ORGANIC SOCIAL MEDIA VS. PAID SOCIAL ADS
To ensure understanding before delving into Facebook ads for your electrician business, it is crucial to comprehend the distinction between paid and organic social media. While you may already identify Facebook ads as a component of “paid social,” there remains the question of what other aspects constitute paid social. Furthermore, what exactly encompasses organic social media will be explored in more detail.
- Organic Social Media: Put simply, organic social is any free content that you create and post to your social media channels. This can include photos, status updates, shared posts, and more. As long as you don’t pay for it, it’s organic.
- Paid Social Ads: Anything that you pay to promote will fall into this category. This includes but is not limited to paid ads, sponsored content, and influencer partnerships.
Understanding the distinction between these two forms of social media content is crucial, despite the seemingly uncomplicated nature of the concept. This knowledge is particularly important as it is necessary to incorporate both types into your marketing strategy.
With 60% of small businesses posting on Facebook at least once a week, you cannot afford to overlook this opportunity.
SO WHY DO FACEBOOK ADS WORK SO WELL?
Facebook ads are highly effective for small businesses seeking to generate leads and expand their reach, and there are multiple reasons supporting their power as a marketing tool.
- First, Facebook ads allow you to target your audience very specifically. You can target people based on their location, age, gender, interests, and more. This ensures that your ad is seen by people who are most likely to be interested in your services as an electrician.
- Secondly, Facebook ads are affordable. You can set a budget for your ad campaign and only pay when someone clicks on your ad. This makes Facebook ads an extremely cost-effective way to reach new potential customers.
- Finally, Facebook ads offer a great way to track results. You can see how many people have seen your ad, how many people have clicked on it, and what kind of results you’re getting from your ad campaign. This allows you to make necessary adjustments to ensure that you’re getting the most bang for your buck.
What social media channels should you be on?
When considering your electrical social media strategy, one of the initial inquiries that may arise is determining the channels your local business should utilize.
To address this inquiry, consider your customers, potential clients, and primary buyer personas. Then proceed to pose the following queries:
- Where do they spend their time?
- Which online communities do they belong to?
- Which social channels are they most engaged on?
With the tremendous popularity of Facebook, Instagram, and YouTube among various social media channels, these three platforms could be the solution. It should be noted that selecting a single social media platform for your electrical business does not restrict future adaptations.
When considering how many social media channels to use, it is important to be practical and consider the amount of time your team can allocate to social media. It is advisable to choose a suitable number of channels that aligns with the available resources, as this will enhance the chances of generating engaging social media posts that resonate with your audience.
If you want more guidance but don’t want to deal with the inconvenience of hiring a traditional marketing agency, Scorpion’s social media management can provide your team with assistance for Facebook, Instagram, YouTube, and other social media platforms. Scorpion will then personalize social content for you in order to boost engagement and cultivate a devoted audience.
What kind of posts should you do?
When considering your electrician social media marketing strategy, another question that often comes up is what types of social posts to publish. This involves considering both the format and content of your posts. The choice of social channel may already limit the format, such as sharing videos on YouTube.
After considering the type of content you will share in your posts, start by examining your buyer personas and target audience as mentioned earlier. Then, carefully consider the following steps:
- Which social media post formats get the greatest engagement among your target audience?
- What are competitors in your space doing on social/which types of posts are they sharing?
- What type of social post content would resonate most with your target audience?
The 80-20 rule is a strategy that can be used to decide on the content of your social media posts in the electrical industry. This rule suggests that 80% of your posts should focus on increasing brand awareness, while the remaining 20% should be used for promotional purposes.
3 Electrician Social Media Examples
Below are some instances of electrical social media posts on Facebook, Instagram, and YouTube. These illustrations can act as a source of inspiration for your electrician social media content and advertisements, both paid and organic.
Pro tip: Use Scorpion to consolidate your social posts for various channels, like these examples. This will enable you to streamline the creation of electrical social ads, engagement with your audience, and other tasks from one single platform.
1. Electrician Social Media Example: YouTube
The electrician YouTube Ad that is highlighted is a paid advertisement that provides visitors with the opportunity to gain knowledge on expanding their electrician business. Additionally, it includes a straightforward call to action (CTA) that encourages viewers to visit the company’s website.
2. Electrician Social Media Example: Facebook
This ad on Facebook is specifically for an organic electrician and is not a paid advertisement. It provides information about their sale and also includes a CTA button for audience members to conveniently book electrical appointments.
3. Electrician Social Media Example: Instagram
By showcasing your work on social media, especially through organic Instagram posts like this one, you can effectively enhance your online social proof and attract more clients, demonstrating the high-quality services provided by your electrician business.
Electrician Social Media Strategy
Next, let us examine the components of formulating an electrical social media strategy. Employ this strategy as a outline and feel at liberty to modify it according to the objectives and available resources of your electrical firm.
1. Set electrician social media goals and metrics.
To ensure the effectiveness of an electrical social media marketing strategy, the first step is to establish goals and metrics. Initiate the process by inquiring, “What are the objectives of our electrical company?” If the response is “Our aim is to expand our brand and enhance our customer base by 2023,” then it is possible that the social media goals should be aligned with:
The process of increasing familiarity and recognition of a particular brand.
Sales conversions are the result of a step-by-step thought process.
Next, you should choose your metrics.
If your aim is to increase brand recognition, the metrics that you monitor might involve the number of Likes and Comments on the social media platforms you use. If your objective is to generate sales, your primary metric could be the quantity of service appointments that your team of electricians completes.
By setting time-bound goals and metrics, you increase the chances of achieving results and ensuring that your strategy remains focused on taking action. For instance, you might aim to enhance your customer base by 5% within the year 2023. This approach allows you to gain valuable insights about your electrical social media strategy even if you fail to meet the goal, enabling you to make necessary improvements going forward.
2. Create a publication schedule for electrical social content.
Devise a plan by following a systematic approach to decide on the social media platforms that are most suitable for your electrical business. Utilize the techniques we previously discussed to establish profiles for your business on any additional channels that you decide to utilize.
Start by creating a publication schedule to determine the dates and times when your social posts will be published on your channels. Having a plan in place is crucial, whether you’re running a social media campaign or simply preparing posts for the upcoming month. Using a platform such as Scorpion can further simplify this process and provide additional benefits, allowing you to effectively manage your social media presence.
- Spread out social posts throughout the week so you’re not overwhelming your audience yet still sharing enough content to keep them engaged.
- Automate the process of sharing your social posts cross-channel.
- Align your electrician social media strategy to your content marketing strategy and even your email strategy to create a consistent message across all touchpoints.
3. Search engine optimize your electrician business’ social media posts and website.
Were you aware that social media has the potential to enhance the search engine optimization (SEO) of electricians? This holds significance as SEO is the means through which your small business can boost its online visibility and brand recognition simultaneously.
As your brand gains a following on social media, as well as through organic and paid search, your electrical company’s reputation also grows. This leads to search engines like Google placing your company’s information higher in search results for relevant phrases and terms that potential customers are searching for. By incorporating social media into your overall SEO strategies, both general and local, you can sustain this cycle indefinitely.