Unless you rely only on referrals or repeat business, you need to reach new prospective clients. Social media can be the foundation for capturing interest in the early stages when potential customers are thinking about a project.
It would be easy to dismiss social media as having no value for business owners in the construction industry. After all, isn't it the place for sharing cat videos, photos of restaurant meals and your vacation plans? Well, yes, social media is that, and much more. People also use social media to keep up with family and friends, share their interests, ask for referrals, and to connect with people in their business circles.
In 2016, worldwide growth of active social media users was up 21% for a total number of 2.789 billion. Given those numbers, it's clear that social media isn't going away anytime soon. Can you afford to ignore its impact and reach?
In this series of blog posts we’re going to show you some ways that social media can help you market and promote your construction or contractor business. Let’s start at the beginning; social media offers you an opportunity to get your name in front of more people.
Let’s face it, people won’t hire you if they don’t know you or know that you exist. You’ve probably got business cards with your name on them to hand out to people you meet. Likely, you have branded your company vehicles with your name, logo, phone number, and maybe even your website (you do have a website, right?). And, there might even be a large sign outside your office to call attention to your location. Why? Because you want people to know your name and think of you when they need your services.
All of this still works, of course, but as we mentioned above, more and more people are getting online and using social media. If they’re staring at their phones when your truck goes by, how will they know you’re out there?
Creating Name Recognition Online
Unless you rely only on referrals or repeat business, you need to reach new prospective clients. Social media can be the foundation for capturing interest in the early stages when potential customers are thinking about a project. Most often, construction projects tend to have a longer lead time to move from awareness to sale. It's important, then, to reach prospective customers and develop awareness for your business during this lengthy sales cycle.
Once a customer has identified the need to build or renovate they begin seeking information to plan their project and make key decisions. Social media can help you get in front of these clients to demonstrate that you have the knowledge and skill to complete their projects. Showcasing examples of your work, along with the positive experiences and benefits delivered to your clients, will help you rise above your competitors and close more deals.
Develop An Audience Of Interested Followers Who Can Refer You
It's important to understand that social media isn't a set-it-and-forget-it kind of thing. It isn't enough to set up a Facebook, Twitter or LinkedIn account as a placeholder on those platforms. Once you've begun to make a name for your contracting or construction business online you need to build on the opportunities increased awareness brings.
Doing this requires you to focus on quality rather than quantity. Having 1,000 followers isn't enough if they never like, share or comment on your posts. You want people who will engage with you, as well as follow you. That's where sharing the right content is important. Developing a solid marketing plan and social media strategy will help you take action and convert your audience into true fans. Those are the people who will share your content and help you reach a wider audience of potential new customers.
We’ll discuss more of the social aspect of social media and how to create engagement in our next blog post Playing Well With Others. If you’d like to learn more about how Build Marketing can help you get started creating a name for yourself on social media, please get in touch.Contact us to get started