OWNING YOUR DIGITAL PRESENCE
As you’re well aware, in today’s digital world it is not enough to just have a website or Facebook page. You have to consistently post, share and refresh. Doing so keeps your brand and business top of mind with both new and repeat clients. But keeping up or creating an official strategy for the first time can be overwhelming. We’ve gathered some solid tips to get you started.
The goal of digital marketing is to be a trusted resource for current and potential clients. By providing relevant information on your website, blog or social media, you position your business as an expert. It’s a way for you to stay connected with your guests and humanize your brand. To make sure you have a consistent brand voice, carefully choose who is responsible for generating the content. Don’t stretch yourself too thin; if you don’t have time to update several social platforms, pick the top two or three that have the most traffic and dedicate your efforts there.
Who doesn’t love a good video? Give viewers a glimpse into your world with a behind the scenes look at a job site. Short videos highlighting safety tips or industry trends are also a good way for people to connect with your brand. Spotlight longtime employees and other staff members frequently via live videos, which are supported on most social platforms now.
This app is where you can showcase impressive images. Have a new crane that’s branded with your logo? Working on site with a high-profile client? Share it on Instagram. These types of images are attention grabbers. And be sure to use relevant hashtags with your photos so your posts are searchable; capitalize on trending hashtags to expand exposure to your business.
Chances are good that your business has a Facebook page. Don’t forget to post frequently and take advantage of geotargeting. This feature allows you to drill down to exact locations to ensure your posts are reaching where your clients are. A basic, but sometimes overlooked tip is to make sure your location hours and contact information are always up to date. When it comes to negative comments, don’t ignore them; respond quickly and take the conversation offline when you can.
The beauty of social media is that companies you’ve worked with in the past are most likely already posting about your work. Search for your business’s name to find loyal partners. Once you find positive comments, ask them if you can share their posts to your channels. By doing so, you can start to build a team of brand evangelists who bring a personal story to your company. These individuals may be able to help reach similar clients.
Once you dive in, track your stats. This will define what’s resonating with your audience and help you make adjustments. Don’t be discouraged if your fans don’t triple overnight; building a social following takes time and commitment. Slow and steady growth is not a bad thing. Most importantly, have fun with it!
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