On this episode of the Rocket Roof Show, Andy Near sits down with Sam Beiler, CEO of Boostpoint. Boostpoint is a marketing software that utilizes Facebook and other social media platforms to help small businesses run their own social media ads. Boostpoint handles all the targeting for business owners, allowing them to get in front of the right people for minimal cost.
After years of working at his father’s company, Equipter, Sam began to figure out how social media advertising could benefit the contracting industry, and Boostpoint was launched.
Now, he’s joined the Rocket Roof Show to discuss how social media can benefit, or hinder, commercial roofing contractors’ marketing strategies.
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Social Media is a Long-Term Strategy
It’s unrealistic to think that your first post on social media is going to make waves. However, the use of regular posts on your social media channels is a long-term strategy that builds trust and reliability over time.
Unlike traditional marketing strategies, with social media, you don’t want it to feel “sales-y.” Leave out the pitch and go for authenticity. Think of social media as a digital doorstep. It should create a professional, reliable impression for someone researching your company. While you should post content regularly, there are things that can hinder your social media performance. If you’re not following safety guidelines on your jobs and have photographic evidence, you’ll immediately lose the trust of building owners in your local area.
Here are a few tips to help guide you:
- Post regularly on just one or two platforms. You don’t have to be an expert across the board, but you should be consistent.
- Short videos of projects are great ways to keep viewers engaged.
- Consider posting fun ways to engage your audience.
- Hot topics including your employee of the month, children, and pets.
- Highlight products and/or the suppliers you use and why.
- Posting and documenting your everyday routine.
It’s important to remember that you should commit to posting on social media for more than six to twelve months consistently. You might now see an immediate return on your time investment, however, you will be building trust in your local community when building owners research you – and they will be researching you.
Facebook ads versus Pay Per Click on Google
The main thing to consider the cost-effectiveness. Whether you choose Facebook ads or Google ads, you need to start with your budget and targeting in mind. Google searches are intentional, meaning people are searching for that exact service. However, Google ads can be cost-prohibitive. We are no longer living in the days where a simple click only cost $1-2.
Facebook ads are more comparable to television or radio ads. They cast a wider net. You hope a few recipients are experiencing the issue that your business can solve for them. Facebook ads can put you in front of the right people, but you have to cast a bigger net. The good news is social media gives the advantage of a large audience and a lot of brand equity. Viewing your engaging videos is typically more impressive and interesting than reading Google ads. And, it’s quite a bit cheaper!
How to Properly Use Hashtags
Let’s be honest, most people on social media are not searching for commercial roofing hashtags. Hashtags can be a great way to get your name out there, but knowing how to properly utilize them is key. Use hashtags in ways that keep you tied to your local community. Current events, landmarks of interest, and other fun ideas can keep your business relevant with searchable hashtags.
Check out trending hashtags in your local community. Think outside of the box.
Practical Tips for Social Media
Do you have a Facebook page already and rarely use it? Spice it up! Instead of just posting a picture of your latest roofing project, post a 30-second video talking about a certain aspect of the project that was challenging or especially rewarding.
Be sure to remain consistent with your social media posts. Set reminders to post at least weekly, and see how much trust you can build online. The most important two tips to remember:
- Be Authentic
- A video goes a long way
And if you really want to invest advertising dollars and need to grow by more than word of mouth, consider leveraging Facebook and other social media marketing tools for a fraction of the cost of pay per click.
Contact Sam: sam@boostpoint.com and at www.boostpoint.com
SPONSOR APPRECIATION
Special thanks to our sponsor Top Roof Contractors, a full-service marketing group that specializes in the commercial roofing industry.
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