For some time now, social media has been an important tool for growing businesses and creating brand exposure all throughout the globe. In the skilled trades environment, it is no different. By using the resources and tools provided by social media, businesses in the skilled trades can grow at an astonishingly high pace. However, in order to promote growth, social media users must learn how to use the resources and tools available to them. In this blog, we consult two industry experts, Blake Urmos from Low Voltage Nation and Kermit Moore from QuickTech AV, to learn about their social media journeys. In tandem with our Marketing Manager, Kandace Roberts, they discuss important tips and tricks on how to establish a strong presence on various social media platforms. 

Starting Your Social Media Journey

One of the most challenging, but important, parts of growing a presence on social media is figuring out how to start. It's easy to be overwhelmed by the plethora of tools at your disposal, along with the abundance of content all over the internet. A common theme that came up in our conversation with Blake and Kermit is the idea of networking and building community. Blake, for instance, began Low Voltage Nation on Instagram primarily by leveraging the power of podcasting. By reaching out to industry professionals and inviting them to his podcast, he built a community of like-minded individuals around Low Voltage Nation. His approach was heavily based on networking, making connections, and forming collaborations.

Kermit, on the other hand, started by sharing behind-the-scenes content about how to do certain jobs properly and efficiently. Inspired by Blake's success, he focused on networking and content sharing in his initial strategy. Additionally, Kermit admitted that messaging people directly was important for his growth. He shared that he often sends positive messages or comments to potential collaborators, leading to meaningful connections and collaborations. Similarly, Blake also cited the significance of sending DMs, highlighting the importance of being specific and genuine when reaching out to others to avoid spammy or generic messages.

Both Blake and Kermit place a lot of importance on networking and collaborating in their social media strategies. Especially for the skilled trades, this is very important: working with other content creators will create exposure for your brand and build your community of followers. This organic strategy is of utmost importance for those who want to build a platform full of authentic and long-term followers.

Content Creation

Once you're up and running on social media, the next question revolves around the type of content you want to share. This varies depending on the goal of the business/person: In general, it's important to identify your audience and create content that aligns accordingly. For instance, Blake incorporated an educational approach by partnering with training organizations like BICSI and the Fiber Optic Association. He highlighted tools and shared instructional content, adding value to his audience. Kermit, on the other hand, focused on documenting his work environments and recording his activities. Initially hesitant, consistent practice helped him become more comfortable in front of the camera. This authenticity resonated with his audience, making his content relatable and engaging. Generally speaking, these were some of the tips offered regarding content strategy:

• Keep it Simple and Engaging: Ensure your content is concise and to the point. Quick transitions and engaging visuals help capture the audience's attention. On platforms like TikTok, you only have a couple of seconds to make an impression.
• Use Trending Audios: Leveraging trending audios or music can boost your content's visibility. People often search for popular audios and discover new videos through them.
• Captivating Captions: Your captions should be intriguing and relevant. A compelling initial line can grab the audience's attention and encourage them to read more.
• On-Screen Text: Incorporate captions or text that pops up during the video. This not only makes your content more accessible but also keeps viewers engaged as they read along.
• Choose the Right Platform: Focus on platforms where your target audience is more active.
• Using Hashtags: Use hashtags to increase visibility and engage with followers interested in your content

Organic Strategies vs Ads

Most content creators take advantage of ads to boost the visibility of their posts. In unison with ads, some platforms like Instagram allow you to "boost" posts for a certain price, further increasing the visibility of your content. Although these tools are certainly helpful for the creating exposure, it is important to use them strategically. Furthermore, coupling Ads/boosted posts with organic content is critical in ensuring you develop authentic and long term followers.

Kandace is a huge advocate for organic growth, which was essential in her journey to grow the Jonard Tools social media platforms. Engaging with other users through likes, comments, and direct messages helps build relationships and attract followers in a more authentic way. Her approach consisted of interacting with posts under relevant hashtags and choosing to directly engage with users who show interest in similar content. Networking with other industry professionals, along with creating relationships with brand ambassadors, played a huge role in allowing her to amplify her reach and making Jonard Tools as popular as it is now!

Once you've established a level of organic growth, using Ads and boosted posts can definitely amplify your visibility. Blake and Kermit discussed their strategies for using ads to grow their accounts, stating that boosting posts that perform well organically is a key tactic. Blake emphasized targeting ads to relevant interests and demographics to maximize engagement. Running ads can be a significant investment, but it helps reach a broader audience and gain followers.

Strategies for Different Platforms

It's important to note that different social media platforms require slightly different approaches and strategies. For instance, Instagram and Facebook are vastly different: the audience is different, the interface is different, the way you interact with others is different, the algorithm is different, and so on. Because of this, it's important to understand how to properly acclimate to your social media environment while also catering your content according to the strengths of the platform.

1. Instagram 

Instagram is essential for business and brand growth due to its highly visual nature and massive, engaged user base. It allows brands to showcase their products and services creatively through photos, videos, Stories, and Reels, fostering a strong emotional connection with the audience. Instagram’s features, such as shoppable posts and targeted ads, provide seamless shopping experiences and precise audience targeting, driving sales and brand awareness. The platform's emphasis on engagement, with likes, comments, and direct messages, enables businesses to build a loyal community and receive direct feedback. By leveraging Instagram’s diverse tools, brands can enhance their visibility, connect with their audience, and drive meaningful growth. Here are some general guidelines to follow when using Instagram:

• Consistent Branding: Use a cohesive color scheme, style, and branded hashtags to create a recognizable brand identity.
• Engaging Content: Post DIY tutorials, tooltips, and behind-the-scenes content to keep followers interested.
• Instagram Stories and Reels: Utilize Stories for daily updates and engagement features (polls, Q&As) and Reels for short, entertaining videos.
• User-Generated Content: Encourage followers to share their experiences using your tools and repost their content.
• Influencer Collaborations: Partner with influencers to reach a broader audience and build credibility.

2. Facebook

Facebook is a platform with billions of users worldwide, making it an invaluable tool for businesses to expand their reach. Kermit, for one, emphasized the importance of networking on Facebook. His strategy consisted of inviting as many people as possible to his business page, while encouraging his friends to invite their friends. Blake utilizes Facebook even more so than Kermit does, particularly through the Low Voltage Nation group and the Facebook page. He uses Meta Business Manager to run ads that generate leads and promote the newsletter. He also mentioned that Facebook Reels have been particularly effective, with content from Instagram automatically posting to Facebook and garnering significant engagement. Here are some other general tips when it comes to Facebook:

• Regular Posting Schedule: Maintain a consistent posting schedule to keep your audience engaged and informed.
• Engaging Visuals: Use high-quality images and videos to capture attention and drive engagement.
• Facebook Groups: Create or participate in relevant groups to build a community around your brand and foster discussions.
• Live Videos: Host live Q&A sessions, product demonstrations, or behind-the-scenes tours to interact with your audience in real-time.
• Targeted Ads: Use Facebook’s ad targeting features to reach specific demographics and increase brand awareness.

3. TikTok

TikTok is vital for business and brand growth due to its rapid content virality and highly engaged user base. Its short-form video format allows brands to showcase their personality and creativity, capturing attention quickly. Trending challenges and hashtag campaigns can amplify reach and engagement, while partnerships with influencers can boost credibility and visibility. TikTok's algorithm favors engaging content, providing even small businesses with the opportunity to go viral. This platform's unique blend of entertainment and engagement makes it a powerful tool for increasing brand awareness and driving growth. Kermit, in particular, has had tremendous success on TikTok, boasting videos with millions and millions of views. Compared to other platforms, Kermit finds that it's been easier to grow on TikTok because it aligns better with the kind of content he likes to produce. Here are some strategies that helped him succeed on the platform:

• Short, Engaging Videos: Create short, attention-grabbing videos that highlight your products' unique features and uses.
• Trending Challenges: Participate in trending challenges or create your own to increase visibility and engagement.
• Consistent Posting: Post regularly to keep your audience engaged and attract new followers.
• Hashtag Strategy: Use relevant and trending hashtags to increase the reach of your videos.
• Collaborations with Creators: Partner with popular TikTok creators to leverage their following and expand your reach.

4. YouTube

YouTube is crucial for business and brand growth due to it being the second largest search engine globally, offering unparalleled reach and engagement opportunities. It allows businesses to create visually compelling content that can educate, entertain, and build trust with their audience. High-quality videos, such as tutorials, product demos, and customer testimonials, enhance brand visibility, drive traffic, and boost conversion rates. Additionally, YouTube's powerful SEO capabilities help content rank higher in search results, making it easier for potential customers to discover your brand. Engaging with viewers through comments and interactive content further fosters community and loyalty, essential for sustained growth. Here are some general tips to follow when using YouTube:

• High-Quality Content: Produce high-quality videos that provide value, such as DIY tutorials, product reviews, and how-to guides.
• Consistent Upload Schedule: Maintain a regular upload schedule to keep your audience coming back for more.
• SEO Optimization: Use keyword-rich titles, descriptions, and tags to improve your video’s discoverability.
• Engaging Thumbnails: Create eye-catching thumbnails to attract viewers and increase click-through rates.
• Interactive Content: Encourage viewers to like, comment, and subscribe, and respond to comments to build a community.
   

Conclusion 

Effective social media strategies in the skilled trades revolve around networking, engaging content creation, and embracing new ideas. By focusing on these elements, you can grow your social media presence and build a strong community around your brand. For a full discussion regarding how to grow your following, don't hesitate to watch our podcast with our industry experts!