Social media is a large part of our world today — it’s important to know how to use social media as a local business in the home services industry, everything from the basics to winning loyal customers for your company. This training will help you discover ways to use social media to your advantage. You'll get an overview of social media platforms such as Facebook, Instagram, Nextdoor, Houzz, Twitter, LinkedIn, YouTube, and more and how to incorporate them best into your strategy. In this workshop, you'll walk through how to create a focused strategy and build a sense of community in your local area. Plus, you'll get the tools necessary to manage social media and the know-how to create effective content to engage homeowners. Some of the things you'll learn are: - What social channels should home services contractors focus on to get results from social media - The types of content you should be posting and sharing - The Do's and Don'ts of interacting with your community on social media - Expert tips for going from likes to leads

1. Building a Successful Social
Media Strategy for Home
Services Contractors

2. 2SurefireLocal.com
Est. July 2011 in Tysons, Virginia
Specialized in Home Services vertical
1500+ customers and 2500+ locations
Named one of Inc. 5000’s Fastest Growing Private
Companies 5 straight years
One of 50 companies in North America with dedicated
Google team as a Premier Partner; Yext Strategic Partner,
Yelp Channel Partner
5-time honoree
We Are Surefire Local

3. 3SurefireLocal.com
Is to make you successful in your business
with the best all-in-one marketing platform
that puts you in the driver seat to control
your online business presence.
Our Mission

4. 4SurefireLocal.com
You will receive a recording of this webinar. Please
check your spam folder for emails from
Surefirelocal.com
You can reach our team at any point by emailing
marketing@surefirelocal.com or using the
questions/chat box
A Few Quick Reminders

5. 5SurefireLocal.com
Who wants to win today’s
Google Home Hub giveaway?

6. 6SurefireLocal.com
Today’s Speaker
Steve Eastlack
Marketing Manager
Jenny Sylvers
Marketing Manager

7. 7SurefireLocal.com
7SurefireLocal.com
WHY SOCIAL MEDIA?

8. 8SurefireLocal.com
Do you know that 73% of consumer engagement
happens off your website?

9. 9SurefireLocal.com
Social Media Channels
Facebook Instagram Nextdoor
Twitter YouTube Google My
Business
Houzz
LinkedIn
world’s largest social media
platform
photo and video dominant
channel
only community that
verifies where you live
niche channel to the home
services industry
in-the-moment updates and
news
dominant channel for video
content
controls your profile on
Google, the world’s largest
search engine
professional community to
connect and find new talent

10. 10SurefireLocal.com
Facebook has become one of the most popular search
engines in the world
Facebook remains the most widely used social media
platform; roughly two-thirds of U.S. adults - 68%
(Pewinternet, 2018)
An average of 2 hours and 22 minutes per day is spent on
social networks and messaging
(Globalwebindex, 2018)

11. 11SurefireLocal.com
Social Media Users by Generation
(Emarketer, 2019)
90.4%
77.5%
48.2%
millennials gen x baby boomers

12. 12SurefireLocal.com
73% of marketers believe social media marketing has been
“somewhat effective” or “very effective” for their business
(Buffer, 2019)
How would you rank your social media
efforts as of today?

13. 13SurefireLocal.com
54% of social browsers use social media to research products/services
(GlobalWebIndex, 2018)

14. 14SurefireLocal.com
71% of consumers who have had a positive experience with a
business on social media are likely to recommend that business
to their friends and family
(Forbes, 2018)
42% of Facebook users expect a response from a business
within 60 minutes
(Social Habit Research)

15. 15SurefireLocal.com
100 million hours of video is watched on
Facebook each day
85% of Facebook video is watched without
sound
Daily active Instagram Stories users increased
from 150 million in January 2017 to 500 daily
active Stories in January 2019
(statista, 2019)

16. 16SurefireLocal.com
91% of all social media users access social media via
their mobile devices and 80% of their total time
spent on social media occurs via mobile
(Lyfemarketing, 2018)

17. 17SurefireLocal.com
Google Ads
Website
Yelp
Facebook
BBB
Angie’s List
Houzz
Google your company and see
how many profiles/listings appear
in search
Why does the majority of
engagement happen off your
website?

18. 18SurefireLocal.com
18SurefireLocal.com
BUILDING YOUR STRATEGY

19. 19SurefireLocal.com
Social Media Channels
Facebook Instagram Nextdoor
Twitter YouTube Google My
Business
Houzz
LinkedIn
world’s largest social media
platform
photo and video dominant
channel
only community that
verifies where you live
niche channel to the home
services industry
in-the-moment updates and
news
dominant channel for video
content
controls your profile on
Google, the world’s largest
search engine
professional community to
connect and find new talent

20. 20SurefireLocal.com
What Are
Your Goals?
1
2
3
4
5
6
7
8
Brand Awareness
Community Engagement
Web Traffic
Sales/Leads
Distribute Content
Brand Advocacy
Support Customers
Other?
It’s important to focus on a
few at a time, and how
social media can
complement your overall
digital marketing strategy.

21. 21SurefireLocal.com
Let’s build a social media strategy
that focuses on...
● Your customers
● Reviews
● Photos
● Videos
● Your company
● Your employees
● Lead generation

22. 22SurefireLocal.com
BUILDING YOUR STRATEGY
The best marketing is not done by a company, but by its customers...
● Encourage your clients to post their own photos, videos and experiences
● Make sure they tag your business
CUSTOMERS

23. 23SurefireLocal.com
BUILDING YOUR STRATEGY
Reviews are the currency of your online presence...
● Focus on increasing the number of reviews you have on sites like Google, Facebook, Houzz, Nextdoor,
Yelp, etc.
● Focus on sharing those reviews!
REVIEWS

24. 24SurefireLocal.com
BUILDING YOUR STRATEGY
A photo is worth a thousand words…
● Take high-quality photos while at the jobsite
● Publish these photos on your website, Google My
Business, and all social media profiles
● Images are highly engaging and can help your future
clients visualize and communicate what they hope to get
out of the home project
PHOTOS

25. 25SurefireLocal.com
BUILDING YOUR STRATEGY
Video is the most engaging type of
content you can create...
● Record educational how-to’s to
help your clients
● Demonstrate your team’s expertise
and skill
● Share helpful maintenance tips and
let them know they can reach out
to you for more advanced help
VIDEOS

26. 26SurefireLocal.com
BUILDING YOUR STRATEGY
While all home services are the same, not all home
services companies are the same…
● Record an About Us video that speaks to your
company’s unique story
● What sets you apart from others in your local area?
● Let your customers and future customers become
familiar with you and your business so that you’re top
of mind
YOUR
COMPANY

27. 27SurefireLocal.com
PRO TIP!
When recording videos, make sure you’re relatable and energetic. Be human!

28. 28SurefireLocal.com
BUILDING YOUR STRATEGY
● Get your employees involved
● Showcase special occasions
and announcements so people
get a sense of who works at
your company
● Build meaningful relationships
with your clients and others in
the local area
YOUR
EMPLOYEES

29. 29SurefireLocal.com
BUILDING YOUR STRATEGY
● Share your special offers
● Post about exclusive
opportunities
● Consider Facebook and
Instagram Advertising
LEAD
GENERATION

30. 30SurefireLocal.com
PRO TIP!
● Turn on instant replies on Facebook to
assist with your lead generation
● Your customers are on Facebook at all
times of the day, but you can’t be, so
instant replies helps

31. 31SurefireLocal.com
PRO TIP!
● Facebook
Advertising
WORKS
● Hyper-target
● Look-alike
audience

32. 32SurefireLocal.com
Knowing How to Post is Key for Engagement
Polls
Facebook &
Instagram Stories
Live Video

33. 33SurefireLocal.com
Knowing How to Post is Key for Engagement
Polls
Facebook &
Instagram Stories
Live Video
Get actual feedback and a simple and easy-to-answer format

34. 34SurefireLocal.com
Knowing How to Post is Key for Engagement
Polls
Facebook &
Instagram Stories
Live Video
Quick and digestible videos that “expire” after 24-hours

35. 35SurefireLocal.com
Knowing How to Post is Key for Engagement
Polls
Facebook &
Instagram Stories
Live Video
In-the-moment / behind the scenes look at
your company and services

36. 36SurefireLocal.com
Get Involved in Your Local Area
The more you engage yourself, the more others will engage with you...
● Facebook groups
● Nextdoor conversations
● LinkedIn Groups
● Twitter chats
● Contests
● etc.

37. 37SurefireLocal.com
Bringing it all together
You’ll want to follow a
strategy that engages your
customers at each stage of
the journey through the
content you share
D
A
A
A
C
Awareness
Create
awareness
Consideration
Generate
demand
Decision
Drive conversion
Adoption
Delight
customers
Advocacy
inspire
evangelism

38. 38SurefireLocal.com
38SurefireLocal.com
HELPFUL TIPS

39. 39SurefireLocal.com
Tip #1
Creating videos doesn’t have to be expensive…
● Use your iPhone, Android or tablet to record videos
● Hold your phone horizontal
● Look at the camera, not at yourself on the phone
● Consider buying a phone stand to hold your phone while filming
● Create slideshow videos using a free tool like Canva

40. 40SurefireLocal.com
Tip #2
Connect your social media to your overall digital presence...
● Add social media links to your company’s email signature and
website header/footer
● Use the same logo/team photo as your profile picture for brand
consistency
● Use the same business name, phone number, and other important
information for accuracy
● Add your @names to your service trucks and marketing collateral

41. 41SurefireLocal.com
Tip #3
Slow and steady wins the race...
● Don’t start posting everything you have within the first week
● Space out how frequent you’re sharing updates so that you always have something to share
● Don’t go months between posts

42. 42SurefireLocal.com
42SurefireLocal.com
HELPFUL TOOLS

43. 43SurefireLocal.com
A Simple Solution
Create, schedule, and post content
Track engagement and performance
While also taking care of your entire digital
marketing efforts
We’re releasing a major update to our
marketing platform this fall!

44. 44SurefireLocal.com
Schedule a call with Surefire Local to
get a free analysis of your digital
presence and a brief demo of an
all-in-one marketing solution
Want to learn more? Call/Email: 571-327-3391 | marketing@surefirelocal.com
Let’s meet on
Wednesday
Let’s meet next
week

45. 45SurefireLocal.com
“Hey Google, who is the
winner to today’s Google
Home Hub giveaway?”

46. 46SurefireLocal.com
Such a pleasure to work with. The
knowledge and experience they have
is amazing.
We have worked with Surefire Local
for over 8 years. Our experience with
their team has been nothing less than
excellent!
SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391
Thank You!