Showing Off on Social Media?

Sure, but do it wisely. A knack for getting the job done–and the pride of that finishing touch. Happy customers. A solid reputation. Trust. These are qualities of successful construction company leaders–and showcasing them via intelligent use of social media is an essential aspect of your marketing toolkit. Read on for pointers on thoughtfully increasing the social media presence of your construction business. 

Digital Marketing

Social media is largely about the power of images, and so much of the work of construction comes down to visuals too. As the Contractors School reminds us, having a solid social media presence that reflects your brand, is an important way to “show off completed projects, customer testimonials, and behind-the-scenes content, creating an engaging community that attracts new business while retaining current clients.” Of course, you will not do much for your brand on social media (or anywhere) if your tactics revolve around sporadically liking random content posted by others or haphazardly slapping up poor quality photos. Get the most from social media with a thoughtful posting strategy that helps you:

• Showcase portfolios of completed projects.
• Share client testimonials and reviews.
• Highlight your expertise and professionalism.
• Engage directly with potential clients through comments and messages.
• Optimize marketing strategies using audience engagement analytics.

It’s best to hold yourself to timing consistency and content standards for social media posts that underscore what you and your business stand for. Regularly timed posts that build your story as you grow are much more effective than posting on the fly.  Examples of a quality approach to social media posting that can effectively shine the spotlight on your business include:

• Before and After Photos…These posts can be particularly engaging, as they visually demonstrate your craftsmanship and the impact of your services. Make sure to include detailed captions explaining the changes and any challenges overcome….
• Client testimonials provide social proof of your expertise and reliability. Post short quotes from satisfied clients along with a photo of the completed project. 
• Keep your audience informed through regular updates on the progress of ongoing projects. This can include milestone achievements, unique challenges, or interesting aspects of the work….
• Share relevant news and trends in the construction industry. This positions your company as knowledgeable and up-to-date with industry standards. Topics can include…advancements in construction technology, emerging design trends, and more.
• Give a glimpse into daily operations by highlighting the people behind your projects. Introduce team members, share their stories, and shine a light on their expertise. You can also show behind-the-scenes shots of your crew at work…

In addition to being thoughtful with your own posts, aim to make timely, tailored responses to clients, prospects and professionals you admire in the industry. This type of direct engagement, done consistently, can really help build the base of people who know you and your work. Meanwhile, experts also remind us to avoid these common social media pitfalls that detract from your brand image:

• Slow Response Times: Failing to respond to comments and messages in a timely manner can lead to customers going elsewhere. Make your business feel approachable by engaging with your audience and building a community around your brand.
• Ignoring Negative Feedback: Negative comments can harm your reputation if they go unaddressed. Responding professionally to criticism shows that you value customer feedback and are committed to continued improvement.
• Poor Quality Visuals: In the visually driven construction industry, high-quality images and videos are essential. Low-quality visual assets can reflect poorly on the professionalism of your work.
• Overly Promotional Content: Constantly pushing sales messages can alienate your audience and lead to audience fatigue and erosion of trust. Instead, humanize your brand by only promoting your services in approximately 20% of posts. The other 80% should be a mix of informative, educational, and entertaining posts that your audience would see as valuable.

Still Important: Answer The Phone

No matter how savvy your social media strategy is, don’t get sloppy about actually answering the phone. It’s so basic, and so often neglected. Failure to pick up the phone takes a real toll on business. Nick Howell from T&N Asphalt services points out that just picking up the phone, in and of itself, is highly likely to result in more customers for your business:

Answer calls promptly and respond to them in a timely manner. This is the cornerstone of attracting more work. If you are responsive, you are almost always ahead of your competition. I can’t even begin to count the number of times a caller has expressed frustration that other contractors never even returned their call. And most of those people are now our clients.Maintain the initial level of responsiveness by promptly providing a quote — not weeks later but days later (or even hours later if possible).

Taking It To The Next Level

Colonial Surety helps contractors with businesses of every size build their capacity. Our Hometown Bond Program helps local builders get credit based underwriting bonds for up to $250k—no financial statements required.  

Growing from there, construction business owners can get in on more action by qualifying for The Partnership Account® for Contractors. Once qualified, you’ll use our power of attorney to issue your own bid bonds, in minutes. Order performance bonds with speed and ease too. Plus, you’ll bid and win more than ever as you leverage your:

• surety line of credit—in writing;

• private digital dashboard;

• daily snapshot of single and aggregate limits 

• ability to update work on hand

Surety Bond programs for construction businesses of every size are right here: Bonding Programs at Colonial Surety Company

Founded in 1930, Colonial Surety Company is a leading direct seller and writer of surety bonds and insurance products across the USA. Colonial is rated “A Excellent” by A.M. Best Company and U.S. Treasury listed. Let’s connect today: Colonial Surety Company.