The average American spends 37 minutes per day on Facebook, Twitter, Pinterest, and other social media sites, making social networking the number one online activity in the United States. With 46% of these web users browsing with the intent to purchase, many businesses are taking advantage of this popular pastime to increase brand awareness, connect with their customers, and reach their target audience better. In fact, eight out of 10 small and medium businesses (SMB) use social media as a tool to grow their companies and 60% say that they’ve acquired new customers through social media activity (MarketingTechBlog).
That is fantastic! However, we couldn’t help but wonder, what’s happening to the other 40% of SMBs who are on social media? Why aren’t they acquiring new customers as well? If you’re a home builder who is on social media, but you feel like your efforts aren’t paying off, this blog post is for you.
The Truth About Likes, Shares, and Retweets
The feedback you receive through social media can be a great way to gage the overall health of your business; however, while likes, shares, retweets are all forms of positive interaction, they do not have as much clout as most home builders believe. While people may be liking your page or sharing your posts, if you’re not seeing measurable results, then you’re not benefiting from social media as much as you may think. So, how can you tell if your social media efforts are really paying off? Let’s find out.
Your social media efforts are paying off if you are seeing an increase in…
The more people visit your website, the more opportunities you have to engage them. Your activity on social media should drive users to your website where they can learn more about your company’s vision, the services you offer, and the building projects you’ve completed. From there, they should feel encouraged to sign up for weekly updates, a monthly newsletter, or even contact you directly.
Something to think about: If your social media activity is driving people to your website, make sure your website is user-friendly. For tips on how to do this, check out our blog post, 5 Key Elements of a Successful Home Builder Website.
Phone Calls, Emails, and Social Messages
If you are using social media correctly, you will undoubtedly notice an increase (although it may be gradual) in your number of contacts. If you’re not, you will want to re-evaluate the content of your posts and how you’re promoting them on social media. In order to do this, you can begin by asking yourself a few questions:
- Are my posts eye-catching?
- Would my target audience find my post topics interesting?
- Are they relevant to what my clients’ needs and my company’s services?
- Does it encourage users to visit my website?
If you answer “no” to any of these questions, think about what you can do to change your material (or simply the format of your material) to make your posts more persuasive to your audience. Quick tip: Adding a picture to your post can more than double its click-rate. Find out why here.
If your website traffic and contact list is growing, chances are you’re gaining more prospective leads. However, if you notice that the leads you’re attracting are not the leads you’re wanting, consider narrowing down your target audience. You can do this by intentionally creating exclusive posts. For example, if you’re a home builder who has decided to spend less time on interior renovations and more time on outdoor additions, your social media efforts should reflect your new direction. Write blog posts about patio trends or show your followers how to choose the best deck material. Post pictures of your completed outdoor projects to remind them how beautiful outdoor entertainment can be and how you can make it happen.
New & Recurring Revenue
At the end of the day, all of your hard work in the field and on social media should result in an increase in revenue, new and recurring. This is the ultimate catalyst for business success. The more website traffic you generate, the more contacts you capture, the more leads you convert, the more money you’ll make. If you’re still falling below the bottom line despite your efforts on social media, a link in the chain is broken.