A 90-day strategy, start to finish
This is what a Custom Strategy package looks like in practice: a full 90-day social content plan built from scratch for a local trade business, taking it from little to no social presence to a clear, trust-building system designed to win local and commercial enquiries.
The Challenge
- Little to no social media presence
- Limited awareness in the local area
- Wanted to increase enquiries via social media and showcase their work
Our Strategy
- Introduce clear content pillars to improve variety
- Focus on trust-building content
- Improve consistency across Instagram and Facebook
- Introduce LinkedIn as a platform to attract commercial clients
Content Pillars
Four pillars to keep the account varied, useful and built around trust, not just promotion.
Proof of Work
Demonstrate quality and results: build trust fast.
e.g. before/after carousel of a job
The single highest-converting format for a trade business: it proves competence without asking anyone to trust words alone.
Behind-the-Scenes
Humanise the brand and prove commercial-grade capability.
e.g. POV climbing reel, team intro, cherry picker showcase
Familiarity builds local trust, and visible equipment is what shifts perception from "hedge trimmer" to "can handle your site."
Trust & Credibility
Reduce risk perception for both domestic and commercial buyers.
e.g. qualification graphics, insurance figures, review/testimonial cards
Safety and compliance are the #1 concern for commercial business and a top concern for any homeowner letting a stranger onto their property.
Local & Education
Establish local authority and stay useful between active jobs.
e.g. "when to prune in Cumbria" storm prep advice
Keeps the account useful and discoverable to people not yet actively searching, and reinforces local SEO across the whole coverage area.
Visual Identity
A palette and photography style built to feel professional, grounded and unmistakably local.
Tap a swatch to copy its hex code.
- Natural daylight
- Rule of thirds for reels and stories
- Before/after: same angle, same framing
- Machinery prominent in frame
- Action shots
- Candid team photos
Content Mix
The posting ratio designed to keep proof-of-work leading, while still building trust and local relevance.
- Proof of Work 35%
- Behind-the-Scenes 25%
- Trust & Credibility 20%
- Local & Education 20%
90-Day Roadmap
Three months, three goals: from reactivating the account to proving the system runs on its own.
1
Foundation & Reactivation
Objectives
Reactivate dormant accounts, establish templates, start closing the credibility gap.
Content focus
Trust & credibility pushed early, 2–3 proof of work posts from back-catalogue photos.
Actions
Brand template built, first content day, LinkedIn page set up, review-request habit started.
Outcome
Account looks active again, growth-package posting rhythm established.
2
Momentum & Commercial Push
Objectives
Build consistent rhythm, start visibly featuring commercial capability.
Content focus
Shift weight to Behind-the-Scenes/Equipment, continue proof-of-work & local content.
Actions
Second content day, first LinkedIn case study, enquiry-source tracking begins.
Outcome
Engagement and reach up vs. Month 1.
3
Scale & Prove Positioning
Objectives
Show the system runs independently, deepen commercial positioning.
Content focus
Full pillar mix at target %, seasonal content, testimonial push.
Actions
Full KPI review vs. Month 1 baseline, plan next quarter's shot list.
Outcome
Documented uplift in enquiries, reusable content system in place.
Execution
The strategy in practice: real before/after carousels, client reviews and testimonial posts, framed and ready to publish.
Why This Approach?
The strategy was designed to position the business as the go-to local expert, building trust through educational content, real project showcases and consistent visual storytelling. By delivering value beyond promotional posts, the strategy aimed to increase local brand awareness, strengthen credibility and generate high-quality enquiries from homeowners planning outdoor projects.
Want a strategy like this?
Let's build a content plan your business can actually run with.
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