Getting Started with Social Media Marketing

There was a time when media was where you placed ads that told your story to an audience that may or may not be interested. You talked. They listened.

Social media is different, and in many ways, more complex. When it’s at its best, social media becomes a conversation between parties with intersecting interests. That can be a very useful way to attract and keep customers for your home improvement business, but only if you understand and take advantage of the individual environment each social media site presents.

This brief overview will help you get your social media marketing program underway. At the end, we’ve included links to several informative articles.

Make a plan

This is no time to just go for it. There are lots of moving parts and decisions to be made. You’ll need to set aside resources (as in people) and money. Things to keep in mind:

• Choose your targets carefully based on customers and projects that were highly successful
• Create a social media/content calendar so you’re organized, consistent, and working with a well-thought-out plan
• Set goals and track your results
• Goals can include: Boosting visibility on certain sites, getting more mentions, improving lead quality, understanding the industry better
• Keep track of patterns of success, such as the best days and times to post
• Match target demographics to those of each social media site so you can…

Choose Your Battlegrounds Carefully

You can’t be everywhere all the time. Spend time exploring social media sites and understanding their overall vibe and the users they attract. A few items to think about:

• Don’t spread yourself too thin, especially when you’re starting out
• Focus on the big 3: Facebook, Twitter, and Instagram
• Consider adding more targeted media like Houzz, Pinterest, LinkedIn, or YouTube later
• Once you’ve honed your message, consider paid ads (particularly on Facebook), then…

Craft Content with Care

Quality, relevant content is the foundation of a successful social media marketing program. In most cases, the call to action from a social media posting will be to view or download a piece of content. With that in mind, consider the following:

• Your content must provide value - the goal is to inform, not promote
• Strive to become the “go-to” destination for information on your specialty
• Think about creating one or more hashtags to include with your content
• Let the message determine the appropriate type of content, but you might…

Create Informative Videos

Videos are becoming the lifeblood of a modern marketing program. That’s certainly true when it comes to social media. If a picture is worth a thousand words, a video can speak volumes in a few seconds. Here are some thoughts:

• Talk about one thing and be brief – 2 minutes max – in most cases shorter is better
• Consider live testimonials, expert Q&As, before/during/after project photo montage
• No need for hosts or actors, it’s more real if you do it yourself
• Write and work from a script – don’t wing it
• Be sure your videos meet the requirements of each site, then be sure to…

Listen and Respond

It’s called social media for a reason. Nobody likes to simply be talked to. Your social media program should become a conversation with homeowners who are interested in what you do. With that in mind, consider the following:

• Encourage reviews and comments and respond quickly and briefly
• Answer every negative review and make a real effort to solve the problem
• If you’re hearing the same comments again and again, create informative content to respond
• Create a referral program to reward past customers who help attract new customers

Learn More About It:

We are constantly seeking more and better information and advice on social media marketing. Here are some resources we found very useful:

12 Clever Social Media Promotion Ideas You’re Not Using, Sprout Social, accessed 12/04/19.

8 Tips to Quickly Master Social Media For Businesses & Entrepreneurs, Buffer.com, accessed 12/04/19.

Social Media Basics for Home Builders, Remodelers, and Contractors, Builder Funnel, accessed 12/04/19.

The views expressed on third party pages linked from this blog post are those of the author(s) and do not necessarily reflect the views of GreenSky, LLC, its management, or subsidiary companies.