Social media has had a huge impact on the world. For many businesses, the various channels are a key way to reach customers and promote their services. The accessibility of social media means it’s a great way for smaller businesses and individual operators to communicate directly with customers and potential customers. Here are some of Freefoam’s tips for installers promoting their business on social media.
TIP ONE: Choose the right channel for your business
When first starting your social media strategy, you have to make sure you’re choosing the right channels for your business. Every channel is different, has different functions and has a variety of audience demographics.
For example LinkedIn was created for professional networking and employment opportunities, Snapchat has a younger millennial audience, Instagram is a photo and video sharing platform and Facebook has the most users.
Creating content for every social media channels takes a lot of time and effort. At Freefoam, we recommend choosing one or two social media platforms to concentrate on, rather than trying to work on all platforms at the same time. If you’re an installer, we recommend Instagram and Facebook. These are two of the largest platforms, where a lot of homeowners look for home improvement recommendations.
TIP TWO: Optimise your social media profile
Getting the basics right will make your social media profiles appear professional and increase your visibility:
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Use a high-quality version of your logo as your profile image
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Use a high-quality image of one of your installations as a cover photo
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Write a description in your profile that tells potential customers what they want to know about your business – what are your areas of expertise? What are you proud of?
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Say what makes you stand out, for example, highlight your positive customer reviews: “Check out our great reviews on Checkatrade, where customers gave us 9.9 out of 10!”
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Include a link to your website if you have one: in the ‘About’ section if you’re using Facebook, in the main profile on Twitter, and in the bio on Instagram
TIP THREE
Keep a balance between ‘following’ and ‘followers’
Do follow and interact with people that are looking for home improvement work. However, if the number of people you’re following is much higher than your followers, people may wonder why and not engage. A good balance indicates you’re a genuine account that engages meaningfully with your audience.
TIP FOUR: Do lots and get noticed
Many people don’t do enough with their social media channels. Despite what is said in the media, people don’t spend all day glued to their phones, so if you post consistently, there’s a greater chance your messages will be seen. Social media channels vary, so research the ones you’re posting to and use these recommendations as a guide:
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Instagram – 1-3 posts per day
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Facebook – 1-2 posts per day
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Twitter – 1-5 posts per day
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Pinterest – 3 posts per day
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LinkedIn – 1-2 posts per day … but don’t sacrifice quality for quantity! Think of your social media channels as your ‘shop window’, so high quality content is more likely to be noticed. Before you post, ask yourself:
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Is it interesting? Does it add value to the homeowner, or tell them something they don’t already know?
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Is it helpful? Does it help homeowners solve a problem?
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Is it inspiring? Will homeowners be inspired and convinced to buy your product or service?
TIP FIVE:Vary your content
Posting a mix of content keeps things interesting as well as making sure your messages get across. Try:
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Photos of installations – in progress and completed work
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Customer quotes
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Share your Checkatrade reviews and ratings
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Film a customer giving a testimonial (if you have a steady hand, use your phone!)
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Helpful tips and advice on how customers can use your services and products
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Share updates about new products or product reviews in blogposts – posts that go in to more detail than a short social media post, but retain an informal tone
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News and updates of your business, eg, new team members, new areas you’re covering, events and trade days you’re planning to attend or have taken part in
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Use competitions around events and times of the year that get people talking, such as Christmas, Easter, Father’s Day or sporting or cultural events your customers have an interest in. Make sure you add something relevant to your business so you’re still promoting the services you offer
TIP SIX: Engage! Make the first move
There are lots of ways to engage with people, and being proactive will keep your social media channels interesting and more visible to potential customers. Even if chats don’t turn in to business directly, they build awareness in the wider market. The more you engage, the more likely it is that others will notice your activity and try to find out more. Try:
TIP SEVEN: Use relevant hashtags
Using relevant hashtags helps your content go further, particularly on Instagram and Twitter. If people search hashtags you have included in your posts, they’re more likely to find your content in their search results. Searching hashtags is another way to be proactive about finding potential customers. Use local references and hashtags relevant to your area to connect with people looking for home improvement recommendations. Start a conversation with a homeowner if you find they’re looking for a service you offer. If you use two words in a hashtag, use capital letters at the start of each word to make the meaning clearer, eg, #FasciaInstaller, #CladdingInstaller. Don’t use more than one or two hashtags per post, or they’ll lose their impact.