From Stump Grinding to Social Media
We’re a family-run business, and like most family businesses, everyone naturally falls into their role. Dad’s out on the jobs day in, day out, long hours on the grinders, travelling between sites and doing what he’s done for years. Meanwhile, I’ve always leaned more towards the media and marketing side of things. Posting photos and videos of the work gradually turned into a genuine interest in content creation, branding and social media, something I’ve recently started freelancing in alongside the business.
Over time, the two sides just started working together naturally. What started as uploading clips of machinery and site work slowly turned into conversations with tree surgeons, climbers, groundsmen and operators from all over the world. People doing the same sort of work, dealing with the same challenges and running the same kinds of machines.
That’s probably one of the best things about social media in this industry. For small companies especially, Instagram and Facebook have completely changed how people connect. Years ago, most firms stayed local. Now you can speak to lads in Sweden running the same grinder setup, watch operators in America tackling huge removals or get advice from someone who’s dealt with the exact same issue you’re having. It’s become a proper community.
Even though stump grinding can be pretty solitary at times, socials keep the industry connected. You finish a long day and there’s always someone sharing a job, posting a machine setup or messaging about something you’ve uploaded.
A lot of our growth has actually come from supporting other companies as much as promoting ourselves. Sharing other people’s work, engaging with the industry and genuinely enjoying the machinery side of it all. That’s also why we’ve enjoyed working alongside companies like Global Machinery Solutions so much. Anyone can post a polished machine photo, but it’s different when you genuinely rate the equipment and enjoy showing what it can actually do on real jobs.
The response to the Jo Beau content especially has been brilliant. People don’t just want staged photos anymore, they want to see machines working properly, in real conditions, on genuine day-to-day work.
That’s what we’ll keep posting real work, good machinery
and the everyday side of an industry we genuinely enjoy being part of.
