by Dawn Maree, Marketing Director, Alchemy Consulting
If you’re like most service-based business owners, you’ve probably spent time (and money) curating a beautiful Instagram feed—gorgeous visuals, polished branding, and a vibe that reflects your values.
But here’s the truth no one wants to say out loud:
✨ Pretty doesn’t always equal profitable.
While aesthetically pleasing posts and stylized graphics might earn you a few likes, they won’t automatically translate to bookings, clients, or revenue. And in today’s crowded marketplace, looking good is just the baseline.
So… what actually drives interest, trust, and conversion?
Let’s talk about the missing ingredient: strategy.
📌 Why Most Social Feeds Fall Flat
Many entrepreneurs approach social media like a digital portfolio—a place to “show off” what they do. And while showcasing your work is important, too often, they miss the heart of the client journey.
Your ideal client isn’t just scrolling to admire your work. They’re silently asking:
“Can this person actually help me?”
“Do I trust them to guide me?”
“How does this compare to others I’ve seen?”
A beautiful feed is nice. But if it doesn’t speak directly to the emotional and practical concerns of your potential client, it gets lost in the scroll.
🔍 What You Actually Need: The R.E.C.I.P.E. for Results
At Alchemy, we use a proprietary framework called R.E.C.I.P.E. to create high-impact social strategies for small business owners. It’s a mix of content types that, when blended strategically, builds visibility, connection, and conversion.
Here’s what it stands for:
R – Recreational: Light, humorous, or relatable content that humanizes your brand and stops the scroll.
E – Educational: Teach your audience something valuable—tips, how-to’s, myths busted, FAQs.
C – Conversational: Ask questions, create polls, respond to trends. Start dialogue, not just monologue.
I – Inspirational: Share client wins, stories, or transformations—these show proof and possibility.
P – Promotional: Feature an offer, service, or event. Just don’t overdo it—this isn’t a flyer wall.
E – Entrepreneurial: Highlight your journey, team milestones, founder story, or behind-the-scenes of your business.
📊 Why the Order and Ratio Matter
Not all content types should be posted equally. The magic is in the balance.
Here’s our ideal breakdown:
Most frequent? Recreational — because people connect with people first.
Least frequent? Entrepreneurial — because while your story matters, it’s not the main focus.
Each content type serves a purpose—and together, they create a rhythm that nurtures your audience from stranger to follower to client.
💬 Let’s Rethink “Engagement”
If your posts get likes but no messages, bookings, or conversions—that’s a red flag.
True engagement isn’t just metrics. It’s real conversations, comments that start a dialogue, direct messages, referrals, and sales.
Most small business owners aren’t professional marketers—and that’s okay. But ignoring strategy is like offering life-changing results without any systems or follow-up—it just doesn’t work long-term.
✨ Final Thought from Dawn
You deserve a social media presence that works as hard as you do. One that mirrors the integrity, care, and magic you deliver offline—online.
If you’re ready to transform your feed from pretty to profitable, we should talk.
📥 Want me to take a look at your account and offer feedback?
Send me an email at dawn@thealchemyconsultinggroup.com — I’d love to connect!