“Word of mouth.” That’s the answer you’d get if you ask many pro painters to name their favorite marketing strategy. They know that referrals from friends, neighbors and colleagues are some of the best advertising out there. In today’s world, word of mouth advertising isn’t just a person-to-person game. It’s gone digital as well.
Customers use search engines to find painting contractors. They look for reviews and endorsements on Facebook and other websites. So a strong presence on social media shows the world that your business is legitimate. It’s a good way to connect with both current and potential customers.
Each platform works differently, and the needs of paint contracting companies may not be the same as other businesses. We sat down with the marketing experts at Sherwin-Williams for advice on the most effective ways for pro painters to use each major platform.
As the largest social network on the web, Facebook is an ideal starting point. Create a business page giving details on your services and values. Business pages can also take advantage of recommendation features, purchasing buttons and paid advertisements that are featured in users’ feeds.
Twitter provides a simple way to share short updates with users all over the world. Use this platform to participate in industry conversation and form relationships with other experts. Additionally, customers look to Twitter for fast customer service responses.
Designed to be more career oriented than other platforms, LinkedIn is a good resource for establishing industry credibility and connections. Share your work professionally, find and recruit workers, and connect with other contractors.
This visual platform is based entirely on photo and video posts. Establish your brand by posting high- quality photos of inspiration, works- in-progress and completed projects.
Houzz is an online community focused on interior design and home improvement where users go for inspiration, products, and to connect with pros. Use this platform to connect with homeowners by showcasing your projects and answering questions in the forum.
The bottom line
Whether they need work done for their home or business, customers today rely not only on recommendations from people they know, but on internet searches and the digital endorsement of strangers. Even the smallest operations need a credible online presence where customers can discover and interact with your business.
This story was originally published in the Spring 2019 issue of PPC magazine. Get more pro marketing and management tips in the PPC Digital Edition Business Builders section.