Whether you use social media or not, you are aware of how powerful it can be. In the last year alone, many people have jumped on social media platforms to not only connect with people they aren’t able to see in person, but to build their business. Did you know Facebook alone has over 2.8 billion active users a month? That’s insane and hard to wrap your head around. But Facebook’s mega-following aside, there are other platforms to consider as well.
Let’s break down which ones to focus on and where to look for the best results.
The all-powerful Facebook is of course a great place to start. If you don’t already have a business page set up. Do that now! In fact, after reading this article that should be the next thing on your to-do list. Here is a resource from Hootsuite that gives an easy 7 step breakdown to get you started. After you create your business page, make sure you add content regularly. Your business page will not get attention if you don’t give it new content to keep it going. Add photos of your installs, your crew, your desk, whatever makes sense for your business, but the most important thing is to do it on a regular basis.
Instagram, much like Facebook, needs to have an account set up, then you can go forward posting images by promoting your business and the people who are involved. Don’t be afraid to ask a homeowner to snap a selfie with you and get a quick testimonial. Nothing says “I’m a great company to work with” than a testimonial. This is great advertisement and makes them feel special to be part of the process. Linktree is a great way to add links from your website to your Instagram profile. Instagram doesn’t let you link out from the content you post so this allows followers to dig deeper to your other sites.
Two other platforms to consider networking your business with are Nextdoor and Yelp. Both are heavily used by homeowners to find local services. If their neighbors think highly of you, then people are more likely to use you. 71% of a consumer’s purchasing decision is made from peer reviews on social media before they even speak to you. This Forbes article talks about that buying power. The article’s focus is on millennials, but frankly, I’d argue that number is growing among all purchasing groups.
Now that we’re all set up in our platforms, we need to know who to start connecting with first.
Local Groups/People to focus on:
Roofers that don’t install solar are ideal as they know the value of a new roof and the needs of the market. Create a partnership or referral program with a local roofing company and you can keep a steady stream of leads flowing between both of your businesses. I’m sure you’ve had a difficult conversation with a homeowner about how they need a new roof before you can install their system. Why not share the love with someone who will do the same for you?
General Contractors are called on for all kinds of fun stuff around the house, but they do indeed limit their expertise and will call in a professional when needed. The general contractor’s relationship with a homeowner is often one of the most important and more times than not, homeowners rely on them for advice and referrals. Why not be one of those referrals?
Local Realtors are a given. They develop a closer relationship with the homeowner during the buying process and will often refer to general contractors, solar installers, plumbers, etc. Their reputation is how they stay in business and so having a strong referral program in place is imperative to them.
Vendors and Suppliers are important to follow as it keeps you updated on what products they are coming out with, what the market is saying, and oftentimes what other installers are saying about their product. Plus you never know if they are running a promotion or sale on a product you need.
The best way to start engaging with these groups is to start “liking” their posts. Follow their pages. Comment on their content. Start building a relationship with them. You probably already know quite a few already. Once you’ve started establishing a relationship or you believe you would be a good fit based on how you run your business and how they run theirs, reach out to them and see if they already have a referral program going and how you can become a part of it. It’s a lot like gaining new clients.
Whether this was a refresher or gave you ideas to get started, the takeaway here is to use your community to organically create a lead generation program that works for you. So what are you waiting for? Reach out and “like” someone today.