What Social Media Should I Use for My Business? A Simple Guide for Local Business Owners (Fairfield and Vacaville Examples)

What Social Media Should I Use for My Business? A Simple Guide for Local Business Owners
Choosing the right social media platform for your business doesn’t have to be complicated. After working with dozens of local businesses — from home service companies and roofers to restaurants, detailers, landscapers, and event-based brands — I’ve learned one core truth:
Go where your customers are active and ready to buy. Not where everyone else is posting.
If you’re a local business, attention is valuable, but buyer intent is everything. Views don’t pay the bills — customers do. So let’s break down the platforms that actually make money for small businesses and which ones you should focus on.

Facebook & Instagram: The Money Platforms (Especially for Local Businesses)
If you want to know which platform brings in the most real customers for local businesses in Solano County and the greater Northern California area, the answer is simple:
Facebook and Instagram — especially their messaging features.
Why these platforms?
* It’s where local homeowners and families hang out daily.
* People check Messenger and DM businesses quickly.
* Business pages, reels, photos, and ads work together as a complete ecosystem.
* Most importantly: buyers on these platforms take action.
Real Examples From My Clients
* We spent $50 on a Memoria Studios ad and brought in over $5,000 in bookings.
One simple, well-positioned ad. No complicated funnel. Just attention + intent = revenue.
* A highlight video we created for Enjoy Coffee hit 150,000+ views overnight.
The very next day, they were packed. Real people showed up because the content was local, personal, and engaging — not generic.
These are not rare results. When you combine solid creative with a platform where your customers already spend time, your odds of winning go way up.

Do NOT Waste Your Time on LinkedIn or Spammy AI Posts
LinkedIn sounds good in theory… but for most local service businesses?
It’s a time sink with no payoff.
Same goes for the “post 30 generic AI graphics per month on Facebook” approach.
You know the ones — inspirational quote + random stock photo + zero relevance.
These posts don’t build trust.
They don’t get engagement.
And they definitely don’t bring customers.
People want personality.
They want to see the owner, the team, the work, the results.
Your page should feel real, not robotic.

TikTok: Great for Views… Not Great for Buyers
Let me be blunt:
Views don’t equal customers.
A plumber, roofer, restaurant, or cleaning company can get 50,000 views on TikTok and still get zero calls. TikTok has a younger audience and much lower buyer intent for local services.
If your business sells:
* trendy food
* viral-style products
* impulse purchases
…TikTok might help.
But for most home services and local operations?
Use TikTok only as a bonus, never as your main platform.

Choose Your Platform Based on the Age Group You Serve
This is an easy rule of thumb:
Ages 28–60 (homeowners, decision-makers)
Facebook + Instagram
This is where your paying customers are. They check messages, look up local businesses, and respond to ads.
Ages 18–35 (coffee shops, restaurants, experiences)
Instagram Reels + TikTok
Younger crowds want quick, fun content. Reels perform extremely well and convert to foot traffic fast.
Ages 35–65 (roofing, HVAC, landscaping, detailers, handyman, childcare)
Facebook + Google Business Profile
People in this age range go straight to search, reviews, photos, and Messenger.
Once you know your ideal customer’s age, picking the platform becomes simple.

The Biggest Mistake Businesses Make With Social Media
Most businesses think that posting every day is enough.
It’s not.
I’ve seen people post daily for months and never grow because:
* their content has no personality
* it’s obviously AI-generated
* it doesn’t build trust
* there’s no strategy behind it
Posting consistently helps — yes.
But posting with personality, story, and intention is what actually works.
Show the team.
Show the work.
Show behind the scenes.
Show the mission.
Show the owners.
Show the results.
Authenticity beats volume every time.

Ads vs. Organic: You Need Both, But for Different Reasons
Here’s my honest take:
If you need customers ASAP, you need paid ads.
Ads put you in front of buyers today, even if your organic presence is small.
If you want long-term stability, you need organic content.
Your organic content:
* builds your brand
* grows trust
* makes people more likely to message you
* lowers your long-term ad spend
A healthy business uses both, not one or the other.

What Type of Content Works Best Right Now
After testing hundreds of pieces of content across different industries, the formula that works best is:
High-quality vertical video + real photos
* Reels that show your work
* Quick ads that highlight a problem and solution
* Google Business photos to keep your profile active
* Real behind-the-scenes content to make your brand feel human
This combo is why businesses like Water Heater Heroes, Enjoy Coffee, and Memoria Studios consistently see wins.

Final Answer: So Which Platform Should YOU Use?
Here’s the simple breakdown:
If you're a local service business
Facebook + Instagram + Google Business Profile
If you're a restaurant or café
Instagram Reels + TikTok + Google Business Profile
If you're a photographer, videographer, or creative
Instagram + TikTok + YouTube Shorts
If you're an event-based business
Facebook + Instagram Reels
If you're trying to attract homeowners
Facebook, hands down.
Your goal isn't to be everywhere.
Your goal is to show up where your customers already are.
And when you combine the right platform with the right content — results happen fast.
Just ask the businesses that turned $50 into $5k or went from quiet to packed overnight.

If you want help choosing the right platform for your specific business — or you want the kind of content that actually brings customers — reach out anytime. I'd be happy to look at your niche and build a winning plan with you.

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