In right now’s B2B panorama, a powerful social media presence is not elective; it’s an important a part of any efficient advertising plan. However for an organization that sells to a specialised, skilled-trade viewers like skilled roofing contractors, the method must be simply as specialised. A generic, one-size-fits-all social media technique is a waste of money and time.
The query just isn’t “ought to we be on social media,” however “the place ought to we be, and what ought to we be saying?” The reply is to not be in all places. It’s a couple of strategic presence on the particular platforms the place your perfect buyer is definitely spending their time. For a producer of premium customized shingles, the aim is to be a trusted, professional voice in the suitable digital areas.
To attach with roofing professionals, it’s essential “fish the place the fish are.” Right here’s a breakdown of the most important social media channels and the right way to use them to succeed in this distinctive viewers.
Fb: The Group Hub
For a lot of roofing contractors, Fb is their digital breakroom and their neighborhood discussion board. It’s the place the place they join with their friends in massive, extremely energetic, and infrequently personal teams devoted to the roofing business.
The Technique: Your major technique on Fb needs to be to change into a useful and revered member of those skilled teams. This isn’t a spot for a tough promote or for spamming your product hyperlinks. It’s a spot to pay attention, to reply technical questions with real experience, and to construct a popularity as a educated useful resource. Your organization web page is your “digital enterprise card,” however the true relationship-building occurs within the teams.
Instagram: The Visible Portfolio
Roofing is a surprisingly visible and dramatic enterprise. A surprising, accomplished roof on a stupendous house is a robust picture that showcases your product’s high quality and the contractor’s craftsmanship. Instagram is the proper, visual-first platform to create your “digital showroom.”
The Technique: Your Instagram feed needs to be a stupendous, high-quality portfolio of your merchandise in motion.
- “Earlier than and After” Carousels: The transformation from an previous, worn-out roof to a stupendous new one is extremely satisfying and a strong gross sales device.
- Excessive-High quality Challenge Pictures: Spend money on skilled pictures of your finest initiatives. Drone pictures could be particularly efficient.
- Brief, Partaking Movies: A brief, time-lapse video of an set up or a clip showcasing the distinctive texture of your product could be a good way to seize consideration.
YouTube: The Technical Coaching Heart
Skilled roofers are continuously seeking to enhance their abilities and their technical data. YouTube is the undisputed king of “how-to” and academic video content material, making it the proper platform to place your model as a go-to technical useful resource.
The Technique: Create a YouTube channel that could be a library of genuinely useful, technical info associated to your particular product area of interest.
- Detailed Set up Movies: Create a transparent, step-by-step video that reveals the correct, manufacturer-recommended set up course of to your product.
- “Professional-Tip” Movies: Create a sequence of quick, 2-3 minute movies the place one among your technical specialists shares a tip on a selected, difficult a part of the set up course of.
- Product Comparability Movies: A video that explains the technical variations between your product and a normal, commodity product is usually a highly effective gross sales device.
LinkedIn: The Company Connection
Whereas many front-line roofers will not be energetic on LinkedIn, the homeowners, the manufacturing managers, and the important thing decision-makers on the bigger, extra skilled roofing corporations nearly actually are. That is additionally the platform the place your gross sales crew can construct direct, skilled relationships with the important thing individuals on the main corporations you wish to work with.LinkedIn is your channel to your high-level, B2B, thought-leadership content material.
The Technique: Use LinkedIn to share articles on the “enterprise” of roofing.
- “ Value a Excessive-Finish, Premium Roofing Job”
- “The ROI of Investing in a ‘Lifetime’ Roofing System”
- Firm information and bulletins.
A profitable social media technique just isn’t about being on each platform; it’s a couple of strategic, multi-channel method. Through the use of every platform for its distinctive strengths, you’ll be able to construct a complete digital presence that connects with skilled roofers on their very own phrases.
