Businesses can create contests with a unique #hashtag on Instagram and then share audience pictures.
Pinterest is a social media platform where users ‘pin’ shareable images and ideas to their boards. Users can select any photo that inspires them and arrange them on their profile. Perhaps even a company’s blog post on sign installation tips, for example.
Pinterest boards can be created for a variety of areas of interest such as a digital signage board highlighting the latest equipment, a vehicle wrap board, a wide-format printing board, etc. All of these boards can consist of multiple ‘pins’ of images, equipment, and blog posts.
Advantages
- Businesses can use Pinterest to stay on top of consumer trends.
- Pinterest is not as conversation-focused as other platforms. Users simply follow boards and re-pin images. It can be a more relaxing platform compared to other social media sites where some may feel pressured to stay involved.
- Pins are easily shared amongst the site and, like all other social platforms, access is provided to valuable user insights. This helps businesses determine which posts were the most successful.
Disadvantages
- Pins can spread all over the world very quickly; therefore, it may be difficult for a client to hire a specific sign shop if the business is not local.
- As a social media marketer, a business will rely on social media management applications to assist with the planning and execution of its posts. Pinterest for business only offers basic scheduling and tracking options, however.
Tip: Keep content client-focused and avoid promotional pins. People do not want a company’s sales pitch to be constantly in their faces; therefore, create images/pins that catch pinners’ eyes and invite them to include the company’s pins on their board. A company can brand its images with a watermark, if necessary, but do not make the sales pitch obvious. A business is simply sharing what it has to offer that could complement its vision.
When creating a video to post on YouTube, act natural. Avoid reading from a script, and do not forget to breathe.
This social media platform is also known as ‘the grown-up platform.’ It is the business site and the place that professionals go to meet and build their network.
Advantages
- LinkedIn provides individuals the opportunity to highlight their professional background. This person can be an advocate for a company—the deeper their understanding and knowledge pool, the more credit the company receives. The same goes for the organization’s employees.
- It is populated almost entirely by professionals who are also looking for ways to help grow their business.
- Job opportunities in the sign industry are vast—from designers and fabricators to installers. Finding the right people is vital to the success of the industry and filling these positions can be problematic and costly. That said, LinkedIn dedicates a section of its platform to job-seekers. There is even a dedicated app available.
Disadvantages
- Not everyone is actively engaged on LinkedIn; therefore, some may find it takes longer to make connections than on other platforms.
- LinkedIn has a reputation for being a platform that involves more spam messages than other networks.
- Unless people have been endorsed by multiple reliable sources or have included information that can easily be confirmed, LinkedIn users cannot guarantee that someone has the experience they are claiming or is an expert in any regard. It is important to take time and practice due diligence prior to committing to any business agreement.
Tip: This is not the platform to post personal opinions. LinkedIn conversations should be business focused to ensure a professional reputation is maintained. Other people may discuss politics, religion, or social issues, but these sensitive topics should not be discussed on LinkedIn. If someone feels the need to express himself/herself in this manner he/she should use their personal Facebook account.
Content marketing strategy is and will continue to be at the heart of effective social media marketing. Dive in and test the waters, see what works and what does not and plan to make a series of engaging posts to impress clients.
Crystal Lengua is the director of sales and marketing at SMP Ultralift. A graduate of marketing, public relations and corporate communications, professional sales, social media marketing, and event management, she has positioned herself as a leader in digital and traditional marketing methods. Lengua’s social campaign creations have resulted in increased sales for B2B and B2C companies. She can be reached via email at c.lengua@smpmetal.com.
