Social Media – what works, what doesn’t, why does it work for some Roofing Contractors and not for others? Unfortunately, there is a lot more to an effective online marketing campaign than just setting up your profiles and hoping that they bring in the customers. Here are three essential tips from Social Media Examiner to help your social media campaign work as hard as you do.
#1: Attraction: How to draw people to you
For most of us, we want to attract qualified traffic to our website. While there are many ways to do this—including search engine optimization, traditional advertising and referrals—I’ll focus here on social media.
To succeed with social media, you’ll need to have a content strategy.
- This means talking to your ideal customers about what they’re interested in, and having those conversations where they hang out.
Depending on your audience, you may need to become more active on Facebook or join groups where your customers talk on LinkedIn.
Chances are that LinkedIn has a few groups where your ideal customer hangs out.
If they’re not active on social networking sites—or can’t access them during the working day—you’ll need to create blog posts and videos that help them solve their biggest problems.
While developing your social media profiles, a few things to keep in mind:
- Brand your profiles: It’s free or nearly free to set up a blog, create a YouTube channel or build a profile on popular social networking sites.
Because of this, everyone does it. To rise above the pack and establish your credibility, you’ll need to create a branded experience that will immediately help build trust with your audience. This may mean a custom Twitter background, a Facebook landing page or a detailed work history on your LinkedIn profile.
- Go deep, not wide: Don’t try to be active on every social network out there. Instead, focus on becoming great at one or two platforms where you’re most likely to engage your prospects. Once you’ve mastered those, you can add more to your plate.
- Be consistent: One blog post, one video or one tweet won’t save your business, no matter how clever it is. Success comes from consistency. Your customers don’t want to work with a one-hit wonder; they want to work with someone who has consistently established credibility and expertise over time, which shows that the person should be around for a long time to come.
#2: Retention: How to keep people coming back
If you’re selling a big-ticket item, chances are your prospect isn’t buying from your site without looking at your competitors’ sites as well.
How do you stay top of mind and keep the lines of communication open after someone has left your website? This is where retention comes in.
While “traditionally,” email marketing has been the favored tool of the Internet marketer, these days social media plays a critical part.
From the home page, we’re asking people to like us on Facebook, follow us on Twitter and subscribe to our blog posts or YouTube channel… all of which send them offsite.
This goes against everything we used to know: You never send people away after you’ve captured their attention! (It’s like the Vegas casinos: Never show a gambler the exit sign.)
However, getting people to like, follow and subscribe to us gives us the opportunity to continue to engage with them. We can build a relationship by better understanding them through listening and helping them.
To maximize your retention activities, make sure that it’s easy for someone to engage you in your social media activities right from your home page and every other page on your site.
Remember: Always provide value to your ideal customer with your social media activities. You’re only one click away from being unfollowed, unsubscribed from and unliked if you’re not providing value.
#3: Conversion: Moving from liker to buyer
Improved conversion rates (whether it’s a “buy now” button or filling out a contact form) are a natural outcome of being active in social media.
The latest HubSpot “State of Inbound Marketing” report showed that companies that blog more have more consistent sales. Companies also report that social media has made the biggest gain in lead generation activities.
Social media continues to grow as a lead generation tool for businesses.
Social media is quickly becoming the marketing avenue of choice for small businesses. It is quickly replacing traditional forms of advertising. When used properly with a solid strategy it is very effective and very inexpensive compared to those same traditional forms of advertising.