5 Content Strategies for Small Service Businesses

Are you a local service area business? Are you ready to take your content marketing game to the next level? As a small business, you might think, “I'm too busy recharging air conditioners, fixing water leaks, chasing pests, or making sure my customers' homes are spotless. Who has time for content marketing?”

But here's the thing: content marketing is no longer optional. It's a must-have for any local service area business looking to attract, engage, and retain customers in today's digital age. The good news? You don't need a massive marketing budget or a team of creative geniuses to make it work.

With a few simple tweaks to your content marketing strategy, you can engage your local audience, drive more traffic to your website, and establish yourself as the go-to expert in your field. And who knows, you might even have some fun along the way!

So, put on your marketing hat (don't worry; it looks great on you), and let's explore some simple and evergreen tips to improve your content strategy and get those phones ringing off the hook!

Stick to a Schedule

Consistency is key, folks! Posting content regularly shows your audience that you’re reliable and trustworthy. Plus, it keeps your brand in mind when they need your services.

Think of your content schedule as a promise to your audience. When you consistently deliver valuable content on a regular basis, you build trust and credibility with your potential customers. They start to see you as a reliable source of information and solutions, which makes them more likely to choose your business when they need your services.

But consistency isn't just about building trust with your audience. It's also about creating a better customer experience. When your audience knows when to expect new content from you, they're more likely to make reading your blog or watching your videos a part of their routine. This helps to strengthen their connection with your brand and keeps your business at the forefront of their minds.

McKinsey says, “It may not seem sexy, but consistency is the secret ingredient to making customers happy.” And get this: Techipedia says that consistent brands are worth 20% more than those who are not. So, create a content schedule and stick to it like glue!

Not sure where to start? Begin by determining how often you can realistically create and publish high-quality content. Choose a schedule you can maintain consistently, Whether once a week or once a month (my minimum recommendation). Then, create a content calendar to plan your topics and deadlines. This will help you stay organized and ensure fresh content is always ready.

Remember, the key is to be consistent, not perfect. If you miss a deadline here and there, don't beat yourself up. Just get back on track and keep moving forward. Your audience will appreciate your effort and dedication to providing them with valuable content on a regular basis.

Pro Tip: Use a tool like Trello or Asana to create your content calendar and collaborate with your team. These tools make it easy to assign tasks, set deadlines, and track progress so you can stay on schedule and keep your content marketing machine running smoothly.

Use More Visuals.

Pictures are worth a thousand words, and videos might be worth a million! Don’t limit yourself to just blog posts and website copy. Incorporate eye-catching visuals into your content marketing strategy.

Visual content is an effective way to grab your audience’s attention in a crowded market. Plus, it makes your content more shareable on social media. You don’t need a Hollywood budget to create engaging visuals. Take inspiration from Grammarly’s witty and informative Pinterest cards.

(Image Source: Reading While Mommying)

But why are visuals so important? The human brain processes visual information 60,000 times faster than text. That means that a single image can convey a complex idea or emotion in a fraction of the time it would take to explain it in words. Plus, visuals are more memorable than text alone. Research shows that people can recall 65% of the visual content they see almost three days later, compared to just 10% of the written content.

So, how can you use visuals to showcase your expertise and help your potential customers solve their problems? Here are a few ideas:

1. Before-and-After Photos: If you're in a service-based industry like plumbing, roofing, or home cleaning, before-and-after photos are a powerful way to showcase your work and demonstrate the value you provide. Take photos of a clogged drain or a dirty carpet before you start working, and then snap a pic of the sparkling clean result when you're done. These images are visually engaging and provide tangible proof of your expertise.
2. Instructional Videos: Video content is incredibly popular on social media and for a good reason. It's an engaging and effective way to teach your audience something new or walk them through a complex process. Consider creating short, instructional videos that demonstrate how to tackle common household problems like unclogging a drain or changing an air filter. Not only will these videos provide value to your audience, but they'll also position your business as a trusted resource in your industry.
3. Infographics: Infographics are a great way to break down complex information into easy-to-digest visual content. For example, you could create an infographic that illustrates the top 5 reasons why regular HVAC maintenance is essential or the most common signs of a pest infestation. These visuals are informative and highly shareable on social media, which can help expand your reach and attract new customers.

Remember, the key to creating effective visual content is to focus on providing value to your audience. Whether it's a helpful how-to video or an eye-opening infographic, your visuals should inform, educate, and inspire your potential customers to take action.

Pro Tip: Use free tools like Canva or Visme to create professional-looking visuals without breaking the bank. These user-friendly platforms offer a wide range of templates and design elements that make it easy to create stunning visuals, even if you have no prior design experience.

Create Useful Content

As a small service area business, you have a unique opportunity to provide value to your local community. Create content that addresses their specific pain points and offers practical solutions. Identify your target audience's pain points by conducting surveys, analyzing customer feedback, and engaging with them on social media. By understanding their specific needs and concerns, you can create content that effectively addresses these issues and positions your business as a valuable resource.

But how do you actually go about creating useful content? The key is to focus on the problems your target audience is facing and provide actionable solutions they can implement right away. Here are a few tips to get you started:

1. Identify Common Questions and Concerns: Start by making a list of your customers' most common questions and concerns. You can gather this information through surveys, customer feedback, and social media interactions. For example, if you're a plumber, you might find that your customers often ask about how to prevent clogs or when it's time to replace their water heater.
2. Provide Step-By-Step Instructions: Once you've identified a common problem, create content that provides clear, step-by-step instructions on how to solve it. For example, you could create a blog post titled "5 Simple Steps to Unclog Your Kitchen Sink" or a video tutorial on "How to Change Your Air Filter in Under 5 Minutes." Breaking down complex tasks into easy-to-follow steps makes it easier for your audience to take action and see results.
3. Offer Practical Tips and Tricks: Besides step-by-step instructions, your content should include practical tips and tricks that your audience can use to make their lives easier. For example, if you're a pest control company, you could create an infographic on "10 Natural Ways to Keep Pests Out of Your Home" or a blog post on "The Best Plants to Grow for Natural Pest Control." These tips provide value to your audience, showcase your expertise, and position your business as a trusted resource.

Remember, the key to creating useful content is to focus on your audience's needs and provide practical, actionable solutions they can implement right away. Doing so will help your customers solve their problems and establish your business as a go-to resource in your industry.

Pro Tip: Use keyword research tools like Google Keyword Planner or SEMrush to identify the topics and questions your target audience is searching for online. Creating content around these keywords can improve your search engine rankings and make it easier for potential customers to find your business online.

Write Attention-Grabbing Headlines

Your headline is like the front door to your content. It should be inviting and make people want to step inside and explore. A boring headline is like a “Closed” sign on your business—no one will bother checking if you’re open.

Experiment with different headline formulas and see what resonates with your audience. Just don’t go overboard with the clickbait, or you might end up with a reputation as your industry's “You Won’t Believe What Happens Next!”.

Here are a few headline formulas to try:

1. The "How-To" Headline: This formula is simple but effective. Start with "How to," followed by a specific benefit or outcome, such as "How to Unclog Your Drain in 5 Minutes or Less."
2. The "List" Headline: People love lists because they're easy to scan and digest. Use a number in your headline to make it more specific and compelling. For example, "7 Signs It's Time to Replace Your Roof."
3. The "Question" Headline: Asking a question in your headline can be a powerful way to engage your audience and encourage them to click through to your content. For example, "Are You Making These Common Pest Control Mistakes?"
4. The "Curiosity Gap" Headline: This formula creates a gap between what your audience knows and wants to know. Use phrases like "The Secret to" or "The One Thing You Need to Know About" to pique their curiosity. For example, "The Secret to Getting Rid of Ants for Good."

Remember, the key to writing effective headlines is focusing on clarity, specificity, urgency, and emotion. By using these elements strategically, you can create headlines that grab your audience's attention and encourage them to engage with your content.

Pro Tip: Keep a swipe file of headlines that catch your attention as you browse the web. Analyze what makes them effective and incorporate those elements into your headlines. Over time, you'll better understand what works for your audience and what doesn't.

Repurpose Content

Maximize your content’s potential by repurposing it into different formats. Turn your top-performing blog post into a video, infographic, or email campaign. Not only does this save you time and effort, but it also allows you to reach a wider audience.

More content means better online visibility, leading to increased brand awareness and, ultimately, more leads for your small service area business. Repurposing content can also improve your SEO by signaling to Google that your website is a reliable source of information. You demonstrate your expertise and authority in your niche by consistently providing valuable content in various formats, positively impacting your search engine rankings.

But how do you actually go about repurposing your content? Here are a few ideas to get you started:

1. Transform a Blog Post Into a Video: Take the key points from your blog post and turn them into a short video. Simple tools like Lumen5 or Animoto can help you create engaging videos quickly and easily. Share your video on social media and embed it in your original blog post to provide additional value to your audience.
2. Create an Infographic: Visual content is highly shareable on social media, and infographics are a great way to repurpose your blog content into a more digestible format. Use tools like Canva, Visme, or Venngage to create professional-looking infographics highlighting your blog post's key takeaways.
3. Develop an Email Series: If you have a particularly long or complex blog post, consider breaking it down into a series of shorter emails. This can be a great way to keep your audience engaged over a longer period and provide more targeted value based on their specific interests.
4. Create Social Media Posts: Pull out key quotes, statistics, or takeaways from your blog post and turn them into social media posts. You can create a series of posts that tease your audience and encourage them to click through to read the full blog post.
5. Publish a Podcast Episode: Consider repurposing your blog content into an episode if you have a podcast. You can read the post verbatim or use it as a starting point for a more in-depth discussion on the topic. This can be a great way to reach a new audience and provide additional value to your existing listeners.

Remember, the key to effective content repurposing is to focus on providing value to your audience in different formats. Don't just copy and paste your blog post into a new medium. Instead, think about how you can adapt the content to best suit the strengths of each platform.

For example, if you're repurposing a blog post into a video, focus on the visual elements and use engaging graphics and animations to illustrate your points. If you're creating an infographic, highlight the most important statistics and takeaways and use a clear, easy-to-follow layout.

So, dust off those old blog posts and give them a new lease on life! With a little creativity and effort, you can extend the reach and impact of your content and provide even more value to your audience.

Pro Tip: Use analytics tools to identify your top-performing blog posts and prioritize them for repurposing. These posts have already resonated with your audience and are more likely to perform well in other formats.

TL;DR;

• Consistency is Key: Stick to a regular posting schedule to build trust and credibility with your audience.
• Use Visuals: Incorporate eye-catching images, videos, and infographics to grab attention and make your content more shareable.
• Create Useful Content: Address your audience's pain points and provide practical, actionable solutions they can implement right away.
• Write Attention-Grabbing Headlines: Use clear, specific, urgent, and emotionally compelling headlines to entice readers to click through.
• Repurpose Your Best Content: Maximize your content's potential by adapting it into different formats, such as videos, infographics, and email series.
• Stay Curious and Committed. Keep learning, experimenting, and striving to provide your audience with the best possible value.

By following these simple tips and staying dedicated to your content marketing efforts, you'll be well-equipped to attract, engage, and retain more customers in your local service area. So, get out there and start creating!

What’s Next?

Congratulations! You now have a toolkit of simple yet effective strategies to boost your content marketing efforts as a small service area business. By consistently creating valuable content, leveraging visuals, crafting compelling headlines, and repurposing your best-performing pieces, you'll be well on your way to attracting, engaging, and retaining more customers in your local market.

But don't stop there! The world of content marketing is constantly evolving, and there's always more to learn and experiment with. Stay curious, creative, and committed to providing your audience with the best possible value.

Remember, your customers are out there searching for solutions to their problems. By positioning yourself as a trusted resource and authority in your niche, you'll help them overcome their challenges and build a loyal community of fans and advocates for your business.

So, what are you waiting for? Roll up your sleeves, dive in, and start creating the kind of content that will make your competitors wonder what your secret is. You'll be unstoppable with a little hard work and a lot of heart!

Need a Little Extra Guidance Along the Way?

And if you need a little extra guidance along the way, I'm here to help. We at Cube Creative Design are content marketing experts specializing in small service area businesses. Everyone here and I have helped countless companies just like yours develop and execute effective content strategies that drive real results. So, if you're feeling stuck, overwhelmed, or just want a fresh perspective on your content marketing efforts, don't hesitate to reach out.

Together, we can create a customized plan that fits your unique needs and goals and helps you connect with more customers in your local market. Whether you need help with content creation, SEO, or social media marketing, or anything in between, We are here to support you every step of the way.

So, what do you say? Let's schedule a call and start exploring how we can take your content marketing to the next level. I can't wait to learn more about your business and help you achieve your goals!