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As the world gets more and more digital every day, it’s important to learn how to embrace it instead of trying to fight it. Now, how do you embrace it? Simple, by having a presence online.
A strong online presence will get you project leads which leads to more projects to takeoff and estimate, and finally contracts.
Most construction companies aren’t aware of their social media marketing, they write it off as being “too complicated” or “my kids use that, it’s not for me”. This could not be further from the truth.
Social Media can provide a way of promoting news, upcoming projects, and other important information related. Most importantly though, it allows you to interact with a community and showcase your work to potential clients.
If there’s no doubt it can blow up your business, why are so many people ignoring its importance?
There are 2 reasons:
- They don’t understand it
- They’re too busy
Let’s tackle both of these right now.
“Social Media is Too Complicated For Me”
What is social media?
Summed up it is a tool that allows people to communicate with each other through content.
So how does a construction company communicate with other people through content? Well, it depends on the platform…
- Instagram can be used as a showcase of past work, and a way to message people interested in your work, and for them to reach out to you.
- Facebook can be used as a showcase as well, but it also is a great way to interact with potential clients or previous clients
- LinkedIn is the premier social media platform for construction companies simply because it’s built for business as opposed to Facebook and Instagram. Here you can show updates on projects and comment, or message, other contractors for work or simply to create relationships.
So as you can see they’re not just places to post some ads, they’re tools to network with other people.
“I Don’t Have Time To Handle My Marketing”
On the other hand, there’s a lot of people who know this stuff and know it’s important but there’s just not enough time in the day to work on it!
Well, every situation is different but for most busy contractors their problem is a lack of good project management.
So, the first step in handling your social media marketing so you can scale your business is to handle your business itself.
Our advice is simple, automate what can be automated. Hire estimating firms, project management firms, maybe even marketing agencies themselves! Most contractors are never able to get their head out of the sand and start scaling their business. Don’t be like them, start outsourcing your work.
So, by now you might be thinking, “ok all this sound great and all but how do I actually do it.”
Well, let’s take it step-by-step and give you some real actionable advice.
1 – Registering For Social Media
Go download LinkedIn on your phone or go on the website and register for a free account. The platform will guide you on what to do to sign up so this shouldn’t be complicated at all.
2 – Optimize Your Profile
Now, that you have an account it’s time to update your profile picture, your contact info, location, and more. Here’s an example of our LinkedIn Profile.
3 – Post, Post, Post
A good social media presence consists of publishing content consistently and engaging with your employees, audience, existing customers, etc. to network and eventually lead to leads, and sales.
Your content should not only promote your brand and showcase your work, but you should also be commenting and engaging with other contractors, especially ones in your area.
4 – Paid Ads
If you want a steady stream of leads coming in, a great low-cost strategy is to use Facebook and Instagram to reach your clients. There are three things you can do here:
- Use Look-alike audiences and specifically targeted audiences to promote your service to the right people
Facebook allows you to target the right people using interests, demographics, income level, likelihood of moving, etc.
For example, let’s say you’re a painting contractor. Who are people likely to need painting services? Homeowners, people likely to sell their house in 6 months, people likely to buy a house in 6 months, people who recently had a baby (people often buy a house or move when a new baby comes), etc.
- Retarget to people that have visited your page or engaged with your content
Once someone interacts with your brand, those are great candidates for your services. Most people won’t convert instantly on social platforms. You’re “interrupting” their social time, but they might like what you offer. You can retarget to them so they can remember you. It also gives them more chances to sign up with your service rather than seeing it once and then disappearing.
- Build authority by posting content including blog posts and authority-building videos
A great strategy to nurture clients is going to be to making authority blog posts and videos to retarget to your users. This will position you as an expert, and when the time comes that they need your service, you’ll be the first ones on their mind.
If you’re a General Contractor and posting remodelling tips, or DIY how-to’s, you’ll find that even though you’re telling them how to do the work, they won’t do it themselves because of time or they don’t want to get hurt doing construction or remodelling. They will call you when the time comes.
Social media is where your future clients hang out, so it makes sense to interact with them there. You do have to use a strategy to get in front of them saying the right things at the right time. That’s why using paid ads and retargeting is so powerful. It allows you to tailor your message to those who are interested in your brand already.
Anyone in construction can use social media to grow their companies.