Social Media is a term that you may or may not have heard a lot of lately as a general contractor. It might seem like it is outside the realm of your business and what it is you are trying to do as a business owner. Well, you need to make certain that it is at the top of the list when it comes to ways to reach your customers.
That’s right, social media is arguably the best and quickest way to reach potential and current customers, drive traffic to your website, and help grow the number of leads and conversions that your company sees. Simply put it is one of the most essential marketing tools that any business, let alone general contracting, can have.
Knowing how to properly use social media to your business’s advantage is the key, however. Simply being on social media is not enough, you have to know how to properly use it and make it work for you and your business. When you understand how to do this, your business can and should see substantial growth over time so long as you are consistent and persistent with your methods.
So, how can you, a general contractor, use social media to help grow your business? Here are a few helpful tips that you should be following to get your business growing.
The impact of social media on business
Simply saying that social media has an impact is too generalized; knowing the benefits is the key to understanding just what is at stake when using social media. Here are just a few of the impacts that can be felt by your business when using the right social media avenues.
- Increase awareness of your brand and develop loyalty
- Gain insight into your customers and what they are looking for
- Run targeted ads that generate real-time results
- Provide the kind of customer experiences that generate conversation
- Increase the rate at which your business converts leads
- Get an insight into what your competitors are doing to generate leads and business
- Increase the amount of traffic that gets driven to your website and improves your search ranking
- Allows your company to share content not only faster but easier as well
- You can geotarget your content to hit specific areas
- Build relationships with current and potential customers
Facebook is alive and well
Despite what you may have heard, Facebook is not dying, and it is still definitely a viable source of business leads for any kind of business under the sun. Knowing how to properly utilize Facebook is the key here. Simply posting to your personal Facebook won’t amount to much.
The first key is to create a business page for your business. Make sure that you fill out all the pertinent information about your company; it will actually help your company become easier to find when it comes to search engine rankings. Whenever customers can find your business easily, that means you stand a better chance of getting more leads and, eventually, conversions.
Using Facebook Live is a great tool as well. Run Q&As or DIY sessions on your Facebook Live to attract viewers to your page. When they see what services you offer, they are more likely to develop a little of trust in your business that might have not been there previously. And when you can develop that trust, you have won the first battle in getting those new customers to use your business.
Twitter allows for direct interaction
One way to make sure that your clientele continues to grow is through personal interaction. Obviously, this has to be professional – you don’t want to be fighting with people online – but when you do this, you develop trust and personability with your audience.
Twitter is a fantastic way to drive traffic to your website. Share out links, interact with people through the medium, and always try to direct them back to your website. After all, if you don’t direct them there, they are likely to visit your website to get a better idea of your company anyway. You may as well do what you can to direct them there yourself.
Twitter is also a great avenue to share things like coupons and deals. Tweeting out about a deal using the appropriate hashtag can garner new eyeballs to your company. A potential customer who may have been on the face could see a deal that you are offering and take the leap towards using your company.
The key here is to be consistent in your tweeting and with your interactions with your audience. If you stagnate or fall off in your tweet consistency, your audience will assume what you have to say is not that important and will likely forget that your company exists.
Instagram is what’s “hot”
Instagram may seem limited in its capabilities, but it is one of the most essential forms of social media going today. This is because it is one of the hottest forms of social media and its reach is growing by the day. Taking advantage of the sheer number of users is important. So is understanding how to reach those users.
Much like Twitter, the key is to make sure that you have the appropriate hashtags employed. This will allow users to successfully search for your business without having to jump through complicated hoops to do so. The key to anything is to make it easy for your potential customers to find you; if they have to go through any amount of effort, they probably won’t. Make it so easy that they don’t have to think about it.
For a general contractor, Instagram is a great place to show off pictures from job sites. Put up a few before and after photos to show the quality of work that your company can offer. If potential customers can actually see what it is you do and the kind of work that you can offer, that can help sway them. Simply saying you are great is one thing; showing them the kind of work that you bring to the table is another entirely.
Use the rule of thirds
It is important to remember that you are not looking to make a sale online, you are looking to engage your audience and build relationships. Then, after the conversation has begun about the service or the product, can the talk of sales begin.
The rule of thirds is pretty simple, but it is an effective one to remember as a business using social media. The rule of thirds goes as such:
- One-third of content should be used as a way to share ideas from leaders in the industry;
- One-third of content should be generated for personal interactions; and
- One-third of social content should be used to convert leads into sales and promote the business itself.
When you do this, you should find the balance that your company needs to begin seeing more leads and to turn those leads into actual sales that can go towards the bottom line of your business. This isn’t a hard and fast rule, but it is a pretty good rule of thumb to go by.
Generate brand awareness and trust
Regardless of the business that you own and operate, one of the most important things that you attempt to do is to build trust and recognition in your brand. When you can get people to associate your business with specific situations and services, that is brand awareness and recognition.
More importantly, you should be looking to develop brand loyalty as well. Having customers who will think only of your business for their needs is a huge battle to win in the world of social media marketing. If you can get those customers to think about your business before anything else, you have won the ultimate prize.
Social media can also help you develop legitimacy in your company. If you are a smaller company, your audience may not be aware of who you are and what you can do. And when a customer doesn’t know anything about a business, they are likely to keep that business at arm’s length. What they are familiar with is what they trust and that is no different for business.
Using each of these social media platforms to develop trust and build education is an important step in the social media process. Use real pictures of your staff and the jobs that you perform. Also, make sure that you provide both your real name and contact info; companies who draw red flags will often omit important information. If you omit information, even accidentally, it raises red flags with potential customers.
Using social media to further develop your business’ brand and to generate contractor leads and convert them is essential to the growth of your business. Take these steps, and you can ensure that your business will find steady growth.