Paul's Portraitts
Creative
Power Hour
Paul Wilcock of Paul’s Portraits is branding and headshot photographer based near Northwich in Cheshire.
He came into the Power Hour feeling sceptical about social media due to limited past success and a lack of clear outcomes.
Paul’s main goal from social media was to generate leads and conversions. However, previous attempts had delivered very little return, which had reinforced the belief that social media “wasn’t really working” for his business.
Although Paul said he only used LinkedIn for business, he also had Facebook and Instagram accounts that had been left inactive for long periods.
• Social media activity happened in short bursts
• Little evidence of enquiries or conversions
• Long gaps of silence between posts
• Facebook and Instagram appeared abandoned
• Growing scepticism about the value of social media
We discussed how short bursts followed by silence not only limit results, but can actually cement the feeling that social media does not work.
• Why social media needs a longer-term strategy to support leads
• How abandoned social channels can turn potential buyers away
• The role of social media in the wider decision-making journey
• Platform choice based on audience behaviour rather than habit
• Commit to consistency rather than short posting bursts
• Tidy up and relaunch Instagram instead of leaving it dormant
• Use Instagram as a visual portfolio and trust-building tool
• Support LinkedIn activity rather than relying on it alone
• Introduce clearer calls to action once visibility and consistency improve
• A clearer understanding of why past efforts had limited impact
• Reduced scepticism through a more realistic framework
• A focused plan built around visibility, trust and consistency
• Clear direction on which platforms to prioritise and why
