Social media tools, such as blogs, Facebook and Twitter, don’t do the same kind of work as chain saws, brush chippers and other equipment, but they have the potential to bring in business for tree care contractors. But are they worth the time and effort?
“Absolutely,” says Claire Celsi, a public relations and social media consultant. “That’s where people are. For example, 75 percent of the American adult population with Internet access is now using Facebook. If you are not on Facebook, you are missing an entire audience. The same with Twitter; that’s where a lot of fantastic conversations take place.”
Where to start
The foundation of a social media strategy is a company website. “If you do not have a website, you’re not serious about finding new customers,” says Celsi, owner of The Public Relations Project, Des Moines, Iowa. “Many people do almost all of their business online and that includes researching companies when they are looking for products or services. If they cannot find your website on the Internet, they are likely to turn to another provider that has one. If I go online and look up three tree care companies and one doesn’t have a website, another has a substandard one and another has a good one with tons of information, I think it’s just human nature that a person will pick the tree service company with the best website.”
Blog
Once you have a website, consider a blog, says Celsi. “A blog allows you — and perhaps your employees — to demonstrate expertise in the tree care field. With a blog you can write in the first person and relate things from your own experience. People are always searching online and a blog is the perfect way to bring people to your business rather than to someone else’s company.” She suggests two types of blogging software — Typepad.com and WordPress.com. “Each one will probably cost about $15 to $20 per month because you can customize them to fit your needs, and you will always get the latest updates that you can install,” says Celsi.
Finding new friends (and potential customers)
For some businesses it may be best to hire an outside expert to get started using Facebook and Twitter. “They are certainly not complicated, but when you are new it may be difficult to get people to follow your tree care business online,” says Celsi. “Hiring someone in your area who already has a fan base can help you get some friends. Also take every opportunity to promote the fact that you are using social media — mention it in all your printed materials and mailings, even invoices, and post your icons on your webpage.”
Stay engaged
“The main ingredients for success using social media are listening to your customers and engaging with them,” says Celsi. “It is not enough just to broadcast things out; you have to regularly check comments and responses. If a customer asks for a quote on your Facebook page and you wait two weeks to respond, most likely he will have found someone else to do the work. “If you do not plan to check daily for comments and responses, these social media tools might not be for you. If you do it right, however, they can be a dynamic way to generate new business.”