On average, Americans spend about 90% of their time indoors, where pollutants are higher than outdoor concentrations. This statistic has made the rounds lately as more people begin to truly understand and value the need for good indoor air quality. This is also why proper air quality services are more important than ever.
If you have an indoor air quality business, or your home service business recently started offering IAQ products and services, we can help you as you begin marketing IAQ offerings. Learn how to master an IAQ social media marketing plan that can help you win over potential clients.
Set Business Goals
Mastering an IAQ social media marketing plan begins with setting business goals. This means figuring out precise goals when it comes to social media. Having a good social media marketing plan involves having an end-game. For example, if you want to introduce a new indoor air quality product or service, the campaign will focus on that.
Using social media can also boost overall traffic. If you see your account losing engagement and views on social media, it could be time to invest more money into your company’s social media presence and create more engaging content. This is a great way to get more followers too.
The main thing to focus on in this stage of a social media marketing strategy is to set realistic goals. Start with small objectives you can tackle and see results from. From there, you can build your social media plan further. The most common social media business goals include:
Increase Brand Awareness
Work to increase brand awareness on social media and avoid posting only promotional messages. You need to give indoor air quality a personality by showing off your business’ values. Social media plays a bigger role in earning consumer trust than ever before.
Generate More Leads
Another common IAQ social media marketing goal is generating more leads and creating sales. Social media purchases are not made on accident. This means you need to alert customers to every new product and promotion you have to offer, otherwise, you are missing out.
Grow Your Audience
A good social media marketing plan should always include growing your audience. You can use social media to bring in unique followers who may not have heard of your brand before. The best way to grow an audience on social media is to focus on keywords using SEO and to listen to conversations and trends happening in your industry. With monitoring, you can target those who find indoor air quality to be an important aspect.
Along with growing your audience, it’s important to pay attention to the followers you already have. Grab the attention of your followers with experimental content and messages. Simple things like hashtags or asking a question also increases engagement.
Increase Web Traffic
Social media marketing helps generate leads to your website as well. You can determine your ROI from social media by checking out conversion and URL clicks.
Research Your Audience
After setting business goals, it is important to research the intended audience. Your social media marketing strategy should never involve assumptions. Research is always necessary to ensure your target audience is seeing what they want to see.
Because of the many social media analytic tools, there is no need to guess when it comes to your audience. Keep in mind that every platform is different. You may need a different plan for each social media platform your business manages.
Pay attention to who is following each account and watch post engagement and interaction style. You may find that you need to make changes to earn more engagement from the right people.
Focus on the Data
A data-driven IAQ social media marketing plan is one that focuses on the metrics. You need to pay attention to more than just the likes or follows the page is receiving. Dig deeper into the social media metrics and understand the data that aligns with your goals as a business. The metrics you should be focused on include:
Reach refers to how many unique users a post is attracting. This lets you know how far the content spread across social media and if it is actually reaching feeds. With different algorithms, it is possible your post is not being seen by the intended audience.
Clicks is exactly what it sounds like–the number of clicks on content, company name and even your logo. As an air quality service, link clicks are critical to see how users are getting through the marketing funnel. Clicks can help you understand what encourages people to buy your products and services.
When focusing on how to use social media for marketing, engagement is an important tool. This data shows interactions vs. impressions. Seeing who interacted with your posts shows how willing followers are to interact.
Check Out the Competitors
It is important to know what competitors are doing before making social media content. The simplest way to understand what competitors are doing is by checking out their social media presence. However, you can use competitor analysis tools to gain insights as well.
Of course, you don’t want to copy competitor’s ideas, but it helps to understand what works for them. Likewise, something that does not work for them is probably not the best path to take either, since you are in the same industry.
There are different approaches you can take with your social media marketing strategy that won’t match the competitors but still work as well, if not better. Approaches include making light-hearted content, having a sense of humor or using promotional tools. These are not the only approaches, and getting advice from professionals can help find the right one for your business.
Master the IAQ Social Media Marketing Strategy
If you don’t think your air quality business needs a social media presence, you are sorely mistaken. As a beneficial service, you need to get the company name out there and grow your audience through social platforms. It’s time to master the IAQ social media marketing strategy by following this guide and hiring professional help. For more value tips and support, or for more information on indoor air quality, contact us today.