social media game plan for plumbing & hvac contractors

Social Media Blueprint

Saturday, April 27, 13

How Does Social Media Apply?


What is your #1 Source of Business Today?


More Repeat Business &More Referrals=

How Social Media Applies to Your Plumbing or HVAC Business


Facebook Stats

•1.6 Billion Users•Average user has 135 Fiends•Check’s in 6-9 X per day


Why Get Followers

•Exposure to their sphere of influence (135 friends)•Permission to remain top of mind (by posting consistent updates)•Higher probability of Repeat & Referral Business.


Where To Start?

• Facebook Business Page• Twitter• LinkedIn• YouTube• Google Plus• Blog


Social Strategy

• Leverage eMail to get initial engagement• Consistently Daily Updates - Information not Sales• Engage - Engage - Engage


Develop Your Brand

•Writing your bios

YouTube gives you 4800 characters - 700 words to build your about us section.Facebook gives you 2000 characters - 300 words plus other fields to build your company info.LinkedIn also gives you 2000 characters plus a bulleted profile box for additional info.Twitter gives you 160 characters in their bio field.

So why is this important?


Develop Your Brand

•Writing your bios

Your about page is pretty important for establishing a business profile on social media.

1. The goal is to tell everyone who you are, what you do and develop a little personality.2. Reveal something unique about yourself.3. Work in some keyword centric copy, but don’t get spammy.


Develop Your Brand

•The icon that represents you

1. You need an image that represents your business. 2. You can use your photo or your headshot.

Good Company Logo,

even better if you are a well known brand

Good Mary Thompson

President Mr. Rooter

Very BadDrinking a beerwhile giving the middle finger, unbelievably

common, but a poor choice

BadGlad you like shaggy, and

maybe it’s your knick name. But it’s not relevant to your business


Develop Your Brand

•Branding it all

1. Next it’s time to brand the social media site.

A. Facebook offers the opportunity for the most branding including the icon and the header. B. Let it mesh with your websites look and feel


Putting A Plan Together

•You still need a marketing plan

1. Avoid the mistake of not having a social media marketing plan.2. When and what to post.3. When and how to engage.4. The different social platforms.5. Building your marketing plan.



•Avoid the mistake of not having a social media marketing plan.

1. One of the biggest mistakes made by most companies with social media is diving in head first without a plan and just start posting.

2. First thing, define your social media target. A. Is it a commercial client or a residential customer. B. Create an editorial calendar.



•Planning to succeed

1. So now that you have your target customer in place it’s time to create the editorial calendar. A. How often are you going to post? • I like to have a general post everyday. • Add fill in posts as things happen.• Mon, Wed, Fri - Tips • Tues, Thurs - photos • Sat, Sun - CouponsYou can shuffle these around how you see fit, but it’s important to get a plan and stick to it.


What To Post

•When and what to post

1. With your editorial calendar in place you kind of understand the when to post, now lets talk about the what in more detail.

A. For home owners, social media is a great place to offer educational tips. How to, What to look out for, etc etc.B. You are the expert and social media your forum to establish you as the industry expert.


How To Develop Content To Post

VIDEO

FACEBOOKPOST TWITTER

POST

PINTEREST PIN

PODCAST

BLOG

One blog post can result in several forms of content.

PHOTO140 CHAR.

CREATEFROMPOST


How To Develop Content To Post

TRANSCRIBEDTO TEXT

YOUTUBEVIMEO

VINE

PODCAST

VIDEO

One video post can result in several forms of content.

6 SECVIDEO


Formula For Success

•Social media formula for success

Educational content + published in many places = industry expert

The result - developed credibility and more referrals.

It’s not really a formula but it’s fun to think of it as one to keep us motivated to continue. By following this we need to understand that over time we will build the fan base needed for social medis success.


What To Post

•Examples of social media posts

Twitter post - Great tip for preventive maintenance


What To Post


Twitter post - Description and link to blog post


What To Post


Facebook post - Fun post that has the opportunity to go viral



Google+ post - Not exactly a plumbing issue but it it a nice homeowner tips

What To Post


•Knowing what not to post is sometimes more important than knowing what to post

1. Use the 80/20 rule for marketing messages, put out 80% info and 20% marketing. 2. Keep it business related, your political and religious beliefs are never a good business mix.3. Photos of your kids playing tee ball are good, but don’t let it dominate your page. 4. Keep your vacation photos on your personal social sites.5. Keep your business opinions, beliefs, likes to yourself.

What Not To Post


•Social media is all about being social

1. Over time your posts will start to attract followers.2. It’s important to get your customers involved on your social sites. A. Ask your customers to like your Facebook page. B. Ask your customers to leave testimonials on Facebook.3. When a customer leaves a message or asks a question, reply. Get a conversation started. Leave your comments in the form of a question if possible and get a conversation going.

When And How To Engage


•Example of a conversation

Your post: “Because tankless water heaters provide hot water only when it’s needed, they can save you up to 40%* on your energy bill.”Customer Engagement: Bob: “How long do tankless water heaters last”?Your Engagement: “Typically 15-20 years, have you been thinking about installing one in your home”?Customer Engagement: Bob: “I have, but not sure how to get started”Your Engagement: “Take a look at our Tankless page www.website.com/tankless, let’s schedule a time to talk so I can show you all the benefits of it.” The important thing here is to keep the conversation going

When And How To Engage


http://www.website.com/tankless






Social Strategy

• Leverage eMail to get initial engagement• Consistently Daily Updates - Information not Sales• Engage - Engage - Engage


social media game plan for plumbing & hvac contractors

Business

social media marketing

social media target

social media site

social media blueprint

repeat business

business profile

hvac business

source of business