The 5 Key Purposes of Social Media for a Service-Based Business

Social media isn’t just about posting pretty pictures or going viral—it’s a powerful business tool that, when used strategically, can attract clients, build authority, and drive revenue.

If you’re a service-based business (consulting, law, accounting, marketing, etc.), you might be wondering: “How does social media actually help me get clients?”

The truth? Most businesses use social media wrong. They treat it like a megaphone instead of a conversation. They post inconsistently, target the wrong audience, or worse—ignore it altogether, missing out on leads.

At twenty32, we help service-based businesses leverage social media to grow their authority and client base. Here’s how you can do it too.

1. Brand Awareness: Be Seen by the Right People

You can’t sell to someone who doesn’t know you exist. Social media helps you get in front of potential clients before they even need your services.

How to Do It Right:

• Choose the right platforms – LinkedIn for B2B, Instagram/Facebook for B2C, TikTok for Gen Z, YouTube for long-form authority.

• Optimize your profile – Clear bio, professional visuals, and a strong CTA (e.g., “Book a free strategy call”).

• Post consistently – 3-5x/week with a mix of value-driven content (tips, case studies, industry insights).

Pro Tip: Use hashtags strategically. For LinkedIn, mix industry-specific (#SmallBusinessMarketing) and broader ones (#BusinessGrowth).

2. Lead Generation: Turn Scrollers Into Clients

Social media isn’t just for engagement—it’s a lead generation machine.

How to Do It Right:

• Offer free value first – Lead magnets (checklists, templates, webinars) in exchange for emails.

• Use LinkedIn Sales Navigator – Find and engage with decision-makers in your niche.

• Run targeted ads – Facebook/Instagram ads work well for local service businesses.

Example: A law firm could post a free “Legal Checklist for Startups” to attract founders.

3. Authority Building: Become the Go-To Expert

People buy from those they trust and respect. Social media lets you showcase your expertise effortlessly.

How to Do It Right:

• Share case studies – Show real results (e.g., “How we helped a client increase revenue by 30%”).

• Go live or post videos – Quick tips, Q&As, or behind-the-scenes content.

• Engage in industry discussions – Comment on trending posts with insightful takes.

Pro Tip: Repurpose content! Turn a LinkedIn post into a Twitter thread, a carousel on Instagram, and a TikTok video.

4. Customer Engagement: Build Relationships, Not Just Followers

A loyal audience = repeat clients + referrals.

How to Do It Right:

• Respond to comments/DMs quickly – Be approachable.

• Run polls or Q&A sessions – Engage your audience (e.g., “What’s your biggest marketing challenge?”).

• Show personality – People connect with people, not logos.

Example: An accountant could post a fun “Tax Myth vs. Fact” series to educate and entertain.

5. Competitive Edge: Outshine Competitors Who Aren’t Using Social Media Well

Many service-based businesses post sporadically or don’t optimize their profiles. That’s your opportunity.

How to Do It Right:

• Analyze competitors – What are they missing? Fill the gap.

• Leverage trends – Join viral challenges (if relevant) or use trending audio on Reels/TikTok.

• Track metrics – Focus on what drives leads (website clicks, DMs, form fills).

Final Thought: Social Media Is a Long-Term Game

You won’t get 100 clients overnight, but with consistent effort, you’ll build a pipeline of leads who know, like, and trust you.

Need Help?

If managing social media feels overwhelming, twenty32 specializes in helping service-based businesses grow through strategic marketing.

Book a free consultation today and let’s turn your social media into a client-generating machine.