From 2010 to 2018, the number of Americans with a social media profile increased from 44 percent to 77 percent. Additionally, a whopping 70 percent of businesses are now active on social media. With facts and figures like these, it’s become clear over the past few years that—no matter what industry you’re in—social media has gone from being an optional advantage to a hard and fast requirement for businesses of all types.
Why promote your company on social media?
Aside from social media marketing being worthwhile for keeping up with your competitors alone, substantial social activity and the traffic it results in also positively impacts your SEO. With better SEO comes greater online visibility and an increased likelihood your company will appear in local search results when a potential customer is in need of your services.
Social media can also enhance other marketing efforts by giving you data on the people who engage with your content the most through analytics provided by social platforms.
Yet, as the owner of a construction or field service business, it can get overwhelming trying to decide where to start when it comes to promoting your company on social media. By breaking down the process into easy steps, you’ll be able to up your social media game fast, and land more deals for your business as a result. Here are a few must-do’s to get you started.
Where to start
#1.) Jump on the paid social train
One of the core pieces of any successful social media strategy is consistently running social media ads targeted at potential customers. Lucky for everyone, zeroing in on social media users based on their interests, demographics and locations is easy with the targeting capabilities available on these platforms.
The first step to creating effective ads is deciding who exactly you’ll be aiming them at. For instance, if you own a residential painting company in Indiana, running YouTube pre-roll ads aimed at all North American business owners would be a waste of money. Instead, narrow down your focus to homeowners or commercial businesses in your region.
Next, you’ll need to decide which social media platforms you’ll run ads on. This can be done in a couple ways. First, if you’re already active across a variety of social media channels, go with whichever platform is already performing best for you—chances are high you’ll find more customers there. Second, you can try out all of the major social ad channels (Facebook, Instagram, LinkedIn and Twitter), and put more budget into whichever drives the most conversions.
#2.) Think carefully about what content to publish
Now that we covered advertising, the next step to successfully promoting your company across social media is marketing. Defined, social media marketing includes any unpaid posts or content you publish to your social media channels.
The way to get the most out of social media marketing is simple: be very strategic and mindful of the content you’re creating. Be sure the content will get you closer to your specific goals, whether those are more website traffic, more phone calls, more followers on social, or something else entirely. This is something we practice here at ExakTime.
For the construction and field service industries, some examples of quality social media content could be high-res photos of your job sites and projects from start to finish, or client testimonials—which are easy to spruce up using a tool like Canva or Google Drawings.
You can also create highly shareable, how-to content, such as a YouTube video teaching viewers how to properly lay cement or staff a project. No matter what content you decide to share, make sure that it will, in one way or another, convince viewers of your company’s expertise in your field.
Don’t forget to include at least one hashtag to increase the chances your content will be seen by people outside your immediate audience!
#3.) Network with key decision makers
One of the biggest benefits of social media that many seem to gloss over is how easy it is to network with high-profile individuals, companies or key decision makers who might benefit your business down the road.
To do so, create a list of individuals or companies you want to connect with. Then, using LinkedIn and Twitter, begin to thoughtfully comment on the content these brands or individuals publish. By starting a conversation and adding value where you can, you’ll begin to warm up the prospect and plant the seeds of building a strategic, yet meaningful, relationship.
By creating authentic relationships with influential people now, you’ll increase the chances of your company being “top of mind” in the future whenever those people need your help. The owner of a 5-star hotel may not need your high-rise window cleaning company at this very moment, but if you network effectively now, when they do need your services you’ll be the first business they call.
In this day and age, being active on social media as a company has become a necessary evil. Despite the time it might take now, by mapping out your goals, strategizing and getting your hands dirty, you’ll be ten steps ahead of your competitors for years to come.