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Selling Social Using Social Media in the Construction Industry

Selling Social Using Social Media in the Construction Industry. How to Use Social Media. What should you use social media for?. Increase brand awareness Connect on a personal level with customers and their network of friends Re-engage with customers who have visited your site.

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Selling Social Using Social Media in the Construction Industry

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  1. Selling Social Using Social Media in the Construction Industry

  2. How to Use Social Media What should you use social media for? • Increase brand awareness • Connect on a personal level with customers and their network of friends • Re-engage with customers who have visited your site MyTownMarketing.com

  3. What shouldn’t you usesocial media for? Sell, Sell, Sell! MyTownMarketing.com

  4. 36 Rules of Social Media If all you do is respond to complains, that’s all people will send you. Stop and ask: Would an actual person talk that way? Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to. The consumer is out for himself. Not for you. As monetization attempts go up, consumer experience goes down.Don’t try to be clever. Be clever. Social is 24/7, not a one-time stunt. Always write back. Have an ROI. Have an ROI. Have an ROI. People would rather talk to “Comcast Melissa” than “Comcast”. Solve problems for people who talk about you, even if they don’t address you. Everyone’s an influencer. MyTownMarketing.com

  5. 36 Rules of Social Media If fans distribute your content without your permission, offer to help. It’s okay to drive people to your site instead of Facebook’s. Update your page or delete it. Don’t make people do X, Y, then Z. Stick with X. Last year: Pump out content. This year: Optimize content. Become BFFs with your Facebook reps. Social media doesn’t exist in a vacuum. Make traditional media and social work together. Desktop is conquered territory. Mobile is the battlefield. If you don’t see financial results, you wasted your money. People fight for their privacy. The only way to scale word of mouth: paid advertising. Have a crisis plan. MyTownMarketing.com

  6. 36 Rules of Social Media Don’t use ads to prop up boring content. Use ads to accelerate successful content. Forget individuals, you’re creating content that encourages groups to form. People don’t want to shop where they socialize. Contests and sweepstakes are fine, if you want to encourage short relationships. People care what you had for breakfast – if you’re a food brand. Pinterest works. Your fans own your brand. If you’re bored by social media, it’s because you’re trying to get more value than you create. Think past vanity metrics like followers. It’s an organism, not a process. MyTownMarketing.com

  7. Increasing Brand Awareness through Social Media Sites

  8. Facebook Effective Post Tips for Facebook Timing Your Posts • Keep it positive • Provide information • Include images • Provide a link • Make it mobile friendly • Engage with users • Be available Best Time1pm to 4pm Traffic BuildsAfter 9am Peak TimeWednesday at 3pm Traffic FadesAfter 4pm AvoidPosting on Weekends Worst Time 8pm to 8am MyTownMarketing.com

  9. Profile Page Dimensions • Profile Photo 160x160px, upload 180x180px • Cover Photo 851x315px • About Text Up to 255 characters • Latest Photo 111x74px • App Images 111x74px • Profile Photo 32x32px • Status Update Up to 63,206 characters • Status Update Displayed 11 lines (no image), 12+ lines truncates to 6 lines with “see more” • Shared Link Thumbnail 156x116px • Shared Link Title 100 characters • Shared Video 156x87px • Shared Video Title 100 characters • Upload Video 403x226px • Upload Video Max Size 1024MB • Upload Video Max Length 20 mins • Timeline Image Preview 403x403px • Timeline Image Preview Viewed in Lightbox Up to 960x720px • Timeline Image Preview Upload Up to 2048x2048px • Highlight Post/Milestone 843x403px • Highlight Video Post/Milestone 843x475px MyTownMarketing.com

  10. News Feed Dimensions • Profile Photo 50x50px • Status Update Text truncates after 5th line • Shared Image 398x296px; 320x320px; 296x398px • Shared Video 403x226px • Shared Video Link 130x73px • Shared Video Link Title 100 characters • Shared Link Thumbnail 154x154px • Shared Link Title 100 characters • Sponsored Story Profile Photo32x32px • Sponsored Story Image 358x268px; 300x300px; 268x358px • URL Ad Title 25 characters • URL Ad Profile Photo 100x72px • URL Ad Text Max 90 characters • Page Ad Profile Photo 50x50px • Page Ad TextMax 90 characters • Page Post Ad Profile Photo 32x32px • Page Post TextDisplays first 90 characters • Page Post Ad Image 90x118px • Page Post Ad Video128x72px • Page Post Ad Link 50x50px • Page Post Ad Text First 120 characters • Premium Page Post Ad Profile Photo 50x50px • Premium Page Post Ad Text 90 characters • Premium Page Post Ad Image168x128px • Premium Page Post Ad Video 185x104px MyTownMarketing.com

  11. Twitter Effective Post Tips for Twitter Timing Your Tweets • Call to action • Correct punctuation • Shorten URLs • Format • Mentions • Retweet Best Time1pm to 3pm Traffic Builds After 11am Peak Time Monday to Thursday TrafficFadesAfter 3pm AvoidPosting After 3pm on Fridays Worst Time 8pm to 9am MyTownMarketing.com

  12. Profile Page Dimensions • Header Image 520x260px • Profile Picture 81x81px • Recent Images 90x90px • Visible Background • Screen Resolution 90% 78px visible • Screen Resolution 67% 204px visible • Screen Resolution 43%247px visible • Screen Resolution 21% 284px visible • Tweet Profile Picture 48x48px • Tweet TextUp to 140 characters including link, links automatically shorten to 20 characters • Shared Link Title 70 characters • Shared Link Body 200 characters • Shared Link Image Preview 60x60px • Shared Image 375x375px • Shared Video 435x244px • Shared Video Description 160 characters MyTownMarketing.com

  13. Pinterest Effective Post Tips for Pinterest Timing Your Pins • No human faces • Little background • Multiple colors • Lots of red • Light and color • Portrait style Best Time2-4pm, 8pm-1am Traffic Builds After 12pm Peak Time Saturday Morning Traffic Fades After 5pm AvoidPosting in the Late Afternoon Worst Time 5pm to 7pm MyTownMarketing.com

  14. Profile, Board and Pin Dimensions • PROFILE • Profile Image 160x165px • Product Title 100 characters • Description 200 characters • BOARD • Board Large Thumbnail 222x150px • Board Small Thumbnail 55x55px • Board Pins 222 x scaled height • PINS • Pin Preview 192 x scaled height • Enlarged Pin 600 x infinite px • Shared Link Title 70 characters • Shared Link Body 200 characters • Shared Link Image Preview 60x60px • Shared Image 375x375px • Shared Video 435x244px • Shared Video Description 160 characters MyTownMarketing.com

  15. 10 Tips to Optimize Your Pinterest Page Use a Personal Photo Complete The About Section Using Keywords Use Your Location to Attract Local Visitors Get Verified to Show Your Website URL Be Sociable: Follow, Repin, Like & Comment Organize Your Boards with Themes and Titles Place Your Boards Wisely in the Top 2 Rows Create Boards on Topics Not in Your Industry Mix It Up: Not Just Self-Promotions! Visualization and Variety MyTownMarketing.com

  16. Google+ Effective Post Tips for Google+ Timing Your Posts • Tag brands and people • Use #hashtags • What’s hot • Full size images • Engage with users Best Time9am to 11am Traffic Builds After 9pm PeakTimeDuring Work Hours TrafficFadesAfter 5pm AvoidPosting in the Evening Worst Time 6pm to 8am MyTownMarketing.com

  17. Profile Page Dimensions • Cover Photo 2120x1192px • Cover Photo Gutter 36px • Cover Photo Margin 40px • Profile Photo 270x270px • Feed 360x360px • Status Update Up to 100,000 characters • Shared Link Thumbnail Image 150x150px • Shared Image 497x373px • Shared Images Max Upload2048x2048px • Shared Video Preview 497x279px • Note: Cover photo image must be 16:9 ratio (otherwise you can crop it) • Place your most important information in the top middle of your cover photo (the outer edges are cropped on mobile) MyTownMarketing.com

  18. Top Social Media Platforms Specifically for the Construction Industry

  19. How to Effectively Use Content on these Networks • Video • Pictures • Articles • Testimonials MyTownMarketing.com

  20. Re-Engaging Visitorsto Your Website

  21. Retargeting & Remarketing Google Remarketing vs. Facebook Remarketing Your Single Biggest Weapon: MyTownMarketing.com

  22. Compared to Standard Targeting Campaigns, FBX Performed: • CPM: 82% lower (Facebook Exchange Wins) • CPC: 70% lower (Facebook Exchange Wins) • CTR: 40% lower (Web Retargeting Wins) • Cost/Unique: 86% higher (Web Retargeting Wins) MyTownMarketing.com

  23. 8.3% of uniques were reached by both campaigns • A low number is beneficial, as it demonstrates that each strategy is incremental • Investment in both types of retargeting is wise to reach all audiences Web Retargeting 8.3% Facebook Exchange MyTownMarketing.com

  24. Total Retargeting Clicks Total Retargeting Impressions MyTownMarketing.com

  25. Pages Optimized Landing Pages • Individual Location Page • Calls to Action • Map / Navigation • Testimonials • Service / Location Information • Review Links • Trust Symbols • Picture of Staff • Plus: keyword in URL, keyword in title tag, business name in URL, business name in title tag, and location in title tag.

  26. MyTownMarketing.com

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