When it comes to businesses getting things going for the first time in social media, it? okay to start small. It doesn? matter if you are a large, longstanding company or a fledgling solo operator. There? no good reason for you to jump into the social media frenzy and tackle all of the various networks.
In fact, it would be a nearly impossible task to stay on top of all the social media outlets and still run your surveying business. Furthermore, it would be better if you weren? participating with all of them anyway.
This might seem like puzzling advice, because you want to get the word out about your business to as many people as possible, right? Not necessarily. You want to reach the right people.
Are you unclear about how Twitter would help you gather new clients? Don? sweat it. Does Instagram seem like an inappropriate way to market your business? Avoid it for now. Are there not enough hours in the day to maintain a blog? Don? worry about it.
Social media can be time-consuming, especially when you are just getting started. It? an important aspect of your company branding these days and also helps your Google rankings. Plus, it allows you to connect with your clients on a more personal level. But getting started seems like a big hurdle.
How do you get started? What do you share? What networks do you sign-up for? How often should you post? Is it really worth it? Yes, it is. Social media for surveyors is just as important as social media for software developers or any other profession.
Step 1: Determine your target audience
You want to limit the time you spend on social media so you can get some real work done. This means you need to determine who your audience is and which networks they use the most. You could generally say that surveyors might want to market themselves to homeowners and construction businesses, but it may depend on the type of surveying you perform.
- It? likely that you aren? targeting teenagers, so you can probably avoid SnapChat, YouTube, Instagram, Vine and Tumblr.
- Pinterest is where you?l most likely find women who are about to become wives or moms, so that? probably not a good choice either.
- Twitter and Tumblr are great for bloggers and influencers, but probably don? necessarily fit a surveyor? target market.
- You?l find pretty much everyone on Facebook, but the younger generation is becoming more scarce. This actually works in your favor.
- Looking for some B2B action? Check out LinkedIn.
I don? want to tell you what to do, but as a surveyor, I think your best chances for success are on Facebook and LinkedIn.
Step 2: Get signed up, but be consistent
Now it? time to setup your new social accounts. To make it easy for potential clients to find you, try to setup your social media usernames (or ?andles? to be consistent. For instance, use ?obsmithsurveying?for all of your accounts instead of ?mithsurveying?on one and ?obsurveying?on another.
If you decided to start a Facebook page for your business, be sure to create your ?anity URL?as soon as Facebook allows you. This is important, otherwise you?l be stuck with an awkward page URL that consists of a series of random numbers. They often require you to get 25 page likes before you can choose your vanity URL, so get your friends to like it ASAP.
Step 3: Develop a strategy and setup a content pipeline
You may already have some content that you could share. Look at the information you already have and decide if it? something you can reuse. For instance, maybe you can share a letters of recommendation or press releases. Do you take photos of the monuments you find? Share those with a brief message about what it is and why it? important. Think about some of the common questions you get from clients, then turn them into informative posts. Share photos of client projects and explain how you helped them succeed.
Get creative and don? always try to sell yourself. Find a good mix of client testimonials, project examples, helpful posts and even some funny content once in awhile. Show your prospective clients that you are human.
In the social media world, sharing is not stealing. Spend a little time each day to find content from others that is appropriate to your market and share it.
Step 4: Tell people about your new-found social status
This isn? the Field of Dreams. You can build it, but they won? necessarily come looking for you. Place social icons on your website with links to your new social media accounts. Put them on your business cards, email signatures and marketing materials. This step is very important, otherwise you might as well not even bother creating your accounts in the first place.
Step 5: Keep going and don? give up
Seriously. It takes time to get the ball rolling, but not as much as you might think. Just spend an hour or two per week posting and sharing. You might even start to enjoy it and make some new friends in the process.
Most of all, don? give up. Abandoned social presences are worse than no presence at all. If your pages get stagnant, you are letting down potential clients. Give them what they are looking for to help build your reputation and your business.