If your local service business isn’t already on and utilizing social media, you’re passing up a huge potential. In a 2018 survey, PWC found that “Social networks are the most influential online media used by shoppers around the world when finding inspiration for their purchases.” The same report showed that 37% of shoppers use social media. The bottom line is that social networks are one of the most important sources of inspiration for consumer purchases, yes, even for service area businesses.
Failing to incorporate social media into your marketing approach can be costly! According to Facebook’s (now Meta) 2020 Q4 Earnings Call, “there are more than 200 million small businesses around the world using Facebook’s tools.” Therefore, if you’re not reaching out to those potential new clients, your competitors will.
Social networking allows your local service business to interact with prospects and retain existing clients. Social media sites (such as Facebook, LinkedIn, and Instagram) are primarily used for socializing. By communicating with your clients online, making connections, and sustaining relationships, you boost your chances of retaining them and their potential lifetime worth.
Which Platforms Should Local Businesses Use?
Choosing the right social media platforms can be a challenge for many small businesses. Often, small business owners think, let’s sign up for everything to reach the most people, but this can end up backfiring if you don’t have the time or resources to maintain the accounts and an active presence. Consider where your audience is most engaged, what type of content resonates best with them, what drives their purchasing decisions, and your budget. Spend some time researching your competition to determine which platforms they use, what types of material they produce, and how well they perform.
As of Q4 2021, Facebook has 2.91 billion users worldwide, according to Statista. They also state that in the United States, the user base was somewhere around 350 million users.
According to the University of Florida’s Online MSM Infographic, “77% of B2C businesses have acquired a customer through Facebook.” Facebook is the most popular social media platform, and every business should be a part of it. You should utilize the platform for connecting with clients and sharing valuable content. A Facebook page may be a tremendous tool for local small businesses when used effectively.
Youtube
YouTube has more than 2 billion active users worldwide, with 197 Million active users in the United States. (Source: Global Media Insight) With Youtube, you as the user can view, comment on, rate, share, and upload videos. Many YouTube videos include a visual, creative, or educational component. More than half of all users use the platform for tutorials. So, if you’re a new HVAC company with an account, you may add videos about troubleshooting, maintenance, or typical problems.
Instagram is estimated to have slightly over 1 billion users worldwide as of 2021 (Source: eMarketer), with 170 million being in the United States (Source: Backlinko)
Instagram’s user base has been rapidly and steadily expanding. Upload images and videos of your services company on the platform.
TikTok
TikTok has an estimated 1 billion users worldwide as of 2021 (Source: Statista), and has the United States has “131.0 million active TikTok users aged 18 and above.” (Source: DataPortal).
TikTok allows you and your small businesses to raise brand awareness and create influence around your brand. You can post short snappy videos, create hashtag challenges, conduct live broadcasts, use takeovers, and advertise your brand on the platform to attract more clients.
The true power of TikTock lies within the algorithm. The algorithm is a recommendation system that selects which videos will appear on your For You page.
TikTok defines the algorithm as:
“A stream of videos curated to your interests, making it easy to find content and creators you love … powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user.”
(Source: TikTok)
LinkedIn has more than 756 million users worldwide (Source: LinkedIn), with 185 million in the United States alone (Source: LinkedIn).
It is most often used as a professional channel for recruitment or B2B companies. However, if your company works with other vendors or partners, it may be a valuable platform for connecting with them and expanding your network.
Reviews and Recommendations
Word-of-mouth has gone digital, and satisfied clients will gladly do it for you. Users on social media are constantly seeking suggestions from their friends and communities for nearly everything, from local restaurants to home renovation services. These conversations are well-targeted by social media sites.
One of the first things you'll notice on a business's Facebook account aside from services and hours is their reviews. People are increasingly turning to social media for information, and online reviews are as trusted as personal recommendations. You must increase your Facebook reviews to maintain an excellent reputation.
Assume a user is looking for recommendations for a plumber in your area. When people leave recommendations in the comments section, Facebook will detect the business, tag it in the post, and even add its location to the map. As a local service area business, you'll be visible not only to the user who posted the inquiry but to anybody else who sees the post.
(Image Source: GatherUp)
Recommendations feature, which allows them to ask for recommendations in their local area. Users are not only asking their friends, but they are also asking a more diverse group of Facebook users.
Customer Service
People increasingly prefer social messaging apps and chat features to settle questions or issues. 54% of clients prefer social messaging channels for customer service care over a phone call or email. And according to BrandWatch, “Handling customer service requests via social media channels is up to 12 times cheaper than handling the same requests by phone.” Make the most of Facebook Messenger by encouraging two-way conversations between you and your consumers. The social network can even monitor your responsiveness and advertise that you quickly answer messages to other users.
Here are a few interesting and somewhat shocking statistics on social media and customer service:
- 80% of consumers use social media to engage with brands.
- 54% of people that have social media use it to research products.
- Not responding to comments on social media can lead to a 15% increase in churn rate. (Source: Gartner)
- 32% of clients expect a response within 30 minutes, 42% expect a response within 60 minutes. (Source: Convince and Convert)
- 54% of customers prefer social media for customer service over the phone or email.
- Answering a social media complaint can increase customer advocacy by 25%. (Source: Convince and Convert - Infographic)
Final Thoughts
Everyone on social media is being tracked down based on what they like, do, and location. Social media marketing can be a low-cost and successful approach for your local service business to increase visibility, connect with clients, and humanize your brand with personality. On the other hand, success with social media needs time, experience, originality, and reactivity.
Are you using social media for your small business, or do you think you need to up your game? Don't hesitate to get in touch with us! Our Social Media Marketing Services can help your small business increase your brand awareness, build relationships, and drive traffic to your website.
