Well, “surprise, surprise!”, the top social media platform for tradies is…Facebook!
According to Sensis, Facebook has 15 million users in Australia, who diligently (and religiously) log on to their platform an average of 31.9 times per week! Somewhat astoundingly, the typical Facebook user also spends more than twelve and a half hours per week on the platform. That’s a whopping one and a half working days, spent trawling through the timelines of family, friends and the Pages of businesses they follow, like and support!
Word of mouth, or social proof will always be critical for tradies and as more and more people are going to Facebook first for service providers and supplier recommendations, a quick browse of your Facebook Page can showcase to a potential new customer your most recent projects, allow them to see customer reviews and testimonials and get a good feel for you and your business’ brand.
Pinterest – Surprisingly, Pinterest is converting sales at the second highest rate for suppliers, according to Basic Bananas (I’ve conferred with my peers in the marketing world on this and we’re all in agreement on this). I nearly fell off the chair I wasn’t sitting on, and mumbled “get trucked!” under my breath when I heard that. Pinterest’s ‘Save for Inspiration’ button is where the action’s at. Tradie suppliers are likely to do better out of Pinterest, as it’s a great platform for sharing product shots. Like Twitter, Google’s spiders can permeate, digest and index Pinterest content reasonably well too, which means that the content you post there will show up in search results in Google, providing you tag and describe your posts well.
Instagram – For now at least, the use of Instagram is on a bit of a case-by-case basis, mainly depending on the nature of your trade. There are some excellent building, carpentry and landscaping business pages on Instagram, for instance. However, the verdict is still very much out for plumbers and electricians, since these tend to be less visually-appealing trades. “Nice power outlet!”, or “Wow, look at that S-bend!?” are things you’re not likely to hear too often… Instagram does offer many of the same benefits as Facebook in that it does allow you to help tell the story of your business, and Instagram posts can double up as content you can share on your business Facebook page, so it’s worth being there too.
Twitter – We’re not super keen on Twitter for tradies just yet, unless you have a good relationship with a strong influencer who can retweet your posts regularly, because in reality, each tweet only has a super-tiny life of a mere 12 seconds! It’s valuable none the less, but it’s a very fast moving platform and content is king there. There are some tradies on Twitter, but they tend to be those with much larger companies, and in Australia most of them and posting to Twitter in an automated way, and then sending the potential customer’s clicks on the Twitter post through to their Facebook Page or Instagram profiles. Twitter, is also much more about enabling B2B and for catching the news. Business related activity on Twitter is more about the regular Monday-Friday, 9-5 routine. 🙂
Google Plus – Rounding out our wrap-up of social media platforms, and one that can be perceived as a bit on the boring side – and is all too often forgotten – is Google Plus. It’s content is made public and it’s obviously a Google platform, so let’s face it – when it comes to SEO we all bow down to Google, in the hope that we can wrangle the beast to get our content to rank the way we want. Having a basic page on Google Plus can help get a jump start on the search engine rankings since business who are listed there appear on Google Maps, and ahead of the search engine results on desktop and mobile search. Google plus also connects well with email, so if you send quotes via email to customers it’ll help you out there too.
So….lots to think about. It might seem all a bit overwhelming, but that’s where we at Usforyou Australia
can help out. Social media is SUPER important for tradies and you need to be there. Talk to us today to understand your business and your needs. We can get you up and running quickly and effectively.
Inner West Mums interviewed me for their regular segment – “Getting to Know…” – the post is up on their blog now. Go take a look and learn a little more about me… 😉
A Video Guide to adding your Services on a Facebook Business Page
In case you missed it, be sure to have a listen to the latest episode of BoomShare Radio’s podcast where yours truly (Me! Michelle!) makes an appearance. In this episode, I join Zdenka and Keith Keller as we talk about Twitter demographics, hashtags, Google, business story telling and much more. Pop it on in the background – it’s only 25 minutes, and if you like what you hear, be sure to give it a share.
The services of tradies – plumbers, electricians, carpenters, landscapers, etc – have always relied heavily on two primary marketing channels to drive customers (new and repeat) to their businesses:
- Yellow Pages (or other popular, local, offline, directory advertising)
- Word of mouth referrals, or social proof
In the absence of storefronts, tradies depend on these forms of marketing, as well as on-vehicle advertising and of course, their websites, but the chances of people encountering these other channels (when they are in need of your services) is slim.
The Yellow Pages (or other similar trade directories) is still heavily relied upon by the older, more traditional demographic that hasn’t yet fully transitioned to the digital world, but for most of us, we use the Yellow Pages as a way of reaching things in the top cupboard or for getting our computers monitors set to the correct height…
Word of mouth, (or social proof) will always be critical, and it is by far and away the most persuasive and powerful of all marketing channels. It’s also free, although it does require you to a do a good/remarkable job for it to work most effectively.
If a customer has been impressed by your service, professionalism and pricing, they WILL remember you for next time, AND tell their friends.
Good service can go viral.
This kind of activity happens offline every day. People meet, they exchange the news of the day over coffee or around water cooler in the office and problems and resolutions get discussed, and recommendations and referrals are made. It’s also happening every minute of every day online, across Facebook and other social media platforms, like Twitter and Instagram. It’s also where people go to post requests from friends SEEKING referrals and recommendations.
Services by tradies are sometimes NOT remarkable, or they ARE remarkable but for completely the wrongs reasons. Delays, poor service, quotes not accurately representing final job costs are all very common reasons for you to NOT get repeat business. You’re on your own with these…do the right thing.
Good news travels fast online, but bad news travels much faster still.
Maintain a professional, high quality service that you’re proud of and DELIGHT your customers in the value you provide. Fail to do this and your reputation online can be damaged in a flash.
It’s therefore time (if you’re not doing it already) to be on the social media platforms so you can benefit from this powerful social proof, monitor (and manage) your reputation online and as a way of delivering value to customers BEFORE they become customers, through sharing of interesting and relevant tips and by answering common questions. And if you ARE doing it already, maybe it’s time to take it to the next level by outsourcing the work to the experts.
This is a space you can’t afford NOT to be playing in. Often for a fraction of your Yellow Pages budget you can have your social media managed for you by US, and for YOU.
UsForYou specialises in social media setup and management for tradies. We can get you and your trade business in front of your customers, engage with them and promote you in the place that occupies most of our attention these days – Facebook. Social proof = social media.
Contact Michelle today to discuss your needs and to learn how she can help propel you and your business into the world of social media. Don’t get left behind!