Getting started with social media
1. Focus on one platform
Different types of businesses will excel with different social media platforms. Social media marketing is time consuming, so don’t try to tackle Twitter, YouTube, Instagram and Facebook all at once. Dominate and grow one platform. In general, the best place to start for a service, installation and repair business is Facebook. Start by creating a business page and putting all of the important pieces together: contact info, the “about” section, and a profile picture.
- Add value first
If you hop on Facebook and immediately start trying to sell your services, chances are you won’t get far. Focus on who your customer is and provide content that may genuinely be of interest to them. “Tips for maintaining a healthy HVAC system” or even “This weekend’s local events” are likely topics that can quickly catch the attention of your local, potential customers. Taking some time to build a trusted, quality page will pay off much better than a page that only pushes content promoting your business; you have to establish credibility.
3. Social media is your word-of-mouth advertising
Many of you probably get leads and new customer through recommendations from satisfied customers. Social media makes it easier than ever for people to share their opinions. Scroll through Facebook for an hour or so and you’ll definitely find posts stating things like “Beth is looking for recommendations for…” with a number of comments where people share their trusted service providers and opinions. Make sure your business is searchable and taggable on Facebook so that your previous customers can recommend you easily online. This is when tip #2 comes into play; when someone clicks over to your page from a recommendation, you want them to see good, credible content, along with contact information they will likely look for.
4. Social media is NOT your step one
In order to have a successful business Facebook page, you first need a website and Google business profile. People searching on Facebook that find your page need to have somewhere to go from there. Sure, you can have your phone number for people to call, and some will, but a large number of consumers want to get to your website for more information. Or, they may just type your name into Google for a quick search. In doing this, they are looking for ratings, an address, phone number, and hours. Be sure your website and Google business information have these things available; don’t capture people on Facebook and then leave them hanging.
5. Have a little cash to spend
Unfortunately, with today’s social media algorithms, it’s difficult for pages with small followings to gain traction and get exposure. Facebook makes it easy to target specific audiences and “boost” posts or promote your page altogether. Create a well-thought-out post and you can boost it to people targeted by location, interests, demographics, etc. This will get your content out to people that ordinarily wouldn’t come across your page. Page promotions are ads that pop up on the side of everyone’s Facebook feed. These are great for gaining page likes rather quickly. It doesn’t take a lot of money to boost or promote your page. You can spend as little as $10 per post and go up from there.