5 Social Media Tips for Construction Contractors
Maintaining a social media presence is important for every business – even construction companies. Whether you’re a plumbing contractor looking for more leads or a field manager wanting to make stronger connections with clients, social media can help.
Like any construction job, social media marketing requires a solid foundation. In honor of World Social Media Day on June 30, 2020, we're sharing our top tips on building a social media strategy for contractors in the construction industry.
1. Focus on the right channels.
Not sure where to start? The Construction Marketing Association reports that Facebook, LinkedIn, YouTube and Twitter are the most popular social media channels for the construction industry.
But don’t be afraid to test out a variety of content on other channels to see what gets the most engagement. For example, if you’re a contractor in new-home construction, try posting your past and current jobs on a highly visual platform like Instagram to connect with potential homeowners.
Pro Tip: No matter which platforms you choose, experiment with relevant construction hashtags, which can help you get more eyes on your posts. Examples include #commercialconstruction, #constructionworkers, #contractors, #constructionmanagment and #building.
2. Share authentic stories from the jobsite.
Successful social media marketing hinges on authenticity. Aim to showcase your company’s strengths in a natural way, emphasizing the values that are most important to you and your team. Demonstrate these values with customer stories, employee recognition, behind-the-scenes jobsite photos and more, particularly on Instagram where visual stories are most appreciated.
Then, share on-the-job commentary with your recommendations to showcase your expertise. No fancy camera needed – simply use your smartphone. Customers want to see that you can not only solve problems, but you can also clearly explain your recommended solutions.
Pro tip: After every contracting job you complete, email the customer asking if they can provide a testimonial for you to share on your website and social.
3. Follow your customers and competitors.
Follow and interact with your customers. Follow the company and key contacts involved in the job and engage with their content. Be thoughtful in your responses to show that you care about their business and goals. On your own profile, proactively answer the questions you most often receive from customers and prospects. Educate them on what you do, how you do it and what sets you apart.
Then, ask your audience questions about their goals, what motivates and inspires them, construction industry trends they’re excited about and more. Make them interested in what you have to say by first demonstrating that you’re listening.
Follow your competitors. Next, follow competitors to see what jobs they’re working on and how they’re positioning their trade. Don’t copy them, but do use the information you gather as inspiration on how to set yourself apart. For example, if you see that your competitor is always talking about how they can beat any price, focus instead on the craftsmanship of your work or your specific expertise.
Follow your peers. Join professional contractor groups and follow your team on social media for networking. You’ll find that the construction industry is active and eager to help each other, which allows everyone to learn new techniques, show off their work, share tips and swap stories from the field.
Pro tip: Bookmark the Facebook pages of customers, competitors and peers using the Shortcuts section on the left-hand side of your News Feed. On Twitter, add users to Lists to keep tabs on what they’re posting.
4. Become a construction influencer.
Increase your visibility by becoming an influencer in the construction industry. Try leveraging connections with leaders of prominent companies, manufacturers and construction trade associations. Look for contractors in the field who actively share and engage with their followers and interact with their content to start getting connected.
Build authentic relationships by joining discussions on their posts and sharing their content. This is also a good way to network and learn about up-and-coming trends in the construction industry.
Pro tip: Follow and interact with other influencers in your target customers’ industries as well. Work on a lot of multi-family building jobsites? Look for influencers in the apartment and condominium management industries.
5. Actively connect with your audience.
Since 80% of consumers use social to engage with brands, being responsive on social media can mean a lot for your business. Answering questions quickly and being accessible even before someone is your customer helps set you apart and can give the prospect the information they need to work with you.
You can engage with previous clients, too, by responding to reviews on Facebook and Google My Business. You don’t have to reply to every single one, but if a review reveals an opportunity for improvement, you can easily show the customer that you’ve heard them and take their feedback to heart to improve your work or service.
Pro tip: We know how busy you are. The good news is that you don’t have to do all the messaging work manually. Chat bots can help automate the process and filter messages so you receive only the most important ones. Facebook Messenger, which is actively used by 1.5 billion people, may be one of the most accessible tools for this.
Dig Deeper into Social Media Marketing
Want to keep learning about how to boost your business using social media? Check out these resources on social strategy to improve your efforts.