Social Media Marketing for Septic Companies: A Practical Guide

Let's be honest: social media isn't going to transform your septic business overnight. When a homeowner's septic system backs up at 6 AM, they're searching Google, not scrolling Facebook.

But that doesn't mean social media is worthless for septic companies. Used correctly, it builds trust, keeps you top-of-mind, and supports your other marketing efforts. The key is having realistic expectations and not wasting time on tactics that don't work for local service businesses.

This guide covers what actually works for social media in the septic industry—and what you can skip.

Does Social Media Work for Septic Companies?

Here's the honest answer: social media works for septic companies, but not the way most people think. It's rarely a direct lead generator. People don't wake up, scroll Facebook, and suddenly decide they need their septic tank pumped.

What social media does well:

• Brand awareness: Your name stays in front of local homeowners
• Trust building: Photos and posts show you're a real, active business
• Reputation support: When someone Googles you, your active social presence adds credibility
• Community connection: Sponsoring local events and sharing community news builds goodwill
• Referral amplification: Happy customers can easily share and tag you

What social media doesn't do well for septic companies:

• Generate immediate leads: Septic is a need-based service, not an impulse purchase
• Replace search marketing: Local SEO and Google Ads will always outperform social for lead generation
• Go viral: Let's be realistic—septic content isn't going to break the internet

If you have limited time and budget, prioritize your website, Google Business Profile, and review generation first. Add social media once those foundations are solid.

Which Platforms Are Best for Septic Businesses

Not all social platforms are created equal for local service businesses. Here's where to focus your energy.

Google Business Profile (Priority #1)

Technically not traditional social media, but Google Business Profile posts are the most valuable "social" content you can create. Why? Because they appear when people search for septic services in your area.

Post to your Google Business Profile weekly. Include:

• Seasonal tips and reminders
• Special offers
• New services
• Company updates

GBP posts signal to Google that your business is active, which can help your Map Pack rankings.

Facebook (Best Traditional Platform)

Facebook remains the best traditional social platform for septic companies for several reasons:

• Demographics: Homeowners (your customers) are on Facebook more than Instagram or TikTok
• Geographic targeting: Local community groups and pages create natural audiences
• Sharing culture: People share recommendations and ask for referrals in Facebook groups
• Reviews integration: Your Facebook reviews add social proof

Focus on your business page and consider joining local community Facebook groups (homeowner associations, neighborhood groups, buy/sell/trade groups) where you can answer questions and become a helpful resource—not spam your services.

Instagram (Visual-Focused Option)

Instagram can work if you're willing to invest in quality photos and videos. It's more visual than Facebook, which means your content needs to look good.

Best for:

• Before/after project photos
• Behind-the-scenes content
• Team photos
• Equipment and truck photos

Instagram works best when someone on your team enjoys photography or video. If you're forcing it, stick with Facebook.

Platforms to Skip

TikTok: Unless you're genuinely entertaining and willing to create regular video content, skip it. The audience skews younger (renters, not homeowners) and the format doesn't suit most service businesses.

Twitter/X: Too fast-moving and not local enough. Your tweets will disappear into the void.

LinkedIn: Only relevant if you're targeting commercial clients or B2B relationships. Not worth it for residential septic services.

Content Ideas That Actually Engage

The biggest mistake septic companies make on social media is posting nothing but promotions. "10% off pumping this month!" gets old fast. Here's what actually gets engagement.

Content That Works

1. Before and after photos (see detailed section below)

2. Educational tips:

• "3 signs your septic system needs attention"
• "What NOT to flush—ever"
• "How often should you pump? Here's the truth"

3. Seasonal reminders:

• "Hosting holiday guests? Your septic system is about to work overtime"
• "Spring maintenance checklist for your septic system"
• "Preparing your septic for winter: what you need to know"

Read our seasonal marketing guide for more timing strategies.

4. Team spotlights:

• "Meet Mike—20 years keeping your systems running"
• "Our crew at this morning's safety training"
• "Happy work anniversary to our longest-serving technician"

5. Community involvement:

• Sponsoring local sports teams
• Participating in community events
• Supporting local charities

6. Customer testimonials:

• Screenshot positive Google reviews (with permission)
• Share customer thank-you messages
• Video testimonials if customers are willing

Check our reviews guide for more on leveraging customer feedback.

Content to Avoid

• Constant promotions: Follow the 80/20 rule—80% helpful content, 20% promotional
• Stock photos: People can tell. Use real photos of your team and work
• Generic industry news: Your followers don't care about septic industry conferences
• Political content: Never. You'll alienate half your potential customers
• Controversial opinions: Keep it professional and positive

Before and After Photos That Sell

Before and after photos are by far the most engaging content type for septic companies. They're visual proof that you do good work—something that's hard to fake.

What Makes a Good Before/After Post

Same angle, same lighting: Take the "before" photo from the same spot where you'll take the "after." Consistency makes the transformation clear.

Clean presentation: Make sure the "after" photo shows a genuinely clean, professional result. Rake the area, remove equipment from the shot.

Brief explanation: Don't just post photos. Add context: "This system hadn't been pumped in 8 years. The homeowner was having slow drains and sewage smell in the yard. After pumping and inspection, everything is running smoothly."

Always get permission: Ask customers before posting photos of their property. Most are happy to help, but always ask first.

Types of Before/After Content

• Tank pumping results (not too graphic—focus on the clean result)
• System installations
• Drain field repairs
• Tank lid replacements
• Problem spots you fixed

Photo Tips for Field Technicians

Train your team to capture photos on every job:

• Take photos in landscape mode (horizontal) when possible
• Make sure the lens is clean
• Take multiple shots—you can choose the best later
• Avoid photos with customers' faces or identifying details (license plates, house numbers)
• Text photos to the office daily for posting

Educational Content That Builds Trust

Educational content positions you as the expert. When someone eventually needs septic service, they'll remember the company that taught them something useful.

Topics That Work

Maintenance basics:

• How often to pump (and why)
• What can and can't go down the drain
• Signs of septic problems
• How septic systems work (simple explanation)

Problem prevention:

• Products that harm your septic system
• How guests impact your system (holiday posts)
• Landscaping near septic systems
• Garbage disposal impact on septic

Home buying/selling:

• What to check in a septic inspection
• Questions to ask about a property's septic system
• Septic requirements for home sales

Formats for Educational Content

Quick tips: One useful tip in a single post. Easy to create, easy to consume.

Lists: "5 things to never flush" type posts perform well and are shareable.

Short videos: 30-60 second videos explaining a concept. Don't overthink production—smartphone video is fine.

Infographics: Visual representations of septic systems or maintenance schedules. Can be created inexpensively with tools like Canva.

How Often to Post

More isn't always better. Posting daily won't help if the content is mediocre. Here's a realistic schedule for busy septic companies.

Recommended Posting Frequency

• Google Business Profile: 1-2 posts per week (most important)
• Facebook: 2-3 posts per week
• Instagram: 2-3 posts per week (if you use it)

Consistency Matters More Than Volume

Posting twice a week every week for a year beats posting daily for a month then disappearing. Social media algorithms reward consistency.

Create a simple content calendar. Plan posts a week or two in advance. This prevents the "what should I post today?" panic that leads to either nothing or poor content.

Best Times to Post

For local service businesses, general guidelines:

• Facebook: Weekdays 9 AM - 1 PM, or evenings 7-9 PM
• Instagram: Weekdays 11 AM - 1 PM, or evenings

Test different times and check your analytics. Your audience might be different.

Batch Your Content Creation

Don't create posts one at a time. Set aside one hour per week to:

1. Review photos from the past week's jobs
2. Write captions for 3-5 posts
3. Schedule them using Facebook's built-in scheduler or a tool like Buffer

Batching is more efficient than daily content creation and ensures you stay consistent.

Paid Social vs Organic

Should you pay for social media ads? It depends on your goals and where you are with other marketing channels.

Organic Social (Free Posting)

Pros:

• Free (except your time)
• Builds authentic community connection
• Compounds over time as you build followers

Cons:

• Limited reach—only a fraction of your followers see each post
• Takes months to build meaningful following
• Algorithm changes can tank your reach overnight

Paid Social Advertising

Paid social (Facebook/Instagram ads) works differently than Google Ads. You're not reaching people actively searching for septic help—you're interrupting their feed.

When paid social works:

• Brand awareness campaigns: Getting your name in front of homeowners in your service area
• Promoting specific offers: "Spring septic check-up special—$50 off"
• Retargeting website visitors: Showing ads to people who visited your site but didn't call
• Recruiting: Hiring technicians or office staff

When paid social doesn't work well:

• Direct lead generation: People scrolling Facebook aren't looking for septic service
• Competing with search ads: Google Ads will almost always outperform Facebook for direct leads

Budget Priority Order

If you have limited marketing budget, invest in this order:

1. Professional website
2. Google Business Profile optimization
3. Google Ads
4. Local Services Ads
5. Organic social media (free, just time investment)
6. Paid social ads (last priority)

See our marketing budget guide for detailed budget allocation recommendations.

If You Do Run Paid Social

Keep these guidelines in mind:

• Target tightly: Narrow to homeowners in your service area
• Use video when possible: Video ads typically outperform static images
• Include a clear call to action: "Call now" or "Get a free estimate"
• Start small: Test with $10-20/day before scaling up
• Track results: Know your cost per lead and compare to other channels

The Bottom Line

Social media won't replace your core marketing channels, but it's a valuable supporting tool when used realistically. Focus on Facebook and Google Business Profile, post consistently 2-3 times per week, and prioritize before/after photos and educational content.

Don't stress about going viral or getting thousands of followers. For a local septic company, a engaged community of a few hundred local homeowners who know and trust your brand is worth more than tens of thousands of followers who will never need your services.

Start with the basics, stay consistent, and let social media support your broader marketing strategy—not replace it.

Frequently Asked Questions