Professional Tradesmen Use Social Media to Unlock Local Opportunities

Professional tradesmen, whether you’re an electrician, plumber or locksmith, are finally realizing that social media can play an important part in their new business effort. Here’s one example compliments of Marc LeVine from RiaEnjolie.

Locksmiths Use Social Media to Unlock Their Business Potential

Many people do not realize that professional locksmiths do much more than just resolve lockouts and make spare keys. In fact, they generally offer a wide range of services that include selling and installing electronic security systems, intercoms and even window bars and gates. Locksmiths are also responsible for many of the break-ins and robberies that never take place as a result of their theft-proofing devices and crime deterring advice. They can also be credited for helping the police identify successful burglars by way of the recordings on their customer’s CCTV surveillance equipment.

Every city and town has, at least, a few locksmiths on hand to serve the local populace. After all, if you suddenly get locked out of your home, you want a service you can call on 24 hours a day and not one that takes 24 hours to arrive at your door. 

With the “Yellow Page” phone books on the way out, it is increasingly important for locksmiths to be easily searched for and found on the Web. This means that they must have a professional looking website with strong search engine optimization (SEO) characteristics. The locksmith’s website must offer prospective customers comprehensive and concisely written content explaining everything they might need to know about a business’ products, menu of services, operating hours and contact information.

Just having a website may not be enough to draw attention to a small, local business. Locksmiths and others are beginning to realize that traditional advertising methods are quite expensive and not as effective as they once were.  

Many small businesses continue to run ads in weekly papers and Pennysavers, without ever calculating any return on investment (ROI). Several continue to rerun their ads week after week despite only receiving a few and often no customer inquiries at all. What a terrible waste of time and money for so many hard working people. They often feel compelled to advertise exactly the same way they and their parents always have prior to the age of the Internet. Most have never taken any quality time to consider less costly and often more effective alternatives to newspaper, direct mail, radio and CATV ads like Social Media.   

This Locksmith May Have Found the Key for Success

Fidelity Locksmith Services has been serving the people of Los Angeles, California since 1975. Their customers include the general public, as well as many well known Hollywood celebrities that are often in need of much more sophisticated and expensive security systems for their magnificent homes and estates. Having a clientele of this type has enough PR value in its own right, but what good is it if these higher profile associations are not pitched and promoted.

During a rash of Hollywood celebrity burglaries in the fall of 2009, Fidelity Locksmith launched a special deadbolt giveaway program aimed at preventing a repeat of the rash of burglaries that plagued the rich and famous of Hollywood Hills. 

“It doesn’t matter if you’re Hollywood royalty or a regular guy like me, living through a break-in is life changing. The lost sense of security that comes following a burglary is often even more devastating than the actual property loss,” said Roy Sivan, Fidelity Locksmith’s Chief of Celebrity Services. “We’re offering celebrities free deadbolts to let them know Fidelity understands what they’re going through and to encourage the public to think about beefing up their home security. No doubt such a high profile program gained the attention of those in traditional and social media.

While the celebrity deadbolt giveaway program was certainly attention getting, the company’s well documented advertising and marketing philosophy may even be more noteworthy. Fidelity Locksmith Services is not at all ashamed to share that it uses Social Media as an inexpensive way to reach their target audience. Through this cost savings approach they say they are more easily able to offer the consumer much better pricing than many of their industry competitors. 

Indeed, Fidelity Locksmiths has an active social (media) life on Facebook, Twitter and YouTube, where they have created some very funny and memorable short commercials to capture their audience’s imagination along with their business.

Finding the Right Blend of Marketing is a Cost Saver and Revenue Maker

While not every small company like Fidelity Locksmith operates in a Hollywood type of business environment, every business can embrace the same level of creativity to leverage whatever it is that their own community has to offer. If you can’t leverage the New York Yankees, you can always run promotions with your local minor league team. What you have available to work with (in your community) is much less important than what kind of marketing programs you – yourself – can create to inspire your target audience. Most importantly, doesn’t it really all come down to how well you execute your planning; attract and engage your audience; and convert them to paying customers?   

Don’t forget to measure and analyze your activities and results, accordingly. This is so critical to a small business’ success. If your traditional marketing activities have been lackluster over the past six months, you can fairly well predict what they will bring you – if unchanged – throughout the remainder of your annual business cycle. At what cost to your business are such unnecessary shortcomings and why continue to finance them? Social Media is much less expensive (often Free) and often much more effective.  

Try a modest combination of Social Media and traditional media to grow your business. Start with your main goals. Write them down and stick a note on your wall to refocus you each morning. Those goals are closely linked – to be easily found on the Web and to make a good first impression.

Accomplish these goals by creating a professional looking website reinforced with fundamentally sound Search Engine Optimization practices. With these goals accomplished, support your website with some basic URL promotional activities (make sure your business URL is all over the place) and engage your target audience at grassroots level on Facebook and, perhaps, Twitter for only a couple of hours each day. The results of this minimal activity just may surprise you.


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3 Basic Social Media Tips For All Local Home Improvement Contractors

Today we have a guest post by Marc D. LeVine, Director of Social Media for Riaenjolie Inc., a web development company that specializes in websites for contractors and other tradespeople. If you’re a contractor, look at his tips to help improve your site.

Darren Salyer of Total Home Remodeling in Wentzville, MO has been running FaceBook ads since December 2009. By March 2010, he had only spent a total of $125 dollars to gain some needed attention for his then struggling business.

As a result of his dabbling in Social Media Marketing (SMM), Darren’s Facebook fan page received eighty-four clicks over the three month period with about sixty-five of those visitors moving on to review his business website.

It would seem that the marketing effort paid off for Total Home Remodeling, which was rewarded with three nice jobs to bid on. The total value of the three bids was $87,000. Not bad for a $125 total investment.

Under the marketing blog where Darren Salyer posted the results of his online marketing strategy, he reported that “things look good” for getting all three of these contracts signed. Regardless of the final outcome, he snagged three promising opportunities that may not otherwise have come his way had he not given FaceBook’s pay-per-click advertising a try.

Hard Times Call For Hard and Fast Solutions

The current recession has taken its toll on the construction industry. Many independent contractors have been forced to close up shop; while those still hanging on have had to cut back and revise their marketing strategies as Darren Salyer may also been forced to do.

Strapped for cash, many small contractors have had to resort to lower-cost business marketing ideas to bring in more work. Social Media Marketing has proved to be rather effective in helping some of these builders and handymen reach out to a new audience of Web savvy consumers; many of whom live locally and are  in need of  quality home improvement services.

Local contractors are, for the most part, chasing the same limited pool of work in their area and should be seeking out marketing strategies and tactics to help them stand out among those in an increasingly competitive crowd. The Web offers these small business owners what may be the marketing equivalent of “low price flights” to the usual year long PennySaver ads, which come with recurring cost. Very often these kind of local ads offer little or no response during extended periods throughout the year.

Andy Gaur, CEO of RiaEnjolie Inc., a New Jersey web page design company specializing in professional looking and affordable websites for general contractors and other tradespeople, is very well attuned to the world of traditional and social media marketing. “It is much better to be preparing a well conceived and comprehensive marketing plan and getting ready to use an appropriate mix of outreach strategies rather than just sticking with just one or two that haven’t been working so well lately for most general contractors,” says Gaur. “If you don’t jump on different things – like Social Media – that show promise, you may end up in a struggle to retain your current customers and fail to gain new ones that are unaware of your business and what you can offer them in quality workmanship, good service and competitive pricing.”

Social Media Can Add Depth to Your Marketing Effort

You say you don’t get Social Media? You will not get ‘it’ until you have experimented with ‘it.’ We all engage in Social Media Networking and Marketing in ways that suit our own unique needs and personal styles. Some use it to promote their business. Some use it to research information. Some use it to create a network of friends and business people to communicate with. And, others use it to “lurk” and listen to the conversations of others. For them it is a way to better understand different points of view.

Your time is at a premium, so take some baby steps with social media. Reconcile the time spent on Social Media Marketing by accepting the value of the “conversations” you’ll be soon be engaging in with your existing and potential customers.

No matter what your approach is to social media marketing, you should have a strategy and goal that keeps you focused on your target audience and the ultimate prize – doing business with them. Rather than complicate things too much, here are three steps that apply to almost every small business engaged in Social Media Marketing:

Tip 1: Listen. Blogger Tania Yuki in her post on shares the following advice:

“People are talking about your business, so you may as well get down in the weeds and know what’s going on.”

Tip 2: Engage. “Social media is the tool, social engagement is what you do to create awareness and earn sales.” This is according to Social Media Guru, Brian Solis, who has offered a number of bestselling books dealing with Social Media for business. Solis goes on to explain that “Creating a presence in social networks is mandatory, but it’s also not enough. Actively and thoughtfully engaging consumers in social networks is quickly becoming an expectation. It’s up to your business to develop a following.”

Tip 3: Respond. Great response begins with great listening. Lindsay Lebresco of Conversation, a Social Media agency recommends the basics like Google Alerts, Twitter, Technorati and search engines to search out key categories – using keywords – that will let you know what people are saying about you and your business. Carefully read and understand what is being said; (if the remarks are negative) take a few deep breaths and perhaps sleep on it; think of a positive way to frame your response and respond in an appropriate manner.

Before You Can Soar You Must Build A Place to Land

Oh, by the way, there is a preliminary step to these three. You won’t be successful in social media marketing without, first, having an effective website for your consumers to visit when they want to check you out.  Most potential customers start their consideration process at your website. It must be professional looking, informative and able to bring them to whatever the next step is that you want them to take leading to doing business with you – a “call to action.”

So take a look at your website and ask yourself the following questions about it? Does Your Website Really Measure Up?

1. Is your website’s design aesthetically pleasing?
2. How intuitive is your website to navigate?
3. Does your website have a clear statement of PURPOSE near the top of its homepage?
4. Is your website copy concisely written and richly informative?
5. Do you update your website content REGULARLY?
6. Does your website have a “call to action” on every page for customers to respond to?
7. Does your website’s index page draw visitors further into its content and to where you display and sell your products and contract your services?
8. Is your website designed to encourage future visits (i.e. is there a newsletter; a tell-a-friend feature; a blog with an RSS button to subscribe with?)

Contractors, you can definitely “build some sweat equity” into the process of social media and most likely will get the business results you are looking for. You just need to be smart in the ways you employ the Internet in order to be easily found by consumers and then, be able to impress them when they land at your website for their very first time.

If your website passes the effectiveness test and if you have done all your homework with regard to local geo-search, you’ll be very pleased at the additional phone calls you’ll be getting from local customers looking for a reliable residential general contractor in the local area .

Marc LeVineAbout the Author:

Marc LeVine is the Director of Social Media for RiaEnjolie, Inc. ( a NJ-based web development company specializing in professional looking and affordable websites for small businesses.

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