Social Media Strategies for Construction Professionals
Social media has evolved beyond a platform for personal connections and family updates. It’s now a powerful tool for businesses, including those in the construction industry. Approximately 50% of people purchase after seeing a company on social networks, and over 2 billion people have a social media account. These impressive figures underscore the importance of a robust social media presence for your construction business. Here are the top 7 social media strategies for contractors in 2023:
Establish a Professional Business Profile
Most social networks offer both personal and business pages. Your construction company must have a professional business page on relevant social networks. Start with one network, master its features, grow your following, then expand to other networks. To optimize your social media business profile, fill in as much information as possible. Upload a high-quality logo and cover image, and craft a compelling bio and company description that speaks to your target customer. Essential details to include are:
– Profile photo/logo
– Properly sized cover image
– Phone number
– Address
– Website address
– Hours of operation
A well-optimized business profile appears more professional and will likely generate more leads than an unprofessional one.
Cultivate Connections
Social media is about building relationships. Start by connecting with people you know, then expand your network by joining groups where your potential customers might be. Engage in these groups by sharing helpful information. The more relevant connections you have, your social media campaigns will be more successful. Attend online networking events to grow your network and make meaningful connections.
Engage with Your Network
Active engagement is key to a successful social media presence. Comment on other posts, like and share posts from your business connections, and join in the conversation. When someone comments on your post, respond promptly and professionally. Always maintain a positive tone, even when responding to negative comments or reviews. This reflects your level of customer service and can enhance your brand’s reputation.
Maintain a Consistent Posting Schedule
Social media is a fast-paced environment. Posts have a short lifespan, so it’s important to post regularly. Create a social media calendar and schedule your posts for the next month. Consistency is key. Posting once a week is better than posting sporadically. Over time, a consistent posting schedule can increase your visibility and engagement.
Share Valuable Content
Your content should provide value to your audience. This could include posts about new construction materials or techniques, inspirational stories about your community, or tips on construction-related topics. You can also share relevant posts from others. This provides valuable content for your audience and reduces the amount of original content you need to create.
Repurpose Content
Repurposing content is an efficient way to maintain a consistent posting schedule. Start with a blog post, then extract key points to create social media posts. For example, you could turn a blog post into a series of tweets or use an image from the post on Instagram or Pinterest. This allows you to reach different audiences with the same content on various platforms.
Promote Your Business Strategically
While promoting your business on social media is important, too much self-promotion can turn off followers. A good rule of thumb is to follow Gary Vaynerchuk’s advice in his book “Jab, Jab, Jab, Right Hook.” The “jabs” are valuable and helpful content, while the “right hook” is self-promotion. By providing valuable content, your promotional posts will have more impact when you share them.
With a thoughtful social media plan, you can grow your followers and generate leads from your social media efforts. Remember, social media success is a marathon, not a sprint. Take your time, plan your content, and engage with your audience. Your efforts will be rewarded with likes, shares, and, most importantly, new business opportunities.
