Knowledge: Marketing
Anti-anti-social
Many people may not like it, but social media is everywhere, it’s here to stay, and
installers can take advantage of it to promote their business. REI spoke to Plumb
Center’s head of marketing, Julie Mclean, about the positives of getting online
I
t’s a digital age, and the growing power of the internet
and social media seems to have encouraged people
to document their lives in all sorts of public forums
like Facebook or Twitter. Some have called this a sad
indictment of modern life, but for small business it can
be a gold mine.
Facebook
Facebook is the most recognisable outlet available.
People mainly use it to stay in contact with their
friends – but for a savvy business owner it can be so
much more.
Facebook allows businesses to create pages that are different
to a user’s private profile page. A Facebook business page provides
installers with the opportunity to get their customers to follow their
business by ‘liking’ the page. Customers can review a business on
the page, making it a great way to promote a company through good
feedback on a platform with millions of users.
Twitter
Twitter is the fastest and most precise of all of the
options out there. Users can only send tweets that
are up to 140 characters long – which is perfect
for getting out swift responses, that don’t ramble
on. It’s important with all social media, and especially Facebook and
Twitter, to get to the point. By their very nature social media sites
are designed to be lightning fast methods of communication – short
nuggets of information are the best way to go.
Twitter is brilliant for networking. Most companies or
organisations that installers work with, whether they be plumber’s
merchants or say, the Health and Safety Executive, have Twitter
accounts. Tweeting one of these accounts is an easy way to get quick
advice when on the hoof.
Plumb Center’s own Twitter account @TradeOnTap is a great
source of information for installers. It’s also a great forum for heating
and plumbing professionals to discuss the issues, changes and
breakthroughs of the industry.
Switched on:
Social media
is the new
word-of-mouth
for installers
seeking
customers
and advice,
says Julie
McLean, Plumb
Center’s head of
marketing
LinkedIn
LinkedIn is a much more business focussed area of
social media. The personal pages are used very much
like an online CV. Users can add all of their work
experience as well as connecting with people they
have worked with, or for, in the past.
The site is invaluable for a small business owner. If an installer is
looking for a new member of staff, they can see if they have LinkedIn to
find out their work history and skills – as well as who they’ve worked
for, which can be a massive boon as the candidates previous employers
often will have verified the skills on their page if they are factually
correct.
The best of the rest
Google has recently got in on the act by releasing Google+. The main difference between Google+ and other social media
outlets are Circles. Users declare their interests when they sign up for a Google+ page and are put into Circles based on them,
which basically allow users to interact with others with the same interests – excellent for the installer that wants to network.
Another great way of networking is through online forums. Posting on forums like the ukplumbersforums.co.uk are great
ways of getting advice for jobs, talking about the best products and generally engaging with other installers. They can be a
great way to get work as well – as customers are also able to post jobs they need doing.
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