Why Your Social Media Marketing is Suffering

You know that hilarious but risqué video or photo you took! It was so cool! Until your prospective boss found it. And darn; you can’t just ‘remove’ it from the internet, either. So I guess the picture of you in too-small underpants sporting a rainbow wig while holding a bowling ball is going to be around for a while.

That problem is small compared to what happens when businesses use Social Media poorly. I’ve published the report by social marketing experts at HubSpot that show the ‘Top 40’ most ‘liked’ businesses on Facebook. None of us were happy to see “Home Contractors” in spot number 37, just below funeral parlors.

Why the rotten performance? It’s not the rainbow wig episode above (or, we hope not) but it is more likely a few of the following.

Last week’s OPEN coaching call on Social Media was the LARGEST ATTENDED coaching call we’ve had this year. Here are 6 Social Media Rules and 3 Snappy Answers to questions we got on the call.

6 Rules that Rule Social Media

According to word of mouth and social marketing expert, Gary Spangler, most businesses do social media wrong. Follow these rules to make sure you don’t fall into a social media trap.

Action #1: Be Clear. Social media and online marketing must be transparent and honest. Clearly communicate offers, giving ‘conditions’ and ‘guarantees’ openly. Testimonials (FTC ruling here) must announce that atypical results are not typical and/or what the average results might be. Every now and then, it is sheer genius to admit a ‘flaw’ in a product of yours. Credibility soars.

Action #2: Have a policy. Let your staff know that posts are restricted to certain personnel and must be proofed before posting. Let them know how you’re using it; get input from them on what they’d find useful on a contractor site and begin posting those ideas. (They’ll be famous!)

Action #3: Watch “Friends” Posts. If you have friends or “partners” on your social pages, make sure they agree with and follow policies. If not, the “delete” key is in order.

Action #4: Be willing to ‘accept’ a critique. It’s going to happen. Somebody’s going to say their drunken Poodle is a better plumber than you are. Respond to online criticism with a cool head, because you can’t ‘take it back’ once it’s said. If you’ve made a mistake, admit it, mention how it should’ve been handled or that this experience changed company policy, and move on. Again, bonus points for being human, unless, of course, you’re a drunken Poodle.

Action #5: Disclosure. If there’s a financial incentive or partnership among endorsers on your site, you must say it (FTC again). Half the time someone invests with you is because you’re excellent, so don’t hide it.

Action #6: Monitor industry news. Learn from others’ mistakes and successes. If you see missteps, take note and precautions. If you see a good idea, incorporate something similar.

Now, here are some questions that poured in during and after the call. As usual, I am extremely serious and helpful, in a seriously helpful type manner.

Janet Starks, Trinity Air

"What is the best informative post that receives the most response?"

Adams answers: We have over 100 that are supplied to our clients across the nation, and the “generally” best received posts are a combination of humor/useful information.

Our #1 is a photo of a fat gray cat with a post that says, “If your AC/Furnace filter looks like a large gray cat, it’s probably time to change it. Here’s how…” And that goes to the main website where we’ve supplied both a “how-to” and a video of the process. This has gotten huge response, and as you’d imagine, many likes and many service calls.

Our #2 is “Top Questions My Technicians Get” and we begin to answer a question on Facebook that is linked again to the site. These, too, result in lots of likes and service calls.

Rick Stein, RL Envirocare

"How do you budget your time on social media?"

Adams answers: Thanks for the question, Rick. This was a particularly hot subject. Since we are in the business of marketing directives, here you go:

Spend no less than 20 minutes per weekday, nor more than 1 hour per weekday on Social Media.

Post no less than 8 times per month, no more than 40 times per month. (Or twice a week up to twice a day.)

Clearly, both of the above ASSUME that you have “pre-done” posts made, and “set” to launch, interspersed with streaming posts that are made at the moment. If you do NOT have pre-done posts, you are choosing to take a) way more time and become b) way more random while c) divesting of the ‘70/30’ content to promotion ration so often recommended.

Steve Bondy, One Hour Heating & Air Conditioning

"Do contractors need social media? Why?"

Adams answers: Yes. Because I said so.

Actually Steve, you DON’T NEED Social Media. You don’t need wrapped vans. You don’t need direct mail. You don’t need shoe covers. (You see where I’m going with this?)

You only need Social Media as it advances your relevance, taps into a different audience, assists in boosting image and TOMA, quietly – but not explosively – generates leads, and regularly builds community. Those may sound subtle and avoidable, but they have become part of the marketing fabric of today’s consumer.

Have more questions about social media? More answers plus a NO COST report on Social Media are here.

A Lesson on Sharing

What can we learn about sharing? This seems more of a kindergarten topic than marketing tips for successful contractors. Yet sharing is in. In fact, social media marketing is most effective when people “share.” In the case of Facebook, that means someone has liked, commented on or shared your post so that it appears in their own news feed. Then you’ve grown exposure from your own fan base to the friends of fans.

Why do people share? One possible reason is that they feel genuinely connected to your company. Sure, that could be your mother always sharing your posts, but also staff, personal friends, people from your church, and so forth. Don’t knock it. People like to call on people they know or who know someone they know. Additionally, customers can develop a personal connection to your company because you’ve blown them away – perhaps through a lifesaving CO detection or an emergency service call that saved the day.

How do you encourage sharing? First, add sharing features on your site – like Twitter or Facebook icons. But don’t stop there. Rather than just hoping people will share your website, encourage the sharing of specific articles, blogs, educational info, tips and warnings, etc. by posting a sharing button at the end of these pieces. People are more likely to share something specific than general.

You don’t have to add everything at once. You can roll out the buttons gradually, highlighting and giving instructions for using the buttons.

Track shared metrics. Once buttons are active, monitor how visitors are using the feature. For example, track how many times users clicked on a share button. To monitor what happens after that is more of a challenge, but you can use a URL shortening system, for example, to track how many times that particular shared page has been accessed. Also, measure in-bound traffic from social networks.

SPECIAL INVITE: This month we have featured experts Melissa Broadus and Christine Cunnick, ACCA’s very own marketing gurus on their call, “8 Common Web Marketing Failures Contractors Make Every Day” that KILLS their rusults. Go ahead and SAVE YOUR SEAT for the call here. ONLY 255 lines available. Don’t get left behind and miss out on this goldmine of profit-boosting content.