Part 28 – Social Media Back to Basics Series.
It might sound obvious, but many small businesses forget to actually talk about what they offer on social media. If you’re consistently showing up with helpful tips, behind-the-scenes content, and beautiful visuals – that’s great. But your audience also needs to know exactly how they can work with you, buy from you, or support your business.
Don’t be afraid to sell. You can promote your products and services in a way that still feels helpful, informative, and aligned with your brand voice.
Here are some ways to share what you do without feeling too salesy:
- Product or service spotlight
Pick one thing you offer and break it down. Who is it for? What problem does it solve? What makes it unique? - Customer stories or case studies
Show how someone used your product or worked with you – and the result. This helps people imagine what it would be like to buy from you too. - FAQs
Turn common questions into posts. For example: How long does shipping take? What’s included in the service? Can I customise my order? - Behind-the-scenes of your process
Show what goes into the work you do or the products you make. This adds value and builds trust. - Testimonials and reviews
Let your happy customers do the talking for you. - Special offers or seasonal reminders
If you have a promotion or something coming up, share it clearly with a strong call to action.
Top tip:
Make it easy for people to take the next step. Include links in your bio, swipe-up options in stories (if available), or clear instructions like “click the link in bio to order”.
You don’t need to promote all the time. A good balance is to talk about your offers 20-30% of the time, mixed in with other types of content.
If you struggle to write about what you do in a way that feels natural and confident, I can help you craft clear, on-brand content that sells without sounding pushy.
Sarah Taffe
Freelance designer, artist and writer.
