April 8, 2025 • 32 mins
What happens when social media shifts from an obligatory marketing checkbox to a strategic centerpiece of your brand-building efforts? Jen McKee, founder of Kee Hart Marketing, joins Crystal to unpack exactly how contractors and home service businesses can leverage authentic social content to transform their online presence.
For too many business owners, social media feels like a frustrating time sink without clear returns. Jen dismantles this misconception by introducing her proven 3S Framework—Show Up, Stand Out, and Scale—a strategic approach that balances engaging content (50%), educational material (30%), and promotional messaging (20%). This intentional mix is what separates social accounts that algorithms love from those that struggle for visibility.
The conversation tackles the elephant in the room: ROI expectations for social media. Rather than direct lead attribution, Jen explains how successful social strategies typically progress through three phases—increased visibility among personal networks, enhanced recruitment capabilities, and finally, broader community recognition. This marathon approach takes 6-12 months to fully materialize but creates lasting brand equity no quick-win strategy can match.
You'll walk away with immediately actionable insights: scheduling dedicated weekly social media time, determining realistic posting frequency, creating a content calendar using the "Four C's" approach, and focusing on authentic team content rather than generic stock imagery. As Crystal emphasizes, social media doesn't work in isolation—it amplifies every other marketing effort and community involvement initiative.
Whether you're struggling to start your social media journey or looking to revitalize a stagnant approach, this conversation provides both the strategic framework and tactical steps to transform your digital presence into a genuine competitive advantage.
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From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com
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We'll see you next time, Lemon Heads!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What's up, lemonheads ?
Welcome to another episode ofFrom the Yellow Chair.
I'm Crystal, and if you haveever felt like your social media
efforts were just reallyfalling flat, you really don't
see the value in them.
You do, but you don't.
So it's one of those things youlove to hate.
Many of you like to run and hidefrom the camera, but today
(00:20):
we're going to really talk tosomeone that knows what success
looks like with social mediamarketing, knows how to turn
your content into a realmarketing machine, and so you're
definitely going to want tosettle in, grab some lemonade,
because we're going to chat allthings social media.
Let's sip some lemonade, allright?
(00:51):
So joining me today in thelemonade stand is Jen McKee, the
founder of Key Heart Marketingand fellow Texan, and she is
definitely the brains behind theshow up, stand out and scale
format framework.
I should say she's built anaward-winning agency, key Heart
Marketing.
They're fantastic partners forwomen in HVACR as well, but they
(01:12):
are seeing fantastic growthwith home service businesses,
helping them create social mediacontent that really works Great
for branding, hiring, growth,all the things.
So I cannot wait for you guysto hear from her, jen, how's it
going?
Speaker 2 (01:26):
Good.
Thank you for that wonderfulintroduction, Crystal.
I'm so happy to be here.
Speaker 1 (01:33):
Yes, and in your traditional sparkly things.
Speaker 2 (01:36):
I know I had a state of key heart marketing today and
I felt like I should wearsequins, so we just it.
We ended up here and I was kindof excited about it.
Speaker 1 (01:45):
Yeah, it's like your signature thing everywhere.
I see you now.
I love it, I love it.
Well, I wanted to just jumpright into this cause.
You and I've had greatconversations about this, but
you know, um, I call it kind ofthe elephant in the room is.
You know, a lot of people think, eh, social media it's fine,
but it's not really going tomove the needle, it's not.
(02:05):
You know, it's something extrathat I'm going to add on and
really I think social media now,in 2025, is super foundational.
No longer is it like this thingthat I can do when I have time
and get around to it.
Speaker 2 (02:26):
So do you not think it's like one of the most
powerful things in your toolboxfor marketing?
I mean, I think that withconsistency over time, it's a
way to be authentic, it's a wayto stand up from your
competition, it's a way to buildbrand awareness, which is going
to be really beneficial overjust being that top Google
search, which is hard to do andit doesn't actually and people
(02:47):
aren't actually working with youbecause they care about you.
So in social media, you canelevate all your other marketing
efforts and really be the go-toperson that people are working
with because they want to.
So, yeah, I think it'sabsolutely essential at this
point.
Speaker 1 (03:01):
Well, so you know Lemon Seed, we focus so much on
the brand as a whole and I telleveryone, like, really, one of
the easiest, most effective waysto tell who you are, to
position yourself in the market,to give a little context to
people, is social media.
It just takes.
It is expensive in the sense oftime, yeah, so financially you
might can get away if you'redoing it yourself, but you, you
(03:23):
know, really it's time that ittakes.
But when you put the time intosocial media marketing, it does.
It just does something magicalin your market.
Like, I know this sounds socorny, but you know people start
really relating to who you areand what you stand for and all
the cool things.
So many contractors do coolthings and they don't tell
(03:43):
anything anyone about it.
Speaker 2 (03:44):
I know, I know it's crazy and honestly in so in this
like I'm sure that you havepeople that listen to your
podcast that maybe even aren'tin this industry social media
across every single industry, nomatter where you are in your
career, can be beneficial,because personal branding is
such a big thing right now too,and personal branding does build
(04:04):
your business.
Also, of course, social mediafor your own brand, but all of
those together can be impactfulin your career, in your life, as
you want to grow as a personand grow your business.
Speaker 1 (04:17):
Yeah, yes, and I think it is.
It's definitely something thatneeds to be on everyone's radar.
So why do you think so manybusinesses underestimated?
Do you think they're afraid ofbeing behind the camera?
They're afraid that somebody'sgoing to ask them to do
something?
What do you think?
Speaker 2 (04:31):
I think underestimating it might come
from it not having a direct ROI,and so just like from a
standpoint of like you're seeinga business coach or you're
looking at your reporting andit's not something that you can
say, okay, well, this month wehad a million dollars in sales
from our organic social.
(04:51):
I think that's one thing thatkind of deters people, so they
see it as like this add on thingrather than the whole picture
of how it benefits you.
And then, of course, likecreating the content itself
takes getting in the habit ofdocumenting.
It takes being comfortable notjust getting in front of the
camera or getting pictures orvideos of yourself, but it's
(05:13):
also intimidating to ask otherpeople if you can take pictures
of them or get video of them.
So I think there's a lot ofthings that get in people's way.
I think people don't know whatto post, so they get like
tripped up about it or itbecomes like something that you
need to do but you just keepputting off over and over again
and then nothing ever gets done.
But because you're thinkingabout it so much, it's more of
(05:35):
like it's still costing you alot of energy, like probably
more energy than if you weredoing it.
Speaker 1 (05:41):
Yeah, yeah, and you know it, things are as hard as
you make them.
So if you dreaded it and you'renot organized with it and
you're just throwing content outthere, it will appear very
daunting.
And you know, I was, my teamjust came in for training, so we
had them all in Lufkin, which Ilove to have my team all
together, and we had them allhere.
And one of the things I said islike when you put your hat on
(06:03):
your operations hat like yourcontractor owner hat man, we as
contractor owners, you know theywear a lot of hats.
They're the owner, they're HR,they're dealing with pricing,
they're dealing with everythingthat could be a problem, and so
the idea of stopping and gocreating content is it's
daunting to them.
And same thing when LemonSeed's coming up with all these
(06:24):
ideas like how to organize astrategy, like hey, we should do
this on a billboard and this indirect mail, let's tie this
together, contractors are like,oh, I panicked, you know.
And so what happens is theydefault to frozen Right, exactly
.
And so I think the point forsocial media is not necessarily
to just rile this thing up.
Let's think the point forsocial media is not necessarily
(06:47):
to just rile this thing up.
Let's go viral.
Yeah, no, let's go viral.
My boss said I need to go viral.
Well, your boss, you know,listen, if you are that boss
that's pushing your social mediateam to go viral, understand,
viral versus just good contentlocally is not going to.
Yeah, but you know there is thisidea that that expectation is
unrealistic.
That's like if your kid thefirst time they swing a baseball
bat, you're like okay, do youwant to make the Olympics or not
(07:08):
?
Yeah, yeah.
So at the end of the day, Ithink that social media take it
at a pace that you can handle.
So you know, like, I thinkyou're structured the same way,
like with let me see, we have acouple of packages.
So how aggressive do you wantto be?
I mean, if you're doing itinternally, like I encourage you
to set some parameters right,like I'm going to post once a
(07:30):
day, five times a week, threetimes a week, yeah, do you agree
with that?
Do you think consistency iswhich one's more important in
your mind, frequency orconsistency?
Speaker 2 (07:40):
So it's definitely consistency over time.
So, even when you were talkingabout going viral, one time, tim
Hook posted this Tim Brown,whatever you want to call him,
he posted this on his Facebookand it said and maybe I'm not
going to quote it right, but itwas something of like what do
you remember more?
Like the one video that got amillion views, or the million
(08:01):
videos, or the hundreds ofthousands of videos that got a
hundred views?
Like people are more likely toremember things over time that
they keep seeing over and overand over again, you keep showing
up in their newsfeed over andover and over again than they
are just like your one videothat went viral.
First of all, unless it's avideo that is going to drive
(08:22):
sales, so it has some sort ofit's got a call to action,
that's really good.
It's inspiring people to wantto buy, which, honestly, for
contractors, that's not usuallythe case with a viral video.
A viral video is more so goingto be something entertaining or
something controversial, sotypically those aren't going to
be like what's going to makesomebody call you?
(08:43):
But?
And then you have to have areally great you know system set
up to capture those leads oncethey do come in.
So it's just not really a greatuse of time to figure out how
to go viral.
It's way more important to haveconsistency.
So frequency is important inthat, like if you're just
posting once a month, you're notshowing up enough.
(09:04):
The amount of content thatwe're all consuming over time is
just like there's no way thatpeople are going to remember you
, and so people get worriedabout posting too much.
I don't think that you can posttoo much.
For KeyArt Marketing as anagency, our goal is to post over
36 times a day across differentplatforms for different brands
that we have, and so forcontractors, that may not make
(09:26):
as much sense, but even for ourclients, we're posting it 1 to 2
to 3 times a day, depending.
Sometimes we post stories,videos, static posts.
So there's all these differentareas that we're catching people
on.
We're reusing content andreposting it across platforms to
get in front of the most peoplepossible.
(09:46):
So there's tools, there'sautomations, there's things that
you can set up to make iteasier to reach people, but I
would say no less than threetimes a week.
Getting less than that is likepeople aren't going to remember
you because, there's just toomuch content out there.
Speaker 1 (10:05):
Well, and so the key point there is is there is a
fine line, right.
So there is a fine line of hey,I got right, doing enough to
get noticed and not you knowcause you don't want to do like
you to your point, you don'twant to spend time to do just a
little bit and not get noticed.
You might as well not do any.
Yeah, you're going to take thetime, like be intentional with
(10:25):
that, so it kind of leads in.
I know you have this framework,yeah, classes and things that
open up.
Tell me a little bit about thatframework.
Speaker 2 (10:34):
So to your point, like, if you're not going to
post good content, sometimesit's not worth posting because
it ends up.
What happens and I don't saythis to like hurt your feelings,
um, but what happens is that ifyou're posting content that
isn't engaging, it's not showingup in the newsfeed and you're
telling the algorithm thatpeople don't really like to
(10:54):
engage with your content, sothings won't typically show up
in the content.
Um, so the framework thatyou're talking about is a three
S framework.
It's a social media frameworkthat is for engagement.
So we're always looking atcreating content that is
engaging.
Engaging meaning that peopleare doing something with it, so
they're liking it, they'reclicking on it, they're watching
(11:16):
it, they're sharing it, they'recommenting on it, something
like that.
And the 3S framework is itnaturally has 50% of your
content being engaging, so itstands for show up, stand out
and scale.
Show up content being your mostengaging content.
So that's the content that isrelatable.
(11:37):
That's the celebratory contentthat is a day in the life, photo
dumps, even like fun stuff,like every once in a while
throwing a meme in there or likeCapCut videos, something like
that.
Standout content is youreducational content, so that's
about 30% of your content, loveto see that in video format.
That helps it get even moreengaged and honestly helps so
(12:01):
much with authenticity.
It helps build trust, likethere's so much good that can
come out of educational videos.
And then the scaling content isabout 20% of your content.
So that means only 20% of yourcontent should be sharing an
offer, sharing your services,things like that, and it doesn't
matter.
But it's because it's not anaturally engaging piece of
content.
People aren't and they don'tcare about that on their
(12:24):
newsfeed.
And to prove my point, I wantyou to think about the last
content that you engaged with,the last content that you shared
with your friends and family.
Was it somebody's HVAC offer?
Probably not, unless you're inthe HVAC industry and you're
like oh, I like this, let's dothis, but otherwise it was
probably something entertaining,it was probably something
educational, it was probablysomething really fun, and so
(12:46):
that's what you want yourcontent to be, even as a
contractor.
Speaker 1 (12:52):
So listen, at the end of the day, I think it's about
intentionality.
Again, I mentioned, like havingmy team in town.
I mentioned like our wholething was about understanding
the intent.
So why are you doing socialmedia?
Why are you making videosversus, you know, versus static
graphics?
Why are y'all, why is theKeyheart team, requesting this
(13:13):
or requesting that?
And so really understandingyour intent there and what your
goal is with it should keep youinspired to move forward.
So, listen, there's going tocome days where you're like I
just don't want to, I don't wantto walk out there, you know.
But again, if you understandthe why and you set goals and
you set a plan and you do thosethings, that's really to me
(13:35):
where I see that social mediawill start taking off.
And then you know, at Limit Seed, a lot of us, social media is a
part of a strategy, just likedigital marketing, just like,
you know, mass media and thingslike that.
So our job at Lemon Seed is tostructure everything.
So all of your marketing is ina funnel for intent, for a
purpose, you know.
(13:56):
And so so many times I will seecontractors go one direction
hard or the other.
So they're either very muchlike over-saturating and
over-utilizing their existingdatabase that's inside their CRM
and they're very much like oversaturating and over utilizing
their existing database that'sinside their CRM and they're not
doing anything to build theirbrand, black social media or
mass media, and so you know it'ssupposed everything should
support each other.
So you know, I know, withsocial media, like one of the
(14:20):
things I'm always tellingeverybody, if you're running
like we have a super cutecompany that we rebranded and
their name is Knock Knock, so Iwould assume that part of your
social media strategy would beKnock Knock Jokes.
Speaker 2 (14:30):
Yeah.
We worked with someone who hadthat name and that was what we
had them do Knock, Knock Jokeswith their kids, which was
really cute.
Speaker 1 (14:40):
And so it's all about just reiterating the brand and
like what you're standing for.
And so if you're a very seriousand traditional company, I
would expect that your contentkind of flows in that same vibe.
Yeah, you know.
And so I don't know, I just canget like really intentional
about hey, if you're not goingto do social media correctly,
(15:00):
just don't do it.
But I have a client that justbought another company and I was
like, okay, so I was walkingthem through, like okay, do we
have access to their socials?
And she's like, oh, they didn'teven have social media.
And I'm like this $5 millioncompany Wow, that's crazy.
But you know how they.
But you know, when you get inthere and you start looking, you
know this company was built,you know they're, you know, 50,
(15:29):
60 years old at $5 million.
Speaker 2 (15:30):
Yeah, so that's slower, slow, very, very
intentional growth of mygrandmother told my aunt told my
neighbor.
Speaker 1 (15:32):
So listen, there's more than one way to skin a cat,
but I say this all the time.
Imagine where they would havebeen Right For sure If they
would have invested in thingslike trusting the purpose of
social media, marketing andthings like that.
Yeah, definitely.
And so tell me a little bit,like what should people's
expectations?
You know, because Keyhart hasits own secret sauce, right.
(15:53):
What are y'all's expectations?
Because you know, lemonsidegets this question about
branding all the time, like whatyou know?
What type of ROI should Iexpect?
So what is y'all's kind ofphilosophy on how many leads is
this going to gain and thingslike that?
How do you answer that question?
Speaker 2 (16:11):
It just depends on what kind of social you're doing
.
So if you're doing organic,it's not really a lead
generating like direct ROI typeof situation, and a lot of that
is because of how the platformsare.
Most of the platforms don'twant you to encourage people to
click off of them unless you'respending money on them.
So if you're running ads, it'sa totally different conversation
(16:31):
.
We're tracking cost per lead,we're tracking ROI.
We're trying to get and helpyou get the most out of what
you're spending.
But when it comes to organic,it can't be the goal because
that's not how the platforms areset up.
If you put out a piece ofcontent and it has a link in it,
it's way less likely to get infront of people.
So it's not even really we'redoing that.
So instead, what we're lookingat is growth over time for your
(16:55):
business.
We're looking at increase inbranded searches.
We're looking at for our sakeand so that we can get better.
We're looking at engagementpercentage and how much we're
getting into the newsfeed, howwe can get into it more, because
we know that the morevisibility that we get, the
better.
And then also a lot of ourclients end up seeing these like
(17:18):
three phases.
So, like the first phase is isthat their friends and family
are telling them like, oh mygosh, we see you guys all over
social media.
Now you're constantly in mynewsfeed, which is great because
now we're staying top of mind.
And then they start seeing thatpeople want to work for them.
So multiple of our clients havehad better recruits.
(17:40):
They've been able to hire thebest person in their town or,
like people who you know,multiple shops, uh shops wanted
them, but they chose this onebecause of their social media
presence.
And then, thirdly, people inthe community are going to start
to recognize you.
Like we had a client who was atthe gas station and this
woman's like, oh my gosh, Ialways see you on Tik TOK and
(18:01):
it's funny because he's theowner and he's actually not the
one on TikTok, it's just theirbrand, which is even better
because that's what we want asmuch as the people matter.
The brand is really what we'retrying to get out there.
People are important because aspeople, we interact with other
people.
We engage with other people.
It helps the people who you'reusing their warm networks, share
(18:24):
the content.
So there's a lot of benefits tousing people, but it's really
about the brand.
So when you have a great brand,it works even better on social
media and we get to have yourtruck in the background and
everybody's wearing the rightuniform and your walls are
branded and your office isbranded and you have hats and
signs and all these other thingsthat we can use that look
really great on social media.
So that's really what we tellthem to look for.
(18:48):
And then also the expectationin organic social, when you'll
really start to like, feel theimpact and you'll see it in your
numbers, typically around thesix month to a year.
So you have to start soonerrather than later, because it
takes time for that snowball toget bigger and bigger.
Speaker 1 (19:04):
So I love the recruitment piece that you
mentioned.
Well, I love several thingsthat you said.
So let me grab onto that lastcomment that you made.
So I have this.
I call it all the time.
This is not new, but I calleverything.
It's either a marathon strategyor a sprint strategy.
And so there are sprintsoutbound calling, texting, quick
emails, things like that thatgo directly out to specifically
(19:28):
get a reaction right.
Then those are few and farbetween.
So social media is actually oneof the ways.
That is a long-term,foundational brand building
strategy, right, I mean.
So you said six months to ayear.
So I mean a lot of people arelike what I need to pay?
Yes, that is how real marketerswork.
Real marketing is a layered,very, very good post, a very
(19:52):
good strategy.
I'm sorry of you know, justeverything building on itself.
I'm really on this kick lately,Like I just want to get on a
soapbox and say, really, bringus.
A strategy is one of thosethings.
A marketing strategy is one ofthose things where,
independently, each layerdoesn't perform.
It doesn't perform as well asit could, it's not optimal
(20:12):
performance.
It's the layered where, like atwo plus two equals five kind of
thing.
And so if my social media ishelping me build my brand, my
paid ads are going to performbetter.
My mass media is going to helpeverything perform better, and
that is because you trust theprocess.
For those of you that arelooking for a quick win, a quick
(20:32):
this and a quick that, quickand marketing do not always go
very well together.
Speaker 2 (20:34):
Yeah, yeah, and man, there was something you just
said and it made oh, the thingthat makes your social media
even better is all of the othermarketing that you're doing.
So when we're looking forcontent that is highly engaging,
it's like the photo dump of thecommunity event that you did
last week, or the pictures ofthe booth that you have set up
(20:55):
at the home show, or the photoof you and whatever organization
that you're giving back to.
So the pictures and videos ofyou putting yard signs in
people's yards.
So much of your other marketingis elevated on social media.
Even your TV commercial oropportunities that you have to
(21:15):
speak at the local news All ofthese things are great social
media content.
And so, even when we're talkingto people about potentially
wanting to work with us, thoseare the questions that I'm
asking what else are you alreadydoing in marketing?
Because that's how I know.
If we're talking to peopleabout potentially wanting to
work with us, those are thequestions that I'm asking, like
what else are you already doingin marketing?
Because that's how I know ifwe're going to be able to get
really great content or if it'sgoing to be a little bit more
(21:36):
challenging.
Speaker 1 (21:37):
Yeah, I love this idea.
So we were talking about thisthe other day when we were
getting ready to onboard thisnew client, and so listen, like,
and I kind of work in the salesside of life, you know.
So I had this vision for whatLemon Seed was going to be when
I left my family's company and Iwas doing I'm like I'm
literally just going to pickmyself up from working for my
family's company and start doingit for all these companies and
(22:00):
so just managing everythingcommunity marketing, all these
things.
And so I met this contractorand he's like, yes, I'm ready.
So I'm like, okay, so on yoursocial media, let's talk about
that.
He's like, yes, I'm going to beposting every day, I'm going to
do all this stuff.
And I'm like, okay, sorealistically, I don't think
you're going to post every day.
(22:21):
And he goes.
I don't know why you think thatI was like, well, every single
day to all these platforms, yeah.
So again, this comes down tolike setting realistic
expectations of yourself so thatif you don't hit those things,
you know your first thought is,oh my gosh, just forget it when
really like ramping up and allit's understanding that at the
end, what the end goal is there,like my goal is to, at the end
(22:44):
here, really have some strongexpectations branding going on,
but anyway.
So what are?
Another thing that I thoughtwould be good to talk about is?
You mentioned recruitment, andso what are you?
What are some cool ways thatyou've seen your social media
clients showcase their culturemaybe, or something really cool
that really drove interest inwho they were?
Speaker 2 (23:05):
I mean, I think that number one it's documenting the
things that you're doing and sodocumenting the celebrations
with your team, celebrating yourteam online, and a lot of that
has to also be done in person.
You don't want to just use itfor clout and then just be the
worst owner ever, but I am goingto guess that everyone
(23:27):
listening to this is not thatperson.
And then honestly, like havingfun with your social media, I
think is what really attractsthem.
So doing the trends, being alittle bit silly, like you can
see that this is a place thatyou would want to be a part of,
and then also like doing thosetrends and being having a little
bit of fun, is a little bitlike cutting edge.
(23:48):
It's a little bit different.
Like you know, you're going togo into this place and they're
not going to be like just likenot have a humanizing qualities
to them.
So I think those things reallyhelp.
So documenting the things thatyou're doing with your team,
making sure that you're usingyour team, and having a little
bit of fun in your video contentis what helps attract better
(24:11):
recruits.
Speaker 1 (24:12):
Absolutely.
I love what you said.
Like I love this part aboutjust showcasing what you do.
So many contractors again.
You already do cool things.
You already are doing funthings and cool things, and so
you might as well startpromoting those things.
Yep, absolutely.
So when you do things withculture, you know.
(24:33):
So I'll give a couple ofexamples of some things I've
seen people do.
So you know, feeding your team,right.
So a lot of people bring lunch,breakfast, all kinds of cool
things popsicles, snow conetrucks or whatever.
So make a little video inthat's showing your team going
up to the snow cone trailer oreating ice cream cones or you
flipping burgers for them.
(24:53):
You know, showcase things thatare just part of everyday life
there.
Yeah, company meetings, set upa video camera and record some
of it.
You can get little testimonials, right, like those are cool
things, but oh I just thought ofa.
Speaker 2 (25:08):
We have a client that does some really fun ones.
He like did this video.
He's the owner and went up andlike was hugging, like, telling
everyone good morning, but he'slike a lover, he just like hugs
all of them and he's like POVview, you know, he's like
holding it and he's like I'mrecording you but I'm just
saying good morning, how are youLove you Like, and it was, he's
(25:29):
so good.
He also does Van CleanWednesdays.
His mom cooks every Wednesdaytoo.
She works in the office and sowe'll do things with her where
it's like her quotes, like lifequotes or whatever they have
like a smoothie making station.
So we've done videos wherewe're just like what's in the
smoothie you know like andthey'll make a smoothie there.
(25:51):
So that's what we mean bydocumenting like literally just
documenting what you're doing.
People find that interesting.
I mean, for me it's like youknow people do day in the life
videos.
I love day in the life videos.
My day in the life videos arekind of boring.
I just like walk to my computerand then like have meetings all
day.
But your day in the life videosare way more exciting.
(26:12):
There's so much more going on.
There's other interactions andpeople, and so it's those little
mundane things and I could findfun things too, like the things
I eat for breakfast, the megoing to the gym, like I've done
some before recording a podcast, like you can find the things
that you do.
It just takes a little bit ofpractice and and don't expect to
be really great at it Like yourfavorite creator, like they got
(26:33):
good because they startedpracticing.
It's a, it's a new muscle andit takes some getting used to,
but you just put things outthere and see how they go and
then try something else.
Speaker 1 (26:43):
Yeah, and you know this is about not being scared
and, again, about beingintentional and, like you said,
just like everything else, youcontinually get better and
better and better.
Um, and so, to kind of wrapthis up, jen, what do you think
are like maybe two, three, fourthings that like, even if maybe
(27:04):
you have like a couple of poststhat people could immediately
start doing or some processesthat people could start doing?
Um, what do you think?
Two or three things like, okay,I'm ready to start with social
media.
Should I start on everyplatform?
Should I start posting a bunchof stuff Like do you have some
easy tips of how to get started?
Speaker 2 (27:22):
Okay.
So use scheduling tools.
So the way that I usually havepeople start is how many hours a
week are you going to be ableto commit to this?
So one hour, two hour, whatever.
Put it in your calendar, put itin your calendar, don't let
anybody take that time away.
Then you need to decide on yourfrequency.
(27:43):
So do you want to post threetimes a week, five times a week?
You know, two static posts, onevideo a week?
Come up with a cadence thatyou're going to commit to.
Don't try to like go zero to amillion, because you'll get
burnt out and then you won't doanything.
So it's better, like you said,just to kind of slowly ramp up
and then, um, from there, createa content calendar.
So we do the four C's.
(28:06):
So the first part is, um, man,I'm going to get these first two
out of order, but it is yourcommitment, and then it's your
calendar.
And so, when it comes to yourcalendar, you're going to look
at the important dates in themonth.
So any holidays or any likehashtag holidays for the trades,
you know, like hug, a Palmerday is this month, I believe,
(28:31):
believe.
And then you're going to lookat important days in your
business, so birthdays,anniversaries, and you're going
to get all of those in there andthen you're going to fill in
the blanks with the 3S framework, so show up, stand out and
scale content.
And then the third C is togather the content.
So now you have your plan andnow you just need to get the
pictures and videos that you'regoing to fill in the blanks with
.
It's best to kind of bolt,create things and then from
(28:52):
there you need some sort ofaccountability.
So just making sure that you'recommitted that's the fourth C
is committed.
But as far as like easy posts,photo dumps, like behind the
scenes we're coming up on a newmonth, so behind the scenes and
camera roll for the last monthsuper great, one Gets a lot of
(29:16):
engagement.
Recently I have a group calledthe Trades Trailblazers.
It's a monthly mentorship.
We open it up quarterly andit's for people who want to do
their social media on their ownbut just want more
accountability, more direction,support, feedback, and so we'll
go through their accounts andkind of just like talk about
what they could have donedifferently in their content.
(29:37):
A big one that I see is likejust using stock photos or using
like stock graphics, like happyspring, happy St Patrick's Day
and a super simple switch isjust using pictures of people to
tell the same message.
So using pictures of people istell the same message.
So using pictures of people isalways going to get more
engagement, and I mean likepeople in your team, not stock
photos, not AI generated, butlike actual people in your team.
(29:59):
It's going to help yourengagement and your views and
your reach improve so much more.
So those are some things that Iwould definitely start with.
Speaker 1 (30:10):
Cool, that's great, that's a great tips.
I always say, like developing acouple of pillars of content,
like like you're saying behindthe scenes, and if I want to do
birthdays and anniversaries, amotivational quote like
something.
But again, every time I thinkof a picture that I could post,
I'm like how can I make thatinto a video?
So, instead of posting afive-star review, how can I get
(30:31):
somebody to read a five-starreview?
Right, exactly, yeah, that's agood one.
Speaker 2 (30:39):
So listen, jen, if anybody wanted to reach out to
you about Keyheart Marketing.
How would they do that?
So we are Keyheart Marketing onall the platforms, and that's
spelled K-E-E-H-A-R-T, of courseFacebook, instagram, youtube,
tik TOK, um, and then ourwebsite, keyheartmarketingcom.
You can also um be friends withme on Facebook, jen McKee, and
uh, yeah, I have a podcast aswell.
(31:02):
Key to growth podcast Um.
K E, e again.
Key to growth podcast, crystal.
Speaker 1 (31:08):
I don't think I'm not sure when this episode is being
released but, crystal's episodehasn't been released, but it's
coming soon and we talk allabout we're probably going to be
close together at the same time.
Speaker 2 (31:18):
So we talk all about marketing for the trades there.
Speaker 1 (31:21):
Yes, great podcast.
Jen brings lots of greatspeakers on her podcast, lots of
great guests.
I should say it's a great job.
So listen, one thing I'velearned the trends might shift,
but consistency and claritynever really go out of style.
So, guys, I think you and Iboth are on the same page here.
Just keep showing up.
People are watching.
Maybe you're not getting a lotof engagement, but just keep
(31:42):
doing it, keep altering it, keepmaking it better.
You're definitely going to getthere.
But, Jim, thank you so much foryour takeaways and for being
such a force.
I think you're doing greatthings because I think you know,
even for women in HVACR, you'resuch a great partner, doing so
much of that just out of thekindness of your heart to grow
that nonprofit and your team iswonderful, so it's been a joy
(32:04):
working with them.
Speaker 2 (32:06):
We love working with you, Crystal.
We're always so grateful.
Speaker 1 (32:10):
Well, it's a lot of fun.
So, guys, if you're tired ofguessing what to post, what real
strategy?
Definitely check out Key HeartMarketing to help you get your
social media rocking and rolling.
And thank you for listening toanother episode of From the
Yellow Chair.
If you've enjoyed our episode,I would love for you to leave us
a review wherever you'relistening.
Make sure you follow us onsocial all of our social media
channels and
What's up, lemonheads ?
Welcome to another episode ofFrom the Yellow Chair.
I'm Crystal, and if you haveever felt like your social media
efforts were just reallyfalling flat, you really don't
see the value in them.
You do, but you don't.
So it's one of those things youlove to hate.
Many of you like to run and hidefrom the camera, but today
(00:20):
we're going to really talk tosomeone that knows what success
looks like with social mediamarketing, knows how to turn
your content into a realmarketing machine, and so you're
definitely going to want tosettle in, grab some lemonade,
because we're going to chat allthings social media.
Let's sip some lemonade, allright?
(00:51):
So joining me today in thelemonade stand is Jen McKee, the
founder of Key Heart Marketingand fellow Texan, and she is
definitely the brains behind theshow up, stand out and scale
format framework.
I should say she's built anaward-winning agency, key Heart
Marketing.
They're fantastic partners forwomen in HVACR as well, but they
(01:12):
are seeing fantastic growthwith home service businesses,
helping them create social mediacontent that really works Great
for branding, hiring, growth,all the things.
So I cannot wait for you guysto hear from her, jen, how's it
going?
Speaker 2 (01:26):
Good.
Thank you for that wonderfulintroduction, Crystal.
I'm so happy to be here.
Speaker 1 (01:33):
Yes, and in your traditional sparkly things.
Speaker 2 (01:36):
I know I had a state of key heart marketing today and
I felt like I should wearsequins, so we just it.
We ended up here and I was kindof excited about it.
Speaker 1 (01:45):
Yeah, it's like your signature thing everywhere.
I see you now.
I love it, I love it.
Well, I wanted to just jumpright into this cause.
You and I've had greatconversations about this, but
you know, um, I call it kind ofthe elephant in the room is.
You know, a lot of people think, eh, social media it's fine,
but it's not really going tomove the needle, it's not.
(02:05):
You know, it's something extrathat I'm going to add on and
really I think social media now,in 2025, is super foundational.
No longer is it like this thingthat I can do when I have time
and get around to it.
Speaker 2 (02:26):
So do you not think it's like one of the most
powerful things in your toolboxfor marketing?
I mean, I think that withconsistency over time, it's a
way to be authentic, it's a wayto stand up from your
competition, it's a way to buildbrand awareness, which is going
to be really beneficial overjust being that top Google
search, which is hard to do andit doesn't actually and people
(02:47):
aren't actually working with youbecause they care about you.
So in social media, you canelevate all your other marketing
efforts and really be the go-toperson that people are working
with because they want to.
So, yeah, I think it'sabsolutely essential at this
point.
Speaker 1 (03:01):
Well, so you know Lemon Seed, we focus so much on
the brand as a whole and I telleveryone, like, really, one of
the easiest, most effective waysto tell who you are, to
position yourself in the market,to give a little context to
people, is social media.
It just takes.
It is expensive in the sense oftime, yeah, so financially you
might can get away if you'redoing it yourself, but you, you
(03:23):
know, really it's time that ittakes.
But when you put the time intosocial media marketing, it does.
It just does something magicalin your market.
Like, I know this sounds socorny, but you know people start
really relating to who you areand what you stand for and all
the cool things.
So many contractors do coolthings and they don't tell
(03:43):
anything anyone about it.
Speaker 2 (03:44):
I know, I know it's crazy and honestly in so in this
like I'm sure that you havepeople that listen to your
podcast that maybe even aren'tin this industry social media
across every single industry, nomatter where you are in your
career, can be beneficial,because personal branding is
such a big thing right now too,and personal branding does build
(04:04):
your business.
Also, of course, social mediafor your own brand, but all of
those together can be impactfulin your career, in your life, as
you want to grow as a personand grow your business.
Speaker 1 (04:17):
Yeah, yes, and I think it is.
It's definitely something thatneeds to be on everyone's radar.
So why do you think so manybusinesses underestimated?
Do you think they're afraid ofbeing behind the camera?
They're afraid that somebody'sgoing to ask them to do
something?
What do you think?
Speaker 2 (04:31):
I think underestimating it might come
from it not having a direct ROI,and so just like from a
standpoint of like you're seeinga business coach or you're
looking at your reporting andit's not something that you can
say, okay, well, this month wehad a million dollars in sales
from our organic social.
(04:51):
I think that's one thing thatkind of deters people, so they
see it as like this add on thingrather than the whole picture
of how it benefits you.
And then, of course, likecreating the content itself
takes getting in the habit ofdocumenting.
It takes being comfortable notjust getting in front of the
camera or getting pictures orvideos of yourself, but it's
(05:13):
also intimidating to ask otherpeople if you can take pictures
of them or get video of them.
So I think there's a lot ofthings that get in people's way.
I think people don't know whatto post, so they get like
tripped up about it or itbecomes like something that you
need to do but you just keepputting off over and over again
and then nothing ever gets done.
But because you're thinkingabout it so much, it's more of
(05:35):
like it's still costing you alot of energy, like probably
more energy than if you weredoing it.
Speaker 1 (05:41):
Yeah, yeah, and you know it, things are as hard as
you make them.
So if you dreaded it and you'renot organized with it and
you're just throwing content outthere, it will appear very
daunting.
And you know, I was, my teamjust came in for training, so we
had them all in Lufkin, which Ilove to have my team all
together, and we had them allhere.
And one of the things I said islike when you put your hat on
(06:03):
your operations hat like yourcontractor owner hat man, we as
contractor owners, you know theywear a lot of hats.
They're the owner, they're HR,they're dealing with pricing,
they're dealing with everythingthat could be a problem, and so
the idea of stopping and gocreating content is it's
daunting to them.
And same thing when LemonSeed's coming up with all these
(06:24):
ideas like how to organize astrategy, like hey, we should do
this on a billboard and this indirect mail, let's tie this
together, contractors are like,oh, I panicked, you know.
And so what happens is theydefault to frozen Right, exactly
.
And so I think the point forsocial media is not necessarily
to just rile this thing up.
Let's think the point forsocial media is not necessarily
(06:47):
to just rile this thing up.
Let's go viral.
Yeah, no, let's go viral.
My boss said I need to go viral.
Well, your boss, you know,listen, if you are that boss
that's pushing your social mediateam to go viral, understand,
viral versus just good contentlocally is not going to.
Yeah, but you know there is thisidea that that expectation is
unrealistic.
That's like if your kid thefirst time they swing a baseball
bat, you're like okay, do youwant to make the Olympics or not
(07:08):
?
Yeah, yeah.
So at the end of the day, Ithink that social media take it
at a pace that you can handle.
So you know, like, I thinkyou're structured the same way,
like with let me see, we have acouple of packages.
So how aggressive do you wantto be?
I mean, if you're doing itinternally, like I encourage you
to set some parameters right,like I'm going to post once a
(07:30):
day, five times a week, threetimes a week, yeah, do you agree
with that?
Do you think consistency iswhich one's more important in
your mind, frequency orconsistency?
Speaker 2 (07:40):
So it's definitely consistency over time.
So, even when you were talkingabout going viral, one time, tim
Hook posted this Tim Brown,whatever you want to call him,
he posted this on his Facebookand it said and maybe I'm not
going to quote it right, but itwas something of like what do
you remember more?
Like the one video that got amillion views, or the million
(08:01):
videos, or the hundreds ofthousands of videos that got a
hundred views?
Like people are more likely toremember things over time that
they keep seeing over and overand over again, you keep showing
up in their newsfeed over andover and over again than they
are just like your one videothat went viral.
First of all, unless it's avideo that is going to drive
(08:22):
sales, so it has some sort ofit's got a call to action,
that's really good.
It's inspiring people to wantto buy, which, honestly, for
contractors, that's not usuallythe case with a viral video.
A viral video is more so goingto be something entertaining or
something controversial, sotypically those aren't going to
be like what's going to makesomebody call you?
(08:43):
But?
And then you have to have areally great you know system set
up to capture those leads oncethey do come in.
So it's just not really a greatuse of time to figure out how
to go viral.
It's way more important to haveconsistency.
So frequency is important inthat, like if you're just
posting once a month, you're notshowing up enough.
(09:04):
The amount of content thatwe're all consuming over time is
just like there's no way thatpeople are going to remember you
, and so people get worriedabout posting too much.
I don't think that you can posttoo much.
For KeyArt Marketing as anagency, our goal is to post over
36 times a day across differentplatforms for different brands
that we have, and so forcontractors, that may not make
(09:26):
as much sense, but even for ourclients, we're posting it 1 to 2
to 3 times a day, depending.
Sometimes we post stories,videos, static posts.
So there's all these differentareas that we're catching people
on.
We're reusing content andreposting it across platforms to
get in front of the most peoplepossible.
(09:46):
So there's tools, there'sautomations, there's things that
you can set up to make iteasier to reach people, but I
would say no less than threetimes a week.
Getting less than that is likepeople aren't going to remember
you because, there's just toomuch content out there.
Speaker 1 (10:05):
Well, and so the key point there is is there is a
fine line, right.
So there is a fine line of hey,I got right, doing enough to
get noticed and not you knowcause you don't want to do like
you to your point, you don'twant to spend time to do just a
little bit and not get noticed.
You might as well not do any.
Yeah, you're going to take thetime, like be intentional with
(10:25):
that, so it kind of leads in.
I know you have this framework,yeah, classes and things that
open up.
Tell me a little bit about thatframework.
Speaker 2 (10:34):
So to your point, like, if you're not going to
post good content, sometimesit's not worth posting because
it ends up.
What happens and I don't saythis to like hurt your feelings,
um, but what happens is that ifyou're posting content that
isn't engaging, it's not showingup in the newsfeed and you're
telling the algorithm thatpeople don't really like to
(10:54):
engage with your content, sothings won't typically show up
in the content.
Um, so the framework thatyou're talking about is a three
S framework.
It's a social media frameworkthat is for engagement.
So we're always looking atcreating content that is
engaging.
Engaging meaning that peopleare doing something with it, so
they're liking it, they'reclicking on it, they're watching
(11:16):
it, they're sharing it, they'recommenting on it, something
like that.
And the 3S framework is itnaturally has 50% of your
content being engaging, so itstands for show up, stand out
and scale.
Show up content being your mostengaging content.
So that's the content that isrelatable.
(11:37):
That's the celebratory contentthat is a day in the life, photo
dumps, even like fun stuff,like every once in a while
throwing a meme in there or likeCapCut videos, something like
that.
Standout content is youreducational content, so that's
about 30% of your content, loveto see that in video format.
That helps it get even moreengaged and honestly helps so
(12:01):
much with authenticity.
It helps build trust, likethere's so much good that can
come out of educational videos.
And then the scaling content isabout 20% of your content.
So that means only 20% of yourcontent should be sharing an
offer, sharing your services,things like that, and it doesn't
matter.
But it's because it's not anaturally engaging piece of
content.
People aren't and they don'tcare about that on their
(12:24):
newsfeed.
And to prove my point, I wantyou to think about the last
content that you engaged with,the last content that you shared
with your friends and family.
Was it somebody's HVAC offer?
Probably not, unless you're inthe HVAC industry and you're
like oh, I like this, let's dothis, but otherwise it was
probably something entertaining,it was probably something
educational, it was probablysomething really fun, and so
(12:46):
that's what you want yourcontent to be, even as a
contractor.
Speaker 1 (12:52):
So listen, at the end of the day, I think it's about
intentionality.
Again, I mentioned, like havingmy team in town.
I mentioned like our wholething was about understanding
the intent.
So why are you doing socialmedia?
Why are you making videosversus, you know, versus static
graphics?
Why are y'all, why is theKeyheart team, requesting this
(13:13):
or requesting that?
And so really understandingyour intent there and what your
goal is with it should keep youinspired to move forward.
So, listen, there's going tocome days where you're like I
just don't want to, I don't wantto walk out there, you know.
But again, if you understandthe why and you set goals and
you set a plan and you do thosethings, that's really to me
(13:35):
where I see that social mediawill start taking off.
And then you know, at Limit Seed, a lot of us, social media is a
part of a strategy, just likedigital marketing, just like,
you know, mass media and thingslike that.
So our job at Lemon Seed is tostructure everything.
So all of your marketing is ina funnel for intent, for a
purpose, you know.
(13:56):
And so so many times I will seecontractors go one direction
hard or the other.
So they're either very muchlike over-saturating and
over-utilizing their existingdatabase that's inside their CRM
and they're very much like oversaturating and over utilizing
their existing database that'sinside their CRM and they're not
doing anything to build theirbrand, black social media or
mass media, and so you know it'ssupposed everything should
support each other.
So you know, I know, withsocial media, like one of the
(14:20):
things I'm always tellingeverybody, if you're running
like we have a super cutecompany that we rebranded and
their name is Knock Knock, so Iwould assume that part of your
social media strategy would beKnock Knock Jokes.
Speaker 2 (14:30):
Yeah.
We worked with someone who hadthat name and that was what we
had them do Knock, Knock Jokeswith their kids, which was
really cute.
Speaker 1 (14:40):
And so it's all about just reiterating the brand and
like what you're standing for.
And so if you're a very seriousand traditional company, I
would expect that your contentkind of flows in that same vibe.
Yeah, you know.
And so I don't know, I just canget like really intentional
about hey, if you're not goingto do social media correctly,
(15:00):
just don't do it.
But I have a client that justbought another company and I was
like, okay, so I was walkingthem through, like okay, do we
have access to their socials?
And she's like, oh, they didn'teven have social media.
And I'm like this $5 millioncompany Wow, that's crazy.
But you know how they.
But you know, when you get inthere and you start looking, you
know this company was built,you know they're, you know, 50,
(15:29):
60 years old at $5 million.
Speaker 2 (15:30):
Yeah, so that's slower, slow, very, very
intentional growth of mygrandmother told my aunt told my
neighbor.
Speaker 1 (15:32):
So listen, there's more than one way to skin a cat,
but I say this all the time.
Imagine where they would havebeen Right For sure If they
would have invested in thingslike trusting the purpose of
social media, marketing andthings like that.
Yeah, definitely.
And so tell me a little bit,like what should people's
expectations?
You know, because Keyhart hasits own secret sauce, right.
(15:53):
What are y'all's expectations?
Because you know, lemonsidegets this question about
branding all the time, like whatyou know?
What type of ROI should Iexpect?
So what is y'all's kind ofphilosophy on how many leads is
this going to gain and thingslike that?
How do you answer that question?
Speaker 2 (16:11):
It just depends on what kind of social you're doing
.
So if you're doing organic,it's not really a lead
generating like direct ROI typeof situation, and a lot of that
is because of how the platformsare.
Most of the platforms don'twant you to encourage people to
click off of them unless you'respending money on them.
So if you're running ads, it'sa totally different conversation
(16:31):
.
We're tracking cost per lead,we're tracking ROI.
We're trying to get and helpyou get the most out of what
you're spending.
But when it comes to organic,it can't be the goal because
that's not how the platforms areset up.
If you put out a piece ofcontent and it has a link in it,
it's way less likely to get infront of people.
So it's not even really we'redoing that.
So instead, what we're lookingat is growth over time for your
(16:55):
business.
We're looking at increase inbranded searches.
We're looking at for our sakeand so that we can get better.
We're looking at engagementpercentage and how much we're
getting into the newsfeed, howwe can get into it more, because
we know that the morevisibility that we get, the
better.
And then also a lot of ourclients end up seeing these like
(17:18):
three phases.
So, like the first phase is isthat their friends and family
are telling them like, oh mygosh, we see you guys all over
social media.
Now you're constantly in mynewsfeed, which is great because
now we're staying top of mind.
And then they start seeing thatpeople want to work for them.
So multiple of our clients havehad better recruits.
(17:40):
They've been able to hire thebest person in their town or,
like people who you know,multiple shops, uh shops wanted
them, but they chose this onebecause of their social media
presence.
And then, thirdly, people inthe community are going to start
to recognize you.
Like we had a client who was atthe gas station and this
woman's like, oh my gosh, Ialways see you on Tik TOK and
(18:01):
it's funny because he's theowner and he's actually not the
one on TikTok, it's just theirbrand, which is even better
because that's what we want asmuch as the people matter.
The brand is really what we'retrying to get out there.
People are important because aspeople, we interact with other
people.
We engage with other people.
It helps the people who you'reusing their warm networks, share
(18:24):
the content.
So there's a lot of benefits tousing people, but it's really
about the brand.
So when you have a great brand,it works even better on social
media and we get to have yourtruck in the background and
everybody's wearing the rightuniform and your walls are
branded and your office isbranded and you have hats and
signs and all these other thingsthat we can use that look
really great on social media.
So that's really what we tellthem to look for.
(18:48):
And then also the expectationin organic social, when you'll
really start to like, feel theimpact and you'll see it in your
numbers, typically around thesix month to a year.
So you have to start soonerrather than later, because it
takes time for that snowball toget bigger and bigger.
Speaker 1 (19:04):
So I love the recruitment piece that you
mentioned.
Well, I love several thingsthat you said.
So let me grab onto that lastcomment that you made.
So I have this.
I call it all the time.
This is not new, but I calleverything.
It's either a marathon strategyor a sprint strategy.
And so there are sprintsoutbound calling, texting, quick
emails, things like that thatgo directly out to specifically
(19:28):
get a reaction right.
Then those are few and farbetween.
So social media is actually oneof the ways.
That is a long-term,foundational brand building
strategy, right, I mean.
So you said six months to ayear.
So I mean a lot of people arelike what I need to pay?
Yes, that is how real marketerswork.
Real marketing is a layered,very, very good post, a very
(19:52):
good strategy.
I'm sorry of you know, justeverything building on itself.
I'm really on this kick lately,Like I just want to get on a
soapbox and say, really, bringus.
A strategy is one of thosethings.
A marketing strategy is one ofthose things where,
independently, each layerdoesn't perform.
It doesn't perform as well asit could, it's not optimal
(20:12):
performance.
It's the layered where, like atwo plus two equals five kind of
thing.
And so if my social media ishelping me build my brand, my
paid ads are going to performbetter.
My mass media is going to helpeverything perform better, and
that is because you trust theprocess.
For those of you that arelooking for a quick win, a quick
(20:32):
this and a quick that, quickand marketing do not always go
very well together.
Speaker 2 (20:34):
Yeah, yeah, and man, there was something you just
said and it made oh, the thingthat makes your social media
even better is all of the othermarketing that you're doing.
So when we're looking forcontent that is highly engaging,
it's like the photo dump of thecommunity event that you did
last week, or the pictures ofthe booth that you have set up
(20:55):
at the home show, or the photoof you and whatever organization
that you're giving back to.
So the pictures and videos ofyou putting yard signs in
people's yards.
So much of your other marketingis elevated on social media.
Even your TV commercial oropportunities that you have to
(21:15):
speak at the local news All ofthese things are great social
media content.
And so, even when we're talkingto people about potentially
wanting to work with us, thoseare the questions that I'm
asking what else are you alreadydoing in marketing?
Because that's how I know.
If we're talking to peopleabout potentially wanting to
work with us, those are thequestions that I'm asking, like
what else are you already doingin marketing?
Because that's how I know ifwe're going to be able to get
really great content or if it'sgoing to be a little bit more
(21:36):
challenging.
Speaker 1 (21:37):
Yeah, I love this idea.
So we were talking about thisthe other day when we were
getting ready to onboard thisnew client, and so listen, like,
and I kind of work in the salesside of life, you know.
So I had this vision for whatLemon Seed was going to be when
I left my family's company and Iwas doing I'm like I'm
literally just going to pickmyself up from working for my
family's company and start doingit for all these companies and
(22:00):
so just managing everythingcommunity marketing, all these
things.
And so I met this contractorand he's like, yes, I'm ready.
So I'm like, okay, so on yoursocial media, let's talk about
that.
He's like, yes, I'm going to beposting every day, I'm going to
do all this stuff.
And I'm like, okay, sorealistically, I don't think
you're going to post every day.
(22:21):
And he goes.
I don't know why you think thatI was like, well, every single
day to all these platforms, yeah.
So again, this comes down tolike setting realistic
expectations of yourself so thatif you don't hit those things,
you know your first thought is,oh my gosh, just forget it when
really like ramping up and allit's understanding that at the
end, what the end goal is there,like my goal is to, at the end
(22:44):
here, really have some strongexpectations branding going on,
but anyway.
So what are?
Another thing that I thoughtwould be good to talk about is?
You mentioned recruitment, andso what are you?
What are some cool ways thatyou've seen your social media
clients showcase their culturemaybe, or something really cool
that really drove interest inwho they were?
Speaker 2 (23:05):
I mean, I think that number one it's documenting the
things that you're doing and sodocumenting the celebrations
with your team, celebrating yourteam online, and a lot of that
has to also be done in person.
You don't want to just use itfor clout and then just be the
worst owner ever, but I am goingto guess that everyone
(23:27):
listening to this is not thatperson.
And then honestly, like havingfun with your social media, I
think is what really attractsthem.
So doing the trends, being alittle bit silly, like you can
see that this is a place thatyou would want to be a part of,
and then also like doing thosetrends and being having a little
bit of fun, is a little bitlike cutting edge.
(23:48):
It's a little bit different.
Like you know, you're going togo into this place and they're
not going to be like just likenot have a humanizing qualities
to them.
So I think those things reallyhelp.
So documenting the things thatyou're doing with your team,
making sure that you're usingyour team, and having a little
bit of fun in your video contentis what helps attract better
(24:11):
recruits.
Speaker 1 (24:12):
Absolutely.
I love what you said.
Like I love this part aboutjust showcasing what you do.
So many contractors again.
You already do cool things.
You already are doing funthings and cool things, and so
you might as well startpromoting those things.
Yep, absolutely.
So when you do things withculture, you know.
(24:33):
So I'll give a couple ofexamples of some things I've
seen people do.
So you know, feeding your team,right.
So a lot of people bring lunch,breakfast, all kinds of cool
things popsicles, snow conetrucks or whatever.
So make a little video inthat's showing your team going
up to the snow cone trailer oreating ice cream cones or you
flipping burgers for them.
(24:53):
You know, showcase things thatare just part of everyday life
there.
Yeah, company meetings, set upa video camera and record some
of it.
You can get little testimonials, right, like those are cool
things, but oh I just thought ofa.
Speaker 2 (25:08):
We have a client that does some really fun ones.
He like did this video.
He's the owner and went up andlike was hugging, like, telling
everyone good morning, but he'slike a lover, he just like hugs
all of them and he's like POVview, you know, he's like
holding it and he's like I'mrecording you but I'm just
saying good morning, how are youLove you Like, and it was, he's
(25:29):
so good.
He also does Van CleanWednesdays.
His mom cooks every Wednesdaytoo.
She works in the office and sowe'll do things with her where
it's like her quotes, like lifequotes or whatever they have
like a smoothie making station.
So we've done videos wherewe're just like what's in the
smoothie you know like andthey'll make a smoothie there.
(25:51):
So that's what we mean bydocumenting like literally just
documenting what you're doing.
People find that interesting.
I mean, for me it's like youknow people do day in the life
videos.
I love day in the life videos.
My day in the life videos arekind of boring.
I just like walk to my computerand then like have meetings all
day.
But your day in the life videosare way more exciting.
(26:12):
There's so much more going on.
There's other interactions andpeople, and so it's those little
mundane things and I could findfun things too, like the things
I eat for breakfast, the megoing to the gym, like I've done
some before recording a podcast, like you can find the things
that you do.
It just takes a little bit ofpractice and and don't expect to
be really great at it Like yourfavorite creator, like they got
(26:33):
good because they startedpracticing.
It's a, it's a new muscle andit takes some getting used to,
but you just put things outthere and see how they go and
then try something else.
Speaker 1 (26:43):
Yeah, and you know this is about not being scared
and, again, about beingintentional and, like you said,
just like everything else, youcontinually get better and
better and better.
Um, and so, to kind of wrapthis up, jen, what do you think
are like maybe two, three, fourthings that like, even if maybe
(27:04):
you have like a couple of poststhat people could immediately
start doing or some processesthat people could start doing?
Um, what do you think?
Two or three things like, okay,I'm ready to start with social
media.
Should I start on everyplatform?
Should I start posting a bunchof stuff Like do you have some
easy tips of how to get started?
Speaker 2 (27:22):
Okay.
So use scheduling tools.
So the way that I usually havepeople start is how many hours a
week are you going to be ableto commit to this?
So one hour, two hour, whatever.
Put it in your calendar, put itin your calendar, don't let
anybody take that time away.
Then you need to decide on yourfrequency.
(27:43):
So do you want to post threetimes a week, five times a week?
You know, two static posts, onevideo a week?
Come up with a cadence thatyou're going to commit to.
Don't try to like go zero to amillion, because you'll get
burnt out and then you won't doanything.
So it's better, like you said,just to kind of slowly ramp up
and then, um, from there, createa content calendar.
So we do the four C's.
(28:06):
So the first part is, um, man,I'm going to get these first two
out of order, but it is yourcommitment, and then it's your
calendar.
And so, when it comes to yourcalendar, you're going to look
at the important dates in themonth.
So any holidays or any likehashtag holidays for the trades,
you know, like hug, a Palmerday is this month, I believe,
(28:31):
believe.
And then you're going to lookat important days in your
business, so birthdays,anniversaries, and you're going
to get all of those in there andthen you're going to fill in
the blanks with the 3S framework, so show up, stand out and
scale content.
And then the third C is togather the content.
So now you have your plan andnow you just need to get the
pictures and videos that you'regoing to fill in the blanks with
.
It's best to kind of bolt,create things and then from
(28:52):
there you need some sort ofaccountability.
So just making sure that you'recommitted that's the fourth C
is committed.
But as far as like easy posts,photo dumps, like behind the
scenes we're coming up on a newmonth, so behind the scenes and
camera roll for the last monthsuper great, one Gets a lot of
(29:16):
engagement.
Recently I have a group calledthe Trades Trailblazers.
It's a monthly mentorship.
We open it up quarterly andit's for people who want to do
their social media on their ownbut just want more
accountability, more direction,support, feedback, and so we'll
go through their accounts andkind of just like talk about
what they could have donedifferently in their content.
(29:37):
A big one that I see is likejust using stock photos or using
like stock graphics, like happyspring, happy St Patrick's Day
and a super simple switch isjust using pictures of people to
tell the same message.
So using pictures of people istell the same message.
So using pictures of people isalways going to get more
engagement, and I mean likepeople in your team, not stock
photos, not AI generated, butlike actual people in your team.
(29:59):
It's going to help yourengagement and your views and
your reach improve so much more.
So those are some things that Iwould definitely start with.
Speaker 1 (30:10):
Cool, that's great, that's a great tips.
I always say, like developing acouple of pillars of content,
like like you're saying behindthe scenes, and if I want to do
birthdays and anniversaries, amotivational quote like
something.
But again, every time I thinkof a picture that I could post,
I'm like how can I make thatinto a video?
So, instead of posting afive-star review, how can I get
(30:31):
somebody to read a five-starreview?
Right, exactly, yeah, that's agood one.
Speaker 2 (30:39):
So listen, jen, if anybody wanted to reach out to
you about Keyheart Marketing.
How would they do that?
So we are Keyheart Marketing onall the platforms, and that's
spelled K-E-E-H-A-R-T, of courseFacebook, instagram, youtube,
tik TOK, um, and then ourwebsite, keyheartmarketingcom.
You can also um be friends withme on Facebook, jen McKee, and
uh, yeah, I have a podcast aswell.
(31:02):
Key to growth podcast Um.
K E, e again.
Key to growth podcast, crystal.
Speaker 1 (31:08):
I don't think I'm not sure when this episode is being
released but, crystal's episodehasn't been released, but it's
coming soon and we talk allabout we're probably going to be
close together at the same time.
Speaker 2 (31:18):
So we talk all about marketing for the trades there.
Speaker 1 (31:21):
Yes, great podcast.
Jen brings lots of greatspeakers on her podcast, lots of
great guests.
I should say it's a great job.
So listen, one thing I'velearned the trends might shift,
but consistency and claritynever really go out of style.
So, guys, I think you and Iboth are on the same page here.
Just keep showing up.
People are watching.
Maybe you're not getting a lotof engagement, but just keep
(31:42):
doing it, keep altering it, keepmaking it better.
You're definitely going to getthere.
But, Jim, thank you so much foryour takeaways and for being
such a force.
I think you're doing greatthings because I think you know,
even for women in HVACR, you'resuch a great partner, doing so
much of that just out of thekindness of your heart to grow
that nonprofit and your team iswonderful, so it's been a joy
(32:04):
working with them.
Speaker 2 (32:06):
We love working with you, Crystal.
We're always so grateful.
Speaker 1 (32:10):
Well, it's a lot of fun.
So, guys, if you're tired ofguessing what to post, what real
strategy?
Definitely check out Key HeartMarketing to help you get your
social media rocking and rolling.
And thank you for listening toanother episode of From the
Yellow Chair.
If you've enjoyed our episode,I would love for you to leave us
a review wherever you'relistening.
Make sure you follow us onsocial all of our social media
channels and
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