Effective Social Strategies for Service Businesses: (2) Concepts

Learn about leveraging different channels, creating attention-grabbing content, utilizing hashtags, understanding volatile content, and embracing the shift from push to pull advertising.

Joe Kowalski
December 30, 2016
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This is part 2 in a series on social media for service businesses.

The full series is:

1. Introduction

2. Concepts

3. Social Platforms Overview

4. 7 Social Strategies

5. Using Facebook

6. Case Studies


I like to think of all of your media outlets as channels. We have a blog channel, a newsletter channel, a Facebook channel, a Facebook persona channel, a Twitter channel, an Instagram channel, an Instagram stories channel, a LinkedIn channel, bulletin board channels, and direct mail channels (I’m sure I missed a few). Having many different options of distribution allows you to deliver a single piece of content in multiple ways. But it’s the content that’s the hard part.


If you’re going to put this all together, you need to understand that you’re an attention broker. Your job is to capture the attention of your potential market with a GIVE. Give away content that helps them in some way. Do this regularly and they will follow you. The more they engage with you and your message, the more they will see your messages organically. Then, every once in a while, post an ASK. Run an ad. Ask them to fill out a form. Ask them to buy. All of the advertising rules still apply. Present value. Give a call to action. Create a sense of urgency, but it’s the attention you really want. If they’re spending their time with you, they’re essentially a client already, they just haven’t purchased yet. Once you have their attention, you can direct it anywhere you like.


Content is king. Consistent, relevant content is the key to turning social marketing into a serious growth engine. “What have you done for me lately” is the theme of the social internet. Content has a shelf life of about 24 hours. You can reuse quality content, but be careful. Don’t use past posts to fill the gap. Use them to drive value.

There are several different types of content you can use to draw attention.

• Share

Sharing content from other sites is a great way to get off the ground without having to invest too much in initial creativity. You would have to filter information you post, as you want your audience to rely on you to provide relevant, quality content to their feeds. Be discerning.

• Videos

Videos rule. Videos have the highest attention and lowest cost. Shoot quality video. Learn Adobe Premier. Always use good lighting and learn what drives engagement. Be innovative. Try lots of stuff and find a groove. Post videos on both Facebook and YouTube. They are video enemies. Don’t post a video on YouTube and link it to Facebook. If you’re concerned about consolidating your views, you’re going to have to let that go. It’s much more valuable to have your custom content available natively on those platforms.

• Memes

Memes are popular, easy to share, and allow you to deliver a great one-liner. For cleaning companies, use the same rules as postcards. Pets and kids with a short message is gold. ServiceMonster creates memes and shares them on Facebook so you can use them on your page. Search #stealthismeme on Facebook to grab some.

• Text Post

Text posts can exist only in the world of a personal page or business persona. No one cares when Microsoft or Apple give philosophical insight, but when Gates or Jobs say it, you take notice.

• Blog Link

Regular blog content will help your SEO and get your audience to connect with your business a little deeper than a 50-word Facebook post. There is a lot of information and advice about running a decent blog, but creating the content is why we care about it from a social marketing point of view. It’s original custom content to share, plain and simple.

• Ad

Ads, ads, let me count the ways. In Facebook alone the ad types are amazing. You can create ads to get likes on your page. You can create ads to make the phone ring. You can create ads to drive traffic to a website. You can create ads to boost a post on a business Page. The list goes on. Facebook has videos and information on all of this stuff. Use it, as it’s changing all the time. Stay sharp when you see a new content type or delivery style. Look into it. Take Facebook carousel ads. Facebook underpriced them to see if the users would accept them. Take advantage of those types of opportunities.


You will often hear reporters saying things like “trending on Twitter.” We base those numbers on conversations which include a common tag in the post. Let’s look at the following post: [Today I’m headed to #theexperience2016]. The hashtag #theexperience2016 is used to express an event that users can click on, and see all the other posts which use the hashtag #theexperience2016. We use a number of hashtags on different platforms such as #servicemonster, #stealthismeme, and #entrejoe. Search those hashtags on any social network and you should pull up content we have posted under those hashtags. Anyone can use them. Instagram and Twitter use them best, but Facebook is catching up.

Volatile Content

So Snapchat is ‘new’ according to the media, again. It’s actually not that new, but it’s starting to gain traction now that their daily active users surpass Twitter. Ouch. Here’s the thing about Snapchat. It serves volatile content. That is to say, the content you post there will be deleted shortly after the first view. If you post on you general ‘wall,’ it’s gone in 24 hours. It creates a safe environment to make silliness comfortable, but that’s the point. It also creates a sense of urgency.

Instagram recently introduced Instagram Stories which is also volatile content. Picture and short videos posted to your story will be destroyed in 24 hours. That’s good news for service providers. There are lots of creative ways I can see that working for you.


Understanding how people consume information with today’s internet is critical. In 2000 (only five years after the birth of the internet itself) if you wanted to find something, you used a search engine and searched for it. Chances are pretty good, if you’re reading this, you still consume the internet in much the same way. Understand that social isn’t a tool people use. It’s the way a large number of people consume content.

Advertising hasn’t changed that much since… well, ever. Sure, over the years the delivery methods changed. From wanted posters on a tree, to newspaper, mail, radio, television. Each one of those advertising tools is what the marketing world considers PUSH advertising. A business pushes an ad hoping to intersect with that perfect point where need meets attention. Social has completely changed the game. Now users PULL content to them. By liking, reading, watching, commenting, and subscribing to topics and people of interest, the social internet feeds users with content and ads they care about. It’s a huge marketing shift and one that benefits both the users and the business owners who can leverage it.


Get good gear. A GoPro is $200 and takes great video. The DJI Osmo is an amazing video camera with a built in gimbal, a 35mm 4K lens, and runs around $600. Get a lavalier or two as well. Lavaliers are the little mics that clip to your shirt collar. I would suggest the RØDE smartLav+. In addition, get a good DSLR camera with depth of field. In fact, you should start building a media kit.

Take a look at Adobe Creative Cloud. It’s the entire Adobe suite for $50/month. Then learn Adobe Premier. There are a TON of YouTube videos on these tools and they’re not as intimidating as they may seem.

Continue on to part 3 in our series on social media for service businesses.

Joe Kowalski
December 30, 2016
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