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Diving into Social Media
Pump your digital marketing to the next level
The Internet's been around for over 10 years, ensuing in rapid evolution of online marketing. This ever changing digital world offers more and more powerful ways to sell and market your business. With the past year's economic challenges these emerging digital possibilities have become even more appealing because they are highly cost effective. But where to begin?
You probably have a website that's working well, and you may even be doing some email marketing. But how do you get more customers to find you? The future of digital marketing will mean less searching through traditional search engines and more use of social media to direct customers to products, services, referrals. By adding media such as blogs and social networking sites, you can turbo charge those existing efforts.
Facebook & Twitter: Join the Party
Everywhere you go, you hear about Facebook and Twitter. Why all the hubbub? Social media is no passing trend - in fact, it's here to stay. Facebook is one of the most heavily trafficked sites on the Internet, and your presence there can make you much easier to find on Google, Yahoo and MSN.
Your presence on social media sites can afford you the same exposure in your community as your participation in the local Rotary club or town beautification committee. The advantage is that online your customers are mere clicks away from visiting your website where they can save you to their favorites or shoot you an email. This is far more expedient than handing out business cards and hoping people remember to look you up when they're ready for home improvement.
Facebook and Twitter are like giant, virtual cocktail parties, and people go to the party for four reasons: self expression, status achievement, altruism, and self interest (see more below). Keeping these motivations in mind will help you create a message that draws customers out of the crowd.
Blogs that Pull not Push
Think of digital marketing as more of a mindset than a tool set. Attract customers by pulling, rather than pushing. Good blog content consists of enticing readers to interact while sprinkling in bits of information. This means, offering interesting, valuable content that's genuine. Consumers quickly sense the difference between "marketing-ese" and an authentic message. Let your personality shine through as if you're chatting in person. People will be drawn to your passion for beautifying and improving their homes or helping them with their projects.
To make the connection more personal, architects and design/build firms can offer free email consultations that provide design challenge solutions to potential prospects. Once you establish the connection, they'll be one giant step closer to engaging you for their next project.
Start Small
Give social media a try before you begin sending out your own messages. Twitter is simpler; you can just follow your favorite pro athlete or musical artist to get a feel for it. Joining Facebook involves creating a page, which may take some planning. You can always start simple and add to it as people begin linking to you. |
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Take Action
How do you translate social media into promotions?
Here are some promotions that capitalize on the reasons people log on to social media.
Self expression
Create a contest where homeowners showcase their dream projects or creative ideas. The winner can enjoy their notoriety and a prize, such as an iPod, while readers will tune in for home improvement inspiration.
Status achievement
Offer quizzes that rate customers' home improvement knowledge. They'll enjoy achieving expert status in an online community, and you'll learn a few things about your customers understanding of your business.
Altruism
In the building industry, consumers' desire for a good cause easily translates into green building. Customers are interested in learning how green living can benefit them or their customers. Green content will bring traffic to your site.
Self interest
Social media is a "referral machine." It takes seconds to make connections, rather than days or weeks. Make it more appealing for customers to spread the word with rewards programs.
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New Lead Paint Removal Rules in 2010 Affect Window Installers
The new EPA certification and work practices, beginning April 22, 2010, are aimed at preventing lead contamination. Contractors whose work disturbs lead based paint in residential housing and other child-occupied facilities built before 1978 will require EPA certification. For information and an application, visit the EPA website. State and local requirements may be more stringent. For local lead rules, contact the National Lead Information Center at (800) 424-LEAD or click here.
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Ultimate Push-Out Casement Chosen as Most Innovative
Window & Door magazine has announced its 2009 Crystal Achievement Award winners. The panel of judges, made up of industry executives, recognize significant innovations and achievements.
Marvin's winner, the highly innovative Push-Out Casement, expands the Ultimate Casement and Awning Collection, by offering a traditional alternative to crank out casements. Push out operation and the corresponding hardware offer more classic styling.
Like crank-out Ultimate Casements, the Push-Out Casement includes the unique wash mode that allows the exterior of the sash to be rotated indoors for cleaning. To accommodate this wash mode, a swinging screen with wood surround has been aesthetically integrated into the design. Further innovations include a sash limiter that controls how much the window opens without sacrificing egress, and multipoint locking that seals the windows tightly from one central locking handle. Click here to learn more about the Ultimate Casement Collection.
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Best Industry Website
Best Industry Website: Window & Door magazine presented its 2009 Crystal Achievement Award to Marvin Windows and Doors for its website myMarvin.com. Designed to inspire homeowners with an array of videos, tools, and tips, both creative and practical, linking to this site is an ideal way to introduce homeowners to Marvin.
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