Social Content Opportunities for the Small Home Service Business Owner Audience on YouTube in Q2 2023
Tactics for top content opportunities in Q2 2023 for the Home Service Business Owner audience on YouTube: :
- Entrepreneur Interviews: Follow UpFlip’s approach by using a video host, focusing on a single entrepreneur, and highlighting revenue numbers and costs - grab viewer attention by sharing this info upfront. Pose questions to viewers to encourage engagement and respond to comments and content requests. Emphasize financial figures and business potential in video titles and image cards.
- How-To Guides For Cleaning Companies: Prioritize content value over production value and provide comprehensive step-by-step coaching on a specific process, targeting those who have already started their company or are serious about doing so. Look to channels like AJ Simmons and Tenacity Clean for inspiration.
- Industry Expert Advice: This content category features long-form interviews and video podcasts. For entertaining content that keeps viewer attention, invite guests with speaking experience and create a conversation plan with room for storytelling and deeper lines of questioning. Discuss high-level leadership topics that are interesting to the average viewer and applicable to home service professionals. Leverage your guests’ names and likenesses in video titles and image cards to drive viewership. Consider a series like Pro Talks from Housecall Pro’s.
Purpose of This Research
To identify the top performing content categories for the Small Home Service Business Owner audience on YouTube in order to:
- Inform the creation of relevant content and messaging.
- Resonate with small home service business owners on YouTube.
- Create organic content that positions Jobber as a subject matter expert in the home service industry.
YouTube Content Bucket Definitions
- Entrepreneur Interviews: Interviews with home service business owners that offer practical advice and inspiration for entrepreneurs. The top-performing videos in this category are from UpFlip and focus on one entrepreneur and their business.
- How-To Guides for Cleaning Companies: Cleaning business owners coach aspiring entrepreneurs on how to start and scale commercial and residential cleaning businesses sharing tactical tips and heartfelt encouragement. Creators break down the basics of setting up the business and getting off the ground by providing simple step-by-step lessons in raw, unedited videos.
- Industry Expert Advice: Long-form interviews and panel discussions with well-known thought leaders and entrepreneurs. The guests in these videos share valuable lessons for building successful businesses and being effective leaders.
- Quotes & Pricing: These videos address the topic of pricing and providing quotes for a variety of home service businesses.
- Tips For Starting A New Business: Videos from the owners of home service businesses sharing details about their entrepreneurial journey and answering questions about how to build a company. This category excludes content related to cleaning companies.
- PM & Operations Tutorials: Deep dive tutorials that break down concepts related to project management and business operations methodologies.
- Investing In Your Business: This category includes a variety of content types, all focused on how and what to invest in your business to see it grow.
- Industry-Specific Tips: Tips and lessons specific to one industry, often presented in a “how-to” or list format.
- On-The-Job Vlogs: Dynamic vlogs featuring business owners and employees in their day-to-day work lives.
- Sales & Marketing: Guidance for home service business owners focused on building your brand, increasing sales and retaining customers.
Entrepreneur Interviews is an extreme performing content category averaging 3x the views & engagements rate on YouTube:
Excellent performing content categories for the Home Service Business Owner Audience on YouTube include:
Good performing content categories for the Home Service Business Owner Audience on YouTube include:
Substandard performing content categories for the Home Service Business Owner Audience on YouTube include:
Low performing content categories for the Home Service Business Owner Audience on YouTube include:
1. Entrepreneur Interviews
Clips and full interviews with home service business owners that offer practical advice and inspiration for entrepreneurs. The top-performing videos are from UpFlip and highlight one entrepreneur and their business.
Tactics to Implement:
- Hosted Videos: Use a consistent host to maintain brand voice and create a sense of familiarity and trust with your audience. Have the host keep the interviewee’s responses focused and ensure the conversation flows smoothly.
- Engaging Intros: Hook viewer interest by sharing stats on revenue potential and start-up costs in the first 15 seconds.
- “On This Episode”: Play a short (5-second) intro video with music and then summarize the topics covered, including the featured entrepreneur, their start-up story and current revenue and snippets of any high impact lessons they share (“The key factor in my growth was,” “This is how I grew my client list,” “I was able to scale because of.”)
- Interview Structure: Segment your interview into chapters and use transitions in between to pose questions to the viewer, encourage engagement through comments and feedback, and entice viewers to watch until the end by timing pauses prior to the subjects answering key questions and sharing valuable tips.
- Setting: Keep the interview dynamic by hosting the interview in multiple locations. Consider settings like the business’s shop, a job site, or a typical commute between jobs.
- Dissecting The Success Story: Provide an in-depth account of how and why the entrepreneur got started and scaled their businesses. Cover revenue, marketing strategies, customer service, tools of the trade and hiring processes.
- Value Adds: Link to complementary content like this video, which directs viewers to a free training course and a step-by-step guide to starting a pressure washing business in the video description.
- Compelling Titles: Increase clicks with title card images that include a face and bright, bold text. Titles and text should include a monetary value. Examples include, “Starting a Mobile Car Detailing Business with $500” and “Pressure Washing Business Makes $500/Day….”.
- Financial transparency: Ask direct questions about revenue and profit margin in every video.
- Engage With Your Audience: Provide timely and relevant responses to comments. Keep track of frequently asked questions and requests to inspire future content and show your audience you’re listening.
2. How-To Guides For Cleaning Companies
Cleaning business owners coach aspiring entrepreneurs on how to start and scale commercial and residential cleaning businesses sharing tactical tips and heartfelt encouragement. Creators break down the basics of setting up the business and getting off the ground by providing simple step-by-step lessons in raw, unedited videos.
Tactics to Implement:
- Step-by-step: Provide comprehensive steps on the topic you’re explaining but keep them basic and direct. This video covers creating an LLC, setting up a bookkeeping system, supplies, leads and building proposals. For topics that require a deeper dive, the host links to additional tutorial videos on his channel or shares recommendations for others.
- Relatable Host: Build trust with viewers by being personable and sharing knowledge without a sales pitch. Viewers appreciate the simplicity and usefulness of this creators’ explanations and his genuine encouragement.
- Simplified Setup: Raw, unedited footage and a basic talking head setup and whiteboard (like AJ Simmons’) give the content an authentic feel.
- Target Audience: Narrow down your target audience. This content is aimed at viewers already thinking about starting a cleaning business and seeking tactical advice. Other top content on the channels includes industry-specific equipment reviews, cleaning protocols, and pricing strategies.
- Viewing Time: Segment videos into chapters for easy navigation and keep them under 20 minutes.
- Optimized Video Titles & Thumbnails: Use attention-grabbing titles, such as “HOW I MADE 200,000 IN ONE YEAR IN MY CLEANING BUSINESS”. Thumbnail images should include key text from the video title and an image of the host.
3. Industry Expert Advice
Long-form interviews and panel discussions with well-known thought leaders and entrepreneurs. The guests in these videos share valuable lessons for building successful businesses and being effective leaders. The top-performing videos in this category are from Housecall Pro’s webcast series, ProTalks.
Tactics to Implement:
- Structured Conversation: The average video length in this category is one hour. Using an outline for the conversation ensures that the subject matter is relevant and entertaining enough for viewers to keep watching.
- Big Names: The videos with the highest views and engagement in this category feature prominent business figures and thought leaders, such as Mark Cuban, Alan Mulally, and Simon Sinek. Housecall Pro drives viewership by including the names of the individuals or companies they run in the video titles and title card images.
- Recurring Content: Pro Talks episodes are released weekly, with season and episode numbers included in the video titles. This indicates to viewers that the content is recurring and entices the audience to subscribe for future content.
- Consistent Intro: Use a consistent intro video to create a cohesive and professional image for the channel and set viewer expectations with recognizable content.
- Storytelling: Guests on the series share personal stories about their career journeys and the experiences that led them into business and leadership, often injecting humor and humility as they tell their stories.
- On-screen Elements: Use dynamic on-screen text and imagery to orient viewers. Pro Talks uses labels under speakers video and displays key quotes from the conversation on screen while transitioning between conversation topics.
- Subject Relevance: Ensure the lessons shared by guests and interviewees can be applied to your core audience. Pro Talks hosts a wide array of leaders from various industries and large-scale companies but always ties the topics back to leadership, ensuring they can be applied to a home service business.
These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.
PM & Operations Tutorials. This video explains the concept of project management and its various methodologies in a presentation that uses on-screen text and images with narration.
Entrepreneur Interviews. An interview from UpFlip that features a young entrepreneur and his story of starting and scaling a mobile car detailing business.
Home Service Humour. This video pokes fun at the odd and often annoying requests that contractors receive from customers by putting them into the context of “If People Treated Restaurants Like Contractors”.
Job Site Short. YouTube Short in which the owner of a landscaping company candidly shares a mistake he made at a customer job.
Quotes & Pricing. In this video, the owner of a landscaping company shares a lesson on negotiating with customers and setting boundaries when it comes to pricing.
Sales & Marketing. This creator shares simple tips for building brand awareness and doing business development.
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