If you want to create brand awareness and create a following that can converts to paying field service customers, then Instagram is a great place to start. Did you know that Instagram now has 1 billion+ monthly active Instagram users, and that brands see much higher engagement rates on Instagram than on Facebook (1% vs. 0.16%)?
Further 60% of users (that’s 600+ million people) seek out and discover new products on Instagram, and with the platform making it easier to book and manage appointments directly from the app, there are tons of opportunities to reach potential customers on this popular social media app.
Looking to figure out your Instagram marketing strategy? Get insight from these five field service companies that are getting it right on Instagram.
1. ARS Rescue Rooter
ARS/Rescue Rooter provides a wide selection of services, including HVAC and air quality services, and its Nashville franchise uses its ars_rescuerooter Instagram handle to strategically show its field service customers how the company gets it done. The company incorporates holidays with its brand to encourage engagement and deliver helpful tips. For instance, the company used National Forgot Day to creatively remind customers to change their air filters.
2. Piper Mechanical
Piper Mechanical uses its Instagram account to engage followers by demonstrating how it’s on-trend and involved in the local community, like its project to install new water heaters in local schools. The company also gives a behind-the-scenes look at the construction of its new headquarters as a way of engaging its online audience.
3. Truly Nolen
Truly Nolen keeps its Instagram followers engaged with its content by taking advantage of Instagram Stories and hashtags. The pest control service company uses Stories to post videos announcing events and to showcase what its local employees are doing, such as being featured on a local TV station or hosting a local charity event. The company also uses Instagram to show a behind-the-scenes look at life as a pest control technician. The company does a good job of using hashtags, such as #TRULYCARES and #TRULY that are consistent with its branding.
4. Manscapers NY
One look at the Manscapersny Instagram account shows you just part of how this talented landscaping company earned a hit TV show on Bravo called Backyard Envy. James, Garrett and Mel of the New York City-based landscaping company Manscapers NY use Instagram to show off their masterful landscaping skills with images of manicured lawns and rooftop spaces alike that feature brilliantly-colored flowers and greenery. The team posts images that keep their audience of homeowners and renters interested while using catchy call-to-actions, such as “come see what’s growing on” to get followers to come to their local events.
5. Merry Maids
Merry Maids pulls out all the stops to get their audience engaged by using inspiring video content and photos that remind homeowners how the company helps them save time to do the things they love. Merry Maids uses its Instagram account to also strategically post video content sharing special discounts on cleaning services. The company also follows up with a solid call-to-action to encourage future customers to schedule an appointment. Another way Merry Maids keeps its followers engaged is by posting every week. Maintaining a consistent posting schedule is crucial to keeping your audience engaged, so it’s worth using this strategy if your goal is to increase engagement.
From using cool video content to crafty call-to-actions, there are several strategies you can adopt from field service companies who are taking their Instagram accounts to the next level. You don’t have to start fresh, either. Just take a cue from the field service companies mentioned here to get a few ideas, and you can develop an Instagram strategy that works for your business to attract, engage, and convert your audience.
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Last modified: August 19, 2019