While there are similarities in how they operate, each industry has a unique way that they approach social media, certain tactics and platforms that work best for them, and strategies that – while generally effective across the board – just don’t translate into audience engagement for them.
Business owners that don’t put a lot of focus upon social media often end up treating their online presence as simply a business, rather than one situated within their industry sector. Knowing how to act as a cleaning business, rather than just a business, can be the difference between success and failure.
Set a strategy
The vast majority of work, as it is with most things, is the planning.
Have a long think about precisely what it is that you’re trying to achieve on your social media. Have an elevator pitch that you can quickly bust out that accurately summarises what you’re after, and what your core points of focus will be.
If you’re trying to use social media to drive sales directly in a new marketplace (say, a new geographic location, or a new demographic), and making drive so your primary concern, you’re going to have a more outreaching strategy than if you were trying to cater to the needs and retention of your existing customer base.
Here’s a few points of focus to get you started:
- Attracting new customers to hire a service
- Attracting new customers to an online store
- Attracting new employees
- Improve customer retention and foster brand loyalty
- Expanding into new demographics or areas
After this, think of whether you’re willing to pay for advertising on these sites, or if you’d rather attempt to let things grow organically and through word-of-mouth.
Find your audience
You should have an idea of what audience you’re trying to sell to. If you have an idea of who that is, you can start pointing out which platforms you should be focusing on mostly.
Facebook is the big boy of the industry, and you can count on finding just about everybody on there. It’s a good idea to operate a big Facebook presence no matter your strategy. The rest of the social media outlets all hover around 20% usage for adults, but Facebook boasts a whopping 58%.
Twitter skews young, so if you’re trying to attract the 18-30s (or attract entry level cleaning technician positions), this is a good bet. On the other hand, if you’re after older users, you might consider scaling this back in favour of others.
Instagram is the same deal in age, but has a large urban female population, and also doesn’t have as many college grads.
LinkedIn is for professionals, and skews older and more educated and higher-earning in response. Definitely worth maintaining for potential employees, even if you’re not after the market attached.
Pinterest is MASSIVELY skewed in favour of women, and skews a little towards a younger demographic (though it’s popular into middle age).
Snapchat is a relative newcomer, and skews even further female than Pinterest (70% female and under 25).
Whatever your decision, you should attempt to have as diverse a covering as possible. If you know exactly who you’re gunning for though, more effort into some, and less into others, is the best way to get bang for your buck.
Get your audience
The next step is to start attracting that audience. Start up your page on whatever service you choose, and start posting content. Promote your sales, offers, and deals. Post feedback, reviews, and community news. If it’s interesting, and people might click it? Post it.
Remember to tailor this towards your game-plan. If you want more people to use your product, post a lot of positive feedback and sales talk, while always remembering a call to action somewhere on the post. If you’re more interested in customer retention, post more community news and the like.
If you want a few more follows, why not give some kind of incentive to post about you on social media, eg:
- Post a before and after of your house with the hashtag #YourBusinessNameClean for a chance to get your next clean free!
- Share this post for 10% off your first cleaning!
The final thing you might consider is buying some Ads. Facebook and Twitter have the option to buy space that’s targeted to a particular area, gender, geo-location, and even occupation. It’s a cheap, cost effective way to promote your business, and you’ll only pay for those people who actually see it.
Engage your audience
Finally, we bandy the word ‘engagement’ around a lot on social media, but what does it mean?
Basically put, it’s the difference between someone scrolling past your post or actively following it. There’s certain tools you can use to get people more interested in what you have to say, and a few things that’ll kill it stone dead:
- Images and text are far, far more likely to net you a click than words alone.
- Give people a reason to click, like, or share your posts. Name names, showcase events, and promote sales that you’re having.
- Posting positive feedback from customers helps build your brand a lot better than your own voice, and replying to comments fosters brand loyalty. Replying to negative feedback gives you the appearance of a thoughtful company.
Whenever you post, keep in mind whether you’d be interested in the content you’re putting forward. If you wouldn’t click it, it might not be worth posting.