Have you been holding off on social media marketing? Maybe you just don’t know where to start. If you’re like a lot of tradesmen, it comes down to either LinkedIn or Facebook. Let’s take a look at which one would be the best choice for your business.
Considering Social Media
Before we begin pitting these two social media darlings against each other, let’s get something straight. If you don’t take these platforms seriously, if you don’t really invest in their potential, you can’t expect much in return. As powerful as they are, they are not silver bullets. No matter which ends up suiting you the best, it will take time and effort before you begin seeing the results you want.
With that being said, let’s now look at which platform is best for your business and how to get the most from it.
The B2B Winner
When it comes to B2B lead generation, LinkedIn reigns supreme. This shouldn’t be too surprising when you think about it. LinkedIn is basically Facebook for companies and their employees.
Therefore, if you’re a tradesman who focuses on companies or otherwise works in a B2B capacity, this is definitely where you want to focus your marketing efforts. Here are some quick tips to get you started:
- Invest in a banner image for your LinkedIn company page; it looks much more professional.
- Optimize your business’ products and services tab by using visuals and descriptions with lots of keywords.
- Check in on your “insights” (LinkedIn’s analytics) to find out about your followers and how to better market to them.
- Consider paid advertising; LinkedIn ads can cost as little as $10 a day, but learn the ropes before proceeding.
Lastly, LinkedIn now allows long-form posts. This makes it much easier to post content that could be shared to your prospects’ timelines. Take advantage of this opportunity to prove that you’re an authority in the industry. Be sure you use attention-getting headlines for these posts. Images also help bring in readers.
If you want some inspiration, here are 13 businesses with great LinkedIn pages. They may not be completely relevant to your situation, but they show you what’s possible.
The B2C Winner
As you have probably surmised, the better of the two for B2C businesses is going to be Facebook. That’s because interactions per post are far greater here. In other words, people are more likely to actually comment when you produce content, which can be the beginning of a conversation and/or sales funnel.
If you are a builder, contractor or some other type of tradesman who targets the consumer, you’ll most likely want to use Facebook over LinkedIn. As we mentioned above, there may be some exceptions, but the majority will find more luck on Facebook.
First and foremost, this means having a Facebook page for your company; that won’t cost you a dime. Then, you should start producing content just as we recommended with LinkedIn. Again, make it long and informative and use images.
Be sure to update regularly. This isn’t as important with LinkedIn, but on Facebook, you need to put out content often. It doesn’t all have to be long-form, though. You’re just trying to increase mindshare and stay in front of your followers.
If you do roofing, you can share other people’s articles about the industry or even discuss the weather as it relates to roofs, etc. It should be relevant, but it doesn’t necessarily have to be about your company or its services. You may also find that Facebook ads are incredibly useful. One great thing about their ads is the insane specificity with which you can drill down to the most ideal client. While you still need to measure the ROI of your Facebook ads, they have proven to be very successful for many companies.
Want more help marketing your business on social media? Then read Your Cyber Partner’s “50 Ways to Market Your Business Online in 15 Minutes per Day.” It’s completely free to download and will get you in the game quickly.