How to market your care service on Social Media


Rach Brind-Surch

15th June 2023

Whether you love or loathe it, Social Media marketing has become a vital component of your digital marketing arsenal. However, with the growing number of platforms at your disposal, embarking on or creating a thorough marketing plan can seem daunting.

As experts in digital marketing, we can help you wade through the confusion. We can assist you in gaining a better understanding of the realm of social marketing and identifying the most suitable approach for you and your company.

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Why should I use Social Media for my marketing? 

Although engaging with Social Media is not a requirement, it can be an extremely effective tool with numerous advantages, including:

A Captive Audience: Social Media platforms have billions of active users, providing businesses with access to a vast and diverse audience. Social Media offers a direct route to your clients and allows you to engage with your customers so directly.

Cost-effective: Many Social Media platforms, such as Facebook and Twitter, enable businesses to reach their target audience at a low cost. Some Social Media marketing campaigns can be run for little to no cost.

Targeted Advertising: Social Media platforms offer various targeting options that allow businesses to show their ads to the right people, at the right time. Increasing the chances of the ad being viewed by a potential customer.

Greater Levels of Engagement: Social Media platforms provide businesses with the opportunity to engage with their audience and establish lasting relationships. You can do this by responding to comments/messages, running contests, and sharing user-generated content.

Enhanced Brand Awareness: By having a presence on Social Media, businesses can increase their visibility and reach a wider audience. This can help build brand awareness and create a more positive perception of your brand in the minds of consumers. If this is one of your goals, it is crucial to ensure that your brand conveys exactly what you intend and that your posts are consistent with your broader brand guidelines.

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Which Social Media platform is best for marketing your care service?

There are several Social Media platforms available for businesses to use in their marketing campaigns, each with distinct features, benefits, and audiences. Below are some of the most popular social media channels used for marketing:


Boasting more than 2.8 billion monthly active users, Facebook is among the most prominent and widely used Social Media platforms. It is a versatile platform that enables businesses to reach a vast and varied audience, making it an excellent choice for both business-to-customer (B2C) and business-to-business (B2B) marketing. Facebook enables businesses to create pages, post content, and run ads, among other features. It also offers paid marketing options to expand your reach and audience.


Instagram, another platform under the 'meta' umbrella, is a more visually attractive younger sibling of Facebook. As an image-focused platform, it has a younger and more active user base than Facebook. Instagram's emphasis on visual content makes it well-suited for businesses that market visually appealing products or have an interesting tale to share. It can also be an effective tool for portraying a more personable and approachable image of your organisation.


Twitter is a rapid and dynamic platform that enables businesses to interact with their audience conversationally. Due to its emphasis on conciseness, Twitter is ideal for businesses seeking to convey brief updates, news, and insights to their followers.


LinkedIn is a professional networking platform primarily employed by business people to connect and engage with other professionals. Consequently, it is an excellent platform for B2B marketing, generating leads, seeking inspiration, and collaborating. Content on LinkedIn encompasses various formats, including images, videos, articles, and updates.


YouTube is the world's largest video-sharing platform, making it a valuable platform for businesses that aim to distribute video content to their audience. Whether it’s showcasing product demonstrations, tutorials, or behind-the-scenes footage, YouTube is an adaptable platform that enables businesses to establish more engaging and personalised connections with their audience.

Each of these Social Media channels has its strengths and limitations, and the most suitable channel for a particular organisation will depend on its target audience, its objectives, and the kind of content the organisation wants to share.

What kind of content should I create for my marketing posts?

As discussed earlier, the type of content you create will depend on the Social Media platform you use and the goals you want to achieve. It's crucial to understand your objectives, such as raising your profile, increasing engagement, sharing information, or generating leads.

To create the right content for the task at hand, you need to understand why you're engaging and who you're engaging with. For instance, Instagram and YouTube, being visual platforms, are excellent for hosting and sharing videos showcasing your team caring for clients, and building trust with your audience.

If you want to establish yourself as an authority or expert in your field, a series of text-based articles on LinkedIn can help raise your profile. By demonstrating your expertise you can increase your organisation's visibility or provide valuable information for others in your industry.

Image posts are another effective content type that can work across various platforms. They are a quick and visually appealing way to share information, add legitimacy through testimonials and visual evidence, or increase engagement among your followers.

How often do I need to post to my Social Media marketing accounts?

The frequency with which you post on Social Media will vary depending on several factors such as your target audience, the type of content you want to share and the Social Media platform.

Nonetheless, here are some general recommendations:

Facebook: To achieve the desired level of engagement, it is generally recommended to post on Facebook at least once a day. However, depending on the size of your audience, you may need to post more frequently.

Instagram: Instagram is a platform that emphasises visual content, and to maintain a consistent presence, it's advisable to post at least once a day. However, it's equally important to strike a balance between quantity and quality.

Twitter: To ensure that your content is seen by your followers on Twitter, it is recommended to post multiple times a day due to the fast-paced nature of the platform. The specific frequency should be determined based on the size of your audience and the level of engagement you are seeking.

LinkedIn: being a professional networking platform, it is advisable to post once or twice a week to maintain a consistent presence. However, depending on the size of your audience and the level of engagement you seek, you may need to post more frequently.

YouTube: How often you post on YouTube will depend on the type of content you create and your goals for the channel. However, posting at least once a week is generally recommended to keep a regular presence on the platform

If that sounds like too much work, don't worry. There are some excellent scheduling tools available that can help you plan your content strategy and schedule posts in bulk. Also, several apps, such as Canva, can help you create consistent, branded content.

Keep in mind that these are guidelines and recommendations, not strict rules. The important thing is to find a posting frequency that suits your specific audience and needs. It's a good idea to test different posting schedules and styles to see what works and adjust your strategy accordingly.

Remember to be practical and strategic. Create a plan that is manageable and sustainable.

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