3 Ways to Use Social Media to Grow Your Construction Business

  • Valerie Echter

With millions of active daily users on social platforms, there is no doubt the use of social media can be an effective marketing and sales tool for contractors.  Some are having a hard time understanding how social media can get them more work, however, mainly when a low-bid process typically defines project awards.

When a contractor chooses to optimize their social media presence, it leads to a whole new way to interact and communicate with customers and prospective clients.  Furthermore, social media allows contractors to reach audiences far beyond their geographic region, cultivating new relationships with consumers and industry partners while gaining the trust of prospective clients. Let’s review the most notable ways contractors are leveraging social media.

Increase Leads

Social media offers a plethora of ways for contractors to get their products, services, and people in front of the masses.  A well-thought-out social strategy creates interest in the eyes of the consumer, resulting in the potential for future purchases.   

How are contractors successfully using social media to obtain leads?  Along with making sure a website address or URL is visible in the “About” or profile bio section of social pages, contractors are successfully generating leads on social media by offering:

  • Gated Content
  • Clickable Content
  • Contests and Freebies
  • Easy access to “Contact Us” forms


Additionally, contractors are growing their following and increasing leads by routinely engaging on social platforms.  Engagement consists of responding to comments, messages, or any feedback given by a consumer on a business page. 

PRO TIP: Don’t forget a Call to Action within your content.  Inserting “Visit www.yourwebsite.com for more information” will inevitably lead to website hits.

Monitor Competitors

Social media has revolutionized the way a contractor keeps tabs on the competition.  The days of driving by a competitor’s hot plant or project site to watch changes in their daily workflow are over.  Social media has simplified the monitoring process in more efficient and effective ways.

When a contractor posts a video, image, or written content on their business page, it becomes visible to anyone with an account on that social platform.  What does this mean for the construction community?  It means contractors now have the inside scoop on a competitor with just a few clicks of the mouse. 

What information do contractors want to know about their competition?  Here are some of the most notable reasons contractors follow competitors on social media:

  • Uncover project specifics
  • Learn about new equipment
  • Identify changes or improvements to products or services
  • Understand changes to market area/territory
  • Educational tips

The world of construction is already competitive, so the use of social media allows contractors to stay up-to-date on their competition without leaving the office.

Increase Brand Authority

A contractor’s brand is far more than its logo and tagline.  A brand establishes how one contractor is different from another, identifying what makes them unique in their product or service offerings.  Branding is imperative for all sales, marketing, and customer-facing initiatives.  Ultimately, it is what will drive new customers to your construction business. Construction branding on social media consists of all facets of the customer experience, including:

  • The tone of voice used in all messaging
  • Content design & layout
  • Customer service & engagement practices

Consistency in branding is imperative, as it further cements what your construction business is all about without the consumer even having to ask questions.  Over time, great branding will help set your organization apart from the others.  Furthermore, it will aid in establishing your business as an authority within the industry. 

PRO TIP:  If multiple people within your organization are populating social channels with content, make sure they are well-versed in the tone, design, and layout of content, as well as client engagement practices.  Day-to-day shifts in messaging will ultimately result in more lost leads than new ones.

Conclusion

Social media is a modern tool that contractors are using to create trust with their prospects.  The industry was built on a firm handshake to solidify an agreement, so there is a lot of weight put on the trust and respect factor within construction. 

By leveraging their brand voice, optimizing social sites, and providing quality content that is engaging and valuable, contractors are quickly winning the hearts (and dollars) of the consumer. Social media needs to be focused on and managed daily, however.  It’s through strategy and proper execution that your business can thrive in the digital world.

If social media management sounds too complicated for your organization, reach out to our digital marketing experts at Lead Revenue.  With professional experience focused on utilizing social media to create leads within the construction sector, our team will walk you through every step of the social media process.  We ensure your digital marketing efforts will get you the prospects you desire along with the industry recognition you deserve.

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