Social Media Marketing for Construction Companies
April 21, 2020
You've probably heard that there are many benefits to building up a social media presence for your roofing company. Being on social media can help you connect with new customers, interact with current clients and make your company more personable. But how can you get started? While you understand the benefits of social media, you may not know how to use effectively it for your business.
Here's everything you need to know about social media marketing for construction companies, from choosing the right platform to connecting with your audience.
Social Media Marketing for Construction Companies: Platforms Available
You have a lot of options when it comes to choosing a social media platform to use. In fact, it might make sense to create profiles on several social media sites and tailor your posts to the specific audience on each one. A few of the most popular platforms include:
- Facebook. Nearly 70% of U.S. adults use Facebook, according to the Pew Research Center. Almost 75% of people who use the site visit it daily. Your business can use Facebook to promote special prices, provide useful information about roof care and engage with current or potential customers.
- YouTube. Almost three-quarters of U.S. adults use YouTube, according to Pew. Since YouTube is for posting and sharing video content, using it for your business requires a bit more planning. If someone on your team has video skills and isn't camera-shy, creating how-to videos can be an excellent way to connect with your audience. You can also record video testimonials from happy customers with footage of their new roof. Make sure you ask for a signed waiver whenever you record someone's likeness on video.
- Instagram. Instagram, the third most popular social platform, lets you share photos and short videos. It also has a feature called Stories, which are photos and videos that are only live for 24 hours (and might be a fun way to share updates on a roofing project). About 37% of U.S. adults use Instagram, according to Pew.
- LinkedIn. Of all the social media platforms, LinkedIn is the most business-centric. It's ideal for connecting with other businesses or for finding people who are looking for a job in roofing or construction. A commercial roofing company might find that LinkedIn is a good fit, while a residential roofing company might choose a more informal platform.
How to Make the Most of Social Media
To get started, first choose your network. Facebook might be your best bet if you're just starting out since so many people use it. You can also post a wider variety of content, such as photos, videos and links. YouTube is another great pick if you're interested in creating and sharing videos. If your focus is marketing to other businesses (B2B), you should also make a LinkedIn page. Each one should take under an hour to set up.
The next step is to get people to follow you. Add a button on your website that links to your social media pages, include links in your email signature and invite your employees and current customers to like or follow your pages.
Social media is a place for your company to showcase your roofing projects and to provide useful information to your audience. Share before and after photos of the roofs you replace or repair, create short videos explaining how homeowners can care for their roofs or share general maintenance tips.
Another option is to invite people to ask questions on your social media pages, which you or an employee can answer. If you give the impression that you're available and happy to talk to people on Facebook, YouTube or another social platform, doing business with you will look like a great next step.