Today’s flooring customers are seeking out more content than ever before. Your website is the key marketing platform, but when it comes to further promoting your brand and enhancing your digital presence, social media shouldn’t be ignored.
Social has faced criticism in recent years with the explosion of fake news and the over-saturation of non-relevant content in users’ news feeds. Yet amid all the audience-adjusting algorithms that platforms like Facebook, Twitter and even LinkedIn have employed, social media still provides key benefits for your brand to utilize.
SEO value and brand extension
At the least, just having an active presence on social platforms enhances your credibility. But more than that, social sites give you more opportunity to be found. Having your link on sites with high domain authority and popularity with Google strengthens your online footprint. More quality link locations = more website traffic = more customers.
Furthermore, developing a social media presence allows you to personably extend your image in a way that slightly differs from your website. You can be more relaxed and have fun with your content mix by posting not just about your business but community interests, events, and product/industry news as well.
Reviews, recommendations, reputation
One of the big benefits of social media is user-generated content. You can (and should) ask your happy customers to post reviews, photos, videos, and tag others – your potential new customers – in each of their posts about you. In effect, they become more than just followers to your page; they turn into brand advocates. When practices like this are implemented, social media acts like word of mouth – on steroids.
Photos and videos
Social media is a terrific repository for visual content, especially in an aesthetic industry like flooring. Not only can you instantly upload photos of your showroom or jobs you’re doing, but so can your customers! Text-based content is still relevant but the most sharable and engaging content on social media has a visual element to it.
While you may have some hesitation at throwing a few marketing dollars toward social media, consider your message and who you wish to reach. Do you have a sale coming up? A special event? A contest? Facebook and Instagram (which is owned by Facebook) are cost-effective platforms for giving your message a wide reach to users at any stage of your sales funnel. With the advanced targeting capabilities available, you can reach a lot of people in a granular way, segmented by geography, demographics and various interest categories. While getting a customer to click an ad, visit your site, and then make a purchase is the goal, it’s never quite that easy. But, sending your message to a relevant audience is the right start.
Even if targeted advertising campaigns aren’t your thing – yet – remember that first being found is one of the keys to having success in any business. That’s why it’s important to have a consistent presence across multiple channels. When it comes to social media, existing – and potential – customers can see a unique aspect of your brand, reinforce the trust they’ve gained from your website, and share their experiences with you and others.
It takes patience and time, but cumulatively, being active on social gives your brand some added digital muscle.