This is the excuse I hear constantly: "I don't know what to post. Nothing interesting is happening."
Here's what I always say back: "Interesting is a myth. Consistent is what works."
Most Maine business owners feel like they have to share some groundbreaking insight or crazy announcement every time they post. So they don't post at all. Meanwhile, competitors who just show up regularly are building an audience, getting comments, and staying top-of-mind with customers.
I'm going to give you 12 types of posts that work for basically any business. No inspiration required. No writer's block. Just pick one category and post.
Behind-the-Scenes Posts (Show How It Works)
Post 1: The Daily Reality Shot
Post a photo or short video of you or your team doing normal work. A contractor at a job site. A salon stylist with a client. A service business owner at their desk. The caption is simple: "Monday hustle" or "Day in the life at [your business]."
People want to know who they're doing business with. This works.
Post 2: The Setup/Result Post
Show your workspace before and after. Your service area before and after the job. Your office before opening and after closing. "Before and after" is one of the most-engaged post types on social media. Use it.
Post 3: The Work-in-Progress Post
Share something you're working on that's not finished yet. A website redesign. A new service you're building. A project you're excited about. The caption: "Working on something new. More details coming soon."
This builds anticipation and shows you're always improving.
Educational Posts (Give Actual Value)
Post 4: The Quick Tip Post
What's one small thing your customers always ask you about? A home service question. A financial decision. A style recommendation. Share the answer in one clear paragraph. "Here's one quick thing nobody knows about [topic]: [your insight]."
Post 5: The Common Mistake Post
"The #1 mistake I see businesses make: [mistake]. Here's what to do instead: [solution]." People save these. They share these. This format works.
Post 6: The Hot Take Post
Share an opinion about something in your industry. Not controversial. Just honest. "Hot take: [statement about your industry or field]." You don't have to agree with the mainstream. A contrarian perspective gets engagement.
Community & Local Posts (Be a Local Authority)
Post 7: The Local Business Shoutout
Tag another local business you genuinely like or have worked with. "Just finished a project with [local business]. Great people. Check them out."
They'll share it. Their followers will see you. You build community. This works in Maine especially.
Post 8: The Local Event Post
Post about local events happening in your area. Maine festivals, community gatherings, seasonal activities. "If you're in [town] this weekend, check out [event]." This keeps you connected to your community and shows you're local, not just a business.
Post 9: The Hiring/Team Post
Post about your team, new hires, or the people who make your business work. A photo of your crew. A story about a team member's accomplishment. "Excited to have [name] join the team!" People trust businesses with visible teams.
Seasonal & Timely Posts (Stay Relevant)
Post 10: The Seasonal Post
Maine has seasons. Use them. "It's [season] in Maine. Time to [seasonal action relevant to your business]." Spring cleaning for cleaners. Summer prep for contractors. Fall planning for accountants. Seasonal posts feel timely without being forced.
Post 11: The Holiday Post
Holidays are built-in posting opportunities. "Happy [holiday]! Here's a small way we're celebrating at [your business]." A photo of your team. Something simple and genuine. You don't have to make it complicated.
Post 12: The Milestone/Anniversary Post
Post about your business milestones. "Three years ago today we started [business]. Here's what we've learned." Anniversary posts get engagement because people like celebrating with businesses they know.
The Template System That Makes This Easy
Here's how to use this without thinking too hard:
Pick a posting schedule. I recommend 2-3 times per week if you're just starting out.
Pick one category from the 12 above.
Take one photo or find one image that fits.
Use the caption template I gave you.
Post it.
That's it. You don't need to be creative. You don't need to be funny. You just need to be consistent and useful.
Here's what happens over three months if you do this:
- Your followers start recognizing your posts
- You show up in more people's feeds because of engagement patterns
- New people discover you because your posts are getting comments
- Your current customers remember you more often, which leads to referrals
- You build authority in your local market without sounding like a sales pitch
What You're Really Building Here
It's easy to think social media posts are about going viral or getting famous. They're not. They're about consistency. They're about showing up in front of your local audience week after week with useful, genuine, authentic content.
The competitors who beat you on social media aren't the ones with the funniest posts. They're the ones who post regularly, show their work, and build relationships with their audience.
You can do this. You don't need a big following. You don't need to be an influencer. You just need one of these 12 ideas, a phone, and 10 minutes once a week.
Your Action This Week
Pick one category from the 12 above that feels easiest for you.
Create one post using that template.
Schedule it or post it this week.
Do it again next week.
After four weeks of consistent posts, look at your analytics. You'll see what resonates. Then you'll do more of that.
That's how you go from "I have nothing to post" to "I post consistently and people are actually paying attention."
- Seth Jacobs, Midcoast Marketing