Which social media platforms work best for marketing a local service business?

You definitely need to have your GMB page dialed in. If you don't know what you need to do, ask chat gpt. That has to be optimized (pictures, videos, services, products, etc etc). Jobber has had a few podcasts on that so definitely look in to it. 

For social media - you really need to just be posting consistently on all of them. If you make something for IG, post it on tik tok and you tube. If you post on IG, is automatically puts in on Facebook. The main thing to keep in mind, your page needs to be appealing to your avatar customer. If you're trying to bring in business (and not just follows) you need to have customer testimonials, videos of your projects, videos of you specifically, picture carosels, literally all of it. And you need to be consistent!

Is it a lot? Yes! Sometimes I go 5 days without posting because I'm getting my butt kicked but be as consistent as you can. 

Another trick I've tried to get followers is pay for boosting posts. You can pinpoint the audience you are looking for and boost it. Pick the area you serve and people that like what you're selling and boost it. 

Facebook marketing is also good but they have whole programs on how to market there. I can put you on to something like that if you have some money to invest in your education but follow the advice above, know it's not an overnight fix, and you should be ok. 

Facebook still works really well for us because it reaches all age groups, especially homeowners who are making buying decisions.

Our biggest drivers have been:

1. Facebook marketing

2. Google presence and reviews

3. Instagram for showcasing work

TikTok can be good for exposure, but Facebook and Google tend to bring in more local paying customers. At the end of the day though, quality work and strong Google reviews are the best marketing.

For starters do you have a Google Business page? I think you should use all the major social media platforms and see which ones have the best response for your business.

I read an article lately that Boomers are starting to move a lot of money into the next generation of small business. They have ageing homes and a lot are looking to downsize which would require a lot of blue collar work to either maintain or prepare for a sale. A lot of those Boomers are on Facebook. So I would say you should know your demographic, know who your customers are and find out where they are. Where they are looking for contractors. From the article I also took that Boomers have heard the news about the Chinese government involvement with TikTok and don't trust the platform due to historically bad relations with China and the West. They trust Facebook and Google as a homegrown company and still use it quite consistently. You can make your own decisions about that comment though!

I will try and find that article and post it for everyone because it was very interesting.

Get a good Google profile and ask for as many reviews as you can. Start a Facebook page and post some interesting things on there. I am a dinosaur when it comes to social media, but I committed myself to stepping it up in 2026! If I can do it, anyone can.

At Jobber Summit on Wednesday, Cheryl had an awesome session about boosting your presence in local Facebook groups. Post as often as you're allowed to and make your posts eye-catching. She said group members will start to recognize you if you post often, therefore they're more likely to recommend you. I joined a ton of local groups in the markets we service and started posting. We'll see what happens but the older generation is definitely on Facebook so still use it as a marketing tool!

I think it depends on your industry. We’re able to really personalize our brand through Instagram and reels, but a lot of of our business comes in from local Facebook Neighbourhood groups.

Know your audience, choose the right channel to reach them, and the message you want to communicate.