Social media for construction contractors
The first rule of successful business social media is to be on the social media sites your potential clients are on. Check all the benefits of social social media for construction contractors.
Currently, 2.1 billion people use social media. And reaching just a few of those people is a huge opportunity for construction contractors and remodelers.
Social media is, of course, social. People talk to each other. That is the perfect platform for a referral-based business, like remodeling. Why?
- 71 percent of people are more likely to work with a company they follow on social media.
- 80 percent of people trust the recommendation of another person – even if they’ve never met.
So, if one of your satisfied clients posts a glowing recommendation on Facebook, there’s a good chance a potential client will trust that online review and get in touch with you.
If you’re ready to take the social media plunge, the first rule of successful business social media is that you need to show up. You need to be on the social media sites your potential clients are on.
When it comes to social media for construction contractors and remodelers, that means you need to be on Houzz, Facebook and YouTube, which are great for testimonials, referrals and photography. Plus, you can use Google Analytics to gauge traffic to your website and make sure the time you’re spending on social media is getting you results.
Houzz
Why is Houzz so beneficial for contractors and remodelers? It was designed by remodelers, for remodelers. It’s the largest residential remodeling community online. There are 25 million active Houzz users, and more than half of them have done a remodeling project in the last year. If your goal is to show up where potential clients are, this is the place.
Every contractor and remodeler should be on Houzz. When you’re ready to set up your Houzz account, remember to use the best photography you have. Houzz is pretty much all photography.
Hire a professional photographer, if possible, to make your work look its very best. If not, use a professional-grade camera, not your mobile phone, to take shots. Take before & after pictures because people love them and they’ll get lots of clicks.
Is Facebook an absolute necessity? Yes. There are 1.4 billion active users on Facebook, and the site has a myriad of ways to reach people. You can test different ads and messages, and tailor a message to a very specific audience. In addition, Facebook’s Insights feature lets you see the demographics for the people you’re reaching.
The key to Facebook is to have a network before you start posting. Grow your network first. Email past customers and ask them to ‘like’ your page. Put Facebook links in your emails or on your website.
You also can target potential followers with Facebook ads. Test an ad for a week to discover the return on your investment.
Remember, Facebook is informal, conversational and personal. You want to connect with your followers and give them a glimpse into your company culture, who you are, what you like and what’s important to you and the company.
YouTube
Post videos to YouTube? Really? Yes, really. A one-minute video is equal to 1.8 million words. YouTube works for any business, and it’s so easy to use.
Don’t worry about shooting professional-looking videos. Just use your smartphone. Hold the phone horizontally, and keep the video short – 30 seconds to a minute tops.
For remodelers and contractors, there are a variety of videos that work:
- Before and after
- Product demonstrations
- Craftsmanship demonstrations
- Talks about your company, who you are, what’s important to you
- Meet the team members – who they are, what they do
- Company events
Social media for business is an affordable and flexible marketing too and a low cost marketing strategy for your business. If managed correctly, you’ll see a significant increase in your exposure and a measurable return on your investment.
Final tips
Use Google Analytics and review the results regularly. Take control of your online presence. Look at your competitors’ and other sites to see what they’re doing online. Invest in good photography. Don’t be afraid to play with social media and see what works. Get excited about the opportunities.
−Mollie Elkman, president, Group Two.
Group Two is a Philadelphia-based advertising agency specializing in remodeler and builder clients.