When social media tools were first introduced to the world, they weren’t for business owners, especially not roofers like you. Social media was originally created as a way for people (mostly younger people) to stay connected with their friends. Since that time though, it has certainly shifted.
Today, social media has become not just a way to stay connected with existing friends, but to make new ones, to follow your favorite brands, to find new companies, to learn about the world, and so much more. With these new uses, it is crucial for all businesses that are looking to grow to be leveraging social media to help them do so.
When used properly social media can help your roofing business attract new clients, maintain old ones, establish yourself as a thought leader, and so much more. But, when social media isn’t used correctly, it can deter those efforts. Today, the Summa Media team is sharing the five most common mistakes we see our roofing clients make so that you can avoid them yourself!
Social Media Mistakes You Didn’t Know You Were Making
You’re Posting Inconsistently
Like anything in life you’re hoping to see results from, consistency is key. If you do not have a consistent posting schedule, you aren’t going to see the results that you want to see. The algorithm on most social platforms favors accounts that post regularly each day, as do potential followers. If someone stumbles across your roofing company’s account, but you haven’t updated it in months, they aren’t likely to follow your page.
If you’re reading this and thinking that you are far too busy with roofing jobs to remember to regularly post to your social media channels, that’s okay! Consider leveraging an application such as HootSuite to schedule your content ahead of time. By setting aside just a few hours a month you can easily set your posts to go live without having to remember each day.
When you are scheduling your content, do your research to see when your followers and target audience are online as this will influence when you want to schedule your posts to go live.
You Aren’t Using Video
If a picture is worth a thousand words, a video is easily worth two thousand! With the rise of TikTok and Instagram Reels, video content has become the preferred content both by users and the app’s algorithms. If you aren’t using video in your roofing company’s social media post, your posts are very likely going to be buried and missed by users.
As a roofer, there are so many different kinds of videos you can consider producing. If you’re looking for inspiration to get started, here are a few ideas to get you started:
- Short clips introducing your team
- Videos of projects from start to finish
- Montage of finished projects
- Client testimonials
Your Branding Across Platforms is Inconsistent
If the branding on your different social media platforms (Instagram, Facebook, LinkedIn, etc.) is inconsistent, this will likely lead to confusion amongst your followers. Focus on using the same branding – logos, colors, fonts, tone of voice – on all of your different channels. Doing so will help create a consistent brand identity in your roofing client’s minds so they can easily identify your posts and profile from another upon first sight.
You Aren’t Engaging With Your Followers
Social media is supposed to be social! When someone comments on a post, that person could be a prospective client! Try to set time aside every day (or every other day at the minimum) to engage with comments people have left on your posts, as well as other people’s posts. Engaging with people helps you to create an authentic connection and establishes a layer of trust.
You Don’t Know Who Your Target Audience Is
If you don’t have a defined target audience for both your roofing business as a whole and your specific social media channels, your posts may be a bit all over the place. Defining your target audience will allow you to create content and social media posts that are crafted in a manner that appeals to that particular audience. For example, if you are targeting luxury homeowners, you will want to create different content than if you were targeting a commercial property manager.
Social media is a complex and ever-changing set of platforms. They are vital marketing tools that all business owners need to leverage in this day and age. If you don’t have the time or desire to manage your roofing company’s social media platforms, the Summa Media team is here to help. Give the Summa Media team a call today to learn more about the ways our team can help you grow your social media platforms!
