Social media sites like Twitter, Facebook, LinkedIn, and Pinterest are driving millions of potential customers to websites every day. And if your business sells products that are visually appealing (like clothes, jewelry or food) then it is easy to get started. When you post photos of new clothes or food to Pinterest or Facebook, chances are it will get reposted and liked and passed around to many potential clients.
But what if your company sells a product that doesn’t lend itself to visual advertising. I have recently been promoting a site for a Duro-Last roofing contractor. Posting photos of roofing projects on social sites is not typically going to be an effective method of advertising for this type of company. A different strategy is needed in this situation.
Building Brand Awareness
When you create a Facebook, Twitter, or Pinterest page for your company, you have an opportunity to build awareness of your company’s brand. Even if every post you make does not tie directly in to your products, by building a large follower base and maintaining an active account you expose people to the name of your company. Here are some strategies that we have employed in our brand building effort:
- Run contests to gain followers. If your company caters to a local market, choose a prize that will mostly appeal to the target audience. Tickets to local sporting events are a great prize. To enter the drawing, users should LIKE or REPOST your contest details.
- Like and comment on other local company’s posts. Always keep it positive, and local users will see your company name when reading the comments.
- Cross-promote with other local businesses. Ask other business owners to post about your company to their followers, and in return you will post about their company to yours.
- Post about local interest topics. For instance, I recently saw a local company post a photo with a clever caption about the local college’s basketball team. It was liked thousands of times and they gained hundreds of followers.
None of these methods involve spamming advertisements about your products to all of your followers. Instead you simply build brand awareness as users see the name of your company on a weekly basis. If those people are ever in the market for a product you sell, there is a good chance they will look you up and purchase from the name that they know.