Boston is a town with a strong community spirit and a diverse population, from long-established farming families to newer residents who have made the town their home. For local businesses, social media is one of the most effective and affordable ways to reach all of them.
Here's how to make Facebook and Instagram work for your Boston business.
Why social media matters locally
People in Boston use social media to keep up with friends, family and what's happening in town. Local Facebook groups are busy with recommendations, questions and news. If your business is active and visible, you become part of those conversations – and the first name people think of when they need what you offer.
Free tool
How fast is your website?
Run our free website speed test to see your Google PageSpeed scores and the top fixes in plain English. It takes about 30 seconds.
Facebook: the local powerhouse
For most Boston businesses, Facebook remains the most important platform for reaching local customers. Use it to:
- Share news, offers and updates.
- Post photos of your work, products and team.
- Promote events and seasonal promotions.
- Respond to messages and enquiries quickly.
- Collect reviews and recommendations.
Join relevant local community groups as your business page where allowed, and contribute helpfully rather than just advertising. Being genuinely useful builds reputation.
Instagram: show, don't tell
Instagram is ideal for visual businesses – food, retail, beauty, home improvement, events. Use high-quality photos and short videos (Reels) to show what you do. Stories are perfect for day-to-day updates, behind-the-scenes moments and limited-time offers.
Reaching a diverse community
Boston's population includes many people whose first language isn't English. If a significant share of your customers speak another language, consider occasional posts or key information in that language too. It's a simple way to show you welcome everyone, and it can open your business to new customers.
What to post
- Your work – before-and-after photos, new products, finished projects.
- Your people – introduce your team and the faces behind the business.
- Helpful tips – share your expertise.
- Customer stories – reviews and tagged photos (with permission).
- Local life – events, markets and what's happening around the Stump.
Use paid ads to reach more people
Organic posts reach a portion of your followers. Paid social advertising lets you reach people in specific postcodes, age groups or interests – ideal for promoting an offer, launching a service or advertising a job vacancy. Even a modest budget can be effective when targeted well. Find out more about paid social media advertising and our guide to mastering Facebook Ads.
Connect social media to your website
Social media should drive people somewhere useful – your website, a booking page or an online shop. Make sure your website is ready to convert that traffic. Our post on the 7 signs your Boston website is costing you customers is a good place to start.
Consistency beats perfection
The businesses that do best on social media aren't always the most polished – they're the most consistent. Two or three posts a week, every week, will outperform occasional bursts of activity.
Frequently asked questions
Do I need a separate Facebook page and Instagram account?
Yes, but you can link them and manage both from Meta Business Suite, posting to both at once when it makes sense.
How do I deal with negative comments?
Respond calmly, politely and promptly, and offer to take the conversation private if needed.
Can you manage our social media for us?
Yes – our social media management service handles planning, content and posting.
Let's grow your audience
Digytal helps businesses across Boston and South Lincolnshire with social media, websites and SEO. Explore our social media packages or get in touch for a chat.
Based in or near Boston? Find out how we help local businesses on our website design and SEO in Boston page.
