In today’s digital landscape, customers are using online tools more than ever before to browse for inspiration, brands, and even basic information, such as trading hours and payment options.
The first step a customer will take in choosing a timber product will most likely involve some level of online research.
By engaging with digital tools such as social media platforms and smartphone apps, business owners in the timber industry can reach and service their customer quickly and efficiently.
However, even with the benefits, there has been a low uptake of businesses using social media.
So, keeping that in mind, how can more business owners take up the opportunity to tap into the digital space?
FIRST THINGS FIRST
The first point to remember when launching a social media presence is to know your customer, and research how they buy.
Put simply, the more you know about your customer, the easier it will be to sell to them. By establishing a customer persona, you can effectively understand your potential buyer, and predict their online browsing behaviour.
An effective tool is to brainstorm the most common features of your customers, and create a “˜customer personality’.
If you are a long term business owner, by now you should have an established “˜brand voice’. It is important that this voice is present across all social media platforms you decide to engage with, and that it is consistent. If you are unsure of what your brand voice should be, ask yourself, “What do we want to be known as? Funny? Knowledgeable? Passionate?”
KEEP IT PROFESSIONAL
It is important to maintain a sense of professionalism across social media when you are acting on behalf of a business account. While it is a delicate balance to ensure you express your brand personality (humour, posts that are in tune with news events) as well as a professional voice, this balance can be achieved by ensuring you double-check all written content for relevance, appropriateness, and spelling and/or grammatical errors.
It is important to understand that not all exposure is beneficial. While there is a large variety of social media platforms you can be a part of, it does not mean you should be on all of them. Many platforms serve different businesses in different ways.
Pinterest and Instagram are primarily visual platforms, whilst Facebook and Twitter provide more conversational exchanges with customers.
Take the time to understand which platforms suit your business.
Creative agency Thirst Creative has recently released a free eBook for small businesses, available online here: www.thirstcreative.com.au/blog/how-to-get-your-small-business-started-on-social-media/