Social Media Marketing Requires Strategy

Social media Social media is one of the most effective avenues for marketing your business, no matter what industry you are in. It is low to no cost and provides a business with connection to a wide range of prospects, referral partners, and clients.

One thing to embrace about social media marketing is that the best campaigns are informational; sharing information and knowledge works really well with social media. You are positioning your company as the experts in the field. That’s how you build trust. So, when you are thinking about creating a strategy, think about what you know that you can share.

Start with what you are hoping to accomplish. All marketing should have a goal. What do you want people to do? Social media does not respond well to “buy now” types of marketing campaigns. However, you have a great opportunity to create awareness and action that connects you to your buyer.

So, what do you want people to do? Call or visit your business? Clip a coupon? Watch a video? Attend an event? Be very clear and specific about what you want this particular campaign to accomplish. You will have a chance to implement other campaigns in the future. It’s important to realize that marketing is the kind of thing that changes over time. As your goals change, your marketing will change with it. So, don’t get caught up thinking that you have to have one sensational marketing campaign. Sensational would be great! However, you will want to create and implement marketing campaigns over time. So, focus on the goal at hand.

Now that you know what you want people to do, ask yourself this key question: which people? What does your target audience look like? And please don’t think it’s everyone, or everyone with a roof! It isn’t. Your best clients have things in common. Create the outline of that great client so you know who you are speaking to. Knowing who you are targeting is instrumental in creating your marketing strategy. You probably have a couple of target audiences. You aren’t going to message to all of them in the same way or the same places. For example, if one of your target audiences is over 80 years old, social media marketing may not be the way to go. Traditional marketing is probably more effective with them. If a target market is women in their 40s or 50s, Facebook is ideal.

When your message is broad because you trying to hit everyone, you hit no one. Your message should be specific and should be directed at a clear target audience. This is how they will hear it. Remember that you can implement other marketing campaigns to reach out to other audiences. Stay away from trying to hit all of them at once. That’s a message that will be so big no one will hear it and you won’t accomplish your goal.

Once you know what you want to say, and who you want to say it to, you have to decide where you should be communicating. This is a critical part of social media marketing success.

There is a danger of getting caught up in trying to do what the business next door is doing. Or what someone tells you to do. However, that’s not necessarily the best thing for your business! You want to be where your target audience is going to hear your message.

For example, if you are selling to consumers you probably want to have a Facebook business page. That’s a great place to connect with consumers who need your product or service. It isn’t necessarily so great if you sell business to business.

There are a lot of places online that you can post. Ask yourself where your target is. And how do they consume information?

Let’s explore some options that you might not be thinking about but have impact:

Video. Using video in your social media marketing can have an incredible impact. Video gives you the chance to demonstrate your product, or a how-to on the job site. It also gives your audience a chance to see you. Don’t underestimate how powerful this can be.

People buy from people they trust. One of the best ways to build trust is to talk to people directly. Video gives you this opportunity.

You can post your videos on YouTube and/or Vimeo. Then you can share them on other platforms like Facebook, LinkedIn, or Twitter. You can also use video in blog posts and email marketing.

Guest Blogging. If there are blogs out there that you follow, start commenting on the posts. Once you’ve developed a relationship with the blog owner, ask if you can provide a guest article. That can get you in front of their audience, which can elevate your credibility and exposure.

Podcasts. There are a lot of podcasts that seek guests to share expertise. Do some research to find the ones that make sense for your business. Then reach out to the host. Remember that this is not a commercial for your business. You share your expertise around some aspect of your industry. You then have a link you can share through your social media platforms. Being a guest on a podcast can increase your credibility.

Email marketing. Often overlooked, email marketing is one of the most effective marketing methods available today. Not only does it allow you to stay connected to your audience, but you can now connect your marketing email to your social profiles. This expands the reach of the email.

If you are new to social media marketing pick ONE avenue and get used to it. Consistency is critical to social media marketing success, so don’t overdo it right out of the gate. Give yourself the chance to get used to the process and to build steam. You can always add to your strategy as you move forward.

Think about where your target audience is going to hear your message, determine what you want them to know and do, and then decide how you want to connect with them. Social media marketing is really about connecting and building trust. That’s why it’s social marketing. As you build awareness around your company you will find that your marketing momentum will build. Your company will become a household name and people will share your information with their networks. The spider web of the Internet will expand your efforts and you will realize a significant impact to your business growth.

OMG Roofing Products Releases Video on Installing Thermoplastic Single-ply Membranes

OMG Roofing Products has unveiled a video showcasing how easy it is to install thermoplastic single-ply membranes on standing-seam metal recover projects using the RhinoBond induction welding system.

OMG Roofing Products has unveiled a video showcasing how easy it is to install thermoplastic single-ply membranes on standing-seam metal recover projects using the RhinoBond induction welding system.

OMG Roofing Products has unveiled a video showcasing how easy it is to install thermoplastic single-ply membranes on standing-seam metal recover projects using the RhinoBond induction welding system. The video offers a step-by-step demonstration of the application and highlights the ways the RhinoBond System eliminates the traditional hassles of this type of application, including the following:

  • No special width membrane needed.
  • No membrane to install between purlins.
  • No penetrations of the new membrane.
  • No excess membrane buried in the laps.
  • No membrane orientation issues.
  • No fastener jacking.

Watch the RhinoBond standing seam video.

Metal Roofing Installation App Gives Instant Access to 3-D Animated Video Tutorials

Union Corrugating Co. has released its MyMetalRoof Install Wizard for iPhone and iPad.

Union Corrugating Co. has released its MyMetalRoof Install Wizard for iPhone and iPad.

Union Corrugating Co. has released its MyMetalRoof Install Wizard for iPhone and iPad. This app will benefit contractors, dealers and homeowners by giving instant access to the 3-D animated, easy-to-follow video tutorial for their metal roofing installation.

Customers are able to see detailed video instructions for each step of an installation, and being able to access this tool ahead of the installation or at the job site provides an advantage.

Available now for its MasterRib product, Union plans to make this available for all of its roofing systems.

Roof Hugger Updates Library of Literature and Technical Tools

Roof Hugger Inc. of Lutz, Fla., has updated its library of literature and technical tools. Included are Roof Hugger’s 12-page “Proven Solutions for Re-Roofing Metal Roofs” brochure; its 108-page “Design and Installation Solutions” manual; and a new CD-ROM that includes an animated installation video, editable performance specifications, ASTM testing results, 65 AutoCAD installation details, various PowerPoint presentations and much more.

All three are now available to anyone interested by contacting Roof Hugger at (800) 771-1711 or by email. The brochure and manual, as well as much of the CD-ROM contents, are also available for download on the Roof Hugger website.

IKO Launches Video Showing Time-lapse Installation of Cambridge Shingles versus Competitor Shingles

IKO recently uploaded a new video to the company’s YouTube channel. The video, titled “Time & Material Study: IKO vs. Competitor” is narrated by IKO’s Manager of Sales & Contractor Development John DeRosa who sets the scene in a suburb of Toronto. He explains there’s nothing special about the roof; it’s about 10 squares and has a pitch of approximately 9:12.

What is special is the side-by-side video of time lapse photography as the same roofing crew installs a competitor’s product and IKO’s advantage-size Cambridge shingles. A counter keeps track of how much time has elapsed as well as how many shingles, nails and total bundles were used.

Even with a 7-minute break, the time needed for the crew to install IKO’s shingles on the entire roof surface is nearly 30 minutes shorter, requiring fewer bundles of shingles and nails. The real “advantage”, DeRosa explains, is how IKO’s advantage-sized shingles put contractors in a more favorable cost position, offering them the potential for higher profits.

The video also shows the beauty of IKO’s Cambridge HD Sedona shingles. The company introduced its “Nature’s Accents Collection” of premium architectural laminated asphalt shingles in 2013. The collection currently includes five color blends made possible with IKO’s patented color blending technology and named for the national parks and landscapes that inspired them: Sedona, Glacier, Appalachian, Biscayne and Pacific Rim.

DeRosa says: “With their high-definition profile and truly striking color blends, Cambridge HD shingles are quickly proving popular among homeowners and contractors. As this new video clearly shows, the ‘IKO Advantage’ is realized by the contractor needing to install fewer bundles on a project. Less bundles means lower material costs, less labor to complete the job and a better bottom line for the roofer. In today’s competitive market, contractors need every possible advantage. And this is a HUGE one.”

Video Depicts Modified Bitumen Membrane Application

The Garland Co. Inc. recently posted a video depicting the proper application procedures for its Self-Adhering StressPly SA FR Mineral SBS modified bitumen membrane.

The Garland Co. Inc. recently posted a video depicting the proper application procedures for its Self-Adhering StressPly SA FR Mineral SBS modified bitumen membrane.

As part of its effort to ensure proper application of its products, The Garland Co. Inc. recently posted a video depicting the proper application procedures for its Self-Adhering StressPly SA FR Mineral SBS modified bitumen membrane on the company’s YouTube channel, www.youtube.com/user/thegarlandco. The video features installation details for the complete self-adhering system, including base sheet, cap sheet and flashing details.