Social media presents a great opportunity for your landscaping company to show off past projects so that potential customers can see what you’re capable of. However, without the right strategy, you may not get much audience engagement with your posts. Developing a social media marketing strategy is essential to get the most out of your social media presence and reach your target audience, and we’ll show you how to build a strategy that works.
Outline Your Goals
The first step of developing your social media strategy is determining your goals. Decide if your goal is to improve engagement with customers, increase website traffic, share information, or gain more followers. You need to know what your goals are before you begin posting.
Track Metrics
Once you have your goals in mind, you’ll want to set an attainable target. For example, if your goal is to improve engagement with customers, you would set a target for how many likes, shares, or @mentions you want to aim for. Once you’ve set a target, you’ll need to track these interactions. Tracking these metrics will provide you with measurable data to help you achieve your goals.
Know Your Audience
Before you begin creating content, you need to know who you are creating it for. You want to have an idea of your target audience’s average age, income range, location, etc. This provides you with a foundation to create or share content that is most relevant to your audience and likely to get the most engagement.
Check Out the Competition
There are many landscaping companies using social media. Looking at what they are doing will give you some insight on what works and what doesn’t. This also provides you with a chance to adjust your goals and targets.
Choose Your Platforms
Your goals and your target audience will be a deciding factor on which platform you want to use. Facebook is one of the most frequently used platforms because there is the opportunity to share a large variety of engaging content with a huge audience of users over the age of 30. Twitter also allows your company to share content, but it’s used more by young adults, though there is a crossover with users up to age 40. After reviewing your competitors’ social media activity, you may decide that rather than competing, you would rather focus on a platform where your target audience is underserved. No matter where you decide to post your content, you should keep a consistent presence on your selected platform.
Set a Posting Schedule
Once you’ve set your goals, identified your target audience, and chosen your platform, you’ll want to create a posting schedule. The trick is posting regularly but not flooding your followers’ feeds, which can result in them tuning you out. If you’re posting to Facebook, you may want to start with two to three posts per week. With Twitter, you’ll want to tweet or retweet daily. Posts can be as simple as a high-quality image with a short description or a link to relevant content that’s useful to your followers. Creating a schedule ensures you are keeping track of what content is being shared, and when. It also makes sure that your posts are not all being posted too closely together.
Mix Up Your Content
Once you’ve created a posting schedule for your social media, you’ll want to decide what kind of content you will be posting to achieve your goals. If your goal is to drive traffic to your website, you might consider only sharing content that encourages followers to visit your website, such as blog posts. If your goal is to increase followers for your page, you might post a mix of content from your website as well as posts from reputable sites with helpful landscaping info.
Audit Your Social Media
Maybe your landscaping company is already using social media. At this point you will want to review your efforts so far. Some things to look at are your current engagement numbers, how your social media activity compares with your competitors, and which posts are getting the most likes and shares. This info will provide you with opportunities to re-evaluate and adjust your social media marketing strategy. Auditing your social media strategy should be done regularly, especially if you are ready to revise your goals.
If you’re ready to develop a social media marketing strategy for your landscaping company, Anchor Wave is ready to help. Contact us toll-free at (520) 622-3731.
