A little historical context to consider
Before I get started, let’s consider the perspective of thought leaders and influencers in the marketing space. Generational changes to marketing happen. But with digital marketing the cycle can be much quicker, depending on when they entered the industry.
Up until the birth of social media, blogging was considered a digital must-have. New, young professionals made a name for themselves blogging and in turn recommended it to everyone. For the last decade however, social media grew and a new batch of young people have grown their careers on the backs of these platforms. So, it is only natural they recommend dropping blogging and doubling down on social.
The issue here is that both of these are blanket statements that worked for these people. They don’t work for everyone, especially when you are comparing business brand versus personal brand. Most of the people making YouTube videos telling you to make YouTube videos to grow your business make their money exclusively by telling you to make YouTube content. While that may work if you’re a budding YouTuber, they have no idea how your customers interact with you, where they discover you and how they make their buying decisions.
Why should you trust someone that only makes Facebook posts about how to grow a Facebook following? All they know is Facebook, not lead generation for homeowners interested in custom construction.
When thinking about your social strategy and what is best for your business, consider how people use these channels.
TikTok viewers love their feed and want to be entertained. Can your company deliver entertainment? Are you known for entertainment?
What is the process to buy your product or service? While viewing Instagram Stories, will they make their purchase decision based on your ad?
Every service company gains most of their customers from referrals, not dancing and pointing at text boxes. This means there is a way to use social media to get new customers, but probably not what others have told you before. More than likely once a customer has found your business, they have already made up their mind on what they want. What you need to focus on first, is need. What they need is:
- To know that you can provide a solution to their problem
- That you are safe and reputable
- That you will make this easy
- How to get started
So here is my list of what your social profile and social media strategy should include as a local, service-based business.
1) Accessible options.
Accessible profiles with very clear contact details are a must to carry broad, equitable reach to all prospective clients.
Completely fill out all communication options prospects have for contacting you. You can no longer simply offer a phone number as the only option. If you expect your existing customers to give out recommendations, it is imperative that the person receiving your info can take action right away.
This means listing an email address, phone number, and direct messaging enabled on each platform. Not everyone has the option to instantly make a phone call, especially if you let 80% of your calls go to voicemail. Once they land on your social profile, you want them to immediately take action and in their preferred way of contacting you.
You also want to be very clear about your response time. Be honest with them and yourself. If you let all your calls go to voicemail and call people back at the end of the day, say so. The same goes if you have a method that you will respond to more quickly. In my Facebook profile, I have both in my bio in addition to all the other ways to contact me.