Current Status
Langley’s digital channel presence is inconsistent and under-leveraged. Some accounts exist but are inactive, others are outdated, and no advertising infrastructure or tracking tools have been set up. This reduces brand visibility and prevents the business from retargeting, measuring, or scaling campaigns.
Key Findings
Social Media
- Instagram & Facebook: Profiles exist but activity is minimal, with no consistent posting schedule. Content is often generic and lacks human storytelling or project showcases.
- LinkedIn: Active but inconsistent. Branding is misaligned with the website, and posts are infrequent and overly corporate.
- YouTube & Twitter: Inactive/dormant, creating a diluted brand impression.
Advertising Infrastructure
- No Google Ads or Meta Ads accounts were found.
- No evidence of retargeting pixels (Meta Pixel, Google Ads tag) on the site.
- No Google Tag Manager setup to enable flexible campaign and analytics management.
Community Management
- No visible responses to comments or messages across any platform.
- No clear ownership of social media channels internally or via an agency.
Recommendations
GoodFolks recommends the following steps to bring channels into a state of readiness:
High Impact, Low Effort
- Deactivate or archive dormant channels (Twitter, YouTube) to avoid brand dilution.
- Align LinkedIn visuals (banner, logo, palette) with core website branding.
- Assign clear ownership for social community management, ensuring all comments and messages are monitored.
High Impact, Medium Effort
- Reboot Instagram as the core channel, with content pillars including:
- Project spotlights (before/after images, case studies)
- Short-form video/Reels showing installation or progress
- Team features and behind-the-scenes content
- Testimonials and client stories
- Dual-post Instagram content to Facebook to maintain visibility with older demographics.
- Establish LinkedIn as the professional channel with weekly posts on projects, leadership insights, and company culture.
Medium Impact, Medium Effort
- Set up advertising infrastructure:
- Create Google Ads and Meta Ads accounts.
- Install Meta Pixel, Google Tag Manager, and GA4 to track conversions.
- Define conversion goals (form submissions, phone calls, email clicks).
- Once channels are re-activated, run light awareness and retargeting campaigns to re-introduce Langley to relevant audiences.
Outlook
By consolidating active channels, aligning branding, and setting up core tracking and ad infrastructure, Langley can move from a fragmented digital presence to one that is structured, measurable, and scalable. This provides the foundation for sustained channel growth and campaign effectiveness.