Tag Archives: Social Media

How General Contractors Can Use Social Media in 2021

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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.

Posted: | Updated: May 28, 2021 | Categories: Social Media

The 8 Best Social Media Platforms for Construction Companies

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There is one thing about the internet that absolutely cannot be denied: the power of social media can make or break a small business thanks to its reach and overall impact online. It used to be considered that social media platforms were nothing but a fad, something that would fade away soon enough to make way for whatever the newest trend was.

But that is no longer the case. Social media has maintained its place in the construction marketing realm and has managed to grow itself as a way for small businesses to grow their presence online as well as their reach to existing and new customers.

For contractors, in particular, social media has been a very viable way to reach new and existing customers. It is a tremendous way to offer coupons, specials, notify customers of any kind of deals that might be taking place, and a whole litany of other things that make that avenue a must for any kind of business online.

But knowing the difference between each of the social media platforms, how they work, and how to best use them is of the utmost importance. Knowing which platforms can make a difference for your small business and how to use them are important and these are the platforms that can make a massive difference in how your online business continues to grow and thrive.

With these five social media platforms, you and your business can reach further across the globe than ever before. Interacting with potential customers, being able to offer new deals and specials, and growing your online presence has never been as easy as it is today.

Use these eight social media platforms, and you can grow your business substantially.

1) YouTube

YouTube is an outstanding social media platform for construction companies as the platform garners 122 million daily active users. While many of the most popular YouTube videos are a far cry from construction, there is content for everyone on this popular social network. Construction companies can easily create a YouTube channel and upload original video content that is sure to engage potential customers.

One of the best YouTube features is the ability to embed videos on other social platforms and websites. For instance, construction companies can embed a YouTube video on their website’s homepage. As a result, YouTube serves multiple purposes for content marketing and social media engagement. Future customers can even watch your videos on the go via smartphones or tablets.

Some construction professionals don’t feel comfortable in front of the camera, and that’s ok. You can get creative with YouTube content and even hire someone to promote your business in video form. Many companies also have at least one existing employee ready and willing to push your brand on video.

2) Facebook

There are some out there that feel as though Facebook is slipping and becoming a lost form of social media. And while the platform has had some negative momentum and press in recent months and years, it is still a behemoth that cannot be ignored.

With several hundred million users in its employ, Facebook still has a reach that the other platforms would love to have. And unlike Twitter, where simply reaching out to others is the biggest feature, Facebook offers a wide variety of ways to not only reach your customers but to interact with them like never before.

With Facebook, you can create your own business page where customers can easily find things like contact information, reviews, and photos relating to your business. This allows them to make an informed decision when it comes to your business and feel like they have a greater level of trust in your business before they ever proceed.

Not only that, your business can create and interact via groups. This is where like-minded individuals can go to converse on a number of different things. It is a great place to get opinions that customers might have towards your business and to address any issues that there might be with your business.

Your business can also offer coupons and deals through the business page, drawing more customers to check out what your business is all about and creating more traffic and interest. Facebook still has a massive reach unlike few others these days.

3) LinkedIn

This was the original social media platform for businesses. What was once originally a way to connect with other businesses has grown into so much more. But make no mistake, this is one of the best places to find others within your industry that could be partnered with or to find potential employees within your industry.

Where LinkedIn has grown throughout the years is as a tool for customers. If you have ever wondered about a business – what it is about, who works for it, and a litany of other things – LinkedIn is probably the place that you would want to go.

Most of all, LinkedIn is all about professional credibility. There are a lot of businesses on Facebook and Twitter that definitely lack professionalism and credibility; LinkedIn is designed to combat that. Best of all, there are individual pages for not only the business but for each of the team members so that you can learn as much as possible about the business and who works there before making a decision about whether to do business with that company.

Cultivating potential business relationships has never been easier than it is when using LinkedIn. Though it might not have the ability to grow sales and interact with customers that some other platforms may offer, LinkedIn is a valuable tool for businesses across the globe for a wide variety of reasons and should definitely be put to good use by your company.

4) Instagram

This is perhaps the fastest-growing social media platform that there is. The idea sounds pretty simplistic: you share photos and videos. But describing it as simply that would be doing a disservice to Instagram, its growth, and its possibilities for companies across the globe.

For a contractor, this is the best place to show off exactly what it is your business can do. Posting videos and pictures of sites with before and after pictures is a great way to show off to your current and potential customers exactly what your business can offer. That visual impact goes a long way towards helping to grow your business in the eyes of potential customers and give them the best possible idea of what your company is about.

Not only that, Instagram is one of the best places to grow your impact in social media. You can run specials, contests, and deals on Instagram where contestants have to follow your account, share their email, share with friends, etc. in order to win a coupon or a gift. This is a fantastic way to grow your follower count on this medium and grow your overall presence as a brand as well.

Instagram has come a long way in a short time and there are many that feel that it has surpassed even Twitter at this point. Finding any way to make use of these platforms makes your business viable and continues to allow it to grow and thrive in what is a very crowded industry.

5) Pinterest

This is one of the more unique social media platforms around. Where the others exist to interact with others across the corners of the globe, Pinterest operates on a different wavelength. Pinterest is a great place for office and home inspiration. It is sort of like Instagram except that it is more about visual inspiration rather than simply sharing photos and videos.

One of the best uses for Pinterest is to post photos of your business and ideas that are inspired by services that your business can provide. The goal of this social media platform is to make the best use of the imagination of your current and potential customers.

What you might also not be aware of is that, like LinkedIn, Pinterest is one of the largest search engines on the internet. Having your business implemented throughout the site is a great way to have potential customers find your business and take an interest in the things that your business is doing.

Pinterest might not have the ability to directly interact with customers as the others do, but it is certainly a weapon that your business can take advantage of.

6) Twitter

What was once thought of as a way to interact with others instantaneously, providing your thoughts on anything from sports to television shows, has since grown into a viable tool for businesses all across the globe. This is because its reach is massive and only continues to grow as more and more users sign up for this service.

Where it can be beneficial for a contractor is through its ability to offer interaction with customers. This can work in a wide variety of ways. The first is that it allows you to talk directly with your customers. This is great for making sure that your customer base feels heard and that it has your attention.

The second is to address any potential issues that your customers may be having, be it with a product or service. Instead of letting those complaints exist online somewhere, you can address those users directly and ask them what you can do to assess the issue and make it whole. That is a level of customer service that allows your business to stand out from others in the industry.

Additionally, you can use this as a way to draw traffic to your website. Offer coupons or specials and provide a link that will send the user to your website. You can also share construction content from your blog in hopes of it going viral. It’s a great way to increase that traffic, provide specials and coupons to customers, and build that brand trust that is so important these days.

As long as your business maintains professionalism and doesn’t get into it with people online, Twitter is a great avenue to grow your contractor business.

7) TikTok

TikTok is for kids, right? Not so fast. Research shows that 53% of its users are over 30 years old. So while you might think about TikTok as a platform for dances, the truth is you can garner significant engagement through this app. Since you already create video content for YouTube, try splitting it into smaller clips that you can upload to your TikTok account.

Sure, you aren’t necessarily going to get a ton o business from TikTok, but you can absolutely create engagement. Think about TikTok as a top-of-the-funnel social platform for construction companies. If you can engage some consumers, even on a surface level, you have a greater chance of converting them later.

8) Snapchat

Snapchat is all about short videos (snaps) that friends share with one another. In many ways, Snapchat paved the way for TikTok, which has recently ascended in popularity. As a result, Snapchat’s growth has stagnated in recent years, making it less appealing to marketers than TikTok, Instagram, and others.

Another downside to Snapchat is that its market share is primarily for individuals under 30 years old. Despite these potential deterrents, it’s never a bad idea to create a social media profile on Snapchat. If you can spread your brand to every popular social platform, you can start to strengthen your local authority.

Why Contractors Must Diversify Marketing Channels

Think of your web presence as a multi-dimensional business asset. Google values businesses that attend to every aspect of their digital footprint in favor of those who narrow their focus on a singular task or concept. Contractors will sometimes inquire as to why they lost their Maps placement on Google, after having been ranking in the Map Pack for so many years. The most likely culprit of this precipitous drop is a lack of marketing channel diversity. It’s one of the reasons we discourage clients from investing in standalone services such as website design, pay per click, or even lead generation. The most profitable contracting businesses have their hands on all of these things, and allocate resources to account for each. Every contractor reading this should diversify their marketing channels. If you are looking for web design only, you will be disappointed with the results. Everything online works together, and a lack of cohesion between design, optimization, Google maps, and other entities, makes for a porous online presence and one that will more than likely fail to produce desirable results.

A healthy web presence has traffic from multiple channels but it’s not only because everything works in concert, it’s also to protect contractors from a sudden shift in a particular channel’s value and production level. For example, PPC was once an inexpensive item for advertisers, but as the fees began to increase, the affordability worsened, and contractors were unable to sustain their ROI. If PPC was their only marketing channel, it became a massive blow to their institution. Perhaps even forcing them into bankruptcy. Another example of this is a contractor paying for a lead generation service who then sells its rights to another company, who subsequently crates a spike in lead prices. If this was the basis of your contracting business, you’ve lost everything overnight. Meanwhile, competitors who had diversified with SEO, Google Maps, and Social Media advertising came out clean as a whistle, and in some cases, directly benefit from your lack of foresight. If this sounds familiar, there’s a way to start a new marketing campaign that will prevent it from ever happening again. Contractors should diversify with:

Search Engine Optimization (SEO)

SEO will be the foundation of your contracting businesses’ web presence. In contrast to many of the other items on this list, SEO is seldom considered a standalone service. This is particularly true when it’s coming from a reputable company. Still, business owners often view SEO as a waste of money, and prefer to focus on quick-money-grab’s like PPC. We noted in the introduction why attaching your entire business to a single item like pay per click is a poor idea. But with a strong foundation of search engine optimization, PPC, and other items like it, can become much more productive while not accounting for too great a percentage of your traffic.

Pay Per Click (PPC)

We discourage pay per click as a standalone item, but when used in concert with other techniques, we encourage it. In diversifying your marketing channels, PPC from Google Ads can be a valuable one. With parameters allowing advertisers to set constraints on budget, targeting, and things of that nature, a properly managed PPC campaign can yield a substantial ROI. The difference is that it is not the only source of traffic, and in fact, should not be. The Ad platform once known as AdWords can’t be the only source of traffic, but it can be a source.

Google Maps & My Business Optimization

Local SEO is a big deal, but did you know that Google Maps & Google My Business are the foundation of geographical SEO? To diversify marketing channels, having a well-optimized GMB profile and a verified Maps listing are non-negotiables. We strongly discourage the use of any single method for traffic generation, but if you were absolutely forced to choose one, it would be Google My Business / Maps optimization. With that said, it works even better when combined with other forms of marketing, particularly a strong foundation of organic SEO with a well-designed custom website for your contracting services, whether it be roofing, HVAC, etc.

Lead Generation

Some marketing platforms empower contractors to pay only for leads. Often times these services provide shared leads, which forces businesses to fight against one another for the same customer lead. Since these leads are being funneled through channels that are not owned by the exclusive brand, there exists a lack a necessary control over them. Leads are obviously imperative to contractors. Without them, none of the rest matters. But it’s important to understand that the rest is there to ensure that exclusive leads are in fact generated. SEO, PPC, Google Maps, and Social Media can all generate leads with sufficient strategic input.

Social Media

Have you ever had an Ad agency attempt to sell you on a Facebook Ads package that involved no other form of marketing? If so, run for the hills. While Facebook and other social platforms like Instagram, YouTube, LinkedIn, & Twitter, all hold value, both through organic marketing and especially paid advertising, they cannot reach their fullest potential as a singular entity. Instead, social outreach should be an extension of a rock solid foundation that is rooted in the highest quality SEO and is supplemented with PPC, Google Maps, Lead Generation, and other marketing ventures. For organic social conversions, consider integrating YouTube videos within your website HTML, and vice versa with blog posts on your social feeds.

Why You Must Diversify Your Marketing Channels

Digital Synergy & Its Influence

Google favors brands no doubt. But what does Google consider a brand, especially in the realm of local contractors? For one, a company or individual who established a presence on a myriad of marketing platforms are more likely to be considered brandable from Google’s perspective. None only is brand diversity appealing to consumers and helps them recall your logo, but the inbound linking power of multiple incoming domains URLs is a strong signal to search engine crawlers. One thing is for certain, at least some of your competitors have more diverse marketing campaigns than you at the start of 2019. This can be the year you close the gap and root yourself in a strong and sustainable online presence. Contractor Webmasters can help you get there.

Posted: | Updated: Jan 2, 2019 | Categories: Episode