Construction company marketing in the digital age means building content and growing an on-line audience. Posting and interacting on social networks is a great way to do just that.
If you’re not doing any inbound marketing on social networks, you’re losing the #2 best way to get new leads from the Internet. Posting on social networks will even improve your SEO because Google will find and index your posts.
Check out these stats:
1) 44% of B2B marketers have generated leads via LinkedIn, 39% have generated leads through Facebook and 30% through Twitter. (Source: ReachForce)
2) Revenue increased for 24% of businesses when they utilized social media for lead generation. (Source: SproutSocial)
The 3 Steps to Social Media Marketing
Keeping this really simple. There are three core actionable items.
- Posting on social media networks.These networks include the core networks: Twitter, Facebook, Google+, and perhaps LinkinIn, plus other networks your customers are engaged in, such as Pinterest. Once you find out where your customers hang out, that’s where you should be.
- Engaging in conversations on social media.This basically means monitoring the networks you’re on and replying to posts.
- Being consistent.Once you get going with social networking, you need to be on it every day. This is the part so many marketers struggle with—unless you have one dedicated FTE who is trained in content marketing and is on task.
Once you’ve committed to the 3 keys above, you’ll want to take the audience you’ve built and engaged with on social media, and get those high-quality leads back to your website. That’s one of the big reasons why interactions (key #2 above) are so important to construction company marketing—they correlate strongly with site visits.
Step 1) Post to Social Media
Now it’s time to start getting your cool posts on social networks. Here are the basic guidelines we use for our clients.
Guidelines to Social Media Posting:
- Follow the “rule of thirds.” For every post about your company, post at least two other relevant links of articles from thought leaders in your industry.
- Think like your key persona before you post. Try to educate and add value for your audience. Inform, don’t entertain, and don’t brag.
- You can post offers, but only if they are of value and you’re not “pushing” something off to your audience. If you push or badger, you’ll lose followers.
- Mix it up: Post fun things like photos of your office party on Facebook, and short comments with links and one photo on Twitter.
Step 2) Interact with Your Audience
This is really quite simple. Just interact online as you would in person or if you were talking on the phone. Hubspot has a great post on how use Facebook, Twitter, and LinkedIn to grow your business. Here are some basic points to keep in mind:
- Speak directly to your target customer.
- Ask yourself, “Why are they on my social network in the first place?”
- Ask questions, but just ask the right questions.
- Give them valuable insights for your industry.
- Empathy connects.
- Address their pain points (They’re on social for a reason).
- Be authoritative but polite. Make your case. Be clear.
Step 3) Automate
You can be fully active on social media without any extra software, but you’ll save tons of time with a good online software app (SaaS). Among the many apps on the market, we’ve used several over the years, including Hoot Suite. We finally settled on the Hubspot app because it does it all, and saved us the most time.
Good software will do at least two important things for your construction company marketing:
- You can create a number of posts and schedule them to go live on whatever networks you want and when.
- You can monitor posts for mentions. So whenever someone tweets, mentioning you, you’ll get an alert. You then can respond, and get a dialog going.
Social media is only one component of inbound marketing. Get our download below and get the skinny on everything else you can do—With this presentation, you can even convince your team as well!