4 INDUSTRIES THAT BENEFIT FROM SOCIAL MEDIA
We are going to get practical in applying social media effectively to the most common industries. It is beneficial to know how social media benefits common industries. In one of our August blogs, Social Media Marketing for Businesses, we shared an infographic for channels that are recommended for certain industries. It includes what each platform is best for, the primary audience, and what types of industries it impacts. Because not all social media channels are recommended for every industry, we have provided social media tips for a few industries, including industrial/ construction, eCommerce, real estate, and healthcare/ wellness.
Industrial & Construction
The recommended social media platforms for industrial and construction companies include Facebook, LinkedIn, and YouTube. LinkedIn allows for business development and employment marketing. YouTube is a platform that can be used for brand awareness and informational videos. It is also great to integrate videos from your business YouTube channel on your website.
Strategy
The strategy for industrial or construction depends on your target audience. If your audience is residential, quality visuals should be the foundation. People want to envision the type of work you can do for their home or project. Homebuilders have the best content because they build beautiful homes and can display them on social media. If your audience is commercial or oil field, content is everything. They want to know more about the way you do things, safety, what you can provide, etc. Great photography sets you apart, but the content and presentation is the foundation.
Frequency
There’s not a cut and dry amount you should post. We always encourage your business to stay away from posting just to post. Intentionality is important because the audience will notice if it is forced and ingenuine. Our COO, Zeke Dorr, states, “People attach themselves to stories easier than they do anything else. A finished product feels like you’re being sold to. A story behind the product brings engagement.” The posting frequency depends on the amount of time you have to put toward your business’ social media. Three times per week creates consistency, but doesn’t overwhelm your audience nor forces your content posting. The best time to post for this industry is Monday – Wednesday, Friday: 9 am, or 12 pm – 1 pm, 3 pm- 4 pm. Thursday is the most effective day at 9 am, or 12 pm – 1 pm, 3 pm- 4 pm.
Notes for Success
Mix up your business content and make less than 50% self-promoting. Present your content as a solution to your target audience. If applicable, take before and after photography of your business projects. Be sure to respond to reviews and comments to create a connection with your audience and increase engagement.
eCommerce
Figure out what works best for your business. Set goals and include social media in your plan. Your goal should be to have your audience connect with your brand. This will make it easier for them to go to your website and purchase; effective social media will keep them coming back and create loyal customers. eCommerce social media allows flexibility for your business. You can resonate with your audience more largely because social media can adapt quickly. It’s important to adapt to what works and what doesn’t. Adapt your content to the demographics of that social media channel for the best results. The recommended social media platforms for eCommerce include Facebook, Twitter, Instagram, and Pinterest. Pinterest is best for visual advertising and inspiration. Be sure to show your product in a visually pleasing way or have it hanging on a hanger. Studies show Pinterest posts do better when the audience can visualize themselves in the product. They are more likely to pin it to their board if it is just the product.
Strategy
We can’t stress how high-quality photography of your products will take your business to the next level. The photography should be of your product being used, of your product in a desirable location, and it displayed as the main topic while having other things going on. Your business must provide behind-the-scenes and user-generated content to be relevant. Nothing is more engaging when your business connects with the audience by doing polls, Q&A’s, sharing the posts/stories they tag your business in, etc. With this particular demographic, be sure to provide insider-information. Processes may seem boring or mundane to you, but it is intriguing to your business audience. The content direction depends on your audience. If your target audience is millennials and Generation Z, the content should not resemble advertisements or self-promotion. Instead, it should all be about the audience and how the product would make their lives better and how they would be positively perceived. If your target audience is Generation X and younger Baby Boomers, the content should be more focused on voicing their problem and how the product can fix it.
Frequency
We recommend posting three days a week, additionally if you have engaging content, and frequently on Instagram and Facebook stories. The week’s best times and days include Wednesday at 1-3 pm, and Friday at 11 am. Avoid posting on Sunday.
Notes for Success
Encourage employees, friends, and customers to follow your business. Take it a step further and encourage them to tag the business in photos of them wearing or using your business’s products. Partner with micro-influencers to reach your target audience at a cost-effective rate. Boost or promote posts, like on Facebook, to increase engagement, views, and conversions.
Real Estate
Figure out what would help your business stand out. It will help your company stand out from the competition. The recommended social media platforms primarily include Facebook, along with Instagram, LinkedIn, YouTube, and Pinterest.
Strategy
Quality visuals are critical and include photography and videography. People want to see the quality of the real estate that can be theirs. Zeke Dorr, an expert at real estate, states that three great photos are better than thirty-six mediocre photos. When you have specific standards, it gives customers the comfort to know what you’ll be showing or selling is held to a certain standard. Go above and beyond with the details to set you apart. When you care, people will gravitate towards your business. Gain a large following to stand out in the saturated market. Tell stories worth telling. Don’t settle for mediocrity. When you don’t settle for mediocrity, your business will succeed.
Frequency
Things change all the time. You have the benefit of having fresh content constantly with real estate. What sets you apart is how you present it to prevent repetitiveness. For LinkedIn, it is recommended to post on Wednesday from 8–10 am and noon, Thursday at 9 am and 1–2 pm, and Friday at 9 am. For Facebook, aim for Monday – Wednesday, Friday: 9 am, or 12 pm – 1 pm, 3 pm- 4 pm.
Notes for Success
Don’t try to be everything for everyone. Focus your marketing efforts around the things you care about and connect to the clients you truly want. Go after the type of clients you want and think through what you are focusing on.
Healthcare & Wellness
Establish trust through your business’ social media. When you educate people and allow them to ask questions, it creates a safe place to ask questions on your social media, and you set yourself up as a resource. The recommended social media platforms include Facebook, Twitter, and YouTube. Twitter is great to use as a news platform with quick updates that allow you to update your audience instantly.
Strategy
Use social media to raise awareness and to provide healthy living practices. Provide the public with the latest guidelines, issues, and advisories. Use it as a platform to answer common questions. Create engagement with your business audience by providing valuable information about all kinds of health concerns. Set your business as patient support and education through social media. According to Hootsuite, “nearly 40% of young people (ages 14 to 22) have used online tools to connect with others with similar health challenges. That includes social media groups.”
Frequency
The best day and time to post on Twitter for healthcare or wellness businesses is on Wednesdays from 8 am–2 pm. For Facebook, we recommend posting Monday – Wednesday, Friday: 9 am, or 12 pm – 1 pm, 3 pm- 4 pm. These are more structured days and times, but each business is different. We recommend watching your business social media and see what days generate more engagement and views. This can be done on the insights of each platform.
Notes for Success
Be sure to include captivating yet straightforward graphics. Less is more when trying to convey professionalism and credibility. Verify all information displayed is accurate and found research. If you’re going to post something, make sure it’s fractal.
