Content Strategy Session: Social Media for Bookkeepers
Running a service-based business as a mom comes with its own unique challenges. You’re juggling client work, home life, and the constant pressure to “show up online.” The good news? You don’t have to do it all to grow. Building trust online isn’t about being everywhere, it’s about being consistent and intentional with the time and energy you have.
Let’s explore what it really means to market your service business with confidence, even when you’re not a “content creator.”
1. Redefine the Role of Social Media in Your Funnel
Many entrepreneurs assume social media should always be top of funnel, the main discovery point for new clients. But for many service providers, it often works better as middle of funnel: the place where relationships deepen.
Your clients may first discover you through word-of-mouth, podcast interviews, or SEO, and then head to Instagram to see if you’re the real deal. Social media becomes the second or third “date” in your customer journey — where trust builds through authentic content, client stories, and genuine interaction.
When you stop forcing social media to be something it isn’t, you’ll start creating content that feels aligned and effective.
2. Balance Authenticity with Authority
If you’ve ever hesitated to show your messy desk, loud kids, or imperfect days online, you’re not alone. Female founders constantly navigate the tension between being relatable and maintaining professionalism. The truth is, your audience doesn’t expect perfection. They expect honesty.
You can humanize your brand without losing credibility. The key is intentionality. Decide what personal details feel comfortable to share in this season and pair them with educational or value-driven content. Think: “Here’s what running my business looks like today” alongside “Here’s how I help my clients make smart decisions.”
Authenticity builds connection; authority builds trust. You need both.
3. Use Data and Gut Instinct Together
As service providers, we love to teach, but often forget to test. One of the simplest ways to refine your content is by pairing your intuition with metrics. Notice what posts spark DMs, what stories get replies, and what conversations continue offline.
That’s your signal: it’s working.
Instead of chasing likes or followers, track the metrics that align with your social media’s job. If Instagram is meant to nurture, measure engagement and conversation, not conversions. If you want to sell, measure clicks and bookings. When you define what success looks like, you’ll stop feeling like you’re failing.
4. Create Repeatable Content That Feels Natural
You don’t need to reinvent your content every week. The most memorable brands build recognition through repetition. Consider creating a visual or story-based series that blends your personal life with your expertise, like a weekly “coffee chat,” behind-the-scenes workflow, or a recurring tip series tied to your niche.
One simple example: filming a time-lapse of something you already do (like setting up client files or organizing your workspace) and pairing it with a voiceover that answers a common client question. This kind of content builds familiarity and trust because it’s real, repeatable, and relevant.
5. Focus on the Right Metrics (and Let Go of the Rest)
Followers and likes might feel validating, but they rarely tell the full story. True success for service-based businesses is measured in conversations and conversions, the quiet DMs, the consistent referrals, and the clients who say, “I feel like you were speaking directly to me.”
Remember, you don’t need thousands of followers. You need the right few dozen who see your value and trust you enough to take the next step.
As you build your strategy, keep this mantra in mind: clarity creates confidence, and confidence converts.
Final Thoughts
Building trust online isn’t about performing for an algorithm, it’s about showing up with empathy and expertise. When you approach content as a conversation, not a competition, you’ll attract clients who value your work and feel safe investing in your services.
So take a breath, simplify your strategy, and remember, your content doesn’t have to do everything. It just needs to do its job.
🎧 Want to go deeper on this topic?
Listen to the full conversation with bookkeeper and QuickBooks expert Erika Millard on The Consistency Corner Podcast — available on Apple, Spotify, and YouTube.
