A while back I spoke in front of some LBM industry peers at Zeeland Lumber’s 2018 Summit. I was asked to do what I do best and talk about social media. If you know how complex the social media marketing world has become, you understand how challenging this was. So instead, I stuck to the basics and focused on answering the five most common questions that I felt would benefit the audience. Here are five of the most common questions that I am often asked.
1. How should I handle a negative review?
Don’t be afraid of public negativity. In fact, use it to your advantage. When someone leaves a bad review on your page, first respond publicly by commenting on their review for others to see your responsiveness and superior customer service. Second, be apologetic. Something like this: “Hey Mark, we’re sorry to hear about your poor experience with us.” Third, offer a form of atonement. “We’d like to send someone back out to fix the situation, free of charge. Message us privately to schedule a time.”
By publicly handling negative feedback with positivity and commitment to resolution, you build trust with those who haven’t even interacted with you yet.
2. What are the best types of posts for my business?
Generally speaking you want your content on social media to do two things; be entertaining and educational. You can do this by sharing exciting news that is going on in your community, sharing you and your team’s personality through fun short videos, and you can teach your customers some basic information about what you do. One of my favorite companies doing this right now is RR Buildings. Show Kyle some love and follow him on Instagram @RRBuildings and learn from his content.
3. What if I don’t have time to do all of this?
Social media should not be optional for your company if you want to excel in this business. If it means putting together a strategy that only takes you 30 minutes a day, do it. It will be worth it in the end. There is no excuse for not marketing yourself to the next generation if you want to keep up. Some companies I have worked with go as far as hiring an intern. It’s a great idea to have a part-time person whose sole job it is to capture content and market you online if you want to go full force into the digital space.
4. How do you come off humble as opposed to narcissistic?
This is one of my favorite questions. So many people don’t post as much or as often on social media because they feel weird talking about themselves. They fear that they will come off as obnoxious or narcissistic. Our resolution? Make your customers the heroes. By taking the focus off of your company and brand and turning it onto your customers, you will win every time. Here’s an example: show off the work your builder clients have done, tag the clients, thank them for their business and highlight what they do.
“So many people don’t post as much or as often on social media because they feel weird talking about themselves. They fear that they will come off as obnoxious or narcissistic. Our resolution? Make your customers the heroes.”
5. Best time of day to post?
This question does not have a distinct answer. The truth is you’ll have to try a bunch of different times and go back into your analytics to see when the majority of your audience is online. In fact this is true for quite a bit of online marketing. Data will always give you the answers but first you need to just do it.
To see the complete video of my talk at Zeeland Lumber, visit www.21handshake.com/lbm-journal