The Social Media Challenge for the Services Sector

Does your business deliver a service that may not be Instagram worthy? How do legal firms, financial advisers, surveyors, consultants, home carers or educators use social media to their advantage? There are unique challenges the services sector faces with social media, but for those that do it well the rewards are great!

The services sector is made up of a variety of industries including professional services (eg. Legal,  engineering, surveying), financial services (brokers, insurance agencies, financial advisors), home services (eg. home care, cleaning, gardening), and business services (eg. Consultancy, business advisors) to name a few.

The services sector represents over 70% of Australia’s Gross Domestic Product and employs four out of every five Australians (DFAT, 2019). It’s no wonder this area has generated so many questions from our followers.

For many business owners or social media managers in the services sector, it doesn’t take too long to think of a competitor that appears to have a strong social media presence. Typically, this presence is led by one or two people within the business and may not be driven by a long-term strategy.

It can be difficult for businesses in the services sector to have regular Instagram worthy posts so the challenge is to understand the target audience well and to have a customer value proposition that is communicated consistently across each platform.

Three key considerations for businesses in the services sector are:

  • Who is your target audience?
  • What are their needs and desires?
  • What is your customer value proposition that addresses those needs and desires?

Once these have been clearly defined, it is important to identify which social media platform will help you to reach the target audience with the right message. In an upcoming article, we will explore in more depth the social media landscape and how to assess which channels best suit a specific business or purpose.

Stay tuned to Social Media Guide as we will also be speaking with international social media managers from a variety of service organisations to gain expert insights, tips and advice on how to build a strong social media presence for your business.

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