Once considered the domain of selfie-taking teenagers, a well-maintained social media presence is now critical if you expect your construction firm to be taken seriously and stay ahead of the competition.
Connecting with Your Target Market
Beyond the search engines, social media is the place many turn when they need information, advice, and ideas. Platforms such as Facebook, Twitter, and Houzz let anyone quickly find and connect with building industry professionals. When someone’s looking for guidance on their construction project, you want to be the professional they connect with. If your would-be client can’t find you, they will find your competitor.
A solid social media presence lets you take an active role in bringing in leads. You can follow the accounts of potential clients, search for questions you can answer, and network with possible cross-marketing partners. “Liking” and commenting on posts also helps get your name in front of potential clients. As an added benefit, your social media activity helps boost your rankings in the search engines.
Demonstrating Your Expertise
A developed social media presence confirms that you’re an established and reliable business. It also gives you space to show your potential clients what you can do for them.
Fill out your profile thoroughly, including your specialties and company vision. Post photos and videos of your projects, offer tips and guidance, and share news your target clients will find useful. Include the occasional candid photo of your team to humanize your firm and build rapport. On social media, where people tend to browse, this kind of content will catch the attention of those in the earliest stages of planning a project, but who haven’t yet started actively searching for a construction firm.
Avoid the temptation to create a profile on every social media site that looks interesting. Half-finished, inactive profiles reflect poorly on your business. You’ll get better results by identifying the two to four platforms your target clients use most and focusing your effort on those.