Do you own or manage a service-based business such as a roofing company, IT provider, or pest control company? Unlike those who own product-based or entertainment-based businesses, owners of service-based businesses can find it difficult to post engaging content that is not just about their services or announcing sales or specials. No matter what type of industry you’re in, social media content should always be about building trust, adding value, and showcasing expertise. Can you do this as a service-based business? Absolutely. You just need to be strategic about it.
Here are some ideas you can use in your service–based business to take your social content to the next level.
Idea 1: Behind the Scenes Content
Think clients and prospects don’t care what your daily life at the office looks like? Think again! People love to see behind-the-scenes content, so don’t be afraid to show what a typical–or special–day in the office looks like. You can do posts on your office culture, show your team hard at work, do project updates, or do a post on how your team relaxes or has fun together. This type of content makes your business–and the team members–more relatable and builds trust.
Example: Do a “Meet the Team Monday” post and choose one person from your office each week to spotlight.
Idea 2: Educational and How-Tos
You and your team have specialized knowledge that most of those who view your content don’t. While you might be afraid you’re ‘giving away the farm’ when you do DIY or how-to posts, you’re really not. Most people will not have the skill, knowledge, or tools necessary to actually do what you do but they appreciate that you’re willing to share inside info. This type of post positions you as a knowledgeable expert, not just a service provider, and shows your willingness to share your expertise with others. You can share quick tips, maintenance advice, common mistakes, or seasonal reminders relevant to your services to achieve this goal
Example: Create short ‘how-to’ Reels or carousel posts such as “How to Recognize 3 Signs That You Need a New Roof.”
Idea 3: FAQs and Myth Busting Posts
Everyone loves a frequently asked question or myth-busting post because they learn something new about a topic they may not know much about. These posts are great for your company because it helps overcome common objections and establishes authority. Not sure what topics to address? Ask! You can find out what people want to know the most about your industry by sending out a questionnaire, doing a survey, or just adding the question to your onboarding process.
Example: Turn your FAQ answers into short video clips or infographics.
Idea 4: Customer Testimonials and Success Stories
One of the best ways to gain new customers is to showcase how you’re already meeting and exceeding the expectations of your current ones! Share real customer testimonials, before and after results, or case studies of those you’ve worked with in the past or are currently working with. This social proof immediately builds credibility and shows that others trust you.
Example: Use a photo of the finished product and pair it with a customer quote. A bonus is if you can encourage happy clients to leave reviews or film testimonials for you to achieve an even greater impact!
Idea 5: Fun and Lighthearted Content
Many people turn to social media to get a break from their stressful days and have a laugh or just see something positive. No matter what industry you’re in, you can feature some fun and lighthearted content that will make viewers feel good about life. Consider holiday greetings, office birthdays, community involvement, or industry humor posts to keep your brand approachable and help you connect with your prospects on a human level.
Example: Create fun polls or quizzes in Stories to boost engagement.
The big thing to remember is this: Social media isn’t about sales, it’s about building relationships. When you mix these types of posts into your regular content schedule, you’ll stay consistent, relatable, and top of mind. Need help building a full content strategy that keeps your audience engaged? Pixel Fire Marketing is here to ignite your social presence.
