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While I continue to believe that a physical Landing Page delivered in a “Harry Potter” style envelope is the number one marketing tool for a local company, unfortunately, its effectiveness is limited to people who physically enter your store.

Expanding beyond the boundaries of your city solely with the help of a physical Landing Page is not feasible.

To successfully expand beyond our neighborhood’s borders, we must utilize another promotional tool: social media.

Now, pay attention: many local entrepreneurs, despite their intensive use of social media, have never achieved significant results.

Many Facebook pages and Instagram business profiles have been inactive for far too long, with their latest posts left abandoned, receiving neither likes nor even a single view.

Why does this happen?

It’s because, if you observe closely, 99% of corporate social profiles consistently post product photos with prices and descriptions, accompanied by awkward captions like “New arrivals! Going fast! Hurry!”


If you’ve been following me for a while and have read the blog posts on creating social profiles and, most importantly, what to post, you’ve probably realized by now that people aren’t interested in what you’re selling.

Not even your target customers are particularly interested in your product.

People already know what you’re selling, and they don’t want to see your products on social media.

Many of your potential customers know more about your product’s technical specifications than you do.

With the internet and AI, it takes just 10 minutes of research to find assembly instructions for a spaceship.

If you post product photos with captions like the one I showed you earlier, many of your followers (who only follow you because they’re your friends) will have already unfollowed your store’s profile.

I’ll reveal a secret that’s usually sold for thousands of dollars: for your store to be stormed by people wanting to buy your products, you need to create a “parallel world.”

Yes, you heard me right.

You need to create a world that people want to be a part of.

When people are on social media, they want to have fun and watch cat videos, Japanese pranks, sports highlights, and so on; they want to escape from their dull everyday reality.

Ask yourself: how many people do you think would be interested in new $14.99 children’s pajamas or new bolts for fastening a wooden board?

Let me tell you: none.

People go on social networks to see all kinds of entertainment, and you’re posting pictures of bolts.

You understand that it just can’t work.


You need to be engaging and offer people, especially your target customers, the opportunity to distract themselves and escape from the monotonous everyday reality.

Social media, my friend, serve this purpose.

So, what you need to do is create a style, a parallel world, a new movement that makes people feel “cool” for being a part of it.

When people walk by your store, they should be able to tell their friends, “You know… the owner of this store is my friend…!” as if your store were the most famous in the world.

It’s too easy to use Apple as an example, but it helps you understand what I mean: many people own an iPhone simply because it makes them feel good to own one.

I am one of them.

Honestly, I don’t need the phone, and I could do without it, yet I always have the latest iPhone model because I am a slave to technology, and Apple has created a world I love being a part of.

Many would give more importance to an iPhone than to a scroll from the Library of Alexandria resurrected from Julius Caesar’s fire.

Apple has created a world in which iPhone owners feel like they possess the Holy Grail.

Can you create a similar world around your store?

Of course, you can.

However, to achieve this goal, you’ll need to proceed in stages; you can’t expect people to flock to your store tomorrow.

First, you’ll have to create your world within your city, and then you’ll need to start expanding into larger regions until it reaches its maximum potential.

Social networks can help you accomplish this.

So, what should you actually post on social media to build a world that everyone desires?

Now, I’ll show you some random images from Canva from which you can draw inspiration to create content for your Facebook page and Instagram profile, to increase engagement and curiosity around your store.

These will be generic examples that could apply to clothing stores, pubs, mechanic shops, hotels, and any other business.

Your only task, as always, will be to adapt these general examples to your specific business.

Generic Pictures of Customers in Your Store

The first content consists of photographs of some customers – with their permission, of course – looking at or trying your products.

Pose your customers and make them smile, don’t take photos as if you were doing it secretly.

Ask them to tag themselves once the photo is posted on your Facebook page and Instagram profile (everyone will accept because everyone likes to be in the spotlight, especially on social media).

Handshake between customer and seller
Handshake between customer and seller.
Source: Canva.

Customers who have just made a purchase
Customers who have just made a purchase.
Source: Canva.

Customers inside an antique shop
Customers inside an antique shop.
Source: Canva.

Customers at the restaurant with the owner
Customers at the restaurant with the owner.
Source: Canva.


Testimonial Photos

Another valuable content type includes testimonials: take screenshots of the best reviews that customers leave on Google My Business, TripAdvisor, and your Facebook page, and post them as photos on Facebook.

A positive review
A positive review.
Source: Google Maps.


Funny Images

The world you are creating should be a fun environment; otherwise, no one will want to be a part of it.

So, the third type of post to share involves fun moments that happen in your store.

They can be spontaneous or staged; it doesn’t matter.

In this regard, I’m sharing a link to a beautiful story that happened at the Adare Manor hotel in Ireland: Lost Bunny receives 5-star treatment after being left at a hotel.”

Read it because it’s truly a nice story and shows you the perfect way for a company to use social media.

Besides funny images, another type of content that people really enjoy is behind-the-scenes content, especially when you’re having a good time with your employees (these images showcase a healthy and pleasant work environment).

Professional massage for a plush rabbit
Professional massage for a plush rabbit.
Source: HuffPost.

Funny workers
Funny workers.
Source: Canva.

Professional dog hostess
Professional dog hostess.
Source: Canva.

Funny workers
Funny workers
Source: Canva.



How Often to Post


It’s challenging to have the opportunity to take photos like these every day, so one post per week is more than enough.

You can choose the content you prefer among the three I have proposed, and if you don’t know which one to choose or don’t have time to create funny images, always focus on posting screenshots of customer testimonials.