How To Create A Winning Social Media Marketing Plan

social media marketing planThe role of social media in the construction industry has grown to a degree that’s impossible to ignore. Learn to use this marketing opportunity to your advantage so you can reach high-value clients before your competitors do.

Set Your Goals

Setting specific goals helps you see when your marketing efforts are working and when you need to make adjustments. Keep your overall business goals in mind. Measure real business outcomes such as leads, referrals, and new business relationships, rather than “likes” and shares. Shares help increase awareness, but don’t always translate to new clients.

Gather Inspiration

While there’s no one right way to do social media in the construction industry, some companies are more successful at it than others. To avoid having to reinvent the wheel, spend some time browsing the accounts of your competitors and related businesses before you decide on your approach.

Look at the types of content they share and note what seems to garner the most engagement. Pay attention to which platforms have the most responsive audiences. Rather than copy their approach, though, take what works and adapt it to your company’s own unique selling points and target clients.

Create a Roadmap

Once you have an idea of what to do with your accounts, develop a plan you can refer to when posting. A clear plan will save you time and help you maintain your consistency. Choose two or three platforms and define:

  • The audiences you’re targeting.
  • The types of content you’ll post for each audience.
  • How often you’ll post.

Tailor your content and posting schedule to each platform. What works on Facebook doesn’t necessarily work on Instagram.

Also consider how you’ll source your content. Decide where you’ll get your images, who’ll create your videos, and which magazines, websites and other social media accounts you’ll follow for news and ideas to share with your audience.

With the use of social media in the construction industry growing steadily, the better you can define your approach to these platforms the more effectively you can stay ahead of your competition.

 

How To Make Content The Cornerstone Of Your Marketing Strategy

content marketing strategyBecause traditional ads tend to get lost in the shuffle online, valuable content is an essential component of an effective marketing strategy. If you plan to base your marketing on content, first spend some time determining what, when, and where you’ll publish.

Focus on Your Audience’s Interests

For your online content to do its job of attracting your ideal clients and convincing them to work with you, it must be tailored to your audience’s needs. Aim to provide real benefits. Your content might get your readers up to speed on new construction trends, help them understand the differences between certain types of building material or explain complex regulations.

Start by creating content that addresses the most common questions you receive. Look at the content you’ve already published, too. Which blog posts have received the most comments and which social media posts see the most likes, shares, and replies? Use polls, surveys, and simple direct questions to ask your website visitors and email list readers what they want to learn more about. Invest in keyword research software to find the phrases your potential clients search for.

Develop a Publishing Plan

An effective marketing strategy demands consistency and that consistency is easier to maintain when you work from an editorial calendar. Create a calendar that covers your:

  • Website
  • Blog
  • Email list
  • And social media profiles

Be sure to also include a balanced mix of text, images, and video. Maximize your efforts by repurposing your content for different platforms. Your Instagram images can provide inspiration for a blog post. The information in that blog post can become the basis for a video.

Aim to plan at least three months ahead if not farther. That gives you time to develop seasonal content as well as content related to upcoming events. Using post scheduling software will save you time, but tailor your posts to each platform.

Valuable content is an excellent basis for an effective marketing strategy, but you’ll need to stay consistent and focus on your audience’s needs to get the best results.

3 Tools To Simplify Lead Nurturing

lead nurturingAttentive email lead nurturing is a must if you want to turn your mailing list readers into paying clients. That doesn’t mean cultivating your list has to take hours a week, though. The right tools can save you time while helping you follow basic email marketing best practices.

Irreplaceable tools

  1. List management tool – While it’s possible to manage your email list from Outlook or your website host’s email server, doing this for the long term can lead to needless hassle and wasted time. To keep your list organized and make the most of the data it contains, use software specifically designed for managing email marketing lists. This tool makes it easy to set up newsletters and autoresponder series. Most provide templates for your sign-up forms and newsletters, and supply data such as open rates, click-through rates, and click-to-open rates in an easy-to-read format. Using list management software also helps ensure your newsletters aren’t blocked by your readers’ spam filters.
  2. Customer relationship management (CRM) tool – This tool is essentially an address book with numerous extra features that help you manage your interactions with your clients. It lets you more efficiently initiate marketing messages, onboard new clients, schedule client interactions, and provide support. Most CRM tools also supply you with demographic, behavioral, and other data about your contacts. With this information, you can easily segment your client base and target your marketing more effectively to each segment.
  3. Marketing automation tool – This is one of the most useful tools you can have for reducing the time you spend on email lead nurturing. Marketing automation software automatically sends emails based on a prospect’s actions, such as downloading a free information packet from your site or filling in a form for a strategy session. The software then sends you a reminder to follow up with the prospect. Your prospects promptly receive emails tailored to their current interests and you’re free to run your business.

Because email lead nurturing encompasses types of interactions, you’ll find many software packages include several integrated tools.

3 Quick Tips To Help Generate Leads From Facebook

online leadsFacebook’s popularity with a broad demographic makes it one of the richest sources of social media leads out there. With just a few small improvements to the way you use this platform, you can bring in more qualified construction leads with less effort.

Three good tips

Here are three tips to help generate leads.

  1. Offer a freebie – The chances of someone calling you to schedule a consultation based on a Facebook post are slim, but social media is still an ideal place to start building relationships. To capture your fans’ email addresses, offer a free information product such as a checklist, resource list or white paper. Design your free offer with the goal of solving a specific problem for a specific type of client, such as commercial real estate investors or housing developers interested in environmental sustainability.
  2. Invest in ads – Facebook ads let you target precisely the audience you want based on demographics, interests, and behavior. If you want social media leads who enjoy sailing, have young children, and frequently organize events, you can find them. Instead of using one general ad, create multiple ads tailored to each type of client. Your prospects are more likely to respond to something that speaks directly to their needs. Invite them to take a specific action, such as downloading your free white paper or contacting you for a strategy session.
  3. Engage with your audience – Making a genuine effort to interact with your Facebook fans helps build a connection that encourages them to contact you when they’re ready to do business. Instead of bombarding your audience with promotional posts, create posts that offer real value. Keep your fans up to date on industry news, introduce them to new construction trends, offer insider tips, and direct them to useful tools. Ask open-ended questions about their challenges, goals and opinions, and invite conversation. When someone does reply, take the time to acknowledge them.

Whether you decide to start with ads or just more conversations, learning what works on Facebook is one of the most effective things you can do to bring in more social media leads.