The Reality of Social Media

By Todd Bairstow, Keyword Connects
July 19, 2016
THE TALK... | Sales & Marketing

We all know that social media is massively popular, but is it the best marketing option for your business? Do Facebook, Twitter, Instagram and SnapChat users browse window and door options when on their social media site of choice?

For many years, getting likes and shares and adding friends or followers to your company’s social media pages was a popular tactic. But getting homeowners to connect with contractors online is much harder than most can imagine. It requires time, effort and persistence—and still, these rarely result in trackable return on investment. This goes for Twitter, Pinterest, SnapChat and Instagram as well. Twitter has yet to prove to be an effective advertising vehicle. SnapChat, Pinterest and Instagram are in their infancy when it comes to helping local businesses to advertise.

Plus, part of the reason social media attracts such a large audience is because the users are in control of their online experiences, which is a strike against those using it with commercial intent. Your marketing territory also dramatically limits your target audience. While Facebook has a billion users, only 25,000 may be in your territory.

Perhaps what dealers should be asking is not how do I advertise on Facebook, but how do I reach my specific audience online, instead.

It’s true that social media does play into search engine optimization. If you have a strong social media presence, it may well help your organic ranking—which helps to generate more leads. Still, search engines consider reviews from third parties to be even more valuable. So, the more reviews you have on Yelp and Google, the more credit your site receives, and this value can lead to higher search rankings and more prospects.

Where do you concentrate your efforts online? Review this week’s poll, post a comment and/or send an email with your thoughts.


Survey Results for 07/20/2016:

How successful do you consider your social media efforts to have been when it comes to lead generation?

Yuck - it hasn't worked at all





Average - it's worth the effort we put into it





Mediocre - we've had limited or aren't sure of results





Super - we're driving a ton of leads






Todd Bairstow is a well-known entrepreneur and online marketing expert with 18 years of experience in the still rapidly-growing field. This concentration led him to found Keyword Connects in 2005, where he developed a business plan to generate leads for his clients on a 100 percent performance basis.

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