Am I Using Social Media Properly?
It’s a question I get a lot, and frankly, it’s one that takes time to understand. We all know social media is crucial to increasing revenue. But, how can you tell if your social media presence is reaping rewards? How do you know if your social presence is really doing anything at all? Many contractors send out an occasional tweet or pay for a Facebook campaign and expect results. The truth is, social media is a process that takes time to develop.
Social media is all about interaction. There is so much value in how you connect with potential clients and folks in the industry. It could be posting an article, commenting or sending out a tweet. There are many forms of interaction and they all matter. A solid social media presence is like growing a plant. At the very beginning, much effort is required to nurture the slow process along. A routine is needed. Once you have laid the groundwork, you’ll begin to see your presence rise. Likes come, then comments. Soon enough you’re generating leads. Point is, a great social media presence is a process. So, let’s lay out the basics.
Determining which channels your company should be on is step one. Every brand is different and therefore will utilize different channels. As a builder, you probably want to start with Twitter. Most contractors/remodelers are on Twitter. This is a great channel to share thoughts, news, and information related to your company/industry. Twitter is a place to show you are up to date with the times. Follow others like you to see what’s new in the industry. Another great one is Instagram. Instagram will show off the great work you do. Pictures speak a thousand words and give potential clients a nice lookbook of your efforts. Then, there’s Facebook, the godfather of them all. Consider making a page. As humans, our curious minds love to scroll social media, especially Facebook. Great value is had when your company accumulates Facebook likes. Those who see your posts may refer you to friends and family. Keep posting to keep your name in their mind.
Sign up for Google Analytics to see where your website traffic is coming from. This is a great way to measure your social channels and how many leads they are bringing to your site. This allows you to prioritize channels that bring the most traffic or best leads. This is especially important if you decide to run paid campaigns on Facebook or Twitter. You don’t want to spend money without seeing results.
Regardless of channel, always keep your content professional. Keep it about your company/industry and nothing else. Political posts turn people off, especially if they have different views than you. This point can’t be stressed enough. Leave personal messages to your personal accounts.
You want to have a consistent schedule for posting. Google the peak times people are on social media, and try to refine it to your market. I recommend posting several times a week, both at night and in the morning. Check out the scheduling tool Buffer, it allows you to queue up multiple posts. Fill your queue once a week and let Buffer do the rest. Each post should be engaging and should touch on multiple topics your market is interested in.
Don’t be too quick to pay for a social media campaign. Facebook and Twitter ads are not always effective. It’s a really easy way to get roped in when you see “promote your page to reach 100,000 people”. Problem is, most of those people want nothing to do with what you offer. I recommend building your following organically, letting people come to you. When you have a decent social presence built and analytics installed on your site, then run a couple small paid campaigns on Facebook and Twitter. Track them to see if they worked. If they did, go for round two with a slightly larger budget.
Make sure you have your sights set on social media milestones. For example, 100 likes on Facebook or 1,000 followers on Twitter. Once you build up your following, the next step is to focus on engagement. Say you have 100 likes on Facebook – how can you get one of those 100 to comment on your post? People like engagement, it validates your page. If people see others liking your content, they know it’s for real.
Focus on your brand and who you are as a company. Build a following by posting regularly scheduled content (nothing personal). Run an occasional paid campaign to build your following. Focus on engagement and content quality.
If you have any questions, please let us know!
Thanks for reading!