Word of mouth has always been an important part of construction marketing, and the growth of social media gives you even more power to build buzz around your firm. To get a consistent flow of leads from your social media efforts, though, you need the right approach.
Provide Content Worth Sharing
Social media makes it easy for people in your target market to pass your name along in conversation. If you expect them to do that, though, you need to give them something worth talking about. That means the content you post to your social media accounts must be relevant to your potential clients’ interests, noteworthy, and well crafted.
When choosing what to publish, focus on what’s in it for the reader. Aim to add value. Post tips and advice, links to relevant articles, case studies, overviews of projects you’ve completed, updates on projects in progress, announcements of new services and partnerships, testimonials from happy clients, and special promotions.
Make Time to Mingle
To bring attention to your social media accounts, you’ll need to get out there and interact with your potential clients. Go in with the goal of truly connecting with others in your industry, rather than with a sales mentality. Think about why your potential clients are on social media in the first place and look for ways to help them reach their goals while also letting them know how your firm can help.
Join in the conversations you find and engage with influential members of your segment of the industry, as well as with associations and organizations. Leave insightful comments, answer questions with genuinely useful advice, and ask thought-provoking questions. This kind of construction marketing takes time, but can pay off with long-term, lead-generating relationships.
Consistency is key to building an engaged social media following, but you don’t have to log in every day to maintain your momentum. Web-based services are available to help you automate your posts by uploading them in batches to be posted at scheduled times.
For more practical construction marketing tips, contact Construction Monitor.