When I ask business owners where their best customers come from, the answer is almost never "a post went viral." It's a referral from a longtime client. A conversation at a chamber event. A neighbor who told a neighbor.
That's how business gets done here in Birmingham, and I don't think social media should try to replace it. The best social media strategy I know does something better: it makes every one of those relationships go further.
The best business still starts with a conversation
Relationships are built on showing up, listening, and following through. None of that changes online. What changes is how many people can see you doing it.
Think about the people who already know and trust you. Every time they see you online, sharing something useful, celebrating your team, or showing your work, that trust gets a little stronger. And the people they know start to recognize your name before they ever meet you.
Your feed is your handshake when you're not in the room
You can't be at every networking lunch or every job site. But your social media can.
When someone gets your name from a friend, one of the first things they'll do is look you up. What they find should feel like meeting you in person: warm, professional, and unmistakably you. If your profile hasn't been updated in months, it's like missing the meeting. If it's active and genuine, it's like a great first impression before you've even said hello.
Celebrate the people around you
Some of the most meaningful posts a local business can share aren't about the business at all. They're about the people around it.
Shout out a partner you love working with. Congratulate a client on a milestone (with their OK). Share a photo from a community event, or recognize a team member who went above and beyond. These posts build goodwill, and they invite other people to share them, which puts your name in front of their networks too.
Show up consistently, not just when you need something
We've all known the person who only calls when they need a favor. Businesses can do the same thing online: going quiet for months, then posting a flurry of promotions when things slow down.
Consistency is what keeps you top of mind. A steady rhythm of helpful, human content means that when someone in your network needs what you offer, you're the name they already think of. It doesn't have to be daily. It just has to be dependable.
This is also where a partner can take real weight off your plate. Planning a month of content around your busy season, your events, and the people you work with means you're never scrambling for something to post. You get to focus on running your business, and your online presence keeps working in the background.
Make it easy for people to recommend you
Your happiest customers want to send people your way. Help them do it.
Give them content worth sharing: a clear post about what you do, a short video that shows your process, a behind-the-scenes look at your team. Make sure your profiles make it obvious how to reach you. And when someone does refer a friend, thank them, publicly or privately. People remember how you made them feel.
Let's grow the relationships you already have
If your business runs on relationships, your social media should too. I'd love to hear about the people and partnerships that have built your business so far, and talk about how we can help more of the right people find you.
— Jamie Miller, Owner & Founder, JLM Digital