How locksmith businesses can increase sales by getting smart on social media

Are you the owner of a successful locksmith company and looking to expand? Perhaps you want to spread into other locations, or maybe you just want your customers to have a way to keep in touch with you.
If so, a social media strategy may be just what you need. Social media is a way of reaching out to customers and fans in a casual, light-hearted way. 

WHAT IS SOCIAL MEDIA?

Social media refers to public means of communication via the internet. Starting with sites like Twitter, Facebook, Google+ and Pinterest, people use social media to follow and keep track of their favourite companies. You can find just about any company on social media, everything from Nike to mixed nuts. These companies often have far-reaching social media strategy across multiple platforms to attract a broad range of fans.
Therefore, why not get in on the action? Social media is a great way to not only attract followers, but also to build your brand. It’s like free marketing – all you have to do is decide what goes on your profile.

HOW TO GET STARTED WITH SOCIAL MEDIA MANAGEMENT FOR LOCKSMITHS

Since Facebook is the most popular, start there. You can create a Facebook page that will list your website, contact info and list of services. It is important to post something new every day so that you don’t fall off people’s radars.
1.    Showcase your personality
Social media marketing is a less formal way to promote your business. It’s OK to show some personality. After all, customers want to hire a locksmith that they like. Since you are targeting a local area you can share some of your local interests (beyond locksmith services). Remember, the focus should be on your work but it’s OK (and recommended) to share content that tells your customers more about who you are every once in a while.
2.    Share helpful information
You need to give customers a reason to want to “Follow” or “Like” you in social media. By sharing useful content on a regular basis it will keep your social media connections engaged. What locksmith tips should your customers know? These types of posts that link back to more in depth articles on your blog establish your authority in the industry and get people clicking over to your site to learn more.
3.    Promote deals and special offers
Social media shouldn’t be viewed as just another advertising outlet. The primary purpose of social media is to interact with others, but if you are running a special limited time offer your social media page can be one more place to promote it.
4.    Actively monitor the page and respond to inquiries
Instead of making a phone call or even filling out a web form or an email, customers are increasingly turning to social media to get in touch with companies. Don’t be surprised if someone sends you a message in social media to set up an appointment. You don’t want to miss out on this opportunity. Your social media pages need to be actively monitored so that you can respond to customer inquiries in a timely manner.
5.    Share news
Is anything new going on in your business? Have you hired a new employee, added additional services, expanded your service location, etc.? Be sure to share this information with your social followers.
6.    Don’t be afraid of humour
Take advantage by posting funny pictures and graphics that poke fun at locksmiths and will make people laugh as they scroll through their newsfeeds during lunch or while waiting for the bus. 

Then, you can branch out into other platforms. Microblogging platforms like Twitter and Google+ are great for posting company news and updates, while Instagram and Pinterest are more visual and will appeal to those who like graphics and pictures.

The key to social media success is to keep your social pages active with useful information and to engage with your followers. If you are active in social media, be sure to include links to your social pages on your website.


SEARCH ENGINES

Google: My Business

One of the quickest and most effective ways of marketing your locksmith business is by registering it with Google: My Business – a Google created website that lists information about your business. This is a fantastic way of helping your customers find you because it was created by Google and it gives you a bump in the search rankings by listing a picture and a map of your location.

Paid Search

This is the practice of reaching out to potential customers by paying for advertising space on search engines (Google, Bing etc). There are numerous types of paid search such as on the Search Engine Results Page (most notably AdWords), Display and Remarketing, and they all use the Pay per Click or Cost per Impression costing methods. Investing in search engine advertising is usually an incredibly prudent investment, if you do it properly. Work out what the important keywords for your business are likely to be. For example, a good one would be ‘Locksmith in London’. You could then focus your marketing around a similar keyword.
You have to research and find out which method is going to be the best for you. Paid Search is really useful for increasing business.

Natural Listings

When you search for a business you see two types of results. The ‘paid search’ shows up at the top and is usually separated by a divider, depending on which engine you use. The rest of the links are ‘natural’. This means that the search engine has decided they are the most relevant to the user.
This is decided by a clever combination of keywords and links that direct people to your site. 

Importance of a smart website

However, none of this means a thing unless you have a nice and efficient website. A well-built, well-designed website is preferred by the search engines. And as with any trade business the aim of the game is to get as many enquiries as possible, so you will need to have a strong ‘call to action’.
This is an instruction on your website to your customers that will provoke a response. This can be anything from ‘call now’ to ‘call me to book a lock repair’. This makes sense for the customer and helps convert visitors into customers.

The site also needs to have a logical layout and include the typical sections that you would find on a website. This includes sections such as a home page, about us, product pages, contact us, FAQ, help, categories, site map, privacy policy, terms of use and recommendations/reviews.
The latter section is arguably the most important. Think of online reviews as the modern version of word of mouth. It would be prudent to ask previous customers to leave a good review. This can get the ball rolling in terms of announcing yourself to your new internet audience.