Why Facebook Ads For Service Businesses May Not Look As Effective Or As Affordable As They Do For Other Industries

Why Facebook Ads For Service Businesses May Not Look As Effective Or As Affordable As They Do For Other Industries

If you’re using Facebook Ads for your service business, you may be wondering why ads seem to be more expensive or lead to less “conversions” for you than they do for other companies. The reality is, service businesses are always going to get different results than e-commerce businesses, businesses with websites that are designed to sell online, and businesses that have a physical storefront.

Why is that? Our Digital Marketing Strategist and in-house Facebook guru, Amber Krigbaum, explains…

#1 Your industry is different

As a service business, you’re not selling a low-ticket item that someone can purchase with very little risk or thought. You’re not selling a dress or a pair of shoes that someone can easily return if they’re not happy. You’re not selling an online course that someone can purchase and watch from home.

No, you’re selling a service that requires your customer to allow you into their home. A service that can affect their family and the value of their home. In other words, what you’re selling involves a lot more risk and requires a lot more thought and consideration than an impulse buy or low-ticket product.

The fact that you’re selling a service and not a product sets you up to face some resistance that other industries don’t face, and that difference leads to different results from Facebook Ads. You’ll have a harder time and you’ll have to shell out more money to get leads, because your customers are weighing things they’re not weighing with other businesses, like e-commerce businesses. They’re thinking:

  • Are you scamming me? Unfortunately, your customers have to consider the possibility that you’re a scammer or a fly-by-night business. They’re asking themselves if you’ll do what you say or if you’re simply trying to scam them.
  • Should I choose your company? There are so many other home services companies your customer can choose from in your service area. If you’re a roofer, plumber, or chimney sweep, you probably have at least three competitors for your customers to consider. So why should they choose you? They want to know and it’s something they’re looking into before making a decision.
  • Are you trustworthy? Buying a low-ticket product from a website doesn’t involve that much risk or that much trust. But you’re literally going into your customers’ homes. Inviting strangers to work inside of your home is much more intimate than having a package delivered. You’re affecting their home structure, you’re around their children and their pets, and that stuff matters. Let’s say your average ticket is $400. It’s easier for someone to buy a $400 designer coat than it is to invite a stranger into their home and spend $400 on a service that could affect their home and family. People value their home, they value their privacy. A coat showing up at the front door does not affect that. The wrong service business coming into their home does. Your customers don’t want to make a wrong choice because there’s more at stake than there is when they order a product from a website. So before you decide to call you, they’re looking for assurance that you’re trustworthy.
  • What’s the price? Unless you’re installing a new fireplace or providing some other tangible product, at the end of your service, your customers won’t get the warm and fuzzy feeling they’d get from spending that money on a product. Without the tangible product, people are more hesitant to hand over money. Your customers are also considering whether or not it’s a necessary expense right now. Maybe money’s tight and they’re thinking, “Does this really need to happen this year?” Remember, they’re not as excited and eager to have your service done as they might be to get that new coat. Of course, that’s why offering financing options to your customers is so important. People may not be able to shell out the money or may not want to shell out the money right now, even if they know they need the services. If you don’t advertise your financing options, people may click on your ad, know they need the services, and still not book with you.
  • Do I really need your services? Nobody needs a $400 coat, but they’ll still buy one if it’s the coat of their dreams and they can see themselves wearing it for years. But no one is going to spend $400 on chimney or plumbing services they aren’t sure they need. You have to educate them on why they need your services. Be a problem preventer, not just a problem solver, and you’ll increase the lifetime value of your customers, and get rid of some of their reluctance to call.

All of these considerations are greater for home service industries, so that’s why your conversions from Facebook Ads may not look the same as another industry’s. The decision-making process is longer for your type of sale than it is for an impulse buy or product. So just because you aren’t seeing e-commerce level conversions, it doesn’t mean your Facebook ads aren’t working. Compare your results to the results of businesses in the same industry — not to the results of other industries.

#2 The way you sell is different

ROAS (Return on Ad Spend) is built for businesses with websites that were built to sell — sites where you actually make the purchase right then and there. Because the conversion is done on-site, there’s a purchase event that is triggered, and it’s easy to tell the ROAS. Most home service business websites are not set up this way.

Your customers can’t just go to your website and buy a chimney inspection or a fireplace. Instead, your call-to-action is to fill out a form on your website or give you a call. So, when they see the ad, they’re not going to complete a purchase. They’re going to take a “next step” towards completing a purchase.

As a result, as a home service business, you’re not going to necessarily see a clear-cut ROAS. What your marketing company *can do* is tell you what actions people are taking on your website once they see your ads, and if those actions are leading to a decision and an actual sale of your services. The way you sell is different, so naturally, what you consider a conversion will differ.

A quick note on the triggers on your site + what you’re seeing with your call tracking: Someone might click your ad and click the “call” button, and for any number of reasons — maybe they’re in the car or at work and shouldn’t be on the phone, maybe their kids are yelling, etc. — they don’t actually call you. It’s incredibly common and we’ve all done it. We know that the decision-making process sometimes gets interrupted. When they have time to look into your business again, they’re going to have to go back and find you unless they see another ad. So just know that for your industry, there’s going to be a discrepancy between what’s being triggered on your site and what you’re seeing with call tracking. And by the way, I think call tracking is an absolute MUST when you’re doing Facebook Ads.

How can you tell if your ads are working?

Okay, if you can’t compare yourself to other industries or expect the same results, how do you know if your Facebook ads are even working?

  • Check attribution. Attribution measures if the ads are influencing the customer journey, and can tell you if someone who called had ever seen one of your ads anywhere in the customer journey. (This relies on them having a Facebook ID lined up and can only be measured if you have a pixel in place.)
  • Check your call tracking. Don’t put too much weight on this because, as I pointed out earlier, some people are going to see your ad, click to call, and then not actually call you. Or they’re going to see your ad on Facebook, head to Google to get some more info, and then get your number from there. That said, call tracking is a must because you are going to and should get calls from your Facebook ads. You should use call tracking for all the marketing you’re doing. But again, don’t measure the effectiveness of your ads by this alone – especially if you’re running ads to a cold audience. They’re not going to call you the first time they see the ad. If they do, you’re incredibly lucky. The reality is that the customer needs to see your brand at least 7 times before they make a decision, because of all the considerations specific to home service businesses that we mentioned above.
  • Check the # of jobs booked and amount of money coming in this year vs. last year. If there isn’t an increase in both the number of jobs booked and the amount of money coming in, then you need to be looking at the specific ads you’re running on Facebook and determining if they’re actually working. When you’re doing this comparison, keep in mind that retargeting is going to increase the value of your customers, and Facebook may not have been the only thing you changed year-to-year. So when you’re comparing this year vs. last year, make sure you’re taking into account all of the marketing you’re doing and all of the changes you’ve made. An increase is not going to be solely because of Facebook, but if there’s *not* an increase, then you need to revisit your ads.
  • Ask people if they saw an ad on Facebook. It’s simple, but one way to tell if your Facebook ads are working is to ask customers who call how they heard about you and if they saw an ad on Facebook. Sure, they may have gone to Google to get your number or visited your site before calling you, but it doesn’t mean they aren’t seeing your ads and being influenced by them in some way.

Hope you found this post helpful! As always, if you have any Facebook Ads questions for Amber or you’re interested in learning more about how Facebook Ads can help your home service business, shoot an email to amber@sparkmarketer.com. She’ll be happy to jump on a call and answer any questions you may have!

And don’t forget to check out this post where Amber answers your top four FAQs about Facebook Ads!

7 Questions To Ask If Your Facebook & Instagram Ads Performance Is Sub Par

7 Questions To Ask If Your Facebook & Instagram Ads Performance Is Sub Par

Facebook and Instagram ads not performing as you expected? Not to worry. I talked with Amber and got her tips for troubleshooting and fixing poor ad performance. 

If you want your ads performance to improve or you’ve noticed that your ads performance has changed drastically, these are the things you want to check:

  1. Are you using the right type of campaign for your goals?
  2. Is your targeting correct?
  3. Is there a problem with your budget?
  4. Has Facebook flagged any of your campaigns?
  5. Is your frequency too high?
  6. What’s your relevancy score?
  7. Has the competition ramped up?

#1 Are you using the right type of campaign for your goals?

If your ads aren’t doing well, the very first thing you need to look at is whether or not you’re using the right campaign. Does your objective match your goals?

Facebook has three different marketing objectives that each of their campaign types fall into: Awareness, Consideration, and Conversion. 

Awareness includes brand awareness and reach campaigns. 

This is the marketing objective you would choose if you were trying to get your company out in front of as many people as possible or in front of people that are best suited to what you’re offering.

Think: spreading the word.

Consideration includes traffic, engagement, video views, and any type of campaign that is designed to get the viewer to think about purchasing from you.

Conversion covers any type of campaign that’s designed to get those who see your ads to purchase from your brand, sign up for a webinar, or take whatever action it is that you consider your “end goal.”

Screenshot-of-awareness-consideration-and-conversion-campaigns-on-Facebook

Why does it matter if your campaign objective matches your goals? 

Let’s say you want to drive store visits with your ads, but you’re using a traffic campaign. Well, you won’t see the end results you’re looking for. 

Here’s why: A traffic campaign drives more traffic to your website, not your store. 

In this case, you’d be better off with a conversion campaign that features ads with offers or incentives for visiting your store. 

Make sense?

#2 Is your targeting correct?

The second thing you’d want to look at is your targeting. 

When we talk about targeting with ads, we mean your audience. Who is in the audience you’re targeting with your ads? Is your audience large enough?

Facebook will show warnings like, “Your audience is too small,” or “Your audience is too broad,” and those things do affect performance. 

So if you’re running the right type of campaign but you’re still not seeing the results you’d like to see, take a look at your audience and make sure you’re targeting the right people.

#3 Is there a problem with your budget?

The next thing to check is: is your budget feeding out?

While it’s not the only option, most people will be using a daily spend for their ads (for example: $5/day). 

Now, let’s say you’re spending $20 a day and you’re thinking, “Wow, my campaigns are just not working.” If it’s budget-related you’re either:

  1. Not spending enough.
  2. Miscalculating your reach.  

Let’s address spend first.

Let’s say your cost per result for a lead gen campaign is $25 and you’re spending a daily budget of $20… 

Well, Facebook cannot get you a lead in one day with that budget. It needs two days worth of budget to get you a lead with that lead cost and that daily spend. 

To see if this is the problem with your ads performance, you need to look at what your cost per result is and what you’re spending daily. 

You might want to only spend $5/day, but if a lead in your industry costs more than that and you’re not willing to spend it, you’re wasting your money. 

Facebook has to match industry standards and they can’t give you a lead for $5/day just because that’s what you want. 

So if the average plumbing lead costs about $80, you need to be willing to spend at least $80/day or accept that you’re only going to get one lead every several days.

Now, let’s talk about your reach. 

You may think that your reach is really wide and your budget will go a long way — but you could be wrong. 

For example, you may think it’ll be $0.50 to $1.50 per lead, but Facebook may be saying something different, depending on the day. 

So you need to look at the estimated daily reach. If that’s not lining up with what you’re getting in your results, then it’s time to switch campaigns, adjust your budget, and switch up some copy and headlines. 

If it is matching, then Facebook is doing the best it can with what you’re giving it.

#4 Has Facebook flagged any of your campaigns?

Still not sure what’s affecting your ads performance? Then it’s time to look for any red flags (pun absolutely intended). 

When you look at your dashboard, do you see any yellow or red triangles next to your ad sets, your ads, or your campaigns? 

If you have a red triangle, you either need to fix that ad/ad set/campaign, or delete it. 

Why delete? Even though that ad might be turned off, Facebook Ads Manager sees in there and can hold that against you in the long-run. So if you can’t fix it, get rid of it!

If you have a yellow triangle, read it and take action! 

The nice thing about Facebook Ads Manager is that it tells you why it’s flagging something, so you can fix it. 

And if you don’t understand what it’s saying, you can always go in and submit a request that says, “Hey, I don’t really know what this means,” or “Hey, I don’t agree with this.” 

Flags can get overturned, but you can’t just ignore them.

#5 Is your frequency too high?

Let’s say your ads were running just fine for a couple of weeks or a month or two, and then all of the sudden, performance plummeted. 

Chances are, your frequency is too high. Frequency means how many times a person has seen that specific ad in the time that it’s been running. 

Why is too high of a frequency bad? It means people aren’t engaging with your ad anymore because they’ve seen it so many times. 

What’s a good rule of thumb for frequency?

If your frequency is at or over four and your ads have started to decrease in results or increase in costs, it’s time to switch those ads out or update them. 

You can keep the same campaign, you can even keep the same ad set, but you need to keep fresh ads coming in there. 

#6 What’s your relevancy score?

If frequency is down and cost doesn’t seem too ridiculously high, but you’re just not seeing the results you hoped for, look at your relevancy scores. 

Relevancy scores are broken down into three parts:

  1. Quality ranking — This is determined by the feedback on your ad in comparison to other ads going to the same audience. Are people liking it? 
  2. Engagement ranking — This is determined by looking at how people are engaging with your ads. Are they getting a lot of likes, comments, clicks, shares, etc.?
  3. Conversion ranking — This is determined by looking at whether or not your ads are achieving the goals you’ve set for them. For example, if you’re running a traffic campaign, is this ad bringing more people to your site? If you’re running a conversion campaign, is the ad getting conversions and purchases?

If quality, engagement, and conversion rankings are low, and Facebook is saying your ads are in the bottom 25% of ads, chances are your ads just aren’t being shown, and people aren’t liking or engaging with the message you’re putting out there.

If this is the case, you need to completely overhaul your headlines, your copy, your videos, and your images, and get something out there that people really care about and want to engage with.

#7 Has the competition ramped up?

If you’re freaking out because your Facebook or Instagram ad costs just skyrocketed and you don’t know why, look at CPM. CPM = cost per thousand impressions.

If this number is high, it typically means that your competition has increased on Facebook or Instagram, and indicates that more people are targeting the same audience you’re targeting. 

A good average CPM is between $5 and $15. 

That said, during the holidays, you can expect a normal CPM to be $25+ because more people are typically vying for your audience’s attention during the holidays.

If it’s not holiday season and you have a really high CPM, that means you have a super competitive audience and it’s time to go back into your audience and see if you can adjust your targeting. 

See if you can target people who are a good fit for your business in a different way, so that you can get those costs lower. 

For example, you may use a lookalike audience instead of interest targeting, or you may focus on retargeting instead of cold audiences.

You’re still getting to the same people, you’re just going about it in a different, more cost-effective way.

Hope this post helps! 

 

If you have any questions or you still can’t seem to get your ads to perform well, feel free to reach out to Amber at amber@sparkmarketer.com. She’s a Facebook + Instagram ads beast!

 

10 Live Video Ideas For Facebook & Instagram

10 Live Video Ideas For Facebook & Instagram

You may think live video is something best left to influencers, musicians, and people who are supremely interesting. But no matter who you are or what you do, you should be leveraging live videos for your business. 

Why?

  1. Live videos get a lot more engagement than pre-shot videos on Facebook and Instagram. The more engagement you get, the more Facebook and Instagram will want to show those videos to other people, and the more trust those videos will build. 
  2. Live videos allow you to respond to questions in real time. People watching your videos can comment their questions and you can respond directly and get people to engage even more. Facebook live videos are the absolute best way to answer customer questions.

Ready for some ideas to help you get started with Facebook & Instagram live videos? We asked Amber, our Digital Marketing Strategist and Facebook Ads Specialist to share her top 10…

#1 Talk about what you do, where you do it, how long you’ve been doing it, and who you do it for

The purpose of this type of video is to answer some of the common questions potential customers will have and want answered before they pick up the phone and call you. 

What you do & where you do it:

Give those watching a good idea of what types of problems you solve and how you can help them. Let them know some of your top services and what areas you provide those services in. 

How long you’ve been doing it:

Talk about how long you’ve been doing it and how your experience translates to value for your customers. The more you can talk about why you’re passionate about what you do, the more trust you’ll build with your potential customers. 

Who you do it for: 

Share what your dream customer looks like. Do you service apartments, homes, and commercial properties? Give details about who could and should hire you. If people see themselves in that persona, they’ll feel like you’re a good fit for them. 

#2 Talk about price

Literally every business owner hates this one, but the ones that do it have found good success with it. What do we mean by success? Increased trust and less customer calls from people who don’t fit their demographic, can’t afford them, or are looking for a ‘cheap’ fix. 

Now, do you need to go on live video and list every single service and every single price? No. What we recommend is that you talk about price for your top five most popular services or the top five services you’re wanting to do more of. Talk about:

  • What is involved in that service
  • Why it’s important
  • An industry standard price

You do not need to tell them exactly what you charge for that service, but let your potential customers know what they might expect to pay when they call a company to schedule that service. That said, if you can go into specifics about what your company charges, DO IT.

We have a client who does share specifics. They say things like, “You know, we are higher priced than these other companies. Here’s why.” People are willing to pay a premium for a better service and a better experience — especially when the business is upfront about it.

#3 Give a safety list, to-do list, or some other step-by-step or numbered info 

When you do a live video that quickly walks your customers through things like: “#1: do this. #2: do this,” people eat that up. Here are some example topics:

  • How to find properly seasoned firewood
  • How to properly store seasoned firewood
  • How to unclog your drain — DIY

Anything that gives the customer value and makes something complicated or unclear a little bit simpler, do it. Sharing information and providing value for free builds trust with customers so that when they are in need of your services, you’re the one they think of. 

#4 Talk about how you got started in the business

What did you do before you started the business, if you’re the business owner? Bring a little bit of your story into it and a little emotion into it, because, you guessed it: people love stories. 

Where did you start? How did you get into the industry? It doesn’t have to be some magical story — just make it yours. Let it be raw. Let it be emotional. If it’s a story that’s worth crying over, cry. It’s okay. 

Live videos are where you get to show the most emotion and be real with your customers. 

#5 Interview one of your technicians or office staff about their favorite parts of their job or what their average day looks like

This is a fun, super short and simple live video that can really build trust and confidence in your company. It lets your customers see the faces of those working in your business, which is important because: people don’t do business with businesses they like — they do business with people they like. 

#6 Show them how something unique to your business works

People want to feel knowledgeable — like they know something their neighbors don’t know — and your live videos can help. 

Most homeowners or customers don’t know about all the tools you use in a specific industry. So give them that information in case chimney sweeping or plumbing comes up during table talk. 

Are you a plumber? Outside of a wrench and a plunger, many people have no idea what you use to get the job done. Plumbing relies on some pretty technologically advanced (and expensive) equipment. Equipment your customers don’t have sitting around in the garage. Let them know!

Are you a chimney sweep? People are imagining Dick Van Dyke with his filthy crew of singing and dancing sweeps. You’re not just showing up to the job with a broom. You’re not just using a Shop-Vac — it’s much more advanced than that right? Show them what you really use to get the job done and how you keep their homes from looking like London during the Industrial Revolution. 

#7 Highlight how your team starts the day or a fun activity you guys like to do together

The goal of social media is to get people to know, like, and trust you. This is the like part of that. Show them that you have similar interests. Show them your morning routine or what everyone does when they get to the office. 

Does everyone drink coffee together before heading out for the day? Great — highlight that. People love coffee!

If you get comments like, “Ew, you drink Dunkin Donuts coffee?” GREAT. Engagement is the goal, and your DD loving customers will like you even more because of that shared connection. 

#8 Get a live video testimonial from a customer

We would love, love, love to see more of this. If you have a customer who’s been a customer for years and would feel comfortable providing a testimonial on camera, ask them to do it live! All you have to do is introduce them. For example:

“Hi, my name is Amber and I’m here with my client, Jessica. She just got Facebook Ad services and wanted to tell you a little bit about her experience so far.”

Then, just let your customer share.

These videos are easy and effective — you just have to make sure your customer’s comfortable sharing their experience. And here’s the best thing about these videos: If you tag the customer in the video, it’s not just going to be shared on your page — they’re going to want to share it with their family and friends on their own page as well. And their friends and family will say, “Oh, that’s my friend,” and want to share the video to their pages.  

That’s going to broaden your post reach and increase your post engagement by so much. And funny enough, this is the #1 live video (after price) business owners don’t want to do. 

#9 Interview someone prominent in the community that would have information that your audience might find helpful

This live video is designed to provide value, but doesn’t need to be tied directly to your business. For example, if I was a chimney sweep, I might interview a plumber. If I was a plumber, I might interview an HVAC company. If you know the mayor, reach out to the mayor if he’s well-liked. Ask to do a live video to go over some info that would be beneficial or helpful to your audience.

Let’s say you reach out to a local plumber and say, 

“Hey, I’d like to do a quick interview with you. We’ll tag your business and you can share it on your page as well. What I’m hoping is that we can cover your top five plumbing tips for homeowners.”

Those tips will provide additional value to your customers and build trust. Plus, the plumber you interview will probably want to provide his or her audience with the same kind of value, and may ask you to do a video on their page (for example: providing your top five chimney maintenance tips). 

It’s free, helpful content for your customers that makes both you and the company or individual you’re interviewing look more trustworthy.

#10 Tell them what to expect when they call to book with you

There are a lot of new homeowners out there who have no idea what to expect when they hire a plumber, chimney sweep, HVAC company, or other home service provider. So get rid of their uncertainty and help them call and book with confidence by enlightening them a little bit.

Tell them things like:

  • What questions they may be asked on the phone and how they can figure out the answers to those questions ahead of time.
  • What to expect when you show up at their home to do the work. 

The best customer experiences are those when homeowners don’t have any questions because you’ve already answered them all. So, detail as much for them as you can so you can answer their questions before they have them. 

 

Have questions about Facebook Ads, Instagram Ads, or how you can use these two platforms to grow your business and build trust? Reach out to Amber at amber@sparkmarketer.com. She’s got a wealth of knowledge!

 

Why Social Media Is So Important For Growing Your Business

Why Social Media Is So Important For Growing Your Business

Do you have a personal Facebook, Twitter, or Instagram account? Well, so do most of your current customers and future customers. What better way to grow your business than by connecting with those customers through social media? Social media also allows your business to connect with other local businesses, which is always a plus.

A wise group of people, The Spark Marketer Crew, enlightened me on the important role social media has in branding your business, increasing web traffic to your company website, and making your online presence stronger. It just makes sense.  Social media plays a major role in businesses today because most customers do their research on a business via their computers and smartphones before they make that call. 

Our company has been using social media for years and it has been a great tool for us for building relationships with other businesses and customers.  We started off using Facebook, then added Twitter and Instagram. These social media platforms allow us and our customers to engage with each other on a regular basis, not only when our services are needed.

Don’t be afraid to try social media for your business, but remember, it takes time and commitment for it to grow — but it’s all worth it.

Here are a few tips to get you started:

  • Don’t use your personal account — have a separate social media account for your business.
  • There are many social media platforms to choose from, so choose the one you feel the most comfortable with. In my opinion, Facebook is the easiest.
  • You need to post daily on each of the platforms you choose and always have an image with your post.
  • Keep it professional, but fun. Share repair work photos, employee work anniversaries or birthdays, helpful tips that you or your customers would enjoy, etc. Mix it up!
  • Like and share the posts of others.
  • Don’t always try to sell something — it’s social media. You need to find a balance between business and popularity and use the platform to be social.

Social Media for business is necessary if you want to stay in front and grow your company, but it takes time and commitment. Stick with it! Your Facebook, Twitter, or Instagram followers will be people who know your company and have most likely done business with you in the past. Use social media to show them who you are and what you’re about and to build relationships, turning one-time customers into long-term fans. These are the customers who are going to tell their friends about you! 

Linda-RoydhouseLinda Roydhouse is co-owner of Clean Sweep of Anne Arundel County and offers social media management tools, tips, and consulting services to other business owners through Roydhouse Effect. Check her out!

Life’s Just A Cocktail Party

Life’s Just A Cocktail Party

Mick Jagger sings the above sentiment in the Rolling Stones’ song ‘Shattered,’ written back in the 1970’s. It is just as relevant now when teaching social media to others, not just the ‘how’ but the ‘why.’ (Once you grasp the ‘why,’ the ‘how’ gets a lot easier.)

What is a cocktail party but social gathering, with the goal to meet other people and get to know them better? In terms a business owner can easily understand, it’s networking. It’s connecting with people and entities with whom you’d like to do business.

Like a large cocktail party, social media’s multiple channels can be dauntingly vast and off-putting. What makes it worth staying and mingling are the aforementioned connections, as well as social media’s ability to help establish your business’s presence locally and on the internet. Yup, we said it – your internet presence, i.e. ranking on search engines. I see we have your attention.

With most social media channels your posts will get indexed by search engines, alerting them that you are active and relevant. If you are more relevant than your local competition, who do you think will rank higher on someone’s internet search for your services in your service area? This is good stuff.

But how does it all work? Do you HAVE to be on every social media channel out there? One does not have to be active on every channel. Presence on three to four social media networks is the norm. Find the ones with which you are most comfortable and dabble.

Here are 4 tips to help you get the most out of your social media efforts…

#1 Find Your Voice

Think about how you want your brand to be presented. Who is the best person to represent the voice of your company? It’s you or a trusted member of your staff. Can others do the job for you? Certainly you receive enough spam email and robo calls hawking these services, but it is a step removed. And though it can be crisp ,it is not as authentic as your own voice. Find your voice.

#2 Find Your Medium

Do you take video at your business? YouTube, Google Posts, and Facebook/Instagram stories are for you. Do you like taking photos on the job and around town? social-media-explainedInstagram, Facebook, Google Posts, and Pinterest are great opportunities to share. Don’t forget Twitter. You’ve got options!

Don’t think you have the time to make it work? A smart phone can record a photo and a moment for later posting, either sitting in the passenger seat heading towards the next job, at the office after work, or later after dinner at home. Both paid and free tools exist to help with scheduling so you can get work done ahead of time and remove some of the pressure.

#3 Find Your Flow

Presenting your latest offer or deal repeatedly on Facebook, Twitter, and Instagram is not ‘doing social media.’ It is a part – you get partial credit for that. For full credit, you also need to follow other accounts, share some of their posts, like some of their posts, and comment occasionally. It’s interacting. It’s being social. How do you enjoy listening to that one person at a party who talks incessantly about themselves? You likely find yourself looking for the door or hoping for a rescue text or phone call. Don’t make your customers feel that way.

#4 Find Your Sweet Spot

Sure it involves a little trial and error – after all, what works for one company may not work for another – but social media is a must. Figure out what works for your business and what engages your customers – find your sweet spot.

Social media for business is a little like a great chili recipe. There are dozens of viable and successful ways to do it right. The most important thing being: you are the one directing the kitchen.