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All smart business owners these days know that social media is a valuable marketing tool. Your plumbing business is probably already on Facebook and maybe Twitter or LinkedIn. Perhaps you even have a social media calendar with regular posts scheduled for each of these platforms.
But have you considered expanding your social media plan into other platforms? Social media is constantly evolving and different platforms draw different demographics of users — demographics you need to reach. Sprout Social, which provides social media management software solutions, says that while Facebook is still the giant of social media in the United States, its use is on the decline among younger demographics, the homeowners of tomorrow.
Don’t jump on board with the latest craze, though. When selecting social media platforms, it is important to choose carefully. Make sure the platform you choose next is relevant to your business, and that you have a plan for what to post and the ability to post regularly.
“Know where your audience is and find ways to communicate with them in the most meaningful ways possible,” wrote Yana Nirshberg in Forbes magazine. “Don’t forget that data also goes beyond demographics — specialize your social media strategy by the type of company you are and keep groups of people in mind if they are relevant.”
Here are three suggestions for social media platforms that might be a good fit for your plumbing business.
Sprout Social says Instagram reaches roughly 60 percent of adults on the internet. As the name implies, the platform is intended to let users quickly post photos and videos with short descriptions. Instagram posts should be fun and aesthetically pleasing. It is a great place to post slice-of-life photos from your business or pictures of a particularly appealing or interesting kitchen or bathroom remodel.
The use of hashtags on Instagram, and the functionality for users to follow particular hashtags, lets you target specific interest groups with your posts — even if those people don’t follow your page. Research popular and relevant hashtags ahead of time to get maximum effect.
Instagram offers paid advertising that works similarly to Facebook ads. You can use these tools to target specific demographics. While this is a useful strategy, ads are easily ignored, so building organic traffic is key.
You could also tap into the world of Instagram influencers — celebrities big and small who already have a large number of Instagram followers. If you can garner a shout-out from an influencer, their followers will boost your organic traffic.
This video hosting and sharing platform is a useful tool for your plumbing business. Don’t let video intimidate you, though. You don’t need expensive equipment or software. Modern technology makes shooting and editing good video as easy as a few clicks on your smartphone.
Creating a YouTube account for your business is free and there is no cost for hosting videos, either. Good bets for YouTube are DIY and how-to videos to help homeowners troubleshoot their own plumbing issues. While this may seem counter-intuitive, providing this information can boost your credibility as a trusted expert in your field and up the chances they will call you when they can’t fix it themselves.
YouTube videos need help to get seen, though. Share these videos on Facebook or embed them on your website or blog to boost your SEO.
As with Instagram, Pinterest’s name sums up what it’s all about. Pinterest lets users create online pinboards for various topics that interest them, collecting ideas and appealing images they will use later on. For example, a homeowner planning a kitchen remodeling project might start a Pinterest board to gather ideas for plumbing fixtures, cabinetry and more. A DIYer might start a pinboard with projects to do around the house.
The vast majority of Pinterest users are female and the demographic skews towards millennials. They use Pinterest to plan future purchases and save useful information.
On Pinterest, attractive images and infographics are the name of the game. Organic traffic is key as well, so be sure to incorporate searchable keywords into image descriptions and in the pinboards you create. Those keywords will help draw your target audience to your images and pin boards.
If adding a new social media platform to your marketing strategy seems overwhelming, or if you want expert help in crafting a plan for regular social media posts, an experienced home service public relations and marketing agency can help guide you in making smart choices about which social media platforms to try.
But whether you go it alone or reach out to a professional, it is well worth your time to try a new social media platform this year. Your target audience is changing every day, and your marketing strategy should reach them where they are.
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