Because the use of social media in the construction industry rarely gets the attention it deserves, too many contractors are left wondering how to best leverage these sites. Social media can be a rich source of construction leads, but only if you approach it correctly.
Share What You Know
Social media sites aren’t advertising platforms, but rather places to make genuine human connections with the people in your target market. Providing information that helps them reach their goals is one of the most effective ways to do that. Offer tips and guidelines to help them make better buying decisions. Share resources such as websites, articles and videos. Educate your followers on the pros and cons of the different construction materials, technology and methods your firm specializes in.
Post content that demonstrates your expertise and highlights your accomplishments. By doing this, you can not only help your followers, but also build your reputation and show your prospects why they should work with you.
Don’t be afraid to show a little personality. Candid photos of your team, behind-the-scenes shots of your office, and the occasional personal story let your followers feel like they know you. Rapport like this gives you an edge over the dozens of faceless companies out there.
Engage With Your Audience
The opportunity for nearly effortless, two-way communication is one of the biggest advantages of using social media in the construction industry. Just listening to what your potential clients are saying — their interests, complaints, and frustrations — gives you insight into how you can win their business.
Social media also lets you ask for feedback in a way that’s more personal and direct than a web form. Ask specific questions in your posts and videos, and encourage your audience to leave comments.
Follow people and companies that interest you and strike up conversations relevant to your shared interests. You’ll develop your knowledge while also building relationships that help you win construction leads without the need for pushy sales pitches.
For more information on the most effective uses for social media in the construction industry, contact Construction Monitor today.