Social Media for Local Marketing: What You Need to Know

Social Media for Local Marketing: What You Need to Know

By Socius Staff

September 6, 2022

Why Social Media Marketing Is Essential for Your Local Business

Here’s a wild fact: Half the global population uses social media.

That means home service businesses can get hyperlocal with targeted marketing campaigns that hook prospective customers where they are most active: social media.

With social media in their marketing tool belts, plumbers, home remodelers, roofers, and HVAC specialists can run geographically targeted advertising campaigns and build local communities organically to drive sales.

Why you should invest in social media marketing   

Social media is a foundational piece of any marketing strategy for two important reasons: Not only does it help drive brand awareness in a highly competitive marketplace, it also boosts visibility of your positive reviews and allows you to build brand trust and credibility.

It’s also an easy way to share expertise and become a leader in your city, region, or state. Shared content is one of the easiest, and most cost-effective methods for promoting your business, to generate local word-of-mouth buzz. Businesses can drive new leads by engaging with prospects in ways that encourage them to take action by visiting your website, signing up for your email list, or contacting you directly.

And, while search engine marketing is the biggest player in the digital advertising market, social media is critical to supporting search engine optimization (SEO) efforts by amplifying the value and reach of content.

Social media dominates the digital advertising market by revenue, second only to search engine marketing.

How to market your business on social media

A successful social media marketing strategy begins with three essential steps.  

Step 1: Choose the right social media platforms for your business.

Each platform has its own unique selling point, but you don’t have to use them all. In fact, it’s best to start with just one channel, perfect your methods, then potentially expand your reach. With the sheer number of social media platforms available, companies sometimes experience a fear-of-missing-out element—leading to a scattershot marketing approach that ripples across all of their digital marketing efforts.

The first step in effective social media marketing is determining where your customers are most active and which platform will best meet your specific marketing objectives.

For example, YouTube is a great social media platform for education and instruction. Uploading instructional videos is a great way to provide value for people looking for information about your area of expertise while creating brand awareness about your company. On the other hand, Instagram is a great choice for showcasing your brand’s personality and values. Choose the platform that’s best for showcasing your business’s best selling points that will resonate with your target audience.

Step 2: Be willing to experiment to find out what works

Any social media strategy with a “set it and forget it” mentality is doomed for failure. It’s going to take trial and error to figure out the best strategy to promote your brand, and you’re also going to have to learn to adapt to a rapidly changing digital environment.

The social media landscape evolves based on several factors beyond your control. And new platforms can rise to prominence seemingly overnight. Keep track of how social media is evolving so you can move with the times when the wind starts to shift. So, even if you’ve never made a reel before – give it a shot and get in the mix!

Step 3: Maintain a consistent social media strategy

It’s important to be consistent in your social media strategy so that your audience—the community you’re trying to build—always feels like they’re engaging with the same personified version of your brand.

When building your social media approach, make sure you know the types of topics you want your brand to talk about and share—and make sure you want to know the topics your brand should stay clear of.

Develop a consistent “voice” for your social posts. For example, is the tone authoritative or witty? Is the personality fun or serious? Make it your own, but make sure it’s something you can and want to commit your brand to.

Designate one person to be in charge of your brand’s social media marketing to help maintain consistency. A team might be involved in execution, but make sure a team member is overseeing and managing the overall strategy.

Take your social media marketing to the next level

Social media lets businesses engage directly with customers and prospects on a regular basis. By sharing videos, blog posts, and other content, you can generate awareness about your business, build credibility, and demonstrate your expertise.

Choose the right social media platform based on where your customers are most active and the types of content that would be best suited for your marketing needs. Be willing to experiment and move with the times, but also maintain a consistent brand strategy. These key factors play a critical role in the success of your social media marketing efforts.

The rewards of an effective social media strategy are worth the effort and the impact on local digital marketing success. When done right, they are an invaluable part of your overall marketing mix.

Schedule a personalized consultation to learn how Socius Marketing can help you grow your home improvement business through targeted social media campaigns specifically tailored for your business.