Social media is a constantly changing marketing beast. It can help your contracting or remodeling business greatly, but can also be extremely frustrating if you don’t know the best ways to use it. What we knew to be true about social media a year ago isn’t true today.
Here are some of the top changes leading social media experts think are going to shape the market in 2021.
Focus on quality, not quantity
You can go crazy trying to post several times a day – and data shows decreasing results the more you post in a given day.
Instead, focus on delivering useful, quality content that your potential clients can use. This doesn’t have to be obviously self-serving, but should be around the remodeling theme. For example, you may not do a lot of restoration after storms, but a post on inspecting your home after severe weather can generate interest and help build the company’s reputation as an industry expert. Mix it in with other social content that advances your goals, such as the importance of hiring a certified remodeler.
More on content: Content marketing in the time of COVID
Sustainability
Talk about a trend that’s right in a remodeler’s wheelhouse! More than 80 percent of consumers, according to research from Nielsen, believe a company should work to improve the environment. By its very nature, most remodeling activity is “green” as opposed to building a new home. Throw in improvements that lower energy usage or otherwise reduce a homeowner’s impact on the environment and it’s a natural source of promotion for remodelers. Look for events to tie to, such as Earth Day in April and Cut Your Energy Costs Day in January.
Inclusivity
We all want to sell our services to everyone who wants them and can afford them. But does your social media reflect that? It’s important to a look at the photos and videos we use. People like to buy from people like them and want to feel welcome in your business.
Read More: Marketing remodeling to everyone
Quick bites
The average attention span continues to decrease. Keep the message short and sweet to grab the attention of a homeowner scanning through their Instagram feed. As crazy as it sounds, scientists estimate the average attention span at 15 seconds. For Millennials, it’s about 12 seconds. For Gen Z, it’s 8.
Video
Research from HubSpot shows that in 2020, video was the second-most engaging type of content on social media after photos. More than half of consumers say they want to see more video from brands they follow.
The rise of TikTok and Instagram Reels are great examples of this trend. As of last fall, TikTok had 800 million users and the app had been downloaded more than 2 billion times. Ninety percent of TikTok users use the app every day; the average user spends 52 minutes a day on the app.
More articles about video:
Plan, but throw out the calendar
If 2020 taught us anything, it’s that planning can only go so far. It’s important to have a general plan in place for your social media and marketing, but we all have to be ready to pivot quickly.
Whether it was COVID, the election, or Black Lives Matter protests, events changed quickly and our marketing had to change with it. Plenty of seemingly innocuous posts sparked upset customers when current events moved faster than companies were prepared for.
Need help with your social media, content, or other marketing? RT Marketing works with contractors exclusively and we understand the specific needs of a remodeling business. Contact us today to learn more about how we can help you build your business!