Five Steps Considerations for a Social Media Strategy

Welton Hong
November 5, 2019
THE TALK... | Sales & Marketing

It’s safe to assume that the majority of consumers have used social media to communicate with a business. And, a 2018 study by GlobalWebIndex found that more than half of social browsers use social media to research new products and services. Thus, social media marketing is a must to compete online today, but window and door companies without a comprehensive strategy may find they aren't getting the ROI they desire from these channels.

Here are five steps to a social media strategy that helps you engage your audience and drive increased conversion rates. 

1. Understand the audience

Take time to consider your target audience members. Who are they? How old are they? What are they interested in, and what is their average income? These demographics can help determine where a relevant audience might be and what type of content they're interested in.

2. Choose appropriate social channels

Research the demographics relevant to various social channels and pick one to three platforms that seem to work for your target audience. For example, Gen Z is most active on Snapchat, Instagram and YouTube, while Baby Boomers tend to stick to Facebook, with occasional forays into Pinterest.

3. Create and post content consistently

Consistency is one of the most important factors for supporting positive social media engagement. A regular posting schedule shows commitment and inspires confidence and trust. Choose a publishing schedule you can keep up with, whether that's one post a day or several a week. 

4. Measure, improve, repeat

Review metrics for any posts, including impressions (how many people saw the post) and engagement (how many people interacted with the post). Use these numbers to improve results in the future. If impressions are low, for example, try posting at different times or on different days. If engagement is low, change the type of content or add images, links or videos. After making any changes, look at the results and start over—always be making improvements.

5. Talk with the community, not at it

Make sure you're engaging as part of the community, not just posting. Share, like and comment on content from others, and respond to the comments on and shares of your own content. 

Being social with consumers online helps them see your company as one that is run by caring, accessible people, and as a business that inspires trust. These are important alone and can also lead to sales.

Welton Hong is the founder and internet marketing director of Ring Ring Marketing, an internet marketing firm that specializes in window and door businesses. Contact him at or 888/383-2848.