There’s no one-size-fits-all answer, but the good news is that social media can be scaled to fit nearly any budget. Some tradesmen start with as little as £50–£100 a month in boosted posts or targeted ads, especially if they’re new to the platform or just testing the waters. If you’re looking for a steady flow of leads, you might set aside a percentage of your monthly revenue for social ads—somewhere between 5% and 10% if you really want to ramp up.

It also depends on how competitive your local market is. If you’re the only locksmith in a small town, you might not need to spend as much as a plumber in a busy city like London. Start small and see how your audience responds. Monitor metrics like engagement (likes, comments) and conversions (messages or calls resulting from your posts). Over time, you’ll get a sense of what sort of budget delivers a solid return, allowing you to fine-tune your spending without breaking the bank.

Boosting a post is a quick way to put money behind a piece of content that’s already on your social feed. Let’s say you shared before-and-after photos of a bathroom remodel. If it’s getting good engagement, you can boost it so more people—beyond just your followers—will see it. Boosting is simple and great for getting more likes, comments, and basic visibility, but it offers limited targeting options.

Running a proper social media ad (through platforms like Facebook Ads Manager or Instagram’s Ads platform) is more advanced. You can specify detailed audience criteria—like location, age, interests, or even specific trade-related behaviours. You can also choose different campaign objectives, such as driving website clicks, collecting leads, or encouraging people to call you. Ads generally provide more robust reporting, so you can track cost per click or cost per lead precisely. If you’re serious about lead generation or brand awareness, a targeted ad campaign is usually more strategic than simply boosting a post.

Professional photos can make a significant impact, especially if you’re showcasing high-end services like kitchen renovations or intricate joinery. Clear, well-lit photos help potential customers picture the quality of your work. However, if hiring a pro photographer isn’t in the budget, don’t stress—modern smartphones have decent cameras, and a bit of attention to framing and lighting can go a long way.

The key is to ensure your photos accurately represent your services. Avoid blurry shots, weird angles, or messy backgrounds that distract from the main subject. Keep in mind that authenticity matters too. If you’re a down-to-earth tradesman who focuses on affordability and friendly service, a candid shot of you on the job might feel more genuine than a glossy, staged image. The bottom line? Use the best quality photos you can reasonably afford and present your work in a way that sets the right expectations and appeals to your target audience.

First and foremost, respond promptly and calmly. Ignoring negativity or going on the offensive can make things worse and scare off potential customers who see the exchange. Instead, acknowledge the person’s issue: “We’re sorry you had a bad experience; we take these matters seriously.” Then invite them to discuss it privately: “Please message us your details so we can make it right.”

Taking the conversation off the public thread shows you genuinely want to resolve the issue without fuelling a public argument. If the feedback is constructive, use it as a learning opportunity—maybe your scheduling could improve, or you need better communication. If it’s a case of someone being unreasonable or trolling, keep your cool. A reasonable, polite response often shows others reading the thread that you’re professional, even if the commenter is not. Ultimately, how you handle negativity can actually build trust, showing you care about customer satisfaction enough to put in the effort to fix problems.

The ideal posting time can vary by platform and audience. Generally, early mornings, lunchtime, and early evenings see good engagement because people are checking their phones before work, during breaks, or after dinner. Weekends can also be prime time, especially if homeowners are browsing while tackling DIY or planning renovations.

That said, there’s no magic universal hour. If your audience is mainly commercial clients, they might engage more on weekdays during business hours. If you’re a domestic plumber, you might see better engagement in the evenings or weekends when homeowners have time to think about those niggling repairs. The best approach is to experiment: post at different times and track how many likes, comments, and messages you receive. Over a few weeks, you’ll spot patterns indicating when your audience is most active. Use platform analytics or scheduling tools to zero in on your sweet spots, then keep posting consistently around those times.

Social media marketing isn’t an instant fix—think of it more like a steady build. You might see some engagement (likes, comments, follows) almost immediately if you already have some followers. But to see tangible business results like new customer leads or phone calls, you’ll likely need a few weeks to a few months. During this period, you’re building awareness, establishing credibility, and fine-tuning what kind of content resonates best.

Rome wasn’t built in a day, and neither is a robust social media presence. If you’re posting consistently, engaging with followers, and maybe running a few targeted ads, you’ll start to notice a gradual uptick in inquiries. For trades, word often spreads through community groups and recommendations on social platforms, which can take time to snowball. Keep an eye on metrics such as link clicks, direct messages, or calls traced back to social media. Over time, these numbers should steadily increase, confirming your efforts are paying off.

Social media analytics involve the data and insights you collect from platforms like Facebook, Instagram, or LinkedIn about how your content performs. It goes beyond just counting likes; you can see how many people clicked a link, what times of day they engaged the most, and even the demographics of who interacted. This information is gold if you want to refine your marketing approach.

For tradesmen, analytics can reveal which posts drive more calls or messages—maybe your “behind-the-scenes” videos get loads of comments, or perhaps your project before-and-after photos bring in the most enquiries. By tracking these metrics, you avoid the trap of guesswork and make data-driven decisions. If a particular style of post bombs, you’ll know to switch gears. If a certain time slot yields higher engagement, you can focus on posting around that time. In short, analytics give you clarity on what’s working and what needs a rethink, ensuring your social media strategy is actually driving leads.

Growing followers is about consistency and relevance. First, make sure you’re posting regularly—once or twice a week, at least—so your page doesn’t look dormant. People like knowing you’re active and open for business. Second, create engaging content. Share project photos, quick how-to tips, or interesting trade facts that speak to your audience’s needs. If you’re a roofer, for example, talk about spotting early leak signs or choosing the right materials for the local climate.

Don’t forget to leverage your existing network. Invite satisfied customers to follow you and encourage them to share your page. Collaborating with local businesses or commenting on community pages can also get your name out there. If you have a bit of budget, running a small ad campaign can help grow your follower base in your target area. Finally, be patient and authentic—real followers come with time when they see value in what you post, rather than random or spammy tactics.

You can do both. Growing organically means consistently posting engaging content, responding to comments, and building relationships within your local community or trade-related groups. This approach doesn’t cost money but can take longer to see noticeable gains in reach and follower count. For tradesmen who are budget-conscious and have time to invest in building a community, this can be an effective strategy.

However, if you want to fast-track your visibility—maybe you’ve got a special promotion running or you’re trying to break into a new area—paid ads can turbocharge your efforts. You can target people by location, demographics, and interests, ensuring your ad spends go directly toward reaching potential customers. Many tradesmen mix both approaches: they build a solid organic presence but also run targeted ads during peak seasons or to boost posts that are performing particularly well. The key is striking a balance that fits your business goals and budget.

Variety is the spice of life—and social media. Start with project highlights, showing off before-and-after photos. People love visual proof of a job well done. Behind-the-scenes snippets are also great, whether it’s a quick video of you installing a boiler or a time-lapse of a patio transformation. This gives your followers an insider look and establishes you as a knowledgeable pro.

Tips and tricks perform well, too. For instance, share how homeowners can do simple DIY checks before calling in a professional, or explain the difference between various roofing materials. You might also post customer testimonials or reviews, as social proof can sway new followers to trust you. Don’t forget a dash of personality—like team introductions or a snapshot of your morning coffee en route to a job site. Lastly, keep an eye on trending topics relevant to your trade. If there’s a new building regulation or product release, chime in with your expert opinion.

Many tradesmen successfully handle their own social media, especially if they enjoy snapping photos on site or sharing day-to-day updates. Doing it yourself keeps you closely connected to your audience and lets your personality shine through. The downside is it can eat into your time, particularly if you’re trying to post consistently, respond to every comment, and monitor analytics.

Hiring a professional can free you up to focus on your trade jobs and ensure your marketing efforts are strategic. A social media manager or agency can handle content creation, scheduling, and ad targeting with a polished approach. Of course, that comes with a cost, and you’ll need to find someone who genuinely understands your industry and how to speak to your local market. For many tradesmen, the choice is a balance of budget, time constraints, and marketing goals. If your schedule is packed and you want a more refined strategy, hiring help might be well worth it.

Social media is like word-of-mouth on steroids. If you consistently post pictures of top-notch craftsmanship or offer handy home maintenance tips, people start seeing you as the go-to expert. They might tag you when their friend asks, “Anyone know a good electrician?” or they could share your project photos in local community groups. Over time, this builds your reputation and trust factor—two big reasons someone might call you over another tradesman.

Also, social media platforms let you target specific demographics if you run ads. That means your adverts could appear only for homeowners in a 20-mile radius who are likely to need your services. Add a compelling call-to-action—like “Get 10% off boiler servicing this month”—and you’ve got a recipe for direct leads. Even if people don’t hire you on the spot, your brand stays fresh in their minds. When their pipes burst or they’re ready for a house extension, they’ll remember your posts and reach out.

It’s more about consistency than hitting a specific number. If you can manage a few quality posts each week, you’ll likely see better results than spamming daily with rushed content. Think about what suits your schedule—could you commit to sharing a new project every Monday, a tip on Wednesday, and a testimonial on Friday? That might be enough to keep followers engaged without overwhelming them.

If you’re in a high-visibility season—say you’re a landscape gardener in summer—you might post more frequently to showcase your garden transformations. In quieter seasons, you can dial it back but still maintain a steady presence. The key is to avoid long periods of silence. If you only post once every six months, followers may forget about you or assume you’re no longer active. Aim for balance: enough to stay top-of-mind but not so much that followers tune you out.

Facebook is often the top choice for many tradesmen, given it’s widely used by homeowners who frequent local community and buy-and-sell groups. Instagram is great for visually showcasing your finished projects—before-and-after shots of a bathroom refit or a garden landscape can shine here. If your trade leans towards commercial or business-to-business work, LinkedIn might open doors with property managers or building contractors.

YouTube can be potent if you’re up for creating longer form videos—like how-to guides or video diaries of a major renovation. TikTok might seem like it’s just for dance trends, but some tradesmen find success offering quick tips or showing clever tricks of the trade. Ultimately, the best platform is where your audience hangs out. Start with one or two platforms that align with your content style and potential customers, then expand if you see the returns are worth your effort.

Social media offers an unparalleled opportunity to connect with potential customers, showcase your skills, and build trust—all from your phone or computer. It’s effectively a digital version of good old word-of-mouth, but on a much larger scale. People love to recommend professionals they’ve had a great experience with, and social media makes it easy for them to tag or share your profile.

Moreover, posting regular updates—like completed jobs or handy tips—shows you’re active, current, and knowledgeable. That can sway someone to choose you over a competitor with a dormant or non-existent online presence. It’s also a way to humanise your business, letting customers see the real people behind the tools. Plus, you can leverage paid ads to reach exactly the kind of customers you want, whether it’s homeowners in a certain area or property managers needing regular repairs. Overall, social media can become a key pillar in your marketing strategy, complementing other tactics like SEO or PPC to boost leads and revenue.