Social Media for the Construction Industry, Part 3: Steering Traffic to Your Website

Jul 26, 2017

You can invest a lot time, effort and money into developing social media platforms for your residential contractor or commercial construction business, but what do you get out of it?

Social Media for the Construction Industry, Part 3: Steering Traffic to Your Website

As we mentioned in previous blog posts in this series, you can develop a better online presence for your company while improving relationships with your clients, potential customers and business partners. And there’s more! In addition to developing relationships, you also have the opportunity to improve your online traffic and take advantage of one of your most powerful sales tools: your website.

Drive Traffic To Your Website

Too often, business owners treat their website as a passive marketing tool. It serves as little more than an online brochure for their business. Instead, your website should be rich in content, with calls to action that convert visitors into prospective leads. If so, then your website can act as the hub for marketing and promoting your business. In this case, sharing links that drive traffic to your website makes sense.

While it's true you should share your own content sparingly on social media, that doesn't mean you can't share it at all. Yes, social media is about developing and nurturing relationships. And talking only about yourself can make for a one-sided "conversation". Still, your use of social media needs to support your business goals.

When you have a clear understanding of what your business goals are you can set marketing objectives and develop an online and social media strategy to help you reach your goals. Then you can create content on your website and in your social media posts to help move prospects from awareness to making a sale.

There are other benefits to driving traffic to your website:

  • search engines rank websites with social media links higher than those without
  • higher traffic to your website will also improve search engine rankings
  • website traffic stats help you assess the effectiveness of your social media efforts to make adjustments to your posts and website content.

Develop Qualified Leads

Again, the key to social media is being social. That doesn't mean ignoring your business needs. Ultimately your activities in any marketing platform should be generating potential leads. When you understand who your ideal client is, you can decide on using the right social media platforms and content to help qualify customers and covert them into potential leads.

If you were a contractor specializing in roofing you wouldn't constantly promote sales of roofing materials or installations. That wouldn't be very social. Besides, selling on price alone might not attract the ideal clients you want to reach. Instead, you might share content your ideal client is researching. This might be such things as:

  • useful tips about roofing maintenance,
  • causes of leaks,
  • advances in building materials,
  • discussions about solar installations,
  • ways to improve insulation and energy efficiency.

Sharing this content would attract and qualify potential clients who have roofing needs. By sharing your content with the right frequency you can capture and hold these prospects' interest until they are ready to contact you for a quote on their project.

If your content were more specific to the target niche you work with, such as focusing on steel roofing for commercial or industrial facilities, your followers would pre-qualify themselves based on their level of interest and need. This would help weed out inquiries from prospects who aren't your ideal client and leave you with more time to deal with those who are.

Getting Started With Social Media

To get started, you need to assess your business and develop a social media strategy to support your marketing goals. You need to ask yourself, who is your best client? Where do they spend their time? How are you most likely to reach them? And then commit to putting your social media plan into place.

Working with an online marketing agency can help take the guesswork out of using social media to develop brand recognition, develop an engaged audience, and share interesting content that supports your marketing and business goals.

Get in touch with Build Marketing if you’re ready to get started reaching potential clients through social media.

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