Authenticity Always Wins

Picture this. You’re wearing multiple hats, putting out fires daily, and then someone tells you to become more active on social media. How in the world are you supposed to add social media to your ever-growing list? What does that even mean? “People don’t want to see me on a daily basis,” you think. Sound familiar?

Social media can feel overwhelming, but I’m here to tell you it can also be a game-changer for your business. And the best part? It doesn’t have to be as daunting as it seems.

A Quick Story

When we started Rogers Heating & Cooling in 2018, we had zero online presence. Even building a website felt like a monumental task, so we started small — with a Facebook page. I shared the page on my personal profile and asked friends to follow.

Rather than showcasing our services in a purely technical way, we focused on the personal side: our team. For three years, that was our sole strategy. No website. No Google presence. Just Facebook. Over time, we built a loyal following, and when we finally expanded to other platforms, we stuck with the same personal approach.

Now, I want to share how you can build your own social media strategy without the overwhelm.

Step 1: Build the Foundation

First, decide which social media platforms make the most sense for your business. We started with Facebook and eventually expanded to Instagram, YouTube and TikTok. Think about your community: Where are they most active? Start there.

Next, set up your business page correctly. It should be easy for people to follow and visually appealing. Use consistent branding — your logo as the profile picture, the correct colors, and a memorable handle. This foundation will serve you for the long haul, so get it right from the start.

Step 2: Start Engaging

Now that your page is set up, it’s time to post. This part can feel intimidating, especially in a world where likes and comments seem to matter so much. Don’t be discouraged if your first posts don’t get much traction — engagement comes with consistency.

Focus on showcasing the people behind your company. Celebrate birthdays, work anniversaries, team meetings and even lighthearted moments in the field. Highlighting your team humanizes your brand and fosters pride among your employees. Their friends and family will engage, and before you know it, you’ll start building a community.

Another great way to spark engagement is through giveaways. In our early days, we ran a summer grill giveaway, asking people to like, comment and share to enter. It helped us gain thousands of followers. Choose something relevant — a popular item like a Stanley cup with your logo engraved on it can work wonders.

Step 3: Be Authentic and Community-Focused

Authenticity is key. Social media platforms favor organic content, so don’t stress about buying fancy cameras or equipment. A smartphone is all you need to start taking pictures and videos. Add a fun caption, and you’re good to go.

This approach not only builds trust with customers but can also help with recruiting. Many of our employees applied because they followed us on social media and wanted to be part of the fun, rewarding company they saw online.

Don’t forget to showcase your customers. Share their stories, highlight glowing five-star reviews and celebrate the trust they’ve placed in your business. This not only fosters goodwill, but also strengthens your reputation in the community.

Step 4: Be Consistent

Consistency is the secret sauce to social media success — and to success in general. When I look up a restaurant, I check their social media. If their last post was months ago, I’m less likely to eat there. The same principle applies to your business.

You don’t have to post daily, but aim for at least once a week. Use your platform’s scheduling tools to plan posts in advance. Sit down once a month, map out your content, gather your materials and schedule everything. This prevents you from feeling tied to your social pages.

At Rogers Heating & Cooling, we use themed days to stay organized:

• Monday: Offer of the week.

• Tuesday: Tech tip.

• Wednesday: Podcast episode release.

• Thursday: Read reviews.

• Friday: Happy-customer photo.

• Saturday: Thumbs up Saturday.

• Sunday: Fun fact.

These themes keep our content varied and engaging, while also spotlighting our team. We sprinkle in birthdays and work anniversaries to keep things personal.

Step 5: Track and Adjust

Finally, track what works and adjust as needed. Not every post will hit the mark, and that’s okay. If you miss a day, a week or even a month, just start again. Pay attention to what gets the most engagement and lean into that content.

Social media is an ever-evolving process, and you’ll learn as you go. The key is not giving up. Stay consistent, keep experimenting and always focus on what resonates with your audience.

Wrapping It Up

You have a business worth sharing, and social media is the perfect platform to showcase it. Share what makes your company unique, celebrate your team and connect with your community. Over time, you’ll gain customers, team members and trust — all by being authentic and consistent.

Don’t get caught up in the likes and comments at the beginning. Stay true to your story, and the rest will follow.

Alyssa Rogers is vice president of Rogers Heating & Cooling, an HVAC, electrical, and plumbing company she runs alongside her husband, Joey Rogers. With a background in marketing, Alyssa has played a pivotal role in growing their family business in South Boston, Virginia, from three employees to a team of over 36. In addition to her business leadership, Alyssa hosts The Rogers Radio Podcast, a weekly show focused on community outreach.