Phil Risher tells home-service businesses to ditch viral dancing videos for educational content that answers homeowners' actual questions. A plumbing company switched from funny yard-laying clips to problem-solving videos and started getting real leads on Facebook, Instagram, and YouTube.
Stop posting random job site videos. Start posting content that helps homeowners trust you. A lot of times in home service, we want to show before and after pictures, and those are not bad. But if you're not showing the right stuff, you're not going to be building trust with your customers. If you're just trying to go viral for likes and shares. We have a plumbing company that we started working with, and before working with us, they would create the viral videos on social media, even on job sites of them like dancing or laying things down on the yards and funny things, and they would get likes and shares. The problem is, is that they would not get customers from it. So when they started working with us, we said, hey, we need to start creating authority content, and that authority content needs to be about real customer questions and educating them to ultimately close. Two things actually happened. They got more views from those videos because they were actually real customer questions, and they actually started getting leads from their social media account, from Facebook, from Instagram, from YouTube. Leads started coming into their business. This is not to say that Creating content in general doesn't have to be fun. What it is to say is you need to create content specifically talking to your customer about their problems. This is how you turn content into customers.
