Have you ever posted content on social media for your\nbusiness and didn’t get engagement? <\/p>\n\n\n\n
Have you posted for years and just got nowhere?<\/p>\n\n\n\n
There are a few reasons why this might happen, but let’s go\nover one of the main ones: a misconception that is a killer. <\/p>\n\n\n\n
I was talking to a small business owner the other day.<\/p>\n\n\n\n
We were discussing the type of content to post on his\nFacebook page for his masonry company. <\/p>\n\n\n\n
He said: “you posted a picture of a fire pit. We don’t\ndo those, so I don’t want you to post that, we just do driveways”<\/p>\n\n\n\n
That makes sense, doesn’t it? <\/p>\n\n\n\n
Why would he want to give people the impression that he does\na service, when in fact he doesn’t, and why would he want people calling him\nup, asking about firepits, wasting his time? <\/p>\n\n\n\n
Very logical explanations, but it is missing a key point. <\/p>\n\n\n\n
It is not so much WHAT you post, but HOW you frame\/describe\nit. Let’s look at a right and wrong way to go about this:<\/p>\n\n\n\n
1. If the picture of the firepit said “check out this\nfirepit we just did”, that would not work, obviously.<\/p>\n\n\n\n
2. If the picture of the fire pit said “fire pits are a\ngreat way to add warmth, light, and cooking capabilities to your\nproperty”, that would be fine.<\/p>\n\n\n\n
People who are in the market for firepits could also be in\nthe market for a driveway, so in this case it is relevant, and allows you to\nget interest from a wider audience. A person who does driveways could get\ninterest from people who want pools, outdoor kitchens, and other things he\ndoesn’t do. Therefore, it is in your best interest to have posts about similar\nthings in your industry, so you can get that attention. <\/p>\n\n\n\n
But… he may still argue: I only do driveways, so I ONLY\nwant to promote driveways, I want all eyeballs seeing one thing, so they only\nthink that ONE thing when they see my logo\/business. <\/p>\n\n\n\n
There is a problem with that: Would you follow\/engage with a\nbusiness on social media that always just had photos of driveways? Every post:\na driveway. You might for a week, and then you’d be bored and unfollow. <\/p>\n\n\n\n
Why? Because social media is social, it is a party. There\nmust be variety. <\/p>\n\n\n\n
Therefore, one has license to post anything about their\noverall industry, or related industries. For landscapers this means anything\nabout construction. <\/p>\n\n\n\n
To only make posts about your services puts your social\nmedia campaign in a straight jacket and will only get you so far, and will\ncause your audience to tune out because it is boring. <\/p>\n\n\n\n
Now, there is one more thing…<\/p>\n\n\n\n
Let’s say you take our advice and you start posting things,\nproducts, services related to your industry and you have a bit of variety. <\/p>\n\n\n\n
That is great, BUT it is still not enough variety to\nmaintain the interest of your audience, and it will become too predictable, so\nhere are some additional types of content you can post, to maintain interest:<\/p>\n\n\n\n
If anyone comments, messages or calls you, and asks you if\nyou provide X service, you can either:<\/p>\n\n\n\n
1. Refer them to someone who does (have a referral\npartnership)<\/p>\n\n\n\n
2. Change the conversation to find out their needs to see if\nthere IS something you can do for them. \n\n\n\nEvery\nconversation is an opportunity to build rapport and get a sale.\n\n\n\n<\/p>\n","protected":false},"excerpt":{"rendered":"
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