Struggling with Social Media? The Answers Are Already in Your Inbox
Feel like you’re supposed to be doing social media—but don’t know where to start, what to say, or how to make it actually help your business? You’re not alone. A lot of business and marketing leaders feel stuck in that exact spot. It’s not that you’re lazy, or behind, or bad at marketing—you’re just overwhelmed by all the noise. Everyone says social media is “essential,” but no one explains what that really means when you’ve got a business to run and zero time to figure out hashtags or trends.
Here’s the truth: You don’t need to be a creative genius or a content machine.
You already have what you need. You just haven’t been looking in the right place.
The conversations you’re already having with your customers – those questions, concerns, and everyday frustrations – are the content your audience actually wants to see.
The Real Problem Isn’t Content—It’s Confidence
So many business and marketing leaders believe they’re bad at social media because they don’t know what to say. But that’s not the real issue. The real issue is confidence—or more specifically, a lack of clarity about what actually counts as valuable content.
Somewhere along the way, you got the message that social media success means being clever, polished, or trendy. Maybe you’ve told yourself, “I’m not a content person,” or “I’m not good at marketing.” And because of that, you hold back—even though you talk to customers every single day and solve real problems for them.
Here’s the shift: You don’t need to perform. You just need to be useful.
What you’ve been treating as “just part of the job” – answering questions, calming concerns, explaining how things work – is exactly the kind of content your audience wants to hear.
You already know your customer. You already speak their language.
The only thing missing is realizing that those everyday conversations are your marketing.
Where the Content Actually Comes From
Every day, you’re answering questions.
Customers ask about pricing, timing, quality, process, what could go wrong, what’s worked for others, what makes you different, and what they should be thinking about before making a decision. You explain. You reassure. You clarify. And then you move on to the next conversation.
That’s your content.
Not made-up marketing fluff. Not chasing trends or copying what a competitor is doing. Just real questions from real people who are trying to make the right choice, and real answers from someone who’s been there and knows what they’re doing.
If you ever catch yourself thinking, “I’ve explained this a hundred times,” that’s your sign. That’s exactly the kind of post that cuts through the noise – because it’s relevant, helpful, and grounded in reality.
You don’t need to go looking for content ideas. They’re already showing up in your inbox, on your job sites, and in the questions people ask when they’re trying to decide if they should work with you.
The Buyer’s Guide Exercise
If you want a simple way to take the guesswork out of social media, this is it. I call it creating a Buyer’s Guide. It’s exactly how you turn your real-world experience into content that actually works.
Here’s how it works:
Grab a notebook, a whiteboard, or open a blank doc, whatever’s easiest.
Now write down every question, hesitation, concern, or misconception a customer has brought up in conversation.
Don’t overthink it. Don’t organize it. Just get it out.
Think about:
- What people ask when they first reach out
- What they’re worried about when comparing options
- The things they’ve heard that just aren’t true
- What’s usually misunderstood about your process or pricing
- Their goals, fears, and “what if” scenarios
Don’t skip the basics.
What seems obvious to you isn’t obvious to your customer. And don’t avoid the uncomfortable stuff – questions about cost, timing, or what happens if things go wrong are some of the most valuable to address.
You’re not writing a script. You’re capturing what you already know, because that’s what your audience actually needs to hear.
This exercise gives you the raw material to build posts that are honest, helpful, and rooted in what people are really thinking when they’re deciding whether to buy.
Turning One Question Into 10+ Posts
Once you have a list of customer questions, you’ve got more than just ideas. You’ve got fuel.
And here’s where things get fun: one question doesn’t equal one post. It can become 5, 10, even 15 pieces of content.
Let’s say a customer asks, “How much does this usually cost?”
That one question can turn into:
- A straightforward answer post: “Here’s what impacts pricing…”
- A myth-buster: “Why cheaper isn’t always better in this industry”
- A story: “We had a customer last week ask about price, and here’s how we helped them think it through…”
- A checklist: “5 things to understand before you compare quotes”
- A behind-the-scenes look: “What goes into the price we give you”
- A short video: explaining how you walk people through estimates
- A “did you know?” stat: something that surprises people about pricing
- A visual: chart, diagram, or graphic showing options and value
Each one gives you a different angle. You’re not repeating yourself. You’re deepening the message, answering follow-ups before they’re even asked, and showing that you understand the full picture.
That’s the beauty of this approach. You’re not inventing content. You’re expanding on the conversations you already have.
Why This Approach Works
This isn’t just an easier way to come up with content. It’s a smarter way to market.
When you speak directly to real questions and concerns, a few powerful things happen:
- Your audience sees themselves in your content.
They stop scrolling because you’re saying something that matches what they’ve been thinking. That recognition builds trust faster than any flashy ad ever could. - You position yourself as the helpful expert.
Not the loudest or the trendiest, but the one who consistently provides clarity and confidence. That’s who people remember when it’s time to hire someone. - You attract the right people.
The more specific and helpful your content, the more you draw in the kinds of customers you actually want to work with, because they feel like you “get it.” - Your sales conversations get easier.
By the time someone reaches out, they’ve already read your posts, heard your voice, and learned how you think. They’re not starting from zero. They’re already warmed up.
You’re not just filling a feed—you’re building trust before the first phone call. And when that trust is built on real, useful content, everything else gets easier.
Solving the Blank Page Problem
You know that feeling: the cursor blinking on a blank screen, the pressure to be clever, the second-guessing, and the eventual, “Eh, I’ll figure it out later.”
This approach fixes that.
When you’ve built your Buyer’s Guide and captured your customers’ questions, you’re never really starting from scratch again. You’re not waking up and asking, “What should I post today?” You’re asking, “Which real-world question can I answer today?”
That shift changes everything:
- You stop trying to impress and start trying to help.
- You stop chasing trends and start building trust.
- You stop guessing what might work and start speaking to what you know works, because you hear it every day.
And because each question can become multiple posts, you’ll quickly realize that you don’t have a content problem. You’ve got a content surplus.
Your Next Step
You don’t need a complicated strategy or a perfectly curated feed. You just need to start with what you already know.
So here’s your next step:
Block out 30 minutes this week and build your Buyer’s Guide.
Write down the questions, concerns, and conversations you’ve had with customers…the ones that come up over and over again.
Don’t overthink it. Just start.
Start answering the questions. (more tips here)
Then, choose one of those questions, and turn it into a simple social media post. Write it like you’d say it to a customer.
Keep it honest. Keep it helpful. Keep it real.
No hashtags required. No graphics needed. Just your experience, in your voice, showing up for the people who need what you do.
Because here’s the truth:
Your customers are already telling you exactly what content they want to see. All you have to do is start listening – and start sharing.