Social Media Follower count is not as important as Engagement

Follower Count is a Vanity Metric

It wasn't that long ago that having thousands of followers on social media was like a badge of honor. It felt like the more followers you had, the more popular and successful you were. But think about it: what good is a large number of followers if none of them ever engage with your content or, more importantly, hire you for your services? It’s kind of like throwing a huge party and having everyone stand around not talking to each other—not very fun, and definitely not productive.

For home service companies like roofers, HVAC techs, or landscapers, followers aren't the only metric that matters. You could have 10,000 followers, but if they’re scattered all over the globe and not in your service area, they’re not exactly going to be calling you to fix their broken gutters, right?

What Matters More: Engagement and Quality Content

So, if followers aren’t the golden ticket, what should you focus on? The short answer is engagement and quality content. Today, social media platforms have algorithms that look beyond just your follower count. They look at whether people are actually interacting with your posts—are they liking, commenting, sharing, or sending you messages?

When you put out content that gets people talking or asking questions, you’re more likely to be seen by potential customers. And that’s really the point—to be seen by the right people who actually need your services. A small, engaged group of local followers is much more valuable than a massive audience who’ll never call you up for a quote.

Create Content That Resonates

To really get your audience’s attention, make sure your content speaks to them. This means understanding what issues homeowners or local businesses in your area might be facing. If it’s gutter season, share some tips about gutter maintenance. If the weather’s getting colder, talk about prepping HVAC units for winter. Helpful, relatable content will get your audience involved—they’ll comment, share, and maybe even book your services.

• Gutter Company Example: Create a post about "5 Signs Your Gutters Need Cleaning Before It's Too Late" and include pictures of what clogged gutters look like. Encourage your followers to check their own gutters and tag your company if they have questions. This not only educates but also prompts interaction.
• HVAC Company Example: Share a video on "How to Keep Your HVAC System Running Smoothly During Winter." Give a few practical tips homeowners can do themselves, and offer a free inspection to those who are unsure. People are more likely to reach out if they feel you're giving them real value first.
• Plumber Example: Post a quick how-to video titled "What to Do If Your Sink Is Clogged Before Calling a Plumber." This helps your audience feel like you're genuinely trying to help, not just selling them something. Plus, if the clog is too much for them to handle, who do you think they'll call? You!
• Roofer Example: Highlight common roof issues after a storm with a post like "Storm Damage? Here’s How to Inspect Your Roof for Leaks." Encourage people to send in pictures of their roofs for a free evaluation. It’s interactive, and it brings you closer to landing a new client.
• Restoration Company Example: Write a post called "Mold 101: How to Spot Mold Growth in Your Home Early." Include pictures of what mold might look like in different areas of the house. The goal is to make homeowners aware, which leads to them calling you for remediation services.
• Construction Company Example: Talk about "The Top 3 Renovation Projects That Add Value to Your Home." Use before-and-after images of your recent work to spark ideas. It’s informative and shows off your expertise, building trust with potential clients.
• General Contractor Example: Post a story about "How We Helped a Local Family Turn Their Basement Into a Dream Space." Include customer quotes and before-and-after photos. Stories resonate on an emotional level and make people want to experience that same positive transformation.

The key is making sure your content connects with people on a personal level. When folks see themselves in what you’re posting, they’re more likely to engage. It’s like being on that train again—you wouldn’t start talking about random topics that don’t relate to your fellow passenger. You’d bring up something relevant, like the scenery outside or a shared experience.

Social Proof: It’s More Than Just Numbers

Okay, so you might be wondering, "If followers don’t matter, what about social proof? Isn’t that important?" Absolutely, social proof is key, but it’s about more than just the number of people who follow you. It’s about the kind of things people say about you. Reviews, testimonials, and even shout-outs from happy customers go a long way in building trust with potential clients.

• Gutter Company Example: Encourage satisfied customers to leave reviews about their experience, specifically mentioning how quickly and efficiently their gutters were cleaned or replaced. Share these testimonials on social media to build trust with future clients.
• HVAC Company Example: Ask clients to post about their positive experience after a repair or installation, highlighting how comfortable their home is now. Showcasing customer satisfaction with before-and-after pictures of an HVAC installation can also add a layer of trust.
• Plumber Example: Post a short video testimonial from a happy customer who had an emergency plumbing issue resolved quickly. This kind of content reassures potential clients that you can handle urgent problems effectively.
• Roofer Example: Share testimonials from customers who recently had roof repairs after a storm. Highlight the timely response and quality of work to build credibility in the local community, especially during storm seasons.
• Restoration Company Example: Highlight customer stories where your company helped restore their home after water or fire damage. Including pictures of the restoration process along with client testimonials helps show the complete journey and builds emotional trust.
• Construction Company Example: Share a testimonial from a homeowner who added an extension to their house, focusing on how smoothly the project went and how happy they are with the final result. This kind of proof makes others confident in starting their own projects with you.
• General Contractor Example: Post a story from a local business owner about how you helped renovate their commercial space.

Adding pictures and quotes from the client can help future customers see the quality of your work and envision their own projects.

When potential customers see that you’re providing valuable services and that your current customers are happy, they’re more likely to give you a call. It’s not just about the size of your audience, but how much that audience trusts you and how willing they are to recommend you to others.

How to Turn Your Audience into Clients

1. Engage with Your Followers

Respond to comments, answer questions, and keep the conversation going. The more people see that you’re responsive and engaged, the more they’ll trust your business. It’s all about building relationships. Remember, it’s not about shouting into the void—it’s about having meaningful conversations.

2. Use Calls to Action

Don’t be afraid to ask your audience to take the next step. Whether it’s visiting your website, giving you a call, or booking a consultation, make sure you include calls to action in your posts. Sometimes people just need a little nudge to take that next step.

3. Focus on Local Content

If you’re running a local business, make sure your content reflects that. Talk about events in your area, share pictures of your team at local landmarks, or highlight community projects you’re involved in. This not only builds trust, but it also signals to potential customers that you’re invested in the same community they are.

Monitoring Engagement: Get the Data You Need

So, you know engagement matters more than followers. But how do you know if your audience is actually engaging? That’s where monitoring and reporting come into play. Tracking your engagement helps you understand what content resonates with your audience and what doesn’t. It’s like a cheat sheet for creating better posts.

Tools You Can Use

• Facebook and Instagram Insights: Both platforms have built-in tools that let you see how well your posts are doing. You can check likes, shares, comments, and even how many people clicked on your profile. This data helps you adjust your content strategy based on what’s working.
• Google Analytics: If you’re driving traffic from social media to your website, Google Analytics is a must. You can see how many people visited your site, where they came from, and what actions they took once they got there. This can help you figure out if your posts are actually leading to more calls and inquiries.
• Third-Party Tools: Tools like Hootsuite or Buffer not only help you schedule your posts but also provide detailed reports on engagement metrics. These tools give you a clearer picture of how your content is performing across different platforms.

Why Monitoring Matters

Monitoring your engagement metrics is crucial because it shows you what your audience likes. If your post about "5 Signs Your Gutters Need Cleaning" gets lots of shares and comments, then you know that’s a topic worth revisiting. On the other hand, if a post falls flat, it’s a signal to tweak your message or try a different approach.

By keeping an eye on these metrics, you’re not just guessing at what works—you’re making informed decisions to get better results.