The National Remodeling Foundation reports that “homeowners are becoming more confident, demonstrating pent-up demand for home and building products.”
With homeowner purchase intent and actions on the uptick, smart building products marketers are leveraging social media to meet and engage with these buyers right where they are.
The results of a survey by L.E.K. Consulting, a global management consulting firm, indicates that building products buyers who are highly engaged with brands are active on social media and influenced by the information they acquire through social media channels.
They access their social media accounts several times daily
‘Like’ or are fans of 16 brands on average
Say that a purchase was a direct result of Facebook’s content (25 percent of users)
When properly designed and executed, social media campaigns are a very effective way for building products marketers to engage customers, gain their loyalty and influence their purchase decisions.
Homeowners are already comfortable using the Internet to get more information about products for their homes and they also increasingly expect better brands to enable them to connect and converse via social media.
Social media campaigns enable your brand to meet the needs of prospective buyers by anticipating and delivering what customers already are looking for. Social media campaigns can also increase buyers’ trust and respect for your brand by providing them with answers to questions they never thought to ask.
Use these five key tips to help launch a successful social media campaign:
1. Know your target
To be sure your social media campaign will have high engagement, the first step is to make sure you understand the audience you’re targeting. It can be helpful to segment your target audience into demographics that include region, education and income levels as well as social media usage habits.
Kitchen and bath products maker Kohler, for example, knows that its customers not only like beautiful products but functionality as well so they’ve implemented a #TechTuesdays feature on their Facebook page. Every Tuesday, Kohler highlights one of their products and the technology behind it. Kohler’s Facebook fans love it and share it widely.
2. Find the right platform(s)
There is no one Holy Grail in terms of social media platforms. A social media campaign that does well on Pinterest may have very little success with Instagram, depending on your audience. It’s also not necessary to be present on every single platform. Your best bet is to target social media platforms that have the strongest influence among your most attractive customer segments. Find out where your audience spends the majority of their time and are the most engaged and be there.
If you’re familiar with Google Analytics, setting up Social Analytics is an excellent way to track social interaction on social media and determine where you can get the most bang for your buck. However, the majority of social media platforms offer some sort of analytical tool to help you monitor engagement. Based on this data, you can easily choose a primary platform and then a secondary one as well.
3. Have a plan
Develop a strategy on how to leverage this platform to encourage brand evangelists and help drive sales with key tactics. Strategy here means identifying your overall campaign goal. Is it to generate leads, garner loyalty, raise brand awareness?
Tactics address short-term goals for each platform you decide to use, what type of content you will use on each and how your brand voice will be used. Tactics also include the best times to post and how to use the individual features of each platform (such as Hangouts on Google+, promoted posts on Facebook, etc.) for the most effective results. Hiring a social media manager or even a team whose sole responsibility is dedicated to managing your platforms, along with your campaigns, may be necessary.
4. Rise above the social clutter
Focus on one product with a value proposition that compels a buyer to buy. Emphasis on one product makes a campaign easier to execute. Plus the value proposition for that one product helps your brand stand out from all the others and makes your campaign memorable, which reinforces awareness.
Remember to also make the experience worth your customers’ time. Include offers and incentives that reward customers for following your campaign. Rewards make key elements of your campaign easily shareable. The easier content is to share, the more likely your customers are to share it.
5. Measure your results
Circle back to the original goal of the campaign to measure how well (or not) it did. If, for example, your goal was to generate leads, then find out how many sales came from your campaign. Or if it was raising brand awareness, measure how many new ‘Likes’ were gained during the campaign or how many mentions through keywords and hashtags were achieved. Determine what data is valuable to glean from your campaign and gather it into quantifiable results.
Social media is a great way for building products marketers to find new fans and strengthen the bond with existing consumers and customers. Effective social media campaigns can help your brand harness the power of these dynamic platforms to raise awareness, generate trust, and drive sales forward resulting in increased #success.
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