By Matt Sonnhalter, Vision Architect
Are you trying to increase your exposure, traffic and leads? Are you trying to provide insights to contractors and generate leads? If so, social media should be part of your overall marketing program.
Social media is a targeted way of getting your message out and letting prospective customers find you.
Social media benefits are:
- Reach – get your message distributed to a broader audience.
- Influence – both existing contractors as well as new prospects.
- Conversions – marketing insights leads to engagement that leads to sales.
Here are some tips to maximize your social media efforts to the contractor market.
Reach – Use several different social media platforms, i.e. YouTube, Instagram, Facebook and Twitter, to reach contractors. Make sure what you do share is relevant, as you don’t want to waste contractors time. They want quality content, not quantity. Repurpose existing content that they may not have been aware of.
Influence – You may not have to impress your existing customers, but you do for potential customers. Here’s where you have to become a thought leader. Don’t push your company or brand, but communicate a solution to a potential problem. Develop thought leaders within your company (no need for marketing to bear all the responsibility). Tap seasoned customer service reps, your engineering department and sales force. They are the ones on the front lines that deal with problems and arrive at solutions.
Conversion – This is a hard metric if you want to tie it directly to sales. In many cases where products are either specified or sold through distribution channels, it’s nearly impossible to track sales results. You can, though, create landing pages with offers for white papers or other items that would help the contractor in their day-to-day operations. Be patient, and as you engage these contractors on social media, work at taking them offline and start a traditional relationship with them.