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Engaging Social Content For A Home Services Company? It Can Be Done!
Creating organic content that works is never easy, regardless of the category. Okay, sure, is it a little easier for a soda or candy brand than a plumbing or HVAC company? Probably a little. Maybe even a lot.
Quality home services social can absolutely be done. It can even go viral. The key is not trying to be the next Liquid Death or Nutter Butter. It’s about being relatable within the confines of how customers view your particular service.
While there’s no silver bullet approach, here are five tips to consider when building your strategic approach to social.
Trust Matters In This Category
More often than not, you’re asking people to let someone into their home or on their property. That’s a hurdle many brands don’t face: asking people to trust your employee in their home and around their family (and pets). Don’t give potential customers a reason to skip your service because they question whether you’re serious or your employees are strange. Show people your people are friendly and trustworthy.
Sketchy Competitors? Call It Out
Think you’ve got great employees and a service with integrity? Find unique ways to show that. Einstein Moving focused on the bad tropes of the moving category to explain why they’re different and better. Those videos were used as conversion ads, complemented by organic social (posts, memes) that reinforced the same idea.
Don’t Always Make It About You
If you want to build a loyal following, it’s important to remember that people are on social for content. They aren’t there looking for marketing. Some simple ways to create engaging content that still draws interest is by making it relatable in the space. Plumbing company? Sure, you can do tips and tricks on simple plumbing issues. But what about a series of relatable home ownership memes? Or posts about bathroom renovations, even if that’s not a service you offer.
The goal is to be relatable, not hammer people with ads for your service disguised as social content. Digital ads can work, but they aren’t a good replacement for social content.
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Quality Over Quantity
As mentioned above, nobody is frantically refreshing their feed to see the next post from a landscaping company. Unless it’s part of a growth strategy, frequent posting isn’t as important as posting quality content. Instead of ten straight videos about your latest lawn services offer, how about a mockumentary series about lawn care called The Lawn Whisperers?
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You Need Great Organic
Two reasons.
One: where do you think the best ads come from? They come from social. And the only way to have a solid engine for new ads is creating consistent organic content. In fact, paid ads that employ proven organic content perform three times better.
Two: Retargeting. The beauty of platforms like Meta is you can retarget off your organic wins. So if you get 1 million people who viewed a random video about replacing their air filter, you can then retarget them with ads for your HVAC company. Much more effective than strictly cold targeting.
Need help with your company’s social? That’s where we at Bandolier Media come in. From full management to content series, we have experience with Roto-Rooter, Stanley Steemer, Einstein Moving and others.
