Understanding who your target audience is essential. Take a second to brainstorm:

What are the interests, concerns, and preferences of your ideal client?

How old is your ideal client? Where do they live and what is their estimated salary?

Once you figure out who your ideal clients are, tailor your content to resonate with them and address their needs.

Example:

For this blog post, we'll use a roofing company as our example.

Your target customers are most likely middle to high income homeowners in areas prone to severe weather conditions, like frequent storms or heavy rainfall. These homeowners are likely concerned about roof durability and are interested in preventative measures or how to spot potential issues.

Invest in high-quality images, videos, or graphics that align with your brand identity. Photos and videos capture attention and show up on the algorithm much more than text posts.

Luckily, we're in a time where cell phones have great cameras. So if you can't afford to hire a professional photographer, then ask one of your employees who's good at taking photos and videos to follow you around your office or job sites for a day. Focus on capturing your workers in the moment, doing what they do best. Keep this content on an external hard drive or Google Drive/DropBox so you don't lose it!

If you're wanting to get started right away, you can utilize a few different options for stock photos.

If a subscription is in your budget, we recommend iStock and Shutterstock.

But no matter your budget, Canva is going to be your best friend.

Canva offers easy-to-use graphics, photos, videos, and templates for everything under the sun. What we love most about Canva is that it's truly user friendly. You don't have to worry about a learning curve like Photoshop. Canva takes out all of the stress!

We recommend creating graphics that can be used periodically so you aren't starting from scratch each time. You can create Brand Templates to make it easy!

Learn more about Canva

Example:

Share high-quality images and short videos showcasing before-and-after shots of roof repairs or replacements. For example, a series of images illustrating how your team fixed a leaking roof can visually communicate your expertise.

Share infographics of how to keep up with a roof so it can withstand big storms.

Accompany your visuals with captions that are attention-grabbing and concise. Tell stories, ask questions, or provide valuable information to encourage interaction. But make sure to keep your captions simple and easy to understand! Your audience doesn't know your jargon the way you do.

Need help crafting good captions? Use ChatGPT to get started! It's important to NOT just have ChatGPT come up with something and then copy and paste. Due to its nature, it is prone to plagiarism. Ask the AI to reword the caption a few times before settling on one.

Example:

Pair your images and videos with captions that highlight specific challenges faced during the repair process, how your team tackled them, or advice on maintaining a roof's longevity to engage the audience.

Hashtags help categorize your content and make it discoverable. Use relevant hashtags to expand your reach, but avoid overusing them.

We know hashtags can be hard. What are people really looking for? What hashtags are relevant?

Here are two free hashtag tools you can use:

Talkwalker

Hashtagify

Example:

You could utilize content hashtags such as #roofersinfayetteville #roofrepair #freeroofquote

Posting at the right time increases the likelihood of engagement. Experiment with different posting schedules to determine when your audience is most active. Platforms like Facebook Insights or Instagram Analytics provide data to help you identify peak times.

You should also plan in advance for time-sensitive content, like promotions, busy seasons, etc.

Example:

Post tips on roof maintenance or storm-preparedness before the stormy seasons hit. Share these posts during times when homeowners are likely planning for maintenance or repairs.

Interact with your audience by responding to comments, messages, and mentions promptly. Building relationships with your audience fosters loyalty.

Example:

Respond promptly to inquiries, comments, and reviews. Encourage satisfied customers to share their experiences or before-and-after photos of their roof repairs.