Why Social Media works for Trades – 5 Tips

How to use Social Media for your trades business by Zealous Social

Written by Kalleigh O'Togher

Kalleigh is the founder and CEO of Zealous Social and The Growth Fix. Her expertise in sales and marketing comes from 25 years of working with, and coaching, mid-size businesses in the trades, services and retail industries.

February 18, 2021

Social Media has become one of the most potent tools to bring business to your trades. With advertising options rising, more accessible, and easier to understand, there is no point in shying away from establishing a significant social media presence. But establishing an online presence from scratch might not be the easiest thing to do these days.

People love to see handymen/women at work, and with your knowledge, you only need a video camera or smartphone. Professions like painters and pool installers are making videos on their own subjects. This is an industry that needs more photos and videos, and you can fill in the gap. Whether you are a plumber, carpenter, or painter, if you present your videos in a great way that speaks to your audience, you will gain an audience. As a tradesperson, you can show before and after shots or videos of your work so your audience can follow along. People love those, and it shows your work to potential customers.

With every platform having people posting almost daily, there are a few things that you will have to do differently. The broad reach and fast communication that social media give you access to are second to none. It will help you bring in new customers, and having great engagement online can significantly boost your brand and increase business. It is the new word of mouth. The younger generations are more than happy to compare you to other alternatives and then settle on the one with the best online presence and ratings.

Here are five tips for capitalizing on social media:

1. Know Your Target Audience

Many times people use a one size fits all strategy that alienates certain sections of your targeted demographic. For example, if you have a plumbing business then you can target almost everyone. But your time is wasted if you make your business more appealing to teens and young adults.

This is the first step in establishing your marketing strategy and how you will go about your social media campaigns. Try to test your audience’s reaction and focus on the group of people that are more than likely to buy your product or service. You must do this research by testing the waters. A more targeted reach means that you can get your social media campaigns in front of your potential clients. This not only increases the chances of you getting more business but is also a great way to build trust amongst your customers and followers.

2. Choose Your Social Media Platforms Wisely

At any given time, one platform will be fairing better than the other for your particular trade. For example, in 2021, Instagram and TikTok will see more users registering than any other platform. The organic growth on TikTok is at an all-time high now. TikTok is a short-form video social sharing platform. Make use of this organic reach and put your business in front of millions of people. TikTok is no longer just oriented towards teens and younger audiences. Since Covid, many have taken to using this new platform as an alternative entertainment source. It’s a great medium to grow your trade business. Many businesses have seen overnight success on the app. Edutainment is on the rise.

For example, a 22-year-old Tony Piloseno, aka Tonesterpaints, just crossed 1 million followers. In his videos on TikTok, he usually talks about mixing different paints to get amazing combinations. If you are in the roofing business, telling people about the types of roofs and maintaining them would be a good option. If you’re a carpenter, you can use it to tell people about different types of stains. You can use the short-form videos from Instagram or TikTok to redirect them to your own website or YouTube for more detailed explanations.

Linkedin is also an option to advertise your business. You will be able to see other businesses and how they use this platform to further their interests. In the last year or so, LinkedIn has significantly changed to become more of a social business networking site than a resume site. You can make meaningful connections with people who are in your own industry. You can ask for advice from more experienced people than you and often seek guidance on topics you want more information on, i.e., how to use LinkedIn successfully for your trade. The internet provides a great medium for people who persevere and strive to learn. The rise in social media and its importance is the latest evolution of that very idea. It is a free-form place where you have the potential of being viewed by millions.

Also, keep and check on the various trends that might be there on the apps. These trends are easy ways to find a new audience. Not only does it engage your current audience, but it is also a great way to show to the world that you are up with times. As far as Facebook goes, it now has a limited reach for many business pages but is still a viable option to grow your presence if you put effort into growing your audience. We would advise you to focus on two platforms and work hard to build an audience there.

3. Don’t Forget About Other Platforms

As mentioned earlier, you should really focus on two platforms and put the maximum effort into building an online presence there. But this does not mean you should totally forget about other platforms. For example, you might concentrate all your efforts on Instagram and TikTok but take care of your Facebook, GMB, and Twitter handle too.

The reason we say this is because you never know where your next client might come from. Optimized social media handles give you a big advantage and maximize your reach too. Use this reach to find new customers and further your business towards success.

4. Plan Your Social Media Content In Advance

No matter how prepared you think you are, it’s always best to have your posts planned and scheduled in advance. This way, you will never be second-guessing what to post, and you will have a constant supply of posts that can go out on social media. Regularly posting helps the algorithm pick up your posts and put them in front of a larger audience sooner or later.

This is again a great way to reach new potential clients and customers. Develop a calendar specifically for your content or at least a weekly schedule. Use scheduling apps like Content Studio and double-check for any errors.

5. Don’t Be Afraid To Experiment With Social Media

People love to see behind-the-scenes footage and learn how things work. Don’t be afraid to show your team having lunch or doing something silly on the internet. Mix up your posts, ask for suggestions, and what would people like to see. Post stories and updates on your current projects and share as much as possible.

Also, try to go live from your Instagram account and give your followers a glimpse of your life in real-time. Live videos are a great way to showcase what you do in your business and how you do it. It keeps the audience engaged and intrigued about your work life. If the people like your personality, then you will be able to pull in new customers too.

In the end, make sure you weigh all your options and give your best shot at establishing a social media presence. A large online presence can do wonders for your business. With social media being a large part of almost everyone’s daily life, you should definitely capitalize on this opportunity to grow your business.

If you’d like some help with your social media campaigns, contact us. We’d love to chat.

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