Austin Armstrong’s Playbook for Growing Local Businesses with Social Media

If your local service business isn’t in search results, you’re handing customers to your competitors. I recently caught up with Austin in Charlotte, his hometown, where we were both keynote speakers at DigiMarCon.

Austin Armstrong, with over a million followers across social media, dropped some real value bombs and actionable strategies on how local service businesses can leverage social media, much like a search engine, to attract more customers.

He shared these pro-level tips in a recent CoachYu episode, recorded right after DigiMarCon in Charlotte, North Carolina.

Austin has 600K subscribers on YouTube, 1 million followers on Facebook, 900K previously on TikTok (currently rebuilding), and 100K on Threads.

He also owns Syllaby, a SaaS company that helps repurpose video content – the way we talk about.

I’ve been following Austin on Facebook for years, and honestly, I felt a little jealous—he consistently gets thousands of likes! I always wondered how he did it.

So, I asked him: What’s been the key to your growth? And what kind of business impact have you seen from it?

Here’s his secret — focus on the top of the funnel. Engagement- and awareness-driven content gets the most interaction: likes, shares, and engagement rates over 10%.

When you concentrate on broad awareness content, everything else rises with the tide. Consideration and conversion naturally follow.

We see this across every social media platform. Take TikTok, for example. Many business owners hit that dreaded 250-view cap and struggle to break through. But if you create just a couple of semi-viral videos that attract your ideal customer profile (ICP), your follower count grows. Once you hit tens or even hundreds of thousands of followers, your baseline views jump from 250 to 2,500 or more.

Even though 2,500 views may seem small compared to a viral hit, it’s still 10X more reach than before.

Austin has generated millions in revenue through organic social media — leveraging it for lead generation and customer acquisition in his agency. His SaaS startup, Syllaby, also hit $1 million in revenue within a year, an incredible milestone for a first-time founder.

Austin is prolific — he posts all his content himself, calling himself “borderline addicted” to sharing amazing content.

He’s constantly posting, sometimes three or four times a day on Facebook. His content often includes inspirational quotes that resonate deeply with his audience, racking up thousands of likes.

If You’re a Restoration Contractor, Here’s How to Drive More Leads After a Flood

If you’re a restoration contractor in San Antonio and you’re in an area with flood damage, you want to drive more leads and get the phone ringing.

Here’s how, according to Austin:

1. Get Involved in the Community

Getting involved in the community can actually generate a lot of leads.

• Help the community by volunteering your time.
• Wear a branded shirt while you’re out there.
• People will start to see you more and recognize your name.

They’ll know, like, and trust you — which is one of the most important factors.

So giving back to the community is a big differentiator in why someone would contact you in the first place.

2. Share Educational Content

There’s an educational component to what you can do.

• Show how to prevent flood damage in a home.
• Create educational content that helps people know what to do.

3. Make It Easy for People to Contact You

Once people see you in the community, they’ll check out your website and social media.

• They’ll look at the content you have online.
• If you make it really easy for them to contact you, that’s what will generate more clients and leads.

If You Run a Home Service Business, Here’s How to Think About Social Media

If you run a home service business where leads normally come from Google — like an emergency plumber, locksmith, flood restoration, or even traffic ticket services — most people assume they need to go straight to Google to search when something happens.

But here’s how Austin says you should think about social media for businesses like yours:

1. Social Media is a Search Engine

Contrary to what some might think, social media platforms function as search engines, and people actively search for solutions there.

TikTok openly calls itself a search engine and now includes features like “People also search” and AI-generated answers in search results.

And, Facebook, Instagram, and TikTok allow location-based tags, making it easier for local customers to find your content.

2. Faster Traction Than SEO

While SEO is powerful, it can take months or even years to rank for competitive keywords. Social media, on the other hand, gives you immediate visibility.

You can turn on paid ads instantly and start reaching potential customers in your area.

Instead of waiting for SEO rankings, a single viral video can get you seen today.

3. Create Practical, Searchable Content

Instead of just promoting your business, make content that answers real problems people search for.

• Emergency locksmith? Create a video: “Here’s a quick trick to unlock your car if you’re locked out.”
  
• Plumber? Post a tip: “Here’s a simple hack to fix a running toilet before calling a plumber.”
  
• Flood restoration? Share: “What to do immediately after a flood to prevent further damage.”

People are actively searching for this information, and when they find your content, you become the expert they trust to call.

4. Add a Simple Call-to-Action

Your content should always lead people to take action.

• Include your contact info in your bio so it’s easy to find.
  
• Use a single call-to-action in your video captions (e.g., “Need help? Call us now!”).
  
• Run ads on your top-performing videos to reach more local customers.

5. Learn From Industry Leaders

Roger Wakefield is a great example of how this works.

He has over 600,000 YouTube subscribers because he built his brand around SEO-driven video content like “How to fix X” or “Best plumbing products compared.”

His plumber reaction videos and tutorials, and live streams every week helped him dominate YouTube search results. If you type “plumber” into YouTube, Roger is everywhere.

If You’re a Plumber and Don’t Want to Be on Camera, Here’s Your Approach

If you’re just a plumber, and you’re camera shy, you might think social media isn’t for you. You don’t want to do TikTok dances, you’re not an outgoing personality, and maybe your family is private — so how do you still create content without being like Gary Vaynerchuk or Roger Wakefield?

Here’s what Austin suggests:

1. Use AI to Create Content Without Always Being on Camera

With AI, there are now several ways to generate content without needing to constantly show your face.

• Record one video of yourself once, and AI can generate multiple variations of content from it.
• AI can create talking head videos based on your script — but obviously, it’s not going to replace actually fixing a toilet (yet).
• Tools like Syllaby allow you to generate scripts, avatars, and content without needing to film yourself repeatedly.

2. Answer the Questions People Are Searching For

You don’t need to be an influencer — just answer the real questions people ask about plumbing.

Use search tools like SEMrush and Keywords Everywhere to find the exact questions people in your area are searching for.

Google’s “People Also Ask” section gives you real-time trending questions about plumbing, like:

• How much does it cost to fix a leaky faucet?
• When should I replace my water heater?
• Why is my toilet making a hissing sound?

3. Pull Data from Multiple Platforms

It’s not just about Google — people search for plumbing help across different platforms.

AI tools can pull in real-time search data from Google, YouTube, Instagram, Pinterest, Quora, and X.

Instead of guessing what content to make, you create content based on what people are already searching for.

4. You Can Hire Someone or Use an Avatar

If you still don’t want to be on camera:

• Hire an actor or spokesperson to present the content for you.
• Use an AI-generated avatar to create explainer videos.
• Make text-based content or animation videos instead of showing your face.

5. Streamline the Process & Keep It Simple

You don’t need to reinvent the wheel — AI and automation tools allow you to:

• Generate scripts based on trending questions.
• Turn those scripts into videos, blog posts, or social media content.
• Post without having to constantly film yourself.

Here’s How Social Search is Different from Google for Home Service Businesses

If you’ve been heavily focused on Google search for your home service business — like plumbing, roofing, landscaping, or HVAC — you might wonder:
What’s different about searches on social media?

Here’s what Austin has noticed:

1. Social Search Has More Comparisons

People are visual learners, so on social media, there are a lot more comparisons than you see on Google.

Google searches are often direct: “Cost to replace water heater”

TikTok or Instagram searches might be: “Best water heater brands ranked”

More people — especially Gen Z — are searching on TikTok more than Google. They want real people showing products, services, and experiences. 

Even Millennials and Gen X are watching visual breakdowns before making decisions.

2. Before-and-After is the Easiest Content Anyone Can Do

This is huge for home services like landscaping, basement finishing, and renovations.

• Landscaping: Before and after $100K+ backyard transformations
• Basements: Contractors showing unfinished to luxury basement remodels
• Plumbing/Roofing: Side-by-side comparisons of cheap vs. high-quality materials

Think HGTV, but in 60 seconds.

3. Social Media Builds “First-Person Trust”

People don’t just search for the best business — they search for the person they trust. If they watch your content consistently, you become the first person that comes to mind when they need a service.

Even if they’re not in your service area, they may reach out and ask for recommendations.

4. Social Algorithms Know You Better Than You Do

Social media platforms understand user behavior deeply — they show people exactly what they’re interested in, even before they realize it – in their For You Page (FYP).

Example: Someone watches a lot of basement renovation videos → TikTok starts showing them contractors, home improvement tools, and interior design tips.

Even if a business is outside their area, they might trust them so much that they ask if they can recommend someone local.

5. Staying Top of Mind is Everything

People might not need a plumber, roofer, or contractor today, but when they do…

If they’ve been watching your short videos, comparisons, and project breakdowns, they’ll think of you first.

Instead of going to Google, they’ll just call you directly.

If You’re Creating Content, Your Audience Might Not Be Local – Here’s How to Leverage That

If you’re running a business that serves a specific city, you might assume your content only reaches local customers. But in reality, platforms like TikTok and YouTube push content to people across the country, not just your service area.

Take Unfinished Basements New Jersey, for example. TikTok isn’t just showing their content to people in New Jersey. It’s pushing it to anyone with an interest in basement renovations, anywhere in the U.S. The challenge? Only a small percentage of those viewers are actually in New Jersey and can become customers.

This happens across many industries. A chiropractor in Dallas might have millions of followers, but when you check the analytics, 99% of those viewers aren’t in Dallas. Still, some people travel just to see him because of the credibility and celebrity effect he’s built through his content.

Or take the refueling company that ranks on Google for “mobile refueling Los Angeles” and other major cities. They don’t even service those areas, but their content and SEO strategy make them show up at the top anyway. They’ve turned this into a business by referring leads to other companies in those locations and taking a commission.

If you’re in home services and don’t want to create content yourself, there’s another way to benefit from this model. Instead of making your own videos, find the person in your industry who already dominates online. Maybe it’s the top TikTok creator for one-day bathroom remodels, custom pools, or roofing. If they’re only servicing their city but getting national leads, you can buy the leads that come into your area and convert them into business.

This creates a win-win ecosystem. They keep growing their reach, and you pay them the same 10-15% commission you’d normally pay for local service ads — but now it’s for hot, qualified leads.

Of course, some industries require extra caution with this model. In spaces like drug rehab, for example, lead generation has legal and ethical restrictions. But for most service-based businesses, this strategy can open up new growth opportunities, whether you’re creating content yourself or tapping into the audience someone else has already built.

Here’s How to Get More Clients for Your Home Service Business

Many businesses believe they need to create outrageous social media content to get attention. They think they must follow viral TikTok trends or act like a social media personality. But what if you just want real, effective content that brings in customers without making a spectacle of yourself?

The key lies in creating content based on what customers already search for.

Use the Walk-In Q&A Format

This content strategy works across industries — home services, addiction treatment, law firms, and medical practices.

Someone holds a phone — an iPhone, Android, whatever — and walks up to you as the expert. They ask a long-tail keyword question, and you immediately answer.

The person behind the camera plays the role of the viewer. The opening hook is them asking you the question, and you respond without hesitation.

Many large businesses already use this strategy. Drug and alcohol treatment centers, lawyers, doctors, podiatrists, and home service professionals have all seen success with it.

For example:

• “Hey, Dr. B, what’s the easiest way to get off Suboxone?”
• “Hey, what’s the fastest way to unclog a drain without calling a plumber?”
• “Hey, how do I know if I need a new roof or just a repair?”

You establish credibility immediately by filming in your work environment. A doctor answers from a medical office in a white lab coat. A plumber stands in front of a job site. These subconscious cues build trust. The question comes in, and the expert answers — solving a real problem in under a minute.

If you were to promote a video and bring in viewers, use a simple, direct hook:

“Hey, I’m Dennis Yu, and here’s how you can get more clients for your service-based business in 3 minutes.”

One minute to shoot. One minute to edit. One minute to post.

Track Leads, Not Just Likes

Businesses need to track more than likes and shares. The real measure of success is leads.

Adjust how you capture leads by using multiple entry points. Link-in-bio tools provide options that send potential clients to:

• A TikTok-specific landing page with Q&A content.
• A form where visitors book a consultation.
• A lead magnet, like a free eBook. (“5 Things to Do Before Calling a Plumber”)
• A call-tracking number that measures direct calls from TikTok.
• An AI chatbot that pre-qualifies leads.

This Strategy Works at Scale

One of the largest drug and alcohol treatment centers in America used this exact method. Their TikTok account grew to 150,000 subscribers while their YouTube channel expanded.

They structured their content like this:

1. A cameraman walks up to the doctor.
2. The doctor gets asked a relevant question.
3. The doctor immediately answers.
4. They direct viewers to the bio for more information.

In the bio, they created a TikTok-specific landing page with a Q&A section, an AI chatbot, and an eBook download.

The chatbot asks specific questions about addiction, pre-qualifying leads before they even contact the business.

This approach works for addiction treatment centers, law firms, home service businesses, and medical professionals.

Austin is the best video marketer in the drug and addiction space, period. This is his expertise.

He loves what he does because presenting information the way he does in the behavioral health marketing space literally saves lives.

When he helps a treatment center go viral, people don’t just watch content — they find real help.

Every day, he sees emails, phone calls, and comments from people saying:

“This content saved my life.” or “This video saved my daughter’s life.” or “This saved my spouse.”

Sure, for many treatment centers, the main KPI is the number of verifications of benefits (VOBs) run. That’s the business metric. But for Austin, it’s about the human impact.

If You’re Starting an Agency in 2024, Here’s What You Need to Know

If you’re a young adult starting an agency in 2024, helping local service businesses, you probably know something about social media, but you may not fully understand how to choose a niche or how to grow effectively.

Austin has been through the process. He’s run an agency, scaled it, and even built a SaaS company by figuring out how to automate parts of the business. Here’s what he’s learned:

Start with a Niche and Stick with It

Choosing a niche matters. Whether it’s drug and alcohol rehab, lawn care, pool installation, roofing, or HVAC, stick with it.

If another industry reaches out to you and you genuinely see a strategy that can help them, don’t just take their money. Make sure you’re confident in the results you can deliver. Not every strategy works organically for every industry.

But if you know you can help, commit to the work, refine your process, and keep creating content.

Stop Making Excuses — Just Create Content

It doesn’t matter if you’re nervous or scared. Shut up and start making content.

Austin hates cold calling and outbound sales. That’s why he had to figure out inbound marketing—he had to make content that brought clients to him.

One YouTube video from years ago about drug rehab SEO strategies still brings him leads. That video covered skyscraper strategies, pillar content, and SEO techniques specific to addiction treatment centers.

Because of that content, big agencies like Dreamscape Marketing — one of the largest in the drug and alcohol rehab space — noticed him. He’s been hired multiple times by CEOs as a consultant, just because they resonated with his messaging on YouTube and TikTok.

If you keep showing up, you’ll become the expert in your niche.

Get Your Foot in the Door — Be Willing to Work for Free

If you’re just getting started, don’t be afraid to eat shit for a little bit.

Austin started as an unpaid intern. That turned into a paid internship, then part-time work, then a full-time job at a drug and alcohol treatment center. That experience built his expertise, which later allowed him to start his own agency focused on addiction treatment marketing.

If you believe in what you do, reach out to businesses and offer value.

Try this approach:

• Contact potential clients in your niche.
• Say: “This is what I do. I specialize in your industry.”
• Offer to work for 30 days for free. Say: “Let me just do some magic for you for 30 days for free, no cost. And if you like it, let’s continue.”
• Say: “If you like the results, let’s figure out pricing. Here’s what I typically charge. What would sound fair to you to get started?”
• Hit specific KPIs, then renegotiate.

You don’t need to land a massive client right away. Just get one.

Don’t Overcharge Before You Have Real Expertise

One of the harshest lessons Austin learned was pricing.

Drug and alcohol rehab is a highly lucrative industry, and some agencies take advantage of that. Early in his career, he sent out overpriced proposals that weren’t justified.

Clients saw through it. They called him out for adding a “rehab tax” just because of the industry.

That was an embarrassing but valuable lesson. Charge based on real expertise. If you can’t back up the price with proven results, you’ll lose credibility fast.

Play the Long Game — Build a Reputation First

When Austin started, he didn’t plan on becoming “the rehab marketing guy.” He just focused on one industry, got good at it, and kept showing up.

Now, he’s recognized as the best video marketer in the addiction treatment space, period.

If you’re just starting out, don’t aim to be the biggest agency overnight.

• Choose a niche.
• Keep creating content.
• Offer value first.
• Learn from mistakes.
• Play the long game.

Just get one. Then another. Then another. That’s how you build something real.

Where Is the Agency Space Going With AI?

AI won’t replace agencies. It will enhance them in so many different ways — content strategies, content publishing, analyzing what type of content performs best. So with AI, agencies can work smarter, save time, and scale faster.

If you’re writing blog articles, let AI do a lot of the work for you. And that doesn’t mean copying and pasting, but rather:

• Use AI to create an outline.
• Let it generate a first draft.
• Go in and customize it with brand voice, tonality, expertise, and experience.

That way, it not only passes AI detectors but also saves countless hours while maintaining quality.

AI Tools Every Agency Should Know About

There are so many tools out there, and Austin keeps track of thousands.

Descript is one of Austin’s favorite simple AI tools.

• Load a video, and it pulls the transcript automatically.
• You can search for filler words (“um,” “uh”) and remove them instantly.
• Overdub lets you replace words seamlessly.

Opus Clip

If you create long-form content, drop in the URL or upload a file.

• Opus Clip generates 30 TikTok-ready videos under one minute.
• No extra work needed.
• Agencies can offer this as an upsell to clients.

CapCut

CapCut is superb. Austin used it for a year for free, and then started paying for it because he was getting so much value out of it. 

Premiere Pro is also an option if you want to go deeper.

How to Become a Proficient Public Speaker

Austin always dreamed of becoming a speaker, but he played the long game to get there. He started paving that road 10 years ago by going to conferences, studying speakers like me, and noticing not just what they were saying, but how they were delivering their speeches.

He’s still learning. Right now, he’s listening to Limitless by Jim Kwik and applying strategies from the book. One of them is remembering names — which he saw me doing live at the event.

“You gotta say it three times. What’s your name? Kim? Kim. Got it. Kim. Here’s the thing, Kim, Kim, Kim.”

Saying someone’s name multiple times not only helps remember it but also instantly builds connection.

Top Speaking Techniques Austin Has Learned

One of the most effective speaking techniques is getting the audience to say “yes” repeatedly.

• Great speakers keep their audience engaged by asking questions that lead to a yes response throughout the presentation.
  
• By the time they make a call to action — “Run to the back of the room for this special offer!” — the audience is already in the habit of saying yes.
  
• Infomercials do this. ClickFunnels speakers do this. It might feel a little sleazy, but it works.

Get to the Conference Early & Connect With People

If Austin speaks on Day 2 of a conference, he always shows up on Day 1.

Why? Because he loves referencing conversations and engaging the audience personally.

For example, he met Kennedy, a volunteer at the conference, at the bar the night before. He told her, “I’m going to shout you out tomorrow,” and she said she’d be there.

During his talk, when she was passing the microphone around, he said:
“Shout out to Kennedy! Everybody give her a round of applause.”

This does two things:

1. It makes the audience feel connected.
2. It makes people feel seen and valued.

People Remember Personalization, Not Just Information

There’s nothing sweeter to someone than hearing their own name.

If you can call out someone from the audience and recall a detail from your conversation, they will forget every distraction and focus entirely on you.

They might not remember every slide or statistic, but they will remember that moment.

How Austin Got His First Speaking Gig

Austin started with free webinars and info sessions for potential clients. He just wanted to practice speaking.

Then, he started shooting his shot.

One day, he sent a cold DM to Scott from Video Marketing World.

• He had attended the conference before and learned a lot from it.
• He noticed they had no TikTok speaker.
• He told Scott, “I’ve been growing a lot on TikTok. I have 50,000 followers. If you ever need a TikTok speaker, I’d love to be considered.”

Scott replied: “Let’s get you on the podcast first.”

Austin nailed the podcast, and it became a dry run for his speaking ability.

This strategy isn’t new. Mike Stelzner from Social Media Marketing World does the same thing. He interviews people twice — once before the actual podcast. That’s why his podcast is so polished.

After the podcast, Scott invited Austin to be on a TikTok panel at Video Marketing World.

Austin delivered a great presentation. They invited him back as a standalone speaker.

He used that opportunity to land even bigger events.

Final Advice for Aspiring Speakers

Play the long game.

If you dream of becoming a public speaker, shoot your shot.

Reach out to event organizers and say:

• “It is my dream to be a public speaker.”
• “I would love this opportunity.”
• “If you’re looking for additional speakers, let me know.”

People want to help people. (If you put yourself out there, you’ll be surprised at who says yes.)

The Secret to Building Your Speaking Reputation

Building a reputation in public speaking is like running the bases. You don’t start with a keynote. You work your way up:

1. Podcast interviews
2. Webinars
3. Panel discussions
4. Breakout sessions
5. Keynote speeches

It’s a stepping stone process. The chicken and egg challenge is that once you have a reputation, opportunities come easier.

The Psychology of Elevating Others

I already knew Austin would crush it at DigiMarCon. I have seen him speak, know his expertise, his achievements, so I invest my own time and money to promote Austin.

When I elevate people like Austin, by featuring them, referencing them, and highlighting their expertise — the credibility also transfers back to me.

This is the secret most people don’t understand about public speaking and social media influence.

When you interview high-value people and let them share gold nuggets, the audience still credits you. Even though Austin is the one delivering the value, I – as the host – still get authority from the association.

So I have interviewed some of the best minds in the industry. People now tell me how amazing I am. Not because of what I personally said, but because of who I brought in.

The Roger Wakefield Strategy — Sitting Front and Center

Another under-the-radar strategy is where you sit at conferences.

Austin studied Roger Wakefield and noticed something:

• Roger always sits front and center.
• The speaker naturally anchors to the people in front.
• If a speaker knows you, they’ll shout you out multiple times.

Austin started doing the same thing.

When I spoke at DigiMarCon, Austin sat at the front table.

• How many times did Dennis shout him out? A lot.
• Why? Because Austin was front and center all day.

When you do this, other speakers start mentioning you. Even if they don’t know you at first, they start referencing you on stage.

And if you’re speaking later at the event, this pre-promotes your session. More people will attend your talk because every other speaker has already mentioned your name.

It’s not manipulation. It’s just playing smart.

Final Advice: Just Do It

The best advice? Get out of your own way.

Perfection is procrastination. Stop overthinking. Just do it.

Where to Find Austin Armstrong: Austin Armstrong is everywhere. You can find him under:

• Austin Armstrong
• Syllaby
• Socialty Pro

Just don’t confuse him with the football player or the Christian influencer.

And soon, when you search Austin Armstrong, he’ll be ranking #1.