Opportunities and Challenges in Social Media
Social Media is either borrowed or rented space, depending on whether you’re making use of the free profile or paying for your posts and ads to appear in newsfeeds. Despite what we may think, our platforms don’t belong to us like, say, the email addresses or physical addresses in our database. And we don’t influence how or if or when these platforms evolve.
So marketers are enjoying opportunities with the incredible ability to connect, promote and build relationships through the platforms, while also facing the possibly mind-boggling challenges of staying current, responsive and adaptable.
Does any of this sound familiar? Results from a survey released by data publisher The Manifest show that marketers identify these top challenges: not enough human or financial resources to manage Social Media marketing; no formal strategy for making use of these platforms; difficulty building followers or influencers; tracking results to validate effort; keeping up with changing features; and deciding which platforms to use.
On that last point – choosing platforms and channels – perhaps this is a good time for a reminder that there is more to Social Media than Facebook. Yes, it’s still the giant, but other platforms also connect. For example, you can:
Promote your expertise via video. Provide educational videos on your YouTube channel – while also featuring them on your website and sharing them on your Social Media channels. Video helps position you as an authority, builds your image and burnishes your credibility.
Just as importantly, video helps prospects move closer to a purchase decision. As a matter of fact, according to an infographic created by Filmora, including a video on a landing page can increase conversions by 80%. What’s more, 98% of consumers say they’ve watched an explainer video to learn more about a product or service.
Google is also a fan of video and rewards you in search results. There’s an astonishingly 53 times higher chance of getting in the first page of Google search results if you use video. And the word (and video) will spread from there – especially since 76% of consumers say that they would share a company’s video on Social Media if they found it entertaining.
And don’t forget Instagram, where you can inspire with home improvement images. This platform that’s used widely by retail and fast food has also attracted the construction industry. (Want to see a beautiful new home, anyone?) You could cross-promote by sharing images from a project you’ve completed while tagging the other contractors involved.
Closer to home (or, rather, your homepage), you can serve as home improvement advisor through blog posts on your website. By using keyword strategies, blog posts can help bring free organic traffic to your site, pulling prospects seeking your solutions. You can also nurture leads with educational posts, which again help you establish your expertise. How-to posts or tip lists are always a good way to get started.
Whatever Social channel you’re using, remember your main purpose: provide useful information that helps your customer run their household. Some of your posts will be promotional, but the great majority should be focused on connecting with customers and building relationships.
Back to the media you do control, don’t waste this opportunity for stronger connections. Explore ways to capture your prospect’s email address through your Social channels. Use incentives such as free reports and include a call to action button inviting them to download this helpful resource. Capturing a physical address is even better, of course. Create and share posts to promote sign-ups for your free quarterly newsletter that includes helpful tips for the home.