Why do likes not turn into enquiries?
Likes measure whether a post was pleasant to see. Enquiries need more: the viewer has to recognise their own problem, believe you can fix it, and know what to do next. Accounts that get plenty of likes and no messages usually have one of these gaps:
- The posts entertain or inform but never show the offer, the price range or how to book.
- The audience is the wrong people: friends, other businesses in the same trade, or followers from a giveaway who will never buy.
- There is no clear next step, or the step is a link to a homepage that makes people start again.
- Messages are answered slowly, so the person has already contacted someone else.
What should I post to get enquiries?
Keep a mix, and make sure a good share of posts do the selling work. For a service business it might look like this:
| Post type | What it does | Example for a local service |
|---|---|---|
| Proof | Shows you get results | A before and after of a finished job, with the town and the brief |
| Process | Removes the fear of the unknown | "What happens on day one of a bathroom refit" |
| Price and value | Filters out poor fits and builds trust | "What a typical job costs, and the three things that change the price" |
| Answer | Handles a doubt before it stops someone | "Do you need planning permission for this? Here is how to check" |
| People | Makes you someone they would let in the door | A short intro to the person who will turn up |
| Customer words | Lets others vouch for you | A review shared with the customer's permission |
The strongest ideas usually come from your enquiries. Every question a customer asks you before they buy is a post, and often a page on your website too (see content that answers buyer questions). For video, our guide on short video filmed on a phone covers what to film.
What call to action works on social media?
One clear action per post, stated clearly at the end of the caption or video. Good calls to action are specific and small:
- "Send us a message with the word QUOTE and a photo of the room."
- "Prices and free dates are on the link in our bio."
- "Comment WEDDING and we will send you our package list."
Avoid stacking three different asks. And only promise a reply time you can keep.
How fast should I reply to messages and comments?
As fast as you reasonably can, because people who message a business are often messaging a few at once. You do not need to be online all day. Turn on notifications for messages, set up saved replies for the common questions, use an away message that says when you will reply, and check the inbox at fixed times each day. Tools like Meta Business Suite put Facebook and Instagram messages in one inbox.
When you reply, move towards the next step: ask the two or three questions you need to quote, or send the booking link. Do not answer a price question with only a price and nothing else.
Where should the link in bio go?
To a page built for people arriving from social media: the offer in one line, proof, the price or price guidance, and a short form or booking button, all on one screen on a phone. Sending them to your homepage makes them hunt for the answer they came for. Add a tracking tag to that link so you can count visits and enquiries from each platform (our guide on tracking which marketing brings enquiries shows how).
Which platform should I focus on?
The one where your buyers already spend time and where your work shows well. Visual work such as food, interiors, events and beauty suits Instagram and TikTok. Local services with an older customer base often do well on Facebook, especially in local groups where the rules allow business posts. Business to business services usually belong on LinkedIn. Two platforms done well beat five done badly.
How do I know which posts bring enquiries?
Ask every new enquiry how they found you and, if it was social media, which post. Keep a simple tally for a month alongside the tracked link counts. You will usually find that a small number of post types bring most of the messages. Make more of those.
Checklist: enquiries from social media
- A good share of posts show proof, process, prices or answers
- One specific call to action in most posts
- Notifications on, saved replies ready, inbox checked at fixed times
- Link in bio goes to a page built for social visitors, with a tracking tag
- Focused on the one or two platforms your buyers use
- Every enquiry asked how they found you
Questions people also ask
How often should a business post on social media?
As often as you can keep up with good posts. A steady rhythm, such as three posts a week, beats a burst of daily posts followed by silence. Quality and a clear next step matter more than volume.
Do hashtags still help businesses get found?
They help a little with categorising posts, but they rarely bring enquiries on their own. A few relevant tags are fine. Spend the effort on the first line of the caption and the video hook instead.
Does my business need to be on TikTok?
Only if your buyers use it and your work shows well on video. If your customers are mostly on Facebook or LinkedIn, time spent there will usually bring more enquiries.
Should I show prices on social media?
Where you can, show a starting price or a typical range. It filters out people who were never going to buy and makes the right people more likely to message, because they know roughly where they stand.