Common Social Media Mistakes Local Businesses Make (And How to Avoid Them)
When used correctly, social media has the power to transform your business - helping you to reach more customers, build trust around your brand and sell more stuff!
Unfortunately, all too often, I see business owners who are putting in the effort but not getting the results they were expecting.
The problem?
They are making simple mistakes that are holding them back.
The good news is that these mistakes are easy to fix, and if you’ve ever felt like social media isn’t working for you, then keep reading as this could be the reason why!
Not making it clear where you are located
One of the biggest mistakes is local businesses forgetting to mention their location in their posts - while this might not seem like a big deal, if a potential customer lands on your page and has no idea where you are based, then you could be missing out on sales.
Think about it - people searching for local services often type ‘near me’ into Google or Instagram, and if your location isn’t clear in your bio, hashtags and posts, then you won’t show up in these searches - a coffee shop in Northampton should be using location tags like #northamptoncoffee not just #coffeelovers - a plumber should the area they cover written in their bio - not just their company name,
Fixing this is simple - add your location to your bio, use location-based hashtags and tag your business location in your posts and stories. It’s a small change, but it can make a huge difference!
Ok, so you’ve got that sorted - what else is a problem…
Posting in bursts and then disappearing!
Listen, we’ve all been there - one week , you’re feeling motivated, posting every day and engaging with your audience - then life gets busy, and suddenly your social media goes quiet for weeks - this on and off posting confuses your audience and tells the algorithm that your content isn’t consistent which then reduces your reach over time.
Instead of treating social media like a sprint - look at it like a marathon - you don’t need to post every day to succeed, but you do need to start showing up regularly - a simple way to stay consistent is to create a realistic posting schedule - if three times a week feels doable - then stick to that.
Another game changer is batch creating your content - try to set aside time every week to plan and create your posts so that you’re never scrambling around at the last minute - using tools like Metricool or Later can help you to remain visible even when life gets busy.
Only posting sales posts and forgetting to build connection
It’s tempting to use social media purely as a sales tool, but if every post is about your latest offer or product, people will tune out. No one wants to feel like they’re being constantly sold to.
Instead, think of social media as a way to build relationships. A good rule of thumb is the 80/20 rule - 80% of your content should offer value (tips, behind-the-scenes insights, customer stories), while only 20% should be promotional. When people feel connected to your brand, they’re more likely to buy from you when the time is right.
For example, a local bakery shouldn’t just post about their latest cake flavours - they should also share behind-the-scenes clips of the baking process, customer testimonials, or fun questions like, What’s your go-to birthday cake flavour? These posts make people feel like they are part of the business rather than just being sold to.
Ignoring your audience and not engaging
Social media isn’t just about posting - it’s about starting conversations. A big mistake local businesses make is treating their social media like a one-way street, pushing out content but not taking the time to engage with their audience.
If people comment on your posts, reply to them. If someone sends a DM, answer them quickly. Engagement doesn’t just help you build stronger relationships with your followers - it also tells the algorithm that your content is valuable, which improves your reach.
A great habit is to spend 5-10 minutes a day engaging with your audience. Like and comment on posts from your followers, respond to any messages, and interact with other local businesses. Social media is all about connection - the more conversations you start, the better results you’ll see.
Not checking your analytics (and guessing what works)
If you’re not looking at your analytics, then quite frankly - you’re flying blind. Many business owners post content without ever checking to see what’s working and what’s not. But the insights are right there in front of you!
Social media platforms provide free data showing you how many people saw, liked, shared, or engaged with your posts. This information is gold. Instead of guessing, use these numbers to create more of what’s working and less of what isn’t.
For example, if you notice that behind-the-scenes videos get twice as much engagement as other posts, that’s a sign to do more of them. If your audience is clicking on link posts but not on text-based posts, adjust your strategy accordingly.
To check your insights, go to Instagram Insights > Content You Shared or Facebook Page Insights. Look at which posts performed best over the past month and use that data to plan your future content.
Keep It Simple, Stay Consistent
Social media doesn’t have to feel overwhelming. By avoiding these common mistakes and focusing on clarity, consistency, engagement, and strategy, your local business can grow online without feeling like a full-time job.
If you’re feeling stuck or not sure what’s working for your business, I’m here to help. I offer free 30-minute strategy calls to help local businesses like yours simplify their social media, get clarity, and build a plan that actually works - you can book a call by clicking here.