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Two No-No Tactics for Home Improvement Marketers on Social Media

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Posted On: June 28, 2021

Think about the last time you blocked or unfollowed someone on social media. What was the reason? The most common reason people give for unfollowing others is simple annoyance.

If your home improvement business’s social media account is annoying people, they’re not going to stick around for it. And they’re less likely to make a purchase from you in the future. Make sure you’re not making the social media mistakes below and alienating your audience.

1. Posting Too Much Low-Value Content

Obviously, you only want to post high-value content. But no one’s perfect, and most people will give brands a pass. Not every social post is gold.

However, if you’re constantly posting irrelevant or poor-quality content, people will unfollow you. Social feeds are busy enough and users don’t want space wasted by content that doesn’t bring them entertainment or information.

2. Me-Me-Me Posting

If all your posts point to your business or products, engagement and follower count won’t be impressive. It’s okay to post about your products some of the time; that’s helpful to people who might need your services.

But social media is supposed to be social. That means two-way interaction, which requires content that’s as much or more about your audience than it is about you.

Here’s a good example of home improvement Facebook content for a week for a hypothetical window repair and installation business:

  • Monday: A motivational quote or general tip for homeowners
  • Tuesday: A how-to post specific to windows
  • Wednesday: A window gallery post showing off gorgeous windows
  • Thursday: A local interest post
  • Friday: A funny meme relevant to the audience

Only two of those posts are about windows specifically, and only one is about the products. But all are relevant to the audience, which drives up engagement and builds community. Those connections are what cause people to reach out to you when they’re ready to make a purchase.

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