With the number of users skyrocketing and online engagement levels at an all-time high, you’d be forgiven for assuming adopting SEO practices and being active on social media would automatically net you a wealth of new clients. This is not to say you shouldn’t be aware of how SEO and use of social media can benefit your business, but I’m issuing a word of caution to manage your expectations.
In the early days of the internet, SEO was unheard of. Very few companies had a website and those who did had very basic models that were information-only based. As more and more companies developed websites, the practice of Search Engine Optimisation (SEO) grew. At first, SEO practices were very basic – pick a popular search term and literally write it as many times as possible on every page of your website. Because this is a reasonably easy thing to do, of course, most companies started doing it and pretty soon everyone was back on the same level playing field.
Then there was the advent of Social Media.
Originally a platform for social engagement but, as you would expect, soon businesses realised they could also engage on these platforms to create a point of difference with their competitors. But again, soon the majority of businesses had social media pages so everyone was back on the same relatively-level playing field.
The renovation industry as a whole has been fairly quick on the uptake and use of social media as a way to enhance SEO practices, and I am not at all suggesting the industry do away with these efforts. Indeed, with housing prices dropping and renovation activity plateauing, I feel they are more relevant and necessary than ever before.
But…
Remember that engaging in SEO practices or being active on social media simply puts you on the same level playing field as everyone else. SEO and Social Media are a lead-generation source that, as with sources of old (magazines, newspapers, flyers), will introduce your business to the potential customer – but they cannot guarantee a sale.
To help manage your expectations and ensure you are able to properly assess your ROI, think carefully about your short-term and long-term goals. SEO and social media work best when you have one, clear key aim. For the renovation industry, it’s usually to get sales, create awareness of your brand, or maintain loyalty to your business. Although your aims may blur at the edges from time to time, it’s important to focus on one key goal.
I’m indebted to Rebecca Foster from House of Social for the table below which illustrates the three main aims and where SEO and social media activities sit in each.
| Awareness | Sales | Loyalty |
| Web Traffic | Web traffic | Time spent on site |
| Web traffic referrals | Time spent on site | Repeat visits |
| Search volume trends | Bounce rate | Content acceptance rate |
| Followers, Fans, Friends | Repeat visits | Followers, Fans, Friends |
| Social mentions | Content acceptance rate | Repeat Social mentions |
| Share of Voice | Followers, Fans, Friends | Share of Voice |
| Social mentions | Recommendations and Reviews | |
| Share of Voice | Social Connectivity among purchasers | |
| Social connectivity within sales funnel | Customer Service metrics | |
| Net promoter score |
Your main aim may change over time in response to market conditions or new opportunities that arise but it’s important to think long-term with any area of engagement you undertake.
So, what can you do to set yourself apart? Remember in the renovation industry that people buy from people. So use the platforms at your disposal to concentrate on the personal side of the industry, create engagement with the business at various levels and introduce potential customers to your unique selling proposition.
Stay true to your business and ensure the claims you make about service, price, products etc… are followed through in every facet of the business. The social media world is very unforgiving about promises made but not kept.
Just remember that SEO and social media are a long-term investment in your business – not a short term magic trick. And, if you’re unsure, take the advice you’d give to your own clients…Use an expert and don’t DIY unless you know what you are doing!
