Social Media
RoundTrip is currently active on LinkedIn and Facebook. This page covers the strategy, tone, content types, and posting guidelines for each channel.
Social media at this stage of the company has one primary goal: build credibility and awareness with trades business owners in our target market. We are not trying to go viral. We are trying to be the brand that a 5-person HVAC company remembers when they finally decide they need software.
Channel Overview
| Channel | Audience | Primary Purpose | Tone |
|---|---|---|---|
| Business owners, industry peers, investors, future hires | Brand credibility, thought leadership, company updates | Professional, confident, insightful | |
| Local trades business owners, residential service businesses | Community presence, local awareness, direct outreach | Friendly, practical, relatable |
LinkedIn
Audience
LinkedIn reaches business owners, operations managers, and industry professionals. It is also where investors, potential partners, and future employees will look us up. Our LinkedIn presence needs to project credibility and competence.
Content Types
| Type | Frequency | Examples |
|---|---|---|
| Product updates | 1–2x per month | New features, improvements, what's changed |
| Founder story / build in public | 2–3x per month | What we're building, why, lessons learned |
| Industry insight | 2–3x per month | Field service trends, trades industry challenges, stats |
| Customer spotlight | When available | How a customer uses RoundTrip, results they've seen |
| Company milestone | As they happen | Launch, first customer, team updates |
| Hiring | When needed | Job posts, what it's like to work at Traxs Group |
LinkedIn Tone
- First person from the founder (Pete) where possible — personal posts outperform company posts on LinkedIn
- Confident and direct — no hedging, no corporate speak
- Specific over generic — share real numbers, real situations, real lessons
- Teach something — every post should leave the reader with something useful
LinkedIn Post Structure
Hook (1-2 lines that stop the scroll)
Body (the substance — 3-8 short paragraphs or lines)
Close (CTA or reflection — what should they do or think next?)
#Hashtags (3-5 relevant: #FieldService #TradesIndustry #HVAC #SaaS #SmallBusiness)
LinkedIn Examples
Product update:
We just shipped real-time technician tracking on the dispatch board.
Dispatchers can now see exactly where every technician is relative to their next job — updated as they move.
No more "where are you?" calls. No more guessing ETAs for clients.
Small thing. Big difference.
#RoundTrip #FieldService #TradesIndustry
Founder / build in public:
We had our first real production incident last week.
User invitations stopped working. Turns out we'd migrated to a new Azure tenant and never updated the credentials.
Two hours of debugging. One very patient wife (who also happens to be our CMO).
Fixed now. And we have a proper ops runbook so it never takes that long again.
Building a SaaS is humbling. Onwards.
#BuildInPublic #SaaS #Founder
Facebook
Audience
Facebook reaches a broader, more local audience — trades business owners, their employees, and the residential service community. The tone here is warmer and more community-oriented than LinkedIn.
Content Types
| Type | Frequency | Examples |
|---|---|---|
| Tips for trades businesses | 1–2x per week | Invoicing tips, scheduling advice, business operations |
| Product features | 1x per week | What RoundTrip does, shown practically |
| Local business shoutouts | Occasionally | Support local trades businesses, build goodwill |
| Behind the scenes | 1x per month | How we build RoundTrip, what our day looks like |
| Promotions / offers | When relevant | Free trial, founding customer pricing |
Facebook Tone
- Warmer and more conversational than LinkedIn
- Speak directly to the trades business owner — use "you" and "your team"
- Practical and helpful — share things that are useful even if they never sign up
- Avoid corporate language entirely
Facebook Post Structure
Relatable opening (acknowledge their reality)
The point (what you're sharing — tip, feature, story)
CTA (visit the website, try for free, comment with a question)
Image or graphic (always — posts with visuals get significantly more reach)
Facebook Examples
Tips post:
Still sending invoices at the end of the week? 📋
Most trades businesses lose 10-15% of billable work because parts don't get logged at the job site and invoices go out late — or not at all.
The fix is simple: invoice the moment the job is done. Not at the end of the day. Not on Friday. Right there, at the customer's door.
RoundTrip lets your techs do exactly that — log parts, get a signature, and fire off the invoice before they start the truck.
Less chasing. More getting paid.
👉 Try it free at roundtrips.app
Product feature:
Your dispatcher shouldn't have to call a technician to find out where they are. 📍
RoundTrip shows every technician's location on a live map — updated in real time as they move between jobs.
One screen. Every job. Every tech. Right now.
That's what we built. That's what your dispatcher deserves.
Link in bio to try it free.
General Social Media Guidelines
Always
- Use RoundTrip brand colors in graphics (Blue
#1D6FA4, Navy#0F2D44) - Tag the company page when posting from personal accounts about RoundTrip
- Respond to comments within 24 hours
- Credit sources when sharing industry statistics
Never
- Post about competitors by name — we don't punch at others, we highlight our own strengths
- Share customer data or screenshots that identify a customer without explicit permission
- Post anything political, controversial, or unrelated to the business
- Use stock photos of people — they feel fake and trades business owners notice
Hashtag Strategy
LinkedIn:
#FieldService #TradesIndustry #HVAC #Plumbing #Electrical #SaaS #SmallBusiness #BuildInPublic #Founder
Facebook:
#FieldService #TradesBusiness #HVAC #Plumbing #SmallBusiness #RoundTrip
Use 3–5 hashtags per post. More than 5 looks spammy.
Content Calendar
A content calendar is not yet in place. When building one, aim for:
| Day | Channel | Content Type |
|---|---|---|
| Monday | Industry insight or founder story | |
| Wednesday | Tip for trades businesses | |
| Thursday | Product update or company milestone | |
| Friday | Product feature or behind the scenes |
Adjust based on what performs. Check platform analytics monthly and double down on content types that get engagement.
Analytics & Measurement
Check these monthly and record results:
| Metric | Platform | What It Tells You |
|---|---|---|
| Follower growth | Both | Is the audience growing? |
| Post reach | Both | How many people saw it |
| Engagement rate | Both | Are people interacting? (target >2%) |
| Link clicks | Both | Are people visiting the website? |
| Profile visits | Are people looking us up after seeing posts? |
Low engagement is usually a content problem (wrong topic, wrong tone) or a posting time problem — not a platform problem.