So you work for an industry that no one thinks about when they are on Facebook: industrial commercial or residential business. You know, the big tough stuff. Maybe you own a business repairing cranes, or laying asphalt. Fact is, you’ve done the homework and you know you need to be on Twitter, Facebook, LinkedIn. But how do you make it interesting enough for people to want to learn about you and your company? How do you make it work?
Well, like all social media, you’ll need to be able to make conversation, but above all else, you’ll need content, and we both know there’s not a lot of layman’s content out there for industrial anything. So here’s your reason to start your blog. You’ll need it.
I have worked, successfully, on social media campaigns for industrial businesses. It can be done. The best piece of advice I can give you is to find someone who knows everything there is to know about your industry, if you don’t, and sit down and interview them. Ask them about simple terms, DIY repairs and maintenance, what-not-to-do’s, and helpful tips. Ask them about things they wished the customer knew, to make everyone’s job a little easier (including the customers!). Take notes and then begin writing your articles; “Top 3 Repairs You Can Do Yourself”, “Our Special Terms, What They Mean”, “Top Safety Gear for Industrial Operations”, etc.
Once you have a blog going, you’ll have more to share, and sharing content is the number one way to build a trusting relationship with your niche and your customers. Begin sharing others’ content and you’ll soon have a circle of support.
Find others you can interview in various sections of the work. Make sure you are consistent with blog posts by posting once a week or more often (read this article about having an editorial calendar), and interacting with your social media circles. Simple conversations can go a long way and they will help propel you, if you’re doing everything right.
Most importantly, try not to advertise too much. You should blog about a new product or service once in a while, but try to limit it. 80% content to 20% (self) promotion is the general rule. Try a special coupon or deal given out through your Facebook page or Twitter account to encourage customers to join you, but make sure you’re not just posting all about “me, me, me!” because you’ll get no where, fast.
Social Media for industrial business is a little different, but it’s still possible, so don’t give up.
As always, if you need me for this or any other social media, let me know!
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