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How To Use Social Media To Grow Your Business

Social media isn’t just for scrolling – it’s a solid tool for sole traders, contractors, and small business owners who want to win new customers. When you get it right, it builds trust, shows off the quality of your work, and helps bring in steady leads. Lee Wilcox, industry expert and CEO of On The Tools, knows this first-hand. He’s built one of the UK’s biggest trade communities and shares how to use marketing and social media to grow your business. Once you’ve grown your social media followers and the work’s coming in, check out this guide on how to calculate a profit margin to keep your numbers in shape. And, if you need help staying on top of payments, trade tips on how and when to invoice will keep things running smoothly.

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Meet

Lee Wilcox

I started my journey in the trade 10.5 years ago. Since then, I’ve co-founded On The Tools – one of the UK’s largest online trade community, with over 8 million followers. We’ve also snagged a few recognitions along the way, like finalist spots in the Birmingham Post and Pride Awards. I’ve learned a lot about what the tradesperson needs to succeed, so I’m here to pass on real-world tips that work.

  • Experience 10 years
    experience
    in the trade
  • Business Owner 10+ years
    as a business owner
  • Kitchens Completed Co-founder & CEO
    of On The Tools
  • Skilled Birmingham Post
    finalist of
    the year
Getting your name out there doesn’t have to mean knocking on doors. A solid social setup makes it easier for customers to find you, trust you, and hire you. As CEO and co-founder of On The Tools, I’ve learnt loads about what gets results and what’s a waste of time. My video covers social media basics anyone can nail to grow their brand and turn posts into profit. Download the factsheet
Disclaimer The information displayed / mentioned is for general information purposes only and does not constitute legal or professional advice. It is recommended that specific professional advice is sought before acting on any of the information given. Neither Howdens nor any of our group companies accept any responsibility for any loss, liability, damages or otherwise which may arise from reliance on or action taken based on this information or for any third-party content. For further information, please visit our Website Terms and Conditions.
1

Choosing The Right Platforms

First step – pick your platform. Whether you’re working solo or running a team, the right social media app helps you stand out, show off your best work, and bring in more leads. But before you start posting, be clear on who your customer is and where they spend their time online. I’ve broken down the main platforms below that are typically used, along with what works for each customer, however, always find what works best for your business.
Instagram

Instagram

It’s your visual portfolio. If you’re a kitchen fitter, joiner, or home improvement expert, this would be my top pick. Post before-and-afters or slick finishes. Most homeowners use it for inspiration and check out your work beforehand.
TikTok

TikTok

If you’ve got an approachable personality with smart work to share, this is your spot. Snappy time-lapses and fitting tips are great ways to stand out. First-time homeowners and apprentices are also big TikTok – great for getting younger eyes on your business.
LinkedIn

LinkedIn

This is the best way to have a professional presence and build business relationships. It could be with colleagues or commercial leads. You can share company updates like awards and achievements, local charity work, or how you’re growing.
Facebook

Facebook

Still a solid choice for local work. Use local groups to post or reply to people asking for recommendations. It’s also worth tagging locations of your jobs, and replying to messages. Ads here work well for a direct approach, too.

Lee's trade tip

Don’t stretch yourself thin by trying all platforms at once. I recommend starting with picking 1 or 2 and growing from there.

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2

Post Consistent And Professional Content Reputation

If you’re not posting, you’re invisible. Posting regularly builds trust and keeps your brand in people’s minds. It also shows you’re active and in demand. Even 1 post a week can be enough, and most platforms let you set them up ahead of time.

As you post, always make sure you have the right permissions for anything you share. There are advertising responsibilities to consider, and staying on the right side of guidance helps protect your reputation. For up-to-date UK advice, check the ASA’s influencer and social media advertising guidance
Profile

Stay On-brand

Using the same logo, profile picture, and bio helps you stand out on any platform and be instantly recognisable.
Design

Use Tools & Templates

Save time by using templates. For example, Canva, VistaCreate, and Buffer make it easy; but find what works for you.
batch-create

Batch-create Content

Film and snap while you’re already on-site – don’t wait ‘til you’re in the van. Always check that you have the right permissions too.
Notes

Plan Ahead

Even scribbling down ideas on a notepad or calendar keeps up the pace of posting without eating into time on the job.
A steady stream of content keeps your business at the top of people’s minds. Don’t aim for perfection — I’d recommend posting clear, useful updates that showcase your talents.
3

Collaborate With Influencers Or Partners

Want to reach more people fast? Work with others. That could mean other tradies in your area, suppliers, or local influencers. This will show off the value of your skills to a bigger audience while boosting your credibility with customers and other businesses. So, what’s the best way to build relationships?

Start Local

Look out for local businesses or influencers who work in similar spaces. Start conversations early and build relationships genuinely - that way, any future collaboration feels natural.

Connect With Brands

Tag suppliers in posts – they’ll take note, and it gets you seen by their audience. This helps build your presence. Always check that the content is professional, reflects your credibility and integrity.

Tag Up Posts

Promote your brand using relevant hashtags like topics, tools, and tips. Make sure they are tailored to your content. I find it best to keep it simple and limit the number used.
4

Engage With Your Audience

Posting is only half the job. The other half is replying to comments, reacting, and listening. That’s what turns views into trust, and trust into booked work. It might sound like a lot to take on while you’re busy on site, but my dos and don’ts list will make it easier to connect with customers. Remember, posting on social media starts conversations and builds trust and loyalty in your brand, which is a must-have for growth and repeat customers.
Site Work

Do's

Reply to direct messages (DMs) and comments within a day – it builds trust fast. A quick ‘thanks’ goes a long way.
Tackle customer concerns quickly and calmly. Replying to a handful while you’re on a tea break keeps you on top of them.
Use questions, polls, or stories to make people feel involved and start conversations.
Only use genuine customer feedback or reviews to promote your work – it builds credibility and keeps things compliant.
Homeowner

Don'ts

Keep it always professional – limit the banter, too much of it online becomes unprofessional.
Argue - if someone’s upset, keep calm and be professional. Message them privately so it doesn’t get out of hand.
Delete negative comments – in my experience, you might seem like you have something to hide and that kills trust.
Post for the sake of it – there’s nothing worse than content that makes people swipe away. Keep them relevant so your brand doesn’t get lost in the noise.
Grow your social media presence
5

Leverage Video Content

Video brings your work to life. It shows detail, process, and personality in a way photos can’t. It also helps people understand what you do, and why you should be their top pick. Videos are also more likely to get shared and saved, which means more eyes on your business.

Don’t worry about forking out for a fancy camera – your phone will do the job. Just keep it steady, snappy, and easy to digest. Always get permission before filming, and make sure your content reflects your professionalism.

Before-And-After Clips

Quick shots show off results in a snappy way. Even just a pan across the room with a voiceover showcases your hard work.

Quick Tips

These are a great way to display your expertise. Simple things, like how you line up units or DIY jobs, are easy ideas.

Walkthroughs

Show off the start-to-finish process for a personal, behind-the-scenes touch. They are a simple way to build trust in your work.
A consistent tone of voice and brand is important. Whether you’re creating content on TikTok, Instagram, or LinkedIn, keep the style unique to you.
Lee Wilcox

Business Builder Series

Whether you're looking to start a new business or already have one, running a trade business can be tricky. To help you build something worthwhile, we cover the basics – from knowing how to invoice to getting savvy on social media. Each topic will advise on best practices and how to run things correctly to set you up for success.

HOW TO PRICE A JOB HOW TO PRICE A JOB
GROW A TRADE BUSINESS GROW A TRADE BUSINESS
HOW AND WHEN TO INVOICE HOW AND WHEN TO INVOICE
Disclaimer The information displayed / mentioned is for general information purposes only and does not constitute legal or professional advice. It is recommended that specific professional advice is sought before acting on any of the information given. Neither Howdens nor any of our group companies accept any responsibility for any loss, liability, damages or otherwise which may arise from reliance on or action taken based on this information or for any third-party content. For further information, please visit our Website Terms and Conditions.