Social media can feel overwhelming. With so much noise and so many platforms, where do you start? The truth is that a great social media strategy can transform how you connect with customers and help you grow your contracting business.
Social media platforms’ reach and accessibility are unprecedented. They connect businesses with a vast audience in real-time. Besides their broad reach, social media platforms also serve as valuable tools for businesses to listen to what their customers say about their brand, competitors, or the industry.
Social media allows for active engagement. Construction companies like yours can post questions, respond to comments, and forge stronger customer bonds. Unlike traditional marketing channels, it’s a great leveler. All businesses – whether big or small, have equal access. This means smaller companies can compete effectively against their larger counterparts.
Whether you are new to social media or are refining your approach, these six steps will help you thrive online.
1. Start with the fundamentals
Social media isn’t just about pretty pictures or funny tweets. At its core, it’s a powerful tool for strengthening your brand, building relationships, and hitting your business goals—if you have a plan.
Think of it this way: Posting randomly is like throwing darts in the dark. Set clear objectives for your efforts. Are you trying to boost brand awareness, increase leads, or engage your current customers? Once you define your goals, you can create content that moves the needle.
Action steps:
- Map out your objective. To build brand awareness, plan posts introducing your business, sharing behind-the-scenes moments, or showcasing customer testimonials.
- Identify your target market, including homeowners, commercial property managers, or other businesses needing construction services.
- Create customer personas to understand their needs, challenges, and preferred social media platforms.
2. Choose the Right Platforms
You don’t need to be everywhere—you need to be where your audience is. Each social platform serves a different purpose. If you’re a Commercial Remodeler, LinkedIn lets you interact with other businesses and build authority. For visual appeal, Instagram is still king. Facebook can help you connect with a broad range of users, while TikTok excels if you want to reach younger audiences.
Quick tips:
- Focus on visually-driven platforms like Instagram and Pinterest to showcase completed projects.
- Use Facebook for community engagement and updates about your services.
- Consider LinkedIn for B2B connections and networking with industry professionals.
3. Develop a Content Strategy
Walking into a grocery store that constantly changes where items are placed is incredibly frustrating, and that’s exactly how your audience feels if your posts are scattered and inconsistent. A content strategy helps you post consistently, maintain your brand’s voice, and keep people returning for more.
Content calendars can be your best friend. They help you plan posts. And variety is key! Include posts showcasing your services, tips to help your audience, fun polls, or behind-the-scenes sneak peeks.
Action steps:
- Share high-quality images and videos of your work, such as before-and-after shots or time-lapse videos of projects.
- Post educational content that teaches your audience about construction processes, maintenance tips, or industry insights.
- Highlight customer testimonials and case studies to build trust with potential clients.
4. Engage with Your Audience
Social media isn’t a one-way street. Don’t just post and ghost—start conversations. Respond to comments, ask questions, and keep the dialogue going. Genuine interactions build trust and loyalty.
Contests, polls, and live Q&A sessions are excellent for boosting engagement. For example, hosting a giveaway like “Share your favorite product/service moment and tag us for a chance to win!” can encourage your audience to interact with your brand.
Practical approach:
- Respond promptly to comments and messages to build relationships and trust.
- Encourage clients to share their experiences and tag your company in their posts.
- Join relevant groups or forums on social media to connect with potential clients and industry peers.
5. Explore Paid Advertising
Organic content is essential, but paid advertising can supercharge your reach. With ads, you can target specific demographics, interests, and behaviors. The best part? You don’t need a massive budget to start. Start small, run tests, and identify what works.
What you can do:
- You could advertise your bestselling product or promote a free resource (like an eBook or webinar). Ads help you position content in front of your dream customers.
- Consider running targeted ads on platforms like Facebook and Instagram to reach a broader audience.
- Use geographic targeting to ensure your ads reach local homeowners and businesses needing construction services.
- Start with a $50 test ad on Facebook or Instagram. Target a specific audience, monitor results, and expand from there.
6. Track and Analyze Your Results
How do you know if your social efforts are paying off? Numbers don’t lie. Pay attention to metrics like reach, engagement, and follower growth. Built-in analytics or third-party tools make tracking what’s working (and what’s not) easy.
If you notice that your audience loves memes or prefers short videos, adjust your strategy based on that data. Social media success is flexible—it’s about trying, learning, and improving.
If you’re new to this:
- Use analytics tools available on social media platforms to monitor engagement, reach, and conversion rates.
- First, focus on a few key metrics. Start with the engagement rate (likes, comments, shares) and build from there.
- Adjust your strategy based on what content performs best and resonates with your audience.
Remember to monitor industry practices and adapt your strategy accordingly. To increase visibility and engagement, participate in social media challenges or trends that align with your brand.
Final thoughts
It’s important to note that while setting up a social media account may be free, social media marketing is not devoid of costs. The time spent updating channels, responding to posts, and participating in discussions equates to time not spent on other business activities.
Social media marketing doesn’t have to feel overwhelming. The results will come when you focus on understanding your audience, crafting a strategy, and staying consistent. Success takes time, but with some planning, you can connect with your customers, grow your brand, and achieve your goals—one post at a time.
By implementing these social media marketing basics, construction contractors like you can effectively promote your services, engage with your clients, and grow your brand online, ultimately building meaningful connections and trust with your audience.
About The Author:
Sharie DeHart, QPA, is the co-founder of Business Consulting And Accounting in Lynnwood, Washington. She is the leading expert in managing outsourced construction bookkeeping and accounting services companies and cash management accounting for small construction companies across the USA. She encourages Contractors and Construction Company Owners to stay current on their tax obligations and offers insights on managing the remaining cash flow to operate and grow their construction company sales and profits so they can put more money in the bank. Call 1-800-361-1770 or [email protected]
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