Today’s consumers aren’t just buying products or services, they’re buying into people, stories, and values. That’s why building your business presence shouldn’t begin on opening day; it should start long before your doors ever open. I witnessed it firsthand this past year while launching my first business, a Celebree School franchise. Before my doors ever opened, I used social media to connect with families, share our launch journey, and build early brand recognition. That intentional effort led to real results, including our very first enrollments.
Social platforms are no longer just marketing tools; they’ve become the new front doors to your brand. They offer a unique opportunity to create connections, build trust, and establish a sense of belonging, all before a single transaction occurs.
Whether you’re opening a school, launching a franchise, or starting a service-based business, here are five pre-opening grassroots social strategies that helped turn our followers into future enrollments and can do the same for you:
Start Before You’re Open: Create a Runway for Connection
The biggest mistake new business owners make? Waiting until their grand opening to start building relationships. In a time where connection lives online, awareness and relationship building begin long before you hang your “open” sign. Launch your social presence six to 12 months before your opening to start building a narrative that people can follow and root for.
When I opened the Celebree School of Stafford, I didn’t wait to start making those connections. I attended the NAEYC Public Policy Forum to better understand the issues shaping early childhood education and to hear directly from educators across the country. I also served on a local community college committee focused on reducing turnover and strengthening teacher preparation programs. While the opportunities may vary depending on industry, the importance remains: engaging early aligns you with a greater mission behind what you do.
Think of it as building a runway, one paved with curiosity, connection, and trust. Go beyond the promotional. Show up at local events, introduce yourself to neighboring businesses, and post about those interactions. The more your community sees you showing up for them, the more invested they’ll be in showing up with you.
Start With Why: Share the Mission, Not Just the Offering
Your brand’s most powerful tool isn’t your product or service—it’s your purpose. Use social media to articulate why you’re doing this work, not just what you’re selling. What problem are you solving? What need are you meeting? What personal story brought you here?
People connect with people, not logos or price points. When they understand your “why,” your business transforms from a transaction into a relationship—that’s what earns loyalty before they’ve even walked through your door.
For me, I took pride in sharing what I learned on social media. Not to promote the school, but to let families see what I cared about and how I was showing up in the field. That transparency helped build trust and credibility before we opened our doors. I used social platforms to spotlight local collaborations and shared tips and activities that resonated with families, both locally and beyond.
While not every owner will take the same approach, the bigger message is this: Don’t just tell people what you’re building, show them why. The relationships you build offline give your online presence meaning. That’s what lays the foundation long before your first day of business.
Be Real, Not Perfect: Let People See the Messy Middle
We live in a world of curated feeds, but real connection is built in the raw, unpolished moments. Don’t be afraid to share the imperfect side of entrepreneurship. Whether it’s a delayed inspection, a crooked sign install, or your team painting walls at midnight — it all tells a more honest, relatable story.
These behind-the-scenes moments let people feel like insiders. They’ll root for your wins because they witnessed your struggle. Vulnerability is a superpower on social, not a weakness.
Consistency Builds Trust
People buy from brands they recognize and trust. Today, trust is built through repetition. Posting regularly isn’t about feeding the algorithm; it’s about reinforcing your values. Each post is a touchpoint that reminds your audience who you are, what you stand for, and how your business is coming to life.
Whether it’s a weekly progress update, team spotlight, or a “countdown to launch,” your consistency signals that you’re invested. Even before opening day, your online presence tells people: I’ll be here, and you can count on me.
Treat Social Media Like a Digital Storefront
Imagine someone hearing about your business for the first time. The first place they’ll look? Your Instagram or Facebook page. What they see there should feel like walking into your space – welcoming, informative, and reflective of your brand values.
Use that space to answer common questions, introduce your team, and give visual cues about what to expect. The more familiar your brand feels online, the less friction there will be when a new customer decides to visit in person.
Build With Your Community, Not Just For It
Too many businesses talk at their audience instead of with them. Invite your community to be part of the process. Run polls about decor choices, spotlight local vendors, or simply ask for advice – people love to feel included.
User-generated content, tagged photos, and comments are engagement metrics, but they also play an essential role as the building blocks of customer loyalty. When people feel like they have a hand in shaping your brand, they’ll go out of their way to support it. Make your followers feel like founding members of your story.
A successful business begins with building strong relationships. When done with intention, consistency, and heart, social media becomes a bridge to your community.
We live in an ever-connected world, so showing up early, often, and authentically can be your biggest differentiator. And when your business thrives, the community that helped build it thrives too.
Moonhee Doan is the owner and operator of Celebree School of Stafford. With over a decade of experience in education, she is a Gifted Education Specialist and PhD candidate in Educational Leadership, passionate about building strong school communities that support children academically, socially, and emotionally.
