iMarket Solutions Blog : Posts Tagged ‘Facebook’

How to Maintain a Quality Social Media Presence

Monday, June 10th, 2019

Social media is an invaluable tool for your business. If you’re a business owner struggling to use social media to its fullest extent, you’re not alone. The term “social media” encapsulates a wide variety of topics—sometimes it’s hard to know where to start. We’re here to help you reach your greatest potential. Social media marketing for contractors doesn’t have to be intimidating.

The Three Tenants of Quality Social Media Presence

If you only walk away from this blog post with one piece of knowledge make sure it’s these three keys to a great social media presence:

  1.      Driving Business Growth
  2.      Creating Genuine Brand Awareness
  3.      Attracting Quality Candidates

Get SMART

If you read everything above and thought, “How can I do this?”

First and foremost, it’s important to create SMART goals. SMART stands for:

Specific

Measurable

Attainable

Relevant

Time-Based

You never want to create a vague goal. Let’s say, for example, that you’re looking to gain more followers. We’ve illustrated the difference between an average goal and a SMART goal below:

  1.      I want to gain followers.
  2.      I want to gain 150 new followers on my Facebook account over the next three months.

Example A is imprecise while example B is SMART. Example B is specific to Facebook, uses “150” as the measurable amount, and has a time-based goal of three months. What makes something attainable or relevant is more personal to your business—gaining 10,000 followers in three months would probably be unattainable in most circumstances. For someone else, focusing on a Twitter account when their Facebook account is the one lacking could be irrelevant.

Understanding your specific business helps you make SMART goals.

Know Your Audience

Once you’ve established a definitive goal it’s time to outline how you’re going to achieve this goal. Do you know who you’re talking to? Answering this question with “customers” isn’t enough! Define your audience by their age, location, needs, challenges, and interests, hobbies, or behaviors.

Most HVAC companies are looking to target 25 to 65-year-old homeowners in their service areas. Their needs are typically different depending on the season (I.e. air conditioning repair in June versus a heater tune-up in December) or your top products and services. When it comes to interests, hobbies, and behaviors, it’s always good to find people who have an interest in home improvement or home repair.

Fine-Tune that Content!

Now you have an understanding of your audiences, they deserve content curated on a personal and authentic level.

First, determine how many posts and categories of content support your goal. How will you balance out the remaining posts to delight and entertain your audience?

The content you post should be captivating and concise. Here are a few ways that you can make the most of what you post.

  • Quality: Make sure your grammar, punctuation, and the overall flow of your posts is up to par. Clarity is key.
  • Structure: Format your posts so they’re easy on the eye by breaking up long paragraphs.
  • Frequency: There is a “sweet spot” when it comes to posting on social media. You don’t want to post too often and bombard your followers, but you also don’t want to post so little that people forget about you. Posting three to four times a week ensures that you’re on the minds of your followers without getting on their nerves.  
  • Linking/CTA: If you’re linking to a website or a contact us form, be sure to state a clear Call-To-Action, such as  “Schedule an appointment with our team today!” make sure that the link leads directly to the scheduling window rather than to the homepage of your website. If you’re adding a link to a social media post, make sure that it’s a shortened link so you can utilize your word count to the fullest extent.
  • Hashtags and Emojis: Hashtags are a great way to attract people to your page. Make sure the tags you’re using are relevant and site appropriate. The sweet spot for Facebook and Twitter is about 2-6 hashtags while Instagram is about 10-15. Additionally, emojis are a great way to add a playful tone and approachable feel to your posts.

Make the Most of Your Interactions

Don’t stop after you post! Make sure that you monitor your content too. Take about 15 minutes out of your day every day to look through your social media accounts and interact with your followers. Reply to comments, use the “reaction” features on Facebook, “like” posts from your followers, and answer questions or address concerns that have come your way. Do anything to keep the conversation going!

Your social media doesn’t always have to be strictly campaigning either. It’s also great to post about weather notifications, business announcements, equipment recalls, or even employee milestones. The more authentic you can be with your content, the more engagement will naturally rise.

Look Back Over Your Work

We’re taking it back to the grade school basics with this one—always check your work! Using analytics is the best way to get to know your social media. Your ongoing analytics help you track the overall health of your social media through metrics like interactions, likes, followers, and shares.

Your campaign focused metrics will vary from campaign to campaign and depend on the SMART goal you’ve set, but they’re also a great way to measure your success. Understanding your analytics is the best way to ensure that you are posting the right content to grow.

Leveraging Social Media for Omnichannel Marketing

So you’ve built a great social media presence… now, what are you doing with it? Sometimes reaching the right audience doesn’t always give you your desired response. Social media is a tool that can help you fine-tune your omnichannel marketing.

Wondering what omnichannel marketing is? You probably understand the practice but might not know the name. Omnichannel marketing is a method of marketing that focuses on delivering a consistent, personalized, experience for customers across all channels and divisions. The name of the game here is “streamlining”—we’re catering to the customer to generate better engagement.

The opposite of omnichannel marketing is multichannel marketing. Multichannel marketing means that every single channel is different from the others—they work in a vacuum with independent strategies and goals. While this might be easier on the business owner, it’s inferior to omnichannel marketing because it creates a confusing and impersonal customer experience.

Social media is a great tool to generate awareness and consideration for your brand to help drive leads for your business and continue the relationship with your loyal customers. A great social media presence falls in line with your preexisting omnichannel marketing practices. We’ll highlight services and products that are true to your brand and give you a confident and consistent voice.

You can rely on our tech-savvy team of Social Media Specialists here at iMarket Solutions to fine-tune your business. Contact our team today to learn more about the best social media practices.

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Get Started with Facebook Professional Services for HVAC / Plumbing

Monday, January 11th, 2016

Could you please review us on Facebook? Make sure that your employees know that phrase by heart. Facebook has softly launched a new adaptation for their users called Facebook Professional Services. This new section of Facebook is adapting best practices from other direct competitors such as Yelp, Angie’s List, Google+, and Home Advisor, to provide personalized recommendations from your Facebook friends.

The evidence is clear why both Plumbing and HVAC companies must engage with third-party review sites. Consumers rely on the experiences of others when deciding if your business is worth working with. Since 88% of consumers trust online reviews as much as personal recommendations, Facebook’s new Professional Services section is leveraging this insight by turning online reviews into personal recommendations in order to help customers make decisions.

Facebook Professional Services has already segmented a large amount of different categories in their local search platform ranging from “Photographers” to “Heating, Ventilating & Air Conditioning” and “Plumbing.” What’s more, the user’s location is automatically detected by IP address.

search

Once a user conducts a search, Facebook pulls the most relevant information. In each search result, there will be snippet with the following information:

  • Business Name
  • Logo
  • Rating (star & quantity)
  • “Short Description” associated with page
  • Phone
  • Hours of Operation
  • Address
  • Detailed Review

search1

Should Your Plumbing or HVAC Business Be on This New Platform?

Yes, absolutely! But the challenge comes down to two points:

  • What businesses are eligible for Facebook Professional Services?
  • How does Facebook’s algorithm determine the ranking order of results?

It’s not clear how many customers use this review engine. Facebook has been incrementally innovating their platform to provide the best user experience, so it will be interesting to see how they use this information. At the moment, it’s hard to say how this platform compares to its competitors, such as Google and Yelp.

How Do I List My Business on Facebook Professional Services

Since this is a soft launch and there is no official information, you’ll have to experiment with it yourself. But the guide below is based upon common optimization traits that I have noticed among our clients currently listed on Facebook Professional Services. 

  1. Since this is a search engine designed around local businesses, claim your page as a “Local Business or Place.”
  2. Make sure that the category listed in “Page Info” matches the directory. For example: Search Category = Home Improvement > Plumber should match Page Category = Local Businesses > Home Improvement + Subcategories = Plumber.
  3. Complete your profile. Use keywords (e.g. plumbing, plumber, plumbers, etc.) to help Facebook determine what kind of business you are.
  4. Let your customers know that you’re on Facebook so that you can begin gathering reviews. The quantity of reviews has been a major factor across all third-party review websites, so I wouldn’t accept anything less from Facebook Professional Services platform.

One of the most difficult challenges that most Plumbers and HVAC companies struggle with is review generation. That’s why we developed Recommend Me, an easy-to-use application that integrates reviews into your website and directs your happiest customers to share their experience at third party review sites (such as Facebook Professional Services, Yelp, Google+, etc.).

Our Reputation Specialists are here to assist you towards increasing your online reviews and improving your reputation. Let’s prove that your business is worth working with. Call us today to learn more 800-727-3920.

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Enhance Your Facebook Business Page

Wednesday, December 7th, 2011

Facebook has over 250 million users, 52 percent of which use it daily. And it is no longer just for the youth audience, the 35 and older demographic now represents more than 30 percent of users. That means using Facebook to promote your business is becoming a more and more effective way to reach potential customers. To help you build a stronger presence on Facebook, iMarket is offering an enhanced Facebook business profile.

With this new service, we will design a full banner and a landing page (like the one here) which entices people to “like” your business page. This is a great place to offer incentives, such as a special discount for Facebook fans, which will convince people to want to connect with you on Facebook. After the person has “liked” your business, a special Welcome page will display for them.  From the landing page, your welcome page, and a contact tab under your banner, your visitors will be able to access an integrated contact form so they can email you right from Facebook! All of these features will be designed to match your website and increase brand awareness of your business.

Why get this service? The new landing page is much more effective at converting visitors into “likers.” And the more people that “like” your page, the more people your posts will reach.  Social media is an excellent form of word-of-mouth marketing, which allows new customers to hear about you through their friends. There is the added benefit of allowing these potential customers to get to know your company through your posts and be able to contact you instantly.

Social media marketing can be very powerful, but you need to utilize it effectively.  Since most companies today are embracing social media, an enhanced Facebook presence will put your business ahead of the crowd. Combined with our content management package, in which blogs posts are sent out to your Facebook page three times a week, you will establish yourself as a knowledgeable resource for your customers. For more information, contact us today!

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Bing, Facebook, and Google +1: Who’s Going to Dominate Social Search, and What It All Might Mean for HVAC, Plumbing, and Electrical Service Businesses

Wednesday, July 13th, 2011

As we discussed in some previous blog posts, Bing is making a bid to challenge Google’s dominance in the search world. We’ve already looked at Bing’s deal with Blackberry, which may give Bing a lot more traction in the mobile search market. Now we’re going to look at Bing’s deal with Facebook, which adds an exciting “social” aspect to Bing’s search results – and Google’s attempt to strike back.

Here’s how it works. Bing search results will now include “Likes” from Facebook. If you’re logged into Facebook when you make a search – say, to find a local plumber – you’ll get a list of plumbers’ websites, and if any of your Facebook Friends have “Liked” any of the websites in the list, you’ll see a little thumbs-up “Like” icon and the name of your friend(s) who “Like” the site.

Of course, when your Facebook Friends make searches in Bing, they in turn will be able to see which websites you have “Liked”. To make it as easy as possible for everyone to contribute their opinion, There’s even a Bing toolbar that lets you “Like” a website right from your browser controls – you don’t have to hunt on the website for the little “Like” icon.

It’s certainly handy to be able to see at a glance if one or more of your Friends “Likes” a website – especially when you’re trying to evaluate something you don’t know much about. Many people rely primarily on word-of-mouth to choose heating, plumbing, and electrical contractors, and “we think consumers searching for service businesses will quickly come to use “Likes” to choose one contractor over another.

But the Bing/Facebook integration goes deeper than that. Bing will actually use your Friends’ “Likes” to help calculate the search engine results it presents to you – that is, the sites that your Friends “Like” will get a higher spot in the listings. And because each person has a different group of Facebook Friends with different “Likes”, Bing will present a different set of search results to each person – a truly personalized search.

For businesses, this means that it will be increasingly important to encourage happy customers to register their satisfaction online. There are some great ways to do this, and we’ll revisit this topic again in future blog posts.

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