Social Media: Why it Should be Part of Your Marketing Plan

Social Media: Why it Should be Part of Your Marketing Plan

Many of us aren't huge fans of social media on a personal level and with good reasoning. It's a distraction, and it's not for everyone.

And I often hear from remodelers that they don't think they need it for their business because the majority of their work comes from "word-of-mouth" referrals.

But relying on word-of-mouth marketing alone isn't a predictable method of filling your pipeline, which is why you should use social media as part of your overall marketing strategy in your residential construction business.?

What Social Media Can Do for You

Social Media platforms allow people to see how "established" you are, view your work, and determine if you're what they're looking for before they take up your time with a phone call or in-person meeting.

It's a potential client's first interaction with you.?

And without it, it's harder for potential clients to find you.

I always say we aren't selling cheeseburgers - meaning it's unlikely a single post on Instagram will result in a booked client. But building out social media profiles is important in helping increase brand awareness because it's an opportunity to share your story through your own lens and make that personal connection with people.

While you might not be interested in social media in your personal life, here are ten reasons why it's critical for your residential construction business in today's market.

10 Reasons Why a Social Media Strategy is Critical

1. Brand Recognition

While the number of likes, followers, and posts you have on your social media platforms truly has nothing to do with who you really are, it is (unfortunately) a metric by which people judge. Now I'm not saying to focus on growing a huge Instagram account at the detriment of other marketing efforts, but it's important to recognize that social media is often a starting place for people beginning a search (right after searching you on Google). Ensuring you have updated social media profiles helps to build "Know, Like, and Trust" among potential customers.

2. People Research Differently

Despite our best efforts to funnel people toward a specific online destination (a website, for example), people will still default to their natural tendencies when it comes to online searches. I get found by people in several ways: LinkedIn, Instagram, Facebook, Podcasts, Webinars, and Google. Being visible on multiple platforms has been essential to my business growth, and the same goes for your remodeling or custom home-building business. The more places people have an opportunity to find you, the better your chances of filling your pipeline.

3. Your Story

Residential construction is a very personal business. People want to know WHO will be in their homes and who they will be working with. Social media marketing allows us to tell our stories and share a bit about ourselves and our team. If you're not doing this, you're missing an opportunity to capture people's interest and continue building that 'Like, Know, and Trust.' Plus, according to Google Analytics, "Our Team" pages rank the highest on construction business websites (next to the home page).?

4. Your Portfolio

Social media is another place to share images of finished work (in addition to your website). It's a chance to showcase what you do best, build excitement for potential clients, and engage current ones. It also provides you with a resource to direct clients to see different design styles to help them in providing valuable feedback about how they'd like to see their project take shape.

5. In Process Photos

Many think social media is only for finished photos, but there is a big opportunity to share informational content of in-progress work to help connect your VALUE to your PRICE. We always complain that clients don't care about what's behind the walls. Well, this is your opportunity to help them understand WHY it's important to hire a true professional. We don't want to be judged on price so let's be judged on the expertise and quality of our work instead!?

6. Long-Term Nurturing

97% of the market is NOT ready to build today, but that doesn't mean they won't be in the future. Even though it may not seem like it, people at all stages of the buying cycle are following and watching. For example, some of you reading this are current or former clients who followed me on social media for some time before reaching out. Social media marketing efforts allow you to be in front of potential clients without realizing it, and a large part of your business can come from those efforts.

7. Content marketing & Search Engine Optimization (SEO)

The internet is all about being "found," One of the best ways to do that is to ensure that the content you put online uses certain keywords and terms people are searching for. It's called SEO (search engine optimization), and usually, it's discussed only for your website. But in fact, search engines like Google also look for social media profiles that use keywords and display them in Google search results. Having social media channels that target these keywords and link back to your website (or another conversion page) increases your chances of connecting with potential clients online.

8. Attract potential teammates?

When you were looking for a job and came across an ad, what was the first thing you did? Googled the company, right? Well, the next step after that is to hop on Instagram and check out the company's feed. By using social media channels to show your team and share their feedback either with video (recommended) or by static posts, you are offering a glimpse 'under the hood' into your business and to the team a prospective candidate would be working with.?

9. Forge new professional relationships

Suppose you're looking to expand your trade partner network. Social media can be a great way for potential trade partners to see you, your team, and your work - and reach out because they see you run a tight professional ship. It also allows you to check out their work on their social channels and pre-screen them based on their content. Many GC-Trade Partner relationships are built on social platforms, and it's the quickest way for you both to get to know each other.

10. Client testimonials

Social media allows you to amplify client testimonials and provide potential clients with "social proof" about the work you do. If potential clients see people like themselves leaving testimonials about your work or see visual representations of the type of project they're looking for, they can identify with this and will be encouraged to connect with you.

Social Media Content is One Tool in Your Arsenal

Social media is an important tool for reaching and engaging with potential customers. That includes maintaining these channels with current posts about:

  • Team member spotlights
  • Client testimonials
  • Finished projects
  • Team member testimonials
  • Current projects
  • Holiday posts
  • Team training and events
  • And much more…

The problem is that many people don't have a strategic plan in place for:?

  • The type of content
  • The audience they are speaking to
  • The ultimate message they want to convey.?

Most importantly, converting that plan into a systemized approach so we aren’t sitting there with our phone open asking ourselves, "what should I post today"?

And it starts with mindset and recognizing social media's value for increased brand awareness and familiarity. While many of us find it a distraction or painful to navigate, it's important to consider the long-term value it offers your brand when it's done right.?

If you're looking for help with your marketing strategy, including how to systemize your social media workflow, then click here to book time with me to chat.?


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