Solved: Need Strategic Guidance on Social Media for New Customers

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance on your advertising efforts. It sounds like you're keen to make social media work for your local service business, but aren't seeing the results you hoped for with just posting on Instagram. That's pretty normal, to be honest – it takes a bit more thought to turn those likes into actual bookings. Let's explore how you could approach things differently.

We'll need to look at your content strategy...

First off, I'd say just posting photos and expecting bookings is a bit optimistic. Think about *why* someone books a service like yours. What are their pain points? What problems do you solve? Your content needs to address this. People don't book because they see a pretty picture, they book because they have a need.

Let's say you're a gardener. Instead of just posting pictures of nice gardens, show before & after shots of overgrown gardens you've tamed. Create short videos demonstrating how you prune roses, or explain why lawns get patchy. Make it visual and educational. People are far more likely to engage when they see the value you provide.

You need to show off *your* work. If you can create useful, informative, engaging content that'll give people a good impression of your business. It doesn't have to be high-end - videos you take yourself on your phone can work really well. I think that the key thing is to show your expertise, but in a natural, human way. If you can show *before & after* pictures on your social media, this could work to win customers.

I'd say you should test Facebook Ads...

Facebook can be a decent option for local businesses. The beauty of Facebook ads is the targeting. You can target adds to people in a specific area with interests related to your service. Are you targeting the right people? Are you using the right copy for your ads? Are your landing pages enticing enough?

Let's say you're an electrician - you could target homeowners in a 5-mile radius of your business who are interested in home improvement, electrical safety, or smart home technology. You can create adds showcasing your services (wiring, repairs, security systems...). I always advise on testing different ad copy. Make it clear what you do and why people should book *you* rather than the competition.

Spend some time creating a decent-looking ad. If the ad is poor, then people will not click on it, so it is worth spending time to create something that's appealing and clearly illustrates the value you can bring to your target customer. Also make sure that you are monitoring the performance of your ads, and that you are making changes to improve them. Are your ads resulting in clicks to your website and bookings for your business? If not, you need to adapt them.

You probably should consider TikTok…

TikTok *could* work, but it's a bit of a gamble for a local service business. It depends on whether you can create content that is engaging and stands out from the crowd. It's also worth bearing in mind that it's gonna take time and effort - and a completely different approach to Instagram.

If you can create short, engaging videos that are genuinely useful or funny, it might pay off. Think quick tutorials, behind-the-scenes glimpses, or funny takes on common problems you solve. If you do decide to try TikTok, make sure you're using relevant hashtags and engaging with other users. But in your case, I’d start with Facebook Ads, tbh.

It's also important to remember that TikTok is a different beast than Instagram. You can't just re-post your Instagram content on TikTok and expect it to work. You need to create content that is specifically designed for TikTok. Think about the trends, the challenges, and the overall vibe of the platform. If you're not comfortable creating content that is native to TikTok, then it's probably not the right platform for you.

You'll need Google Local Service Ads...

For service businesses, you usually want to reach people who are actively searching for help. So, I'd recommend going with Google Search Ads or Google Local Service Ads instead of social media. Google Local Service Ads are particularly effective for local service businesses, as they allow you to appear at the top of Google's search results when people search for services in your area.

Just did some research on the advertising costs in your market. You're probably looking at about $10-$50 per lead. Although, of course, it can be more expensive if you are in a competitive market or cheaper if you’re lucky and your services are in high demand. I usually recommend a budget for ad spend of $1-$2k per month to start with, but this depends on how many leads you need (number of leads you need x cost per lead = ad spend).

I've detailed my main recommendations for you below:

As you can see, there's a lot to consider when it comes to social media advertising for a local service business. It's not just about posting pretty pictures on Instagram, but about understanding your target audience, creating engaging content, and using the right advertising platforms. While it's possible to handle all of this yourself, it can be time-consuming and challenging, especially if you're not familiar with the ins and outs of social media advertising.

This is where an agency can help. We can take care of all the details, from creating engaging content to managing your advertising campaigns. We can also provide you with expert advice and guidance, based on our years of experience in the industry. If you'd like to learn more about how we can help you grow your business through social media advertising, please feel free to book a free consultation. We'd be happy to discuss your specific needs and goals, and create a tailored strategy to help you achieve them.

Regards,
Team @ Lukas Holschuh