Direct mail, print Yellow Pages, and other traditional advertising platforms are designed to get a specific, trackable response from a specific set of people.

Traditional advertising should have a verifiable return for every dollar spent, as it provides a message to consumers that creates enough interest to get them to respond to your specific call to action, whether it’s to phone or email your company or to visit your website or showroom.

Television and radio do the same thing, inviting potential clients to reach out to you, the contractor. But these two platforms are used more to build brand than anything else. And many contractors who use radio and TV are fine with that since they know the value of an impression.

Also, many of the best contractors I have worked with don’t consider themselves great salespeople. They know their trade, but after that, they need help. Which is why many have professional salespeople and spend a ton of money on advertising in order to keep feeding the lead beast.

Use to Your Advantage

Social media marketing should be used to complement your traditional marketing. Include your Twitter and Facebook addresses in all your print media and make sure you promote them both on your website. You could also include one or both on your business cards. If you have a YouTube page, make sure you promote that as well.

That said, you may be wondering: Is there an ROI in social media?

Not-So Specific

Social media doesn’t really offer you a solid method for tracking results like you have with other advertising platforms because most social media marketing isn’t aimed at a specific person with the goal of soliciting a specific response.

Instead, social media marketing is about getting involved in communities where people from all walks of life are interested in your product or service. While some may be ready to buy, many more are still in the information-gathering stage, and providing them with the information they need to make better decisions is what your role as a social media influencer is all about.

Once you satisfy someone’s thirst for knowledge, one of two things can happen: they either become your clients, or they become influencers on your behalf over others. So, to make my point, someone living in Philadelphia can have a direct impact on your painting business in Boston simply by what they say about you inside their social media circles.