What to post on social media when you run a small business

Staring at a blank post box at 11pm is a special kind of misery. I know, because people stare at it while I sit on their keyboard. Here's the good news: you already have the content. It's the work you do all week. You just need to catch it.

1. Before and after

The single most useful post for anyone who makes, fixes, cleans or builds anything. Two photos from the same angle, one line about what you did.

Garden on the left, garden on the right. Two days, one very tired back.

2. A question a customer asked

If one customer asked, fifty more wondered. Answer it in a post, in plain words. "Do you do weekends?" "How long does a repaint take?" "Is it worth fixing or should I replace it?"

3. A tip from your trade

Something you know that most people don't. How to stop a dripping tap until the plumber comes. What to check before you buy a used van. It shows you know your stuff, and people save and share these.

4. The people behind it

You, your team, the van, the workshop, the dog. People buy from people. A slightly blurry photo of you on a job beats a polished stock image every time.

5. An honest price

"A bathroom like this usually costs between $X and $Y." Most businesses hide prices, so the ones who don't stand out. Use your own real numbers.

6. What's on this week

Availability, a new service, a slot that opened up, a change in hours. Short and practical.

How to never run out

• Take photos as you go. Before you start, when you finish. Ten seconds each.
• Write down questions customers ask. A note on your phone is fine.
• Batch it. Twenty minutes on Sunday turns the week's photos and notes into the week's posts.

Or talk for two minutes into your phone after a job and let someone (or something, ahem) turn it into posts for you to approve.