Selling More Monument Signs Using Social Media
Learn some solid basics for using social media to sell more monument signs in your sign shop.
By Katie Schwartz, Peachtree City Foamcraft
It is hard to believe that it was only 10 short years ago that the world was introduced to "social media", a concept that has since revolutionized the sales and marketing industry.
Social Media is defined as forms of electronic communication through which users create online communities to share information, ideas, messages and other content. The definition of social media has many running for the hills, but don't worry. If you understand and use it correctly, it can be a very cost effective and easy method of communicating with prospects and staying in touch with former customers.
Since monument signs are our expertise, I am going to walk you through the basics of using social media to sell more monument signs. First, let's define the social media mediums we would like to use to increase our sales and improve brand awareness; Facebook, Twitter, LinkedIn, your Blog and your Website.
Once you have defined the mediums you would like to use, you need to define your target market. What type of clients are you trying to attract? What will drive them to connect with your company, to want to learn more and ultimately to purchase from you? For this article, I am going to target the "churches/municipalities" segment of the market.
Website - Home Base for Social Media Marketing
If you have an existing website - select some photos of church/municipality signs to highlight on the front page of your website - make sure you also have your Facebook, Twitter and blog logos on your website and let users know to follow you for exclusive specials or maybe a specific special for churches/municipalities who make their deposit by a certain date. Your website is like home base, all of your social media profiles will lead users back to your website and ultimately into your shop. In order to convert as many viewers into customers as possible, your website must be clean, concise and informative with a clear call to action.
Assuming that your website has clear, concise information on monument signs and an example of church/municipality signs with a clear call to action - pointing to your email, shop address and phone number, it is time to work on your Twitter, Blog and Facebook pages.
Twitter - The Early Bird Gets the Worm
Twitter provides instant updates so you can easily tweet specials, photos of signs or articles of interest to your target market. Unlike other social media options, Twitter is clean with simplified URLs and you can choose who you want to follow. Like the old adage goes, 'the early bird gets the worm.' You have to be actively in front our potential customers consistently in order to build your brand and be the first company they see when they are actively looking for the product you are offering.
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Facebook - Like It. Love It. Embrace It.
Facebook is the new virtual rolodex. Some love it, others hate it. Whether you like it or love it is irrelevant -it is a powerful tool that millions of Americans' are not only using but embracing as a daily part of their routine. Embrace this powerful and free marketing tool. First step, create your business page. Be sure that your header and profile picture reflect your brand and the market you are targeting. If you are targeting churches/municipalities, make sure you steer clear of uploading ANY controversial information or personal photos, keep it business and offer specials as an incentive to get more individuals to "like" your page - it's a popularity contest…
Blog. Keep it Fresh and Informative.
Your blog should be used to provide more in-depth information, fresh content, examples of what you offer ABOVE your competition. For monument signs - you will want to show photo examples, explain how foam monument signs are easy to install and versatile, talk about the benefits including the fact they are able to withstand 175 mph winds…. Make sure you update your blog at least once a week.
Measuring Social Media Campaign Results.
When you run a social media marketing campaign … give the campaign at least 90 days to foster conversation and interest, offer something of value whether it be cool tips/photos or a discount/exclusive coupon… and don't give up! Each social media medium offers a different method of measuring the results. Facebook offers integrated insights which showcases who saw, responded and shared your posts. Twitter also has integrated analytics. As for your blog and website, measuring the results may be a little trickier. The easiest method of tracking visitors, sources and levels of interest is to use a free measurement tool such as Google Analytics. Contact your webmaster to have them integrate the code into your website or blog and start measuring your results on a consistent basis to improve communications, product offerings and improve the overall impression of your company.
Get online and start connecting, it may take a while to build your network, but don't give up!
Looking for more tips, photos, blogging ideas for creating a social media campaign to sell more monument signs, contact me at katief@ptd.net or call 877-862-0840, I would be glad to help.
Katie Schwartz is the Marketing Coordinator at Peachtree City Foamcraft, the leading supplier of foamcore monument signs and architectural accents. Peachtree City Foamcraft is the only wholesale manufacturer to have their product independently tested and approved to withstand 175 mph winds. katie@ptd.net
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