Fly guidance · Reviewed:
Choose around the customer
Start with where customers discover and evaluate your type of business. A visual portfolio may help a beauty or retail business; a professional service may need clear explanations and evidence of expertise. You do not need to publish everywhere. Choose a manageable starting point and review whether it brings relevant conversations.
Separate production from management
A content package may cover planned graphics or videos. Management can also involve scheduling, approvals, publishing and community responses, depending on the agreed scope. Ask what you must provide, how frequently work is delivered, who approves it and who answers enquiries. Paid advertising is a separate decision; confirm whether media spend is excluded.
Give each post a job
Show an answer to a buying question, demonstrate a real process, explain a service or invite a specific next step. Direct people to the relevant page, booking route or enquiry form. Use genuine work with permission. Consistent, useful material is a more practical starting point than chasing every trend or copying a competitor's posting frequency.
Include local discovery
If your business is eligible for a Google Business Profile, keep its services, hours, contact details and photographs accurate. Google describes local ranking through relevance, distance and prominence; no agency can buy a better organic local ranking from Google. Reviews and profile activity should complement a clear website and an effective response process.
Measure more than likes
Review relevant enquiries, bookings or sales alongside reach, profile visits and website visits. Ask how customers found you and record the answer consistently. Attribution is imperfect, so combine available analytics with actual conversations. If attention increases but enquiries do not, check the offer, destination and follow-up before increasing production.
Further reading
Platform guidance and research supporting this topic. The planning recommendations above are Fly’s editorial guidance.
Google Business Profile Help — Tips to improve your local ranking