Social Media Calendar for Countertop Fabrication Shops
What Is a Social Media Calendar for Fabrication Shops?
A social media calendar is a pre-planned schedule of posts organized by date, platform, and content type. For countertop fabrication shops, it turns sporadic "post when we remember" marketing into a consistent system that attracts homeowners, builders, and designers - and actually generates leads.
TL;DR
- Fabrication shops that post consistently (3-5x per week) generate 2-3x more website inquiries than those posting randomly
- Instagram and Facebook are the two most effective platforms for countertop shops
- Before-and-after photos consistently outperform every other content type
- Plan one month at a time - batch content creation saves 5+ hours per week
- This calendar provides a full month of post ideas organized by content theme
- Video content (even 15-second clips) gets 3-5x more engagement than static photos
- You don't need to hire a marketing agency - a phone camera and this calendar are enough to start
Why Social Media Matters for Fabrication Shops
You're selling a visual product. Countertops look stunning when installed, and people spend hours browsing kitchen renovation content online before picking up the phone. If your shop isn't showing up in those feeds, you're invisible to a huge chunk of potential customers.
Here's what the data shows for trades businesses using social media consistently:
| Metric | Without Social Media | With Consistent Social Media |
|---|---|---|
| Monthly website visits from social | 0-50 | 200-1,000+ |
| Inbound quote requests per month | Baseline | 20-40% increase |
| Customer trust (based on reviews + social proof) | Low-moderate | High |
| Referral generation | Word of mouth only | Amplified word of mouth |
| Cost per lead | $50-$150 (ads only) | $10-$30 (organic + ads) |
You don't need to go viral. You need to show up regularly, demonstrate your craft, and make it easy for people to contact you.
The Monthly Content Calendar Framework
Content Pillars for Fabrication Shops
Every post you create should fall into one of these five categories:
- Portfolio / Project Showcase - Finished installs, close-up details, before-and-after shots
- Process / Behind the Scenes - CNC cutting, templating, polishing, slab selection
- Education - Material comparisons, care tips, what to expect during installation
- Social Proof - Customer testimonials, Google reviews, project completion photos with happy homeowners
- Personality / Culture - Team introductions, shop life, funny moments, milestones
Posting Frequency by Platform
| Platform | Recommended Frequency | Best Content Types |
|---|---|---|
| Instagram (Feed) | 3-5 posts/week | Photos, carousels, Reels |
| Instagram Stories | Daily | Behind-the-scenes, polls, Q&As |
| 3-4 posts/week | Photos, videos, customer reviews | |
| TikTok | 2-3 videos/week | Process videos, satisfying cuts, tips |
| Google Business Profile | 1-2 posts/week | Project photos, offers, updates |
| 5-10 pins/week | Finished kitchen/bath photos |
For most shops, Instagram + Facebook + Google Business Profile is the right combination to start. Add TikTok once you're comfortable creating short videos.
4-Week Content Calendar Template
Week 1: Portfolio Focus
| Day | Platform | Content Type | Post Idea |
|---|---|---|---|
| Monday | Photo carousel | Before-and-after kitchen transformation (3-5 images) | |
| Tuesday | Single photo + caption | Close-up of edge detail on recent install | |
| Wednesday | Instagram Reels | 15-30 sec video | Time-lapse of slab being cut on CNC |
| Thursday | Google Business | Photo post | Completed project photo with brief description |
| Friday | Photo | Team photo - "Happy Friday from the [Shop Name] crew" |
Week 2: Education Focus
| Day | Platform | Content Type | Post Idea |
|---|---|---|---|
| Monday | Carousel | "Quartz vs. Granite: 5 Differences Homeowners Should Know" | |
| Tuesday | Text + photo | "How to Care for Your New Countertops" (3 quick tips) | |
| Wednesday | Instagram Reels | 30 sec video | "What happens during a countertop template?" - walk through the process |
| Thursday | Photo + link | Share a blog post or FAQ from your website | |
| Friday | Instagram Stories | Poll / Q&A | "Which edge profile do you prefer? Eased or Bullnose?" |
Week 3: Social Proof Focus
| Day | Platform | Content Type | Post Idea |
|---|---|---|---|
| Monday | Screenshot + photo | Share a 5-star Google review with the finished project photo | |
| Tuesday | Video | 30-second customer testimonial (film at install completion) | |
| Wednesday | Photo | "Another happy kitchen" - completed install with customer permission | |
| Thursday | Google Business | Review response + photo | Respond to a recent review publicly and add project photo |
| Friday | Instagram Stories | Celebration | "Job #[number] of the year completed!" - milestone post |
Week 4: Behind the Scenes Focus
| Day | Platform | Content Type | Post Idea |
|---|---|---|---|
| Monday | Instagram Reels | 15-60 sec video | Slab selection at the distributor - show the variety |
| Tuesday | Photo series | "A day in the life" - 4 photos from template to install | |
| Wednesday | Photo | New equipment, tool close-ups, or shop improvement | |
| Thursday | Instagram Stories | Short video | "Meet [team member name]" - quick intro of a crew member |
| Friday | Facebook + Instagram | Photo | Finished project with weekend vibes - "Have a great weekend!" |
Content Creation Tips for Busy Shop Owners
You Don't Need Professional Photography
Your phone camera is good enough. Here are the basics:
- Clean the lens - stone dust gets everywhere, including your camera lens
- Use natural light - photograph finished installs near windows; avoid flash
- Wipe down surfaces - fingerprints and dust show up in photos; clean the countertop before shooting
- Take multiple angles - overhead, eye-level, detail shots of edges and seams
- Shoot video in landscape for Facebook, portrait for Instagram Reels and TikTok
Batch Content Creation
Don't try to create content every day. Instead:
- At every install completion - take 5 minutes to photograph the finished project from 3-4 angles
- Once per week - spend 15 minutes filming 2-3 short videos in the shop (CNC running, polishing, slab moving)
- Once per month - sit down for 1-2 hours and schedule all posts for the next 30 days using a scheduling tool
Scheduling Tools That Work
- Meta Business Suite (free) - Schedule Facebook and Instagram posts
- Later (free tier available) - Visual calendar for Instagram
- Buffer (free tier available) - Multi-platform scheduling
- Canva (free tier) - Create graphics, add text overlays to photos
What to Say in Your Captions
Captions don't need to be long. For fabrication shops, the photo does the heavy lifting. But a good caption adds context and drives action.
Formula for most posts:
- Hook - one line that stops the scroll ("This kitchen sat empty for 3 weeks waiting for the right slab.")
- Story - 2-3 sentences about the project, material, or process
- Details - Material name, edge profile, color, square footage
- Call to action - "DM us for a free quote" or "Link in bio to start your project"
- Hashtags - 10-15 relevant hashtags on Instagram (#countertops #kitchenremodel #quartzite #granitecountertops #[yourcity]countertops)
Measuring What Works
Track these metrics monthly:
- Follower growth - Are you gaining followers? Aim for 5-15% monthly growth in your first year
- Engagement rate - Likes + comments + shares divided by followers. 3-6% is good for trades businesses
- Website clicks from social - Check Google Analytics for social referral traffic
- DMs and comments asking about quotes - This is the real metric that matters
- Which content types perform best - Double down on what works
Frequently Asked Questions
Which social media platform is best for countertop shops?
Instagram, hands down. It's visual-first, has a strong home renovation audience, and the Reels feature drives discovery. Facebook is second - especially effective for reaching homeowners age 35-55 in local markets.
How often should I post?
Minimum 3 times per week on your primary platform. Consistency beats frequency - posting 3x per week every week is better than posting 7x one week and disappearing for two weeks.
Do I need to show my face on camera?
No. Most successful fabrication shop accounts focus on the work - the stone, the process, the finished product. Team photos add personality, but they don't need to be talking-head videos.
Should I pay for social media ads?
Start with organic content for 2-3 months to build a portfolio of posts. Then, boost your best-performing posts ($5-$20 per day) targeting homeowners within 30-50 miles. Facebook and Instagram ads for local service businesses are still extremely cost-effective.
What hashtags should I use?
Mix broad and local: #countertops #kitchendesign #bathroomremodel #granitekitchen #quartzcountertops plus #[yourcity]kitchen #[yourcity]remodel #[yourcity]countertops #[yourstate]fabricator. Use 10-20 per Instagram post.
How do I get customers to let me photograph their kitchens?
Ask at install completion. Most people are thrilled with their new countertops and happy to let you photograph them. Offer a small incentive - a free sealing kit or a $25 gift card - for customers who allow photo and video content.
Should I respond to every comment and DM?
Yes. Every comment is a potential lead or a current customer feeling valued. Respond within 24 hours, and within 1 hour for DMs asking about quotes. Speed matters.
Can I repost content from slab distributors?
Yes, with credit. Sharing content from your material suppliers (Cambria, Caesarstone, MSI, Daltile) is a great way to fill your calendar. Tag them - they'll often reshare your content to their larger audience.
How long until I see results from social media?
Expect 3-6 months of consistent posting before social media becomes a meaningful lead source. The compounding effect is real: every post you publish stays visible and continues to attract attention over time.
Is TikTok worth it for fabrication shops?
If you can produce short videos, absolutely. Fabrication process videos (CNC cutting, waterjet, polishing) perform extremely well on TikTok. The platform skews younger, but many of those viewers are first-time homebuyers or renovation planners.
Start Posting with a Plan
Random posting produces random results. A calendar gives you structure, consistency, and a system that runs even when you're busy in the shop. Download this calendar, customize it for your shop, and commit to 30 days.
SlabWise helps fabrication shops spend less time on the phone and more time on the work that fills your social media feed. With 70% fewer customer calls and quotes generated in 3 minutes, you'll actually have time to take photos of your finished projects.
Start Your 14-Day Free Trial →
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Sources
- HubSpot - Social Media Marketing Benchmarks for Small Businesses (2024)
- Sprout Social - Social Media Engagement Rates by Industry (2024)
- National Kitchen & Bath Association - Digital Marketing for Kitchen and Bath Professionals
- Meta for Business - Local Business Advertising Best Practices
- Houzz - Annual Home Renovation Study: How Homeowners Find Contractors (2024)
- Stone World Magazine - "Marketing Your Fabrication Shop in the Digital Age" (2023)