Being social with consumers online helps potential customers see your company as one that is run by caring, accessible people, and that inspires trust that can lead to sales. Social media marketing is a must to compete online today. But, window and door companies without a comprehensive strategy may find they aren't getting the ROI they desire from these channels.
Here are five steps to a social media strategy that will help engage your audience and drive increased conversion rates.
1. Understand your audience
Take time to consider your target audience members: Who are they? How old are they? What types of content, hobbies and trends are they interested in, and what is their average income? These types of demographics help you figure out where your audience might be and what type of content they're interested in.
2. Choose social channels
Once you have a profile of your target audience, find out which social platforms they're most likely to use. For example, Gen Z is most active on Snapchat, Instagram and YouTube, while Baby Boomers tend to stick to Facebook, with occasional forays into Pinterest.
Research the demographics relevant to various social channels and pick one to three platforms that seem to work for your target audience.
3. Create and post content consistently
Consistency is one of the most important factors for supporting positive social media engagement. A regular posting schedule shows commitment and inspires confidence and trust. Choose a publishing schedule you can keep up with, whether that's one post a day or several a week.
4. Measure, improve, repeat
Review metrics for your posts, including impressions (how many people saw the post) and engagement (how many people interacted with the post). These numbers help you improve results in the future.
If impressions are low, try posting at different times or on different days. If engagement is low, change the type of content you're posting or add images, links or videos. After you make changes, look at the results and start over—always be making improvements.
5. Talk with the community, not at it
No matter where you are in the social media process, make sure you're engaging as part of the community. Share, like and comment on content from others, and respond to the comments on and shares of your own content.