By / Ron Coleman
Since 74% of consumers rely on social media when making purchase decisions, you need to be visible when they search. Contractors are continuing to have problems hiring and retaining employees, and a good social media presence can help the business with recruitment.
If this is your first dabble, don’t get overwhelmed. Start slowly with one platform and build up if necessary. You may have one or more platforms already on the go, but you may not be maximizing them.
Set measurable goals. You may wish to achieve a target number of enquiries or increase the number of people engaging with your posts with comments or by following your channels. Define the outcomes you want.
Know your audience. Who is already interested in your business? Building on that, who do you want to target? The more you know about your key demographic, the more relevant information you can provide and the better results you will get.
Choose platforms that facilitate your goals. Different platforms attract different people, provide different functions, and have different ways of delivering your content. It is essential that you choose the platform(s) that will best connect with your target audience.
Add good content regularly. The biggest mistake companies make is frequency—posting too often or not enough to keep followers engaged. A good guideline is twice weekly, but there is wiggle room, depending on the best use of your chosen platform(s).
North America’s most popular social media platforms in 2022, in no particular order, were:
• YouTube
• Snapchat
Start with your website, email, and customer relations management (CRM) software—all of which should connect seamlessly with your social media strategy.
Website – This is the easiest place to start building your internet presence. Review it, tailor it to meet your goals, and integrate other social media platforms by posting their icons and links.
Email – Email marketing has declined slightly in popularity, but those who are successful with it ensure informational, timely content that is connected with and promoted through social media channels.
CRM – Integration between CRM software and social media—social CRM—allows your team to connect with customers using the platform they (the customer) prefers for better engagement.
Facebook – Connects with a profile and business groups or pages, and is most popular among a 35 and older demographic. Facebook has specific, searchable sub-groups and special interest groups that can provide good market information. Facebook ads and boosted posts are targeted and provide a good ROI.
Facebook Messenger – Although attached by name to the platform, Facebook Messenger does not require a Facebook account. It is simple to use for sharing photos, videos, audio recordings, and chat groups.
LinkedIn – This is a great, profile-driven platform used mainly for finding professionals and potential employees. While less likely to generate direct sales, companies have high engagement through articles, white papers, and free or low-cost training and webinars. Again, check out the sub-groups. The demographic tends to be working professionals of all ages, recruiters, business owners, and C-suite executives.
Instagram – Great for showing before and after pictures or highlighting new products or services because it is visually focused with image filters, reels, and stories. Instagram users have high engagement rates with an 18-45 year old demographic and do exceptionally well offering contests as a marketing tool.
YouTube – YouTube contains an amazing amount of “How-to” information and product reviews. Anytime I need handyman ideas, I go to YouTube. Its content is relavent to all age groups, though the youngest demographic (13-24) has ventured over to TikTok for shorter, punchier content.
TikTok – This has become very popular for video clips, particularly with audiences 13-24. This is the fastest growing platform, and though a lot of the content is created for humour and entertainment, it has proven a great source of product influencers and recruitment attention.
Snapchat – Snapchat reaches over 75% of the Millennial and Gen Z population in North America. Almost 40% of their users are between the ages of 18-24. Although mainly used as a chat app, reels are also popular on this platform.
WhatsApp – WhatsApp is a free collaboration and communication tool with calling, messaging, video conferencing, and group management functionality. You can form groups and exchange ideas, so it could be used to connect employees or friends.
Reddit – Reddit is a great communication tool used by an open community to explore, exchange, and discuss ideas on various topics. Being open to the public, you have no control over the content, but you can be an influencer by providing ideas and answering people’s concerns. To try it out, type in furnace, plumbing, or any other relevant topic and you will be surprised at how active it is.
Pinterest – One of the fastest-rising marketing platforms, Pinterest is a visually-enticing collection of “boards” on various topics. Each board is a collection of ideas, and the ideas link back to the creator’s website. It is a great way to draw customers who are actively looking for solutions.
Twitter – Twitter offers up 280 characters plus imagery per “tweet” with which you can get your message across. This was Donald Trump’s favourite communication platform until he was suspended. He had 89,000,000 followers.
Encourage visitors and engagement by making your page or group a valuable resource. Consider the topics you wish to cover and how you would like to share your message—written, audio, photos, video, or a combination. Here are some examples:
1. Profile – An employee, customer, or project before and after
2. Product information – Explain what a heat pump is and how to get grants for purchasing it or discuss the pros and cons of geothermal. Remember links to relevant follow-up information.
3. Health care – Indoor air quality, smoke, and carbon monoxide detectors.
4. Maintenance guidelines – How to winterize your water pipes, minimize energy costs, or maintain your furnace.
5. Handyperson projects – How to change a flapper, a washer, or a garburator.
The same information can be reposted on more than one platform, but try to use different imagery each time for wider engagement. Always have at last one month’s worth of content ready to go. Consistency is critical.
Be professional. Setting up and maintaining serious social media platforms is expensive and time-consuming, and if done poorly, the results can backfire. Treat negative feedback like an opportunity to show your customers how well you deal with it. Don’t have time to update your social media? Hire someone. It’s that important.
Take advantage of the Canada Digital Adoption Program (CDAP) and get free money and interest-free loans and guidance from experts on digitizing your business. Check out the previous edition of this magazine for all the details. ■
