Example pillars for a local service business
- OffersSeasonal deals and open booking slots
- TeamThe people customers will meet
- ProofBefore and after, reviews, finished jobs
- EducationAnswers to common customer questions
Education sits at the base because it earns follows long before anyone needs you. Offers sit on top and work best once trust exists.
How pillars help
- You stop starting from a blank page each week.
- Followers learn what they will get from you.
- Reports show which themes bring messages and leads.
- New team members can plan posts without guessing.
Choose your pillars
- GoalsList what social should do for the business.
- QuestionsGather what customers ask most often.
- GroupSort them into three to five themes.
- BalanceSpread themes across each month.
Review them every quarter
Check which pillars bring saves, shares, messages and bookings. Cut or rework the weakest one. Pillars are a working tool, not a brand rule set in stone.
Good example. A med spa posts education on treatments, real results with consent, team introductions and monthly offers. Messages rise as the education posts build trust.
Bad example. A med spa posts only promotions. Followers tune out, and offers stop getting attention.
Read how to find content topics. Our social media marketing sets pillars in the first month.