Social media is a simple and inexpensive tool for remodelers to use to grow their brand. However, Liz Smutko writes for Remodelers Advantage that many remodelers merely post a picture of a jobsite, the office, or an event and think that is all they need to do. Smutko says a common mistake made by small businesses is keeping the focus all on themselves. Unless the audience has something relevant or helpful, they won't engage with the posts.
Smutko suggests the 4-1-1 ratio of content can help remodelers get noticed and become a lead nurturer with consumers. The formula breaks down content that remodelers should share into three separate types.
When you sit down to schedule your social media content mix, following the 4-1-1 rule allows you to set a pace that will keep your audience engaged. For every six posts:
- Four should be curated content from an external source, relevant to your audience.
- One should be original content that you produce.
- One should be more sales-oriented with clear calls to action.
The curated pieces are the part of the ratio many businesses shy away from—asking why they’d want to send someone to another website if they click through? It’s about burnishing your brand. Posting an interesting link about kitchen design trends gives your audience something relevant to their interests—if they’re following you, they’re concerned about their home. They’ll appreciate that you’re providing a service, even if it’s not remodeling their home, at least not right now. It shows that your company keeps up with news and trends important to them.
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