Short video excerpt (Phil Risher) advising businesses on effective social media use: focus on top-of-funnel brand building and education, show on-site daily work to demonstrate value, and layer calls-to-action after building content to generate leads. Emphasizes matching content to the framework customers ask for and using social media to be remembered when services are needed.
Most people on social media are very top of the funnel, which is why people typically max out on Google first before doing social media content. You want to be building your brand and educating people so that way when they need the service, they think of you. However, you want to make sure that you're doing it the right way, and the right way is the framework they ask you answer. One tip on this is to be on a job site to show the exact work to your customers of what you're doing on a day to day basis. Once you build up your content, then you can layer in call to actions to start getting leads from it if you want a brand. I think social media content is great.
