Start the conversation

8 September 2020

Yesterday’s blog post highlighted the power of digital marketing in these challenging times. Redpath Tool Hire is amongst the hirers who are putting this into practice by actively using social media to promote its services.

“It’s really raised our profile since I started the company four years ago,” managing director Alan Redpath tells me. “We don’t have a marketing department – it’s basically me. I’ll often write quick Facebook posts directed at the local community in the evening, sometimes while I’m getting my three boys ready for bed!

Dozens of replies

“I might mention new products that we’ve added to the fleet or what customers have been hiring or buying, along with new items in our retail range. Some recent posts often have had 30,000 views and we invariably get dozens of replies.

“I also use social media to open doors for other businesses,” says Alan. “Some might be looking for re-hire partners or to provide a specific new product we’ve been asked for. It’s not just about self-promotion, and people want to engage.”

Be consistent and sincere

Alan believes that one of the keys to success is the tone and consistency of your posts. Indeed, I am sure we are all familiar with statements that come across as too corporate, impersonal and, quite frankly, artificial. The best posts convey a consistent, sincere and personal voice.

“People will often say, ‘I never knew you did that,’ or ‘Can you get this as well?’ when they are looking for something different.”

At its heart, hire is and always has been a person-to-person business, but used wisely, social media can help you start the conversation.