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What does social media need to look like to actually grow a trades business?

In this episode of Beyond the Tools, Krystal Hobbs sits down with Jen McKee to talk honestly about what social media really looks like when it works for contractors. Jen shares how she found her way into the trades almost by accident and why narrowing her focus to plumbing, HVAC, and electrical businesses completely changed her business and her perspective on marketing.

Together, they unpack some of the biggest misconceptions contractors have about social media, especially the belief that it’s just for fun or that platforms like Facebook and TikTok don’t drive real results. Jen explains why visibility matters most when demand is low and how showing up consistently helps businesses stay top of mind long before a homeowner is ready to buy.

Jen breaks down her 3S Framework, Show Up, Stand Out, Scale, and explains how contractors can use it without dancing, forcing trends, or pretending to be someone they’re not. From documenting everyday moments and team culture, to sharing educational content and real customer stories, the focus is on building trust and familiarity over time, not chasing viral moments.

The conversation also dives into the realities of getting comfortable on camera, empowering team members to help create content, and understanding social media as part of a much bigger marketing ecosystem. This episode is a reminder that social media is a long-term play, one that builds credibility, relationships, and brand recognition that compound over time.

Listen in and learn about:

  • How Jen McKee found her way into the trades
  • Why social media matters even when demand is low
  • Common misconceptions contractors have about social media and ads
  • The 3S Framework: Show Up, Stand Out, Scale
  • What kind of content people actually engage with
  • How documenting everyday moments builds trust
  • Getting comfortable on camera without forcing it
  • Using your team to support content creation
  • Why consistency matters more than quick wins

 

Mentioned in the episode:

  • Kee Hart Marketing
  • The 3S Framework: Show Up, Stand Out, Scale
  • Organic social media content for contractors
  • Facebook and TikTok as visibility tools
  • Incentivizing teams to participate in content creation
  • Video content and showing up authentically on camera
  • Social media as part of a larger marketing ecosystem
  • The Growth Experience conference 

 

Connect with Jen:

 

Transcript

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