Outshine Your Competition: 7 Social Media Tips for Lighting Manufacturers
How do you get 470,000 impressions, more than 17,100 engagements and nearly 6,000 clicks to your website from a single digital marketing campaign?
If you’re Amerlux, a B2B architectural lighting manufacturer, you launch a multifaceted, months-long content strategy that includes blogs, press releases, guides, case studies and, above all, social media.
Especially social media.
The award-winning effort ultimately led to over 500 leads and 370 hours of Amerlux content consumed, proof that when it comes to getting the word out about what lighting manufacturers do best, all should behold the mouthy power of social media.
Here are seven social media ideas for the lighting industry to think beyond likes and shares to captivate audiences, improve your digital marketing and gain a competitive advantage in a crowded marketplace.
Show Why Visual Content is King
It’s true: A picture—or video, infographic, animation or graphic design—is worth a thousand words, perhaps more on social media.
Lighting is a highly visual product. Studies show that the intensity and color temperature of light can set the mood or the atmosphere, enhance well-being and aesthetics, and play a role in safety, visuality and productivity—all of which can be hard to illustrate with written words.
But it’s easy with the right visual.
Take advantage of this by creating visually captivating content. Examples include high-quality imagery, videos or animations of your products in action or application, which can make an incredible impact on platforms like Instagram, Facebook and LinkedIn.
Consider hiring a professional photographer or videographer to capture visually compelling footage of your product, like 360-degree videos that let viewers explore your lighting solutions from all angles.
Additionally, you can create before-and-after visuals to showcase the transformative power of your products. Share customer testimonials with images of their projects illuminated by your lighting solutions. Visual content grabs attention and helps potential customers envision your products in their projects.
Utilize Influencer Collaborations
Collaborating with industry influencers and their loyal and engaged following is one of the best ways to utilize social media platforms for lighting manufacturers because it can immediately expand your market reach like the flip of a switch.
Start by identifying influencers who align with your brand values and audiences. Then, build authentic relationships and co-create valuable content, such as product reviews, tutorials and case studies, that highlight your expertise and solutions.
Gaining trust on social media requires authenticity. That’s why it’s crucial for the influencers you work with to provide honest feedback about your lighting solutions. An influencer genuinely endorsing your products will have a far more significant impact than a scripted, overly promotional message.
Leverage Industry-Specific Hashtags
Using generic hashtags is not enough to stand out and connect with your B2B target audience on social media. To do so, research and embrace industry-specific hashtags.
Using industry-specific hashtags lets you precisely target professionals interested in your products, making them potential customers. It also establishes your credibility as a lighting industry authority.
Furthermore, these hashtags significantly boost your content’s visibility, extending its reach and engagement rates. Actively engaging with these hashtags keeps you current with industry trends and conversations, ensuring your content remains relevant.
Engage Your Audience with Interactive Polls and Surveys
Engagement on social media platforms has evolved beyond traditional likes and comments. Using under-the-radar interactive features like polls and surveys on platforms such as Instagram and Twitter can take your B2B social media engagement strategy to the next level.
These social media tactics help provide a dynamic way to connect with your audience and gain valuable insights.
For instance, consider utilizing polls to involve your audience in decision-making processes. Ask them about design choices for your upcoming lighting products, feature preferences or their opinions about industry trends. They will instantly feel valued and share a sense of involvement in your brand.
Moreover, the feedback you gather through polls and surveys can be a goldmine of information for your product development efforts. Understanding your audience’s preferences, pain points and expectations allows you to customize your lighting products and solutions to meet their needs better. This customer-centric approach can result in more successful product launches and increased customer satisfaction.
Share User-Generated Content and Success Stories
User-generated content (UGC) can be a powerful tool for building trust and authenticity in your social media strategy. It instinctively feels genuine because it is.
Encourage your customers to share photos, videos and testimonials of projects that include your lighting products. When they do, share this content on your social media platforms, which amplifies these real-world endorsements and doubles your online kudos. It also does something else: It fosters a sense of community and deep connection. People like being noticed for the work that they do. It’s natural to seek that reinforcement by doing it again.
Sharing user-generated content enhances your brand’s credibility and expands your online presence. It showcases tangible results and demonstrates the quality of your product portfolio. You say your products are tested and approved by industry peers. Here’s the proof your audience wants.
Put Your Employees in the Spotlight
Humanize your brand by shining a light on your employees. Share behind-the-scenes stories and profiles of your team members who contribute to the success of your lighting manufacturing process.
It’s a chance to introduce your audience to the people behind the products and share the faces and stories that often go unnoticed but are instrumental in your company’s achievements.
By featuring your employees, you establish a deep and meaningful connection with your audience based on trust, transparency, and authenticity. People like to buy things from people they like. The more your audience gets to know your employees, the more likely they will become loyal brand advocates and make long-term recommendations. A bonus: This tactic could also strengthen morale and appreciation among your staff.
Measure and Adapt Strategies
Success in social media is a continuous learning process, especially with algorithms that can change by the day. That means you must remain agile and responsive by closely monitoring your engagement metrics, which can reveal what’s literally clicking with your followers.
It’s all about fine-tuning. Use the data as a compass to tweak your content strategy and ensure your posts are not just seen but resonate well and spark conversations. This proactive adaptation is crucial for maintaining a strong, growing online presence. By consistently aligning your content with audience preferences, you create a dynamic and engaging digital footprint that keeps your followers returning for more.
Contact us for more social media marketing tips for lighting manufacturers today.