3 common social media mistakes (and how to fix them)

Social media is a powerful tool for service-based businesses—but only if it’s used with the right intent and approach. While it's tempting to focus on promotions and quick wins, this can often backfire if you're not careful.

Here are three of the most common social media mistakes we see—and what to do instead to build trust, engagement, and results.

1. Only posting sales content

It’s easy to fall into the trap of thinking social media is just a platform to promote your services—but if every post is “Buy now,” “Limited offer,” or “Sign up today,” your audience will quickly lose interest.

Social media isn’t a catalogue —it’s a conversation.

People want value. That could be:

• Helpful tips related to your service

• Behind-the-scenes content that builds connection

• Customer stories or testimonials

• Industry insights or trends

  
  

The goal? Show up as helpful, not just salesy.

2. Ignoring comments and messages

It sounds obvious, but it happens more than you’d think: someone comments on a post, sends a message, or asks a question—and never hears back.

If you’re not engaging, you’re losing trust (and leads).

Social media is called social for a reason. Replying to messages, answering comments, and engaging with others’ content is what builds connection and credibility. It also tells your audience that you’re active, present, and trustworthy.

3. Posting with no plan

Posting “when you remember” might keep your feed alive, but it’s unlikely to move the needle. Sporadic content with no purpose or structure can confuse your audience—and burn you out.

A simple weekly plan can make all the difference.

This doesn’t have to be complicated. Even a basic content structure like:

• Monday tip

• Wednesday client story

• Friday offer or insight

...can help you stay consistent, show up with purpose, and free up time.

The good news?

You don’t need to overhaul everything overnight. Start by being more intentional:

• Mix up your content

• Respond and engage regularly

• Map out a few posts ahead of time

Small changes = big impact over time.

Want help building a strategy that actually works?

We help service-based businesses create content that connects—without the overwhelm. Get in touch with our team to discuss how we can support your goals.