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EP 35 – Social Media Strategy for Hardscapers

📅 December 13, 2021 ⏱️ 56:00 🎤 Alex Cadieux, Vanessa Angel

Chapters

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  • 0:00
    Social Media Importance
    Alex and Vanessa discuss why social media presence is crucial for hardscapers, even in a booming industry, as customers will research businesses online.
  • 6:34
    Speak to Customers
    Vanessa highlights the mistake of hardscapers creating content for peers instead of focusing on potential customers and their dreams.
  • 8:59
    Quality Photography Matters
    The episode stresses the need for high-quality, professional photos of completed projects, ideally taken after a year to capture mature landscapes.
  • 23:11
    Platform Focus & Consistency
    Listeners learn to prioritize one or two social media platforms, maintaining consistent posting schedules and engaging with comments to boost algorithm visibility.
  • 33:48
    LinkedIn for Contractors
    Vanessa suggests LinkedIn as an overlooked platform for contractors to establish professional credibility and stand out from generic business posts.
  • 40:04
    Leveraging Instagram Reels
    The discussion covers the power of Instagram Reels for reach and engagement, using a viral example of a polymeric sand video.
  • 50:51
    Building a Content Plan
    Vanessa outlines how to create a content strategy, including getting professional content written, using blogs for multiple posts, and crafting effective captions.
  • 59:17
    Own Your Audience
    The importance of email marketing is highlighted, emphasizing the need to build an owned audience list to avoid reliance on social media platforms.
  • 1:14:14
    Hiring for Social Media
    Advice is given on finding and hiring freelancers for social media management, emphasizing the questions to ask and the benefits of outsourcing.

Speakers

A
Alex Cadieux
Host — techoblock
V
Vanessa Angel
Social Media By Vanessa

Key Takeaways

✦

Prioritize a strong online presence: Even with high demand, customers will Google you. An outdated or absent social media profile can raise doubts about your business.

✦

Speak to your target audience: Avoid creating content solely for industry peers. Instead, showcase the 'dreams' you're building (e.g., beautiful patios, entertaining spaces) to appeal to homeowners.

✦

Invest in quality visuals: Get professional photography of your completed projects, ideally a year after completion to capture mature landscapes and client-added decor. This creates a powerful portfolio.

✦

Focus your platform efforts: Instead of trying to be everywhere, master one or two social media platforms (e.g., Instagram and Facebook). Consistency in posting (3-4 times a week) and engaging with comments is key for algorithm success.

✦

Utilize LinkedIn: Leverage LinkedIn to establish professional credibility and reach potential clients who are looking for reputable businesses. Posting landscape projects on this platform can help you stand out.

✦

Build an owned audience with email marketing: Don't rely solely on social media followers. Collect email addresses through lead magnets or past client interactions to build a direct communication channel and maintain control over your audience.

✦

Repurpose content strategically: Develop core content pieces (e.g., 5 blog articles) and break them down into multiple social media posts. Each post should have a headline, description, and a clear call to action (e.g., 'DM us for a quote', 'Ask a question in the comments').

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