Module 5

Post Strategy

Let's turn posting from a random activity into a sustainable habit that adds value without consuming too much time.

How Often Should You Post?

What to do

Set a realistic posting frequency you can maintain long-term.

Step by step

  1. Ideal: Weekly. One post per week keeps your listing looking active. This is manageable for most businesses.
  2. Minimum: Monthly. If weekly feels like too much, aim for at least one post per month. Less than this and you might as well not bother.
  3. Maximum: 2-3 per week. More than this is overkill. Posts expire anyway, and you'll run out of meaningful content.
  4. Consistency beats frequency. One post every week for a year beats 10 posts in one week then nothing for months.
  5. Be realistic. If you know you won't maintain weekly posts, commit to fortnightly or monthly instead. An achievable goal you'll stick to beats an ambitious one you'll abandon.

Examples by industry

Weekly might be hard — you're out on jobs. Aim for fortnightly, or batch-create monthly. Focus on seasonal tips and completed work photos.
You have daily content opportunities. Weekly posts are very achievable — new specials, behind-the-scenes, customer photos.
Weekly is manageable. Alternate between helpful dental tips and practice news. Can batch-create a month's worth easily.
Fortnightly or monthly is realistic. Focus on legal updates that affect clients, practice news, and educational content.

Making Posting Time-Efficient

What to do

Minimise the time posting takes so it remains sustainable.

Step by step

  1. Batch your posts. Once a month, sit down for 30-60 minutes and create 4 posts at once. Much more efficient than doing one at a time.
  2. Reuse content. That helpful tip you posted 6 months ago? Post it again with a different photo. Most people won't remember.
  3. Have templates. Create templates for different post types. Fill in the blanks rather than starting fresh each time.
  4. Keep a photo library. Regularly take photos of your business, products, team. Have them ready when you need to post.
  5. Set a recurring reminder. Same day each week or month — "Google post day". Build the habit.
  6. Don't overthink it. A quick, good-enough post is better than a perfect post you never publish. Done beats perfect.

Quick Post Templates

What to do

Use these fill-in-the-blank templates to create posts quickly.

Step by step

  1. Helpful tip template: "Quick tip: [Useful advice]. [Why it matters/what to do]. Questions? [Call/message us]."
  2. Seasonal template: "[Season/Holiday] is here! [What that means for your business/customers]. [Relevant offer or message]."
  3. New item/service template: "Introducing [new thing]! [What it is and why customers will love it]. [How to get it]."
  4. Behind-the-scenes template: "Ever wondered [how we do X]? Here's a look behind the scenes at [what you're showing]. [Interesting fact]."
  5. Thank you template: "Thank you to [customers/community/person] for [reason]. We're grateful for your support!"

Measuring Post Performance

What to do

Check how your posts perform and adjust your approach accordingly.

Step by step

  1. View post insights. In business.google.com, check the stats for each post — views and clicks.
  2. Compare different post types. Do offers get more clicks than tips? Do posts with certain photos perform better?
  3. Track overall engagement. Are listing views increasing since you started posting regularly?
  4. Don't obsess over numbers. Post views are often low — that's normal. Even a few clicks might mean new customers.
  5. Learn and adjust. If certain post types consistently perform better, do more of those.

When NOT to Post

What to do

Know when posting isn't worth your time.

Step by step

  1. Don't post just to post. If you have nothing meaningful to say, skip it. A meaningless post is pointless.
  2. Don't post when you're slammed. If business is overwhelming and you can barely keep up, posting can wait. Serve your existing customers first.
  3. Don't post during crises. If something's gone wrong at your business, fix it before posting happily online. Tone-deaf posts during problems look bad.
  4. Don't force promotional posts. If you don't have a genuine offer, don't make one up just to have something to post.

Annual Post Calendar Approach

What to do

Plan your posts around the year's events and your business cycle.

Step by step

  1. January: New year, fresh starts. Resolution-related content. January sales if relevant.
  2. February: Valentine's Day if relevant. Winter tips. Half-term activities.
  3. March: Spring preparation. End of tax year approaching. Easter prep.
  4. April: Easter. Spring cleaning. New tax year.
  5. May: Bank holidays. Summer prep. Outdoor season starting.
  6. June: Father's Day if relevant. Summer fully here. End of school year.
  7. July/August: Summer holidays. Staff holidays noted. Seasonal services.
  8. September: Back to school. Autumn prep. Post-summer offers.
  9. October: Halloween if relevant. Winter prep. Pre-Christmas planning.
  10. November: Bonfire Night. Black Friday if relevant. Christmas bookings open.
  11. December: Christmas. Holiday hours. New year prep. Thank customers for the year.

Post strategy in place: