Are you among the many business owners who sometimes feel like they're on a never-ending uphill journey when it comes to social media? You're not alone. With platforms constantly evolving and algorithms changing faster than the weather, navigating the world of social media can be quite the adventure.
While many businesses have understandably adopted a social media presence – posting the occasional ‘this is what we do’ material, this strategy doesn’t go near reaping the full benefits of social media.
To truly make an impact and break into new audiences, you need to stay ahead of the trends and be strategic about where and how you invest your time and resources when marketing your business.
Here are six innovative ways to promote your business through social media that you might not have considered:
- Pinterest: Showcase Your Craftsmanship Through Visual Storytelling
Pinterest is a treasure trove for visually-driven industries like construction and trades. Create a Pinterest account for your business and start pinning high-quality images of your finished projects, before-and-after transformations, design inspirations, and more. Each pin tells a story and showcases your craftsmanship. Use keywords and descriptions to make your pins discoverable by users searching for home improvement ideas. Don’t be put off by Pinterest's predominantly female user base - it can be a valuable demographic for businesses.
- YouTube: Share Expertise with How-To Videos
YouTube is the second-largest search engine globally, making it a powerful platform for reaching a broader audience. Create informative and engaging how-to videos that showcase your expertise. Whether it's a step-by-step guide on DIY home repairs, construction tips, or showcasing your team's skills, YouTube allows you to demonstrate your knowledge while building trust with potential customers. Consider creating time-lapse videos to showcase construction progress or providing insights into your industry's latest trends.
- Forums like Reddit and Whirlpool: Be a Helpful Expert
Forums like Reddit and Whirlpool are goldmines for connecting with potential clients and demonstrating your industry knowledge. Search for relevant subreddits or threads where people are discussing construction or trade-related topics. Share your insights, answer questions, and be genuinely helpful. Avoid overly promotional content; instead, aim to establish yourself as a trusted expert in the field. Over time, your contributions can lead to brand recognition and referrals.
- Facebook Groups: Build a Community
Facebook Groups offer a sense of community that can be highly beneficial for your business. Join local or industry-specific groups where you can participate in discussions, share your expertise, and offer advice without aggressively pushing your services. Building genuine connections can lead to word-of-mouth recommendations and organic growth within the community.
- TikTok: Embrace Short-Form Video Content
TikTok isn't just for Gen Z; it's rapidly gaining popularity across all demographics. Embrace the short-form video trend and showcase your business's personality. Create engaging and informative videos about your work, industry trends, or even behind-the-scenes glimpses of your team in action. Keep your content light-hearted and relatable to engage with a broader audience. TikTok's algorithm can help your videos reach users who may not have discovered your business otherwise.
- Paid Advertising: Amplify Your Reach
While organic reach is essential, don't overlook the power of paid advertising. Each of the above platforms offers advertising options that can help you reach a highly targeted audience. Make sure you look outside Meta (Facebook and Instagram) and invest in well-crafted ad campaigns across platforms where you’re getting engagement - such as TikTok or YouTube . Paid advertising on these platforms can achieve remarkable results when used strategically.
Feel free to explore these strategies and adapt them to your unique business needs. Social media is a dynamic world, so don't hesitate to experiment and evolve your approach over time. And remember, social media is just one aspect of digital marketing, make sure you have a thorough marketing plan that covers every tough point of your business and aligns with your budget and goals.