Building Mid-Funnel Trust with Employee-First Video Profiles

Automated delivery optimises for cheap engagement, not drive time, so cost per click falls while lead quality does. How campaigns drift outside the service area, and the boundaries that stop it.

Native lead forms lower your cost per lead by removing the steps that used to prove the person meant it. Run them, and you have to put the filtering back somewhere else.

Testimonials stopped being a page on the website and became recurring content. How to use them on social media as structured proof rather than as wallpaper.

Seasonal social for a contractor is triggered by the weather, not by a date in a content plan. Shoot the material in advance, hold it, and publish the day it happens.

For a contractor working one metro area, hashtags do almost nothing. Local reach comes from your own crew sharing, location tags, and work that is recognisably nearby.

Brand consistency for a contractor is not a palette. It is the name, number and logo on your Facebook page matching the truck sitting in the customer driveway.

The before photograph is the one you cannot go back for. Two frames from the same spot is the whole technique, and the pair is worth more in an estimate than in a feed.

A contractor commercial side is won on bids and referrals, not on social. What those buyers need to find is proof you are trading, staffed, licensed and answering.

Flat likes are not a reason to overhaul a contractor social media. Ask whether the account produced a call, a form fill or a job application. If not, post less.