Start Here: Creating your Perfect Content Strategy

Have you ever felt overwhelmed at the thought of showing up online, not only showing up but CONSISTENTLY...

Earlier this year we delivered a Strategy Workshop to help business owners beat the overwhelm and start showing up online! Whilst there were no face to face visits happening due to COVID, having your business marketed online was the only way to get in-front of your customers! Here are a few questions for you to ask yourself to gain clarity about how to show up online and provide value for your audience:

WHY?

1) Why should my audience care about this?

2) Why do I want to post about this topic? Is it because it will help me reach more of my ideal clients, or do I just like talking about it?

3) Can there be a middle ground between the two?

4) What are my core offerings?

WHAT?

5) What are my biggest business goals?

6) What Are my offerings, and how can I use my content to promote them without coming off as salesy?

7) What can I create that will provide my audience with value, while also helping you establish myself as a trusted expert?

8) What do my audience & I have in common that will help me build a genuine relationship with them?

WHO?

6) Who is my ideal client and what do they care about?

7) Who does my audience follow/look up to so that I can research?

8) Who is actually reading my content and how do they typically respond to it?

9) Who has DMed or emailed me recently asking questions that I can answer in this month’s content?

10) Who do I want to show up as everyday? How do I want my audience to view me?

WHERE?

11) Where does my audience spend most of their time online?

12) Are they more likely to watch a reel of a tiktok video than read an IG caption or a blogpost?

13) Where is my presence really going to be necessary so as not to overwhelm myself with constant content creation

14) Where can I look for inspiration when I'm in a slump?

15) Where can I make an impact?

HOW?

16) How does my audience prefer to digest information?

17) How can I share value in an engaging, easy-to-understand manner that will resonate with my audience?

18) How much effort am I willing to put into my content strategy?

19) How much time does my audience spend reading short form content vs. long form content?

20) How can I prepare my audience for any upcoming new services, products, or launches that I’m planning on?

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What’s Working on Instagram in 2025: 7 Smart Content Shifts Every Small Business Should Make

by Alexandra Stanley • 9 June 2025

Instagram is no longer just a place to share pretty pictures—it’s now a full-blown marketing machine for small businesses. But what worked even 12 months ago may already be out of date. If you're a business owner in property, trades, interiors—or any hands-on industry—this blog will walk you through what’s actually working on Instagram in 2025, and how you can update your strategy to grow with confidence. Let’s dive into the 7 biggest shifts you need to know about. 1. 🎥 Raw & Real Reels Are Outperforming Polished Content The days of over-edited, overly curated videos are behind us. Audiences want to see real people doing real things. For interior designers and trades, this is your time to shine. Think: ✔️ A quick "before & after" video ✔️ A timelapse of a space being transformed ✔️ You talking directly to the camera about your process Keep it simple, vertical, and under 30 seconds. Done is better than perfect. 2. 📅 Consistency > Perfection Forget agonising over the perfect grid. In 2025, showing up consistently (even if it’s 3 times a week) wins over perfect visuals. Tip: Use scheduling tools like Metricool to plan ahead and batch your content to stay consistent without the stress. 3. 🔍 SEO-Optimised Captions Are a Must Instagram is now a search engine—yes, really! Your ideal customer might be searching “kitchen fitter in Suffolk” or “luxury butler services London.” Use keywords naturally in your: - Bio - Captions - Alt text (added during post creation) This helps you get discovered by people actively looking for your service. 4. 🧠 Engagement-First Format Choices The algorithm now prioritises posts that get people to pause, click, or comment. What works best? - Carousel posts with tips or transformations - Reels that open with a hook - Questions and polls in Stories - Comment prompts like “Would you choose this colour scheme?” Engagement tells Instagram your content is valuable—and it will show it to more people. 5. 📱 Instagram as Your ‘Mini Website’ Your profile is often the first impression before someone even lands on your site. Make sure yours has: - Clear bio with keywords and location - Professional profile image - Highlights (services, testimonials, FAQs) - Pinned posts showcasing what you do Think of it as a mini landing page that sells you. 6. 🙌 UGC & Testimonials = Trust Builders People trust people. Sharing real reviews, videos from clients, or even screenshots of great feedback builds instant credibility. Ask your clients for short testimonial clips—or turn their WhatsApp praise into an aesthetic quote graphic. 7. 🔁 Repurpose, Repurpose, Repurpose Work smarter, not harder. 📌 Post your Reels to TikTok 📌 Turn blog tips into carousels 📌 Clip training content into educational Reels 📌 Turn FAQs into Stories This saves time and grows your presence on multiple platforms with minimal extra effort. Ready to Refresh Your Strategy? If you’re feeling a bit stuck or unsure what to post next, you're not alone. 👉 Book a 1:1 strategy call 👉 Join my next Social Media Mastery course 👉 Or DM me for a quick grid audit (it’s free!) Let’s make Instagram work for your business in 2025—without the overwhelm. Written by Alexandra Stanley, Social Media Expert for property, trades & interiors. Follow @alexandrastanleysocialmedia for more real talk on content that converts.

Why Outsource to a Social Media Manager?

3 May 2023

Creating content, managing the notifications and knowing where to place your content to reach your ideal customer requires creativity and a strategy aligned with your business goals...