This is the first post in my series, “Is my small business normal?”
As you may know, I own a house painting company in the Boston area, and I post to 4 social media accounts each day.
A friend of mine saw me post so often on Social Media for my painting company that she assumed I was getting tons of direct, measurable painting leads from the posts. She said she was even thinking of hiring a marketing associate whose sole responsibility would be to post on Social Media for her business.
I assured her this would not be a good use of her finite marketing dollars.
You see, I get almost NO direct business from social media posts. For me, posting on social is 99% for “awareness” and not as a natural lead source.
This is worth repeating – in my case, posting 4x a day on Social Media does not bring in any measurable amount of painting business. I consider Social Media as a way for prospects to become aware of my painting company’s brand, in case they need a painter in the future.
This way, if someone gets my direct mail, sees a Google Pay-Per-Click ad, or sees one of my lawn signs, they might think to themselves, “That logo is familiar to me,” in a way that your neighbor’s face might be familiar.
If the internet is a highway, then my Facebook and LinkedIn posts are billboards.
Like driving down a regular highway, there is customer awareness a brand can capture by having an outdoor billboard. And while you probably wouldn’t pull your car over to buy an iPhone or life insurance from the billboard right then and there, the advertiser is hoping the billboard makes enough of an impression on you that you remember their brand when it is time to buy.
Since I’ve already maximized my marketing budget in other lead-generating ways like direct mail, pay-per-click, and SEO, using social media to give another brand impression of my company works for me as part of a larger strategy. Remember, it takes a person seven times to see your message before they take action – Social Media, for me, is just one of those times.
A tenet of my blog is to explain what’s “normal” so you’re not comparing yourself to some unrealistic metric.
So, if you’re posting on Social and not getting any quantifiable leads, you’re not doing anything wrong.
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