“…Unlike SEO or SEM marketing, and banner re-targeted advertising, or newspaper ads, or radio, or all the things before it…Social is a marathon.”
Visit his website at: http://www.garyvaynerchuk.com/
Follow him on twitter: https://twitter.com/garyvee
Like him on facebook: https://www.facebook.com/gary
Thomas Ballantyne asked Gary, “How can a pest control company capitalize on social media?” While the question is targeted towards pest control, the answer is applicable to any business.
“Hey everybody! This is Gary Vaynerchuk. First, big shout-out to Bulwark exterminators. Thomas, this is especially for you. I could use you guys right now out here, there’s so many bugs in this backyard…
So, the real question is “how can we use Social to create actual business results” in a small geo-located kind of family business, like exterminator.
It’s funny. I come from a small family business, right? I grew up in a small, one store-located, one location Springfield, New Jersey liquor store that in 1994 and ’5, when I really was getting involved, really did its business within a 10-15 mile radius and was doing traditional marketing, and then I approached my dad to do a website, winelibrary.com. Spent ,000 and got 0 in return in the first full year. Not exciting as you guys can imagine as businessmen and women. The interesting part was four years later the site did ,000,000 in sales, and I think that’s the real answer, right? Just engaging four or five people on twitter in a geo-targeted area that mentioned bugs is not gonna convert into sales. Just putting some dollars into facebook for ads, though might get a lot of impressions and awareness, might not necessarily convert into sales. The real question is how do you actually get your business now and will that be the relevant channels for your business 3-4 years from now, right? What happens in 24-36 months? I actually am not as passionate about what’s gonna happen in the next two or three minutes, I’m far more passionate [about] what’s gonna happen in the next two or three years. So instead of thinking what’s gonna happen right now, we want to really wanna focus on this singular question:
Does Bulwark want to be in business in 36 months?
If the answer is “yes”, now we have to start getting quite serious about social, and here’s what I mean. I would tell you that you need to think about yourselves bigger than what you are. Meaning, when I started WineLibrary TV, I became America’s wine guy, not a wine salesman for one store.
I would challenge you to think about what would happen if you guys started becoming an authority, a media company, blogging around home, period. Decor, insurance, the real estate market. What kind of media property can you create on a dot com, on a blog, and then use social media as a content-gateway to that site, which then becomes the most important Home website in your general area, and then like Buzzfeed.com, every fifth or sixth post, actually do a post that is selling your business and your service. I think that’s gonna be one of the gateways and one of the future things that everybody, that your business is in the media business, and you don’t realize it yet. I think the other thing to really think about is getting better at targeted ads on facebook. We’ve taken over a ton of campaigns where they were general campaigns, they were general locations, but when you started adding targeting, and more importantly, what if you made the creative?
Look up what a sponsored story is, or a dark post. Google those terms. That’s the way you actually get real results on facebook. I mean today, I posted one post about buying my post on facebook and I’ve sold hundreds of books. So, y’know, it takes time. I mean, I can very much respect why it’s not easy to understand the ROI or the quick conversion of Social, because unlike SEO or SEM marketing, and banner retargeted advertising, or newspaper ads, or radio, or all the things before it, which were sprints. They were moments in time. Social is a marathon, and so you may not see the upfront five or six new customers for your business in Social, but done right over the next 24 months, done really right over the next 24 to 36 months, you can put yourself in a position where generations of your family are winning because you become the premier and only player, and so those are the things I’ve been thinking a lot about.”
For more of Bulwark Exterminating, visit:
Like us on facebook:
Follow us on twitter: