Social Media for Excavation and Septic Companies

Social Media Marketing

If you go back to chapter one where I shared the real lead data of clients in excavation, septic, and site prep work, you’ll remember that social media was not winning our clients any jobs. Even those who posted regularly or paid another agency or employee to manage their social media.

Most people who aren’t well informed on today’s marketing landscape, still think social media marketing posting is their best bet. That used to be the case, but in the past 5 years, social media companies, Meta particularly (Facebook and Instagram), have limited the reach of business posts as part of their profit strategy.

When fewer business posts are shown, users spend more time on their platform, making them more valuable. When business owner’s posts aren’t getting reach, they turn to paid Meta ads, which also increases Meta’s profits. So if you haven’t been successful with social media marketing, it’s by design, and you’re in good company.

With that being said, there is still some usefulness to organic social media postings. Social media business posts are great for company culture. Your employees love being highlighted! You also may have a business partner, spouse, or salesman who really enjoys social media posting and it doesn’t take them much time. These are all great reasons to post on social media.

Google also loves social media marketing posts! Even if you never get a single sale from your social media posts, Google sees regular social content as a positive signal, especially for your Google Business Profile. We like to use social media to syndicate our informational blog posts every week. When our team creates a new informational blog post, we post a recap with a hook, a picture, and a link on social media, which sends traffic to that blog post. Google sees this and it helps rank the post faster and get more organic Google traffic.

When we see social media and video posting as a way to feed the search engines, and not an end to themselves, we’ve had great success with this strategy. In this graph from Ahrefs you can see one of our site prep client’s search traffic was flatlined before working with us. We worked together at our second highest package from May through October and started getting great results. Then in October we started our SEO YouTube strategy and their traffic, and bid requests, skyrocketed. They had a little dip right around Christmas and then went right back up again.

Since Google owns YouTube, the two platforms work well together, with Google often recommending YouTube videos in the search results. YouTube also doesn’t reduce your reach when you add external website links in your video descriptions like Meta does.

We use our informational blog posts to create YouTube videos for our clients, and then embed the video on the blog, and link to the blog from the video. This interlinking and embedding process all around a keyword subject, has been very successful. Plus these videos can also be added to Facebook and Instagram for additional content that keeps the hungry Google monster well fed.

If you have someone in your company that likes to be behind the camera and create content, let them have some fun with it! It doesn’t have to be the business owner’s face or voice in order to represent the company well.