experience them together
4.9
212 reviews
- 5 178
- 4 24
- 3 6
- 2 3
- 1 1
The one people will read
Turned up nearly an hour past the window. Work itself was fine once they got here.
MP
Morales Plumbing replied
2h later
You are right and we are sorry. The van before yours ran long and we should have called. Glad the work held up.
Every review answered, including this one. Prospects read the replies more carefully than the stars.
What actually works
Three formats do most of the work.
Not because they are clever, but because they are things only you can post. Everything else is decoration around these.
before
after
Never stops working
Proof of the work
The job you finished today, with a photo and two sentences about what was actually wrong. Specific, impossible for a competitor to copy, and the closest thing social has to a sure thing.
Best for
Any trade where the result is visible. Before and after does most of the work for you.
saved 41 times
Earns saves
The question you keep answering
If two customers asked it this month, it is a post. Your FAQ is a content calendar that writes itself, and these are the posts people save and send to a friend.
Best for
Businesses where customers are confused about price, process, or what is normal.
Builds the moat
The person doing the work
Local businesses win on being known. A face and a name travel further than a logo, and they are the reason somebody picks you over the identically-priced option down the road.
Best for
Owner-led businesses, and anyone whose team is the reason customers stay.
Where the content comes from
You already have the material. It is in the work you did this week.
The hardest part of social is not writing, it is having something real to say. Businesses that do interesting work every day tend to think they have nothing to post, because the work is normal to them.
-
The job you finished today
A photo and two sentences about what was actually wrong. This outperforms anything invented, because it is specific and nobody else can post it.
-
The question you answered twice
If two customers asked it this month, it is a post. Your FAQ is a content calendar that writes itself.
-
The thing you disagree with
A clear opinion about how work in your trade should be done travels further than another tips list, and it filters for the customers you want.
-
The person doing the work
Local businesses win on being known. Faces do that faster than logos.
Tuesday's job
what you already did
Root intrusion, north side, 1920s clay sewer line. Camera inspection, then 40 feet cleared. Customer had been told to replace the whole line.
Photo post
40 feet of root, one 1920s sewer line, one very relieved homeowner.
Answer post
Slow drains in more than one room? It is almost never the drain.
Short video
What a camera inspection actually shows, in 30 seconds.
The part that decides everything
Anyone can post. Sounding like you is the hard part.
Social is full of posts that could belong to any business in any town. They are cheap to produce and they are ignored, because there is nothing in them that only you could have said.
We start by listening: your existing posts, how you talk to customers, what you actually think about how the work should be done. Then we write from that, and you approve it before anyone sees it.
Could be any plumber anywhere
Did you know regular drain maintenance can prevent costly repairs down the line? Our team of experienced professionals is here to help with all your plumbing needs. Contact us today to learn more! #plumbing #homemaintenance #desmoines
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Could only be you
Pulled 40 feet of root out of a 1920s clay sewer line on the north side this morning. Homeowner had been told the whole line needed replacing. It did not. If your drains are slow in more than one room, it is usually not the drain.
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2 jobs booked
What's included
Everything in Social Media
Social Media
Every item below is in every engagement.
01
Plan and produce
Channel strategy
Which platforms deserve your effort and which are a waste of it, based on where your customers actually are. Doing two well beats doing five badly.
Content calendar and production
Written, designed, and scheduled ahead. Built from your work, your customers, and your expertise rather than recycled industry filler.
02
Show up and reply
Community management
Comments, messages, and mentions answered promptly and in your voice. Most local businesses lose more customers to a slow reply than to a bad post.
Review and reputation support
Review responses and requests handled alongside social, since prospects check both and treat them as the same signal.
03
Present and measure
Profile optimization
Bios, links, categories, pinned content, and calls to action set up so a visitor who lands on your profile knows what you do and how to buy.
Reporting that means something
Reach and follower counts are context, not results. We report on the actions that follow: profile visits, clicks, messages, and bookings.
How the work runs
We listen before we post anything.
The fastest way to sound like every other account in your industry is to start posting on day one. A short listening pass is what makes the voice yours.
1
Listen
We go through your existing accounts, your competitors, and what your customers respond to before proposing anything.
2
Set the plan
Platforms, cadence, content pillars, and voice, agreed in writing so we are not guessing at what sounds like you.
3
Produce and publish
Content produced in batches and scheduled ahead, with room to react to whatever comes up in a given week.
4
Engage and adjust
Daily community management, and a monthly look at what earned attention so the next batch leans into it.
Included, never an upsell
Reported on what happened, not on how many followers.
Follower counts are context, not results. Your dashboard shows the actions that follow a post: profile visits, clicks, messages and bookings, alongside how fast conversations got answered.
- Reach and the actions that followed
- Median reply time, tracked
- The tasks we are working, as we work them
- Invoices and hours, nothing hidden
Morales Plumbing
example LiveReach
12,400
+31%
Reply time
6 min
median
Profile visits
486
+18%
Visitors
last 90 days
This month's work
- Shoot October batch
- Reply to weekend messages
- Request reviews from July jobs
Questions
The things people ask first.
Do I have to be on camera?
It helps on some platforms and it is not required. Plenty of accounts work on written posts, customer stories, and behind-the-scenes work. We build the plan around what you will actually keep doing.
How many platforms should we be on?
Usually two. Sometimes one. The accounts that work are the consistent ones, and consistency is the first thing to break when the list gets long.
Can you use content we already have?
Yes, and we prefer to. Photos of your work, customer questions, and things you have already written are better raw material than anything invented from scratch.
Will you run ads on these accounts too?
That is paid advertising and it is priced separately, but the two work well together and we often run both.
Ready when you are
Let’s make your marketing feel like magic.
Start with the audit. It reads your site the way Google and the AI assistants do, and tells you what is wrong with it. Free, about sixty seconds, and nobody has to call you.