International Door & Operator Industry

SEP-OCT 2017

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

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70 International Door & Operator Industry™ SALES&MARKETING S ocial Media has transcended the period when it was seen as little more than a large chatting apparatus for teens and college students. In 2017, just about every person imaginable is using social media in some way or another. CNN Money estimates that over 1.28 billion people sign into Facebook every day. With this being said, there are still many companies, especially small dealers, that aren't utilizing the services that are offered by social media. There are many reasons why small industry members who aren't using any kind of social media, should start using it, and here are a few. • In this industry, there is a somewhat rampant problem with "Bad Bob" companies ruining the name of small door dealers. When your company avoids using social media, it appears to customers that you may not have a legitimate business. When a potential customer goes online to look at your website, there is a chance they may want to view your social media presence, as well. If you have an active Facebook or Twitter account, you will automatically appear to be more professional and competent. • Like it or not, there are potential customers using social media. The days of marketing through direct, or paper marketing, are numbered. That isn't to say sending out a flyer advertisement, purchasing a billboard or getting an ad in the weekly paper won't do anything for you – they just may not be the best way to go anymore. Young professionals can spend up to nine hours a day glancing at social media. In turn, the average amount of time a heavy traveler spends on the road is about 20 hours a week and you can never trust people to not throw away advertisements sent to them in the mail before they even look at them. • Social media marketing is cost effective. The average billboard in a medium size city costs anywhere from $1,500 to $4,000 a month. This, of course, can dip down to $200 in less populated areas and rise to astronomical numbers in places like New York City, Chicago and Los Angeles. And as hard as you try, you may not be reaching the right people. Social media marketing, for the most part, will cost you nothing. You don't have to pay to start an account on any of the major social sites. You also don't have to pay to post anything. However, if you want to enhance your marketing capabilities, it is certainly an option. It costs around $3 dollars to sponsor content that will reach an audience of your choosing. When you pay for advertising on Facebook, you will reach the pages of people who meet the demographic you are looking for. Choosing your customers' ideal age range, geographical location and even occupation are possible for a small amount of money on your part. • You can post pretty much whatever you want. If you want to do nothing but post nothing but advertisements on your social media accounts, then you are free to do so. You can also become creative and run campaigns to promote events you may be holding or to highlight your staff. There are endless bounds to what you can send out through social media and it is your job to be creative. Continued on page 72 By Roger Hoke, IDA Marketing & Communications Manager

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