THE SECRET TO GROWING YOUR CONSTRUCTION BUSINESS ON SOCIAL MEDIA
PEOPLE DON’T SEEM TO CARE ABOUT WHAT YOU POST ON SOCIAL
Most construction business owners use social media as part of their business.
They sink a ton of time trying to build their social accounts, only to realize that no one cares about their content.
Their social isn’t driving sales… or any engagement at all.
You are posting the wrong things on social media.
YOU MUST BE AUTHENTIC TO BUILD A SOCIAL FOLLOWING
Authenticity is the best way to master social media for contractors.
Being authentic is a skill. It’s easy to see something working for someone else and think “that does well for them, I’ll try it.”
But, it probably worked for them because they were being authentic to who they are.
If you haven’t found your authentic voice on your social accounts, chances are you won’t see the success you need to build your construction business.
Authenticity is hard to manufacture long term. It has to be real to be sustainable. And, you have to be self-aware enough to see yourself the way others see you.
But, when you find your authenticity, and you start providing real value to your customers, then you’ll give them a reason to come back again and again.
AUTHENTIC SOCIAL MEDIA FOR CONTRACTORS: STOP DOING THESE 6 THINGS
So, here are 6 common mistakes when trying to build social media for contractors.
If you stop doing these things, you will see your social accounts start to grow organically, and you’ll see your engagement rates go way up.
Mistake #1: Always Selling, Rather Than Providing Value
In order to sell, you have to have an established, trusting relationship with your audience. In order to build that trust, you have to provide value.
Use the 80/20 rule.
Provide value 80% of the time, and sell the other 20%.
That feels like a lot of work up front, and it is. But, if you’re always providing value, people will actually be interested when you have a sale.
The people who want to buy will line up to do it, because they regularly learn from you and trust you.
Mistake #2: Copying Other Accounts
On social media, you constantly see other people’s success. Don’t be tempted to think they came by that easily.
You’re only seeing the 20%.
Trying to copy their success without tackling the 80% value, won’t give you the growth you need.
Mistake #3: Avoiding Video
It’s hard to turn the camera on yourself. That’s why people aren’t doing it.
If you have a problem with video, you’re going to be losing out on growth, because that’s how people consume media.
Your video doesn’t have to be perfect. In fact, the shaky cell phone video gets more engagement than the highly produced one.
All you need are good lighting and good sound.
So stand in front of a window and buy a decent microphone.
If you’re nervous, do it anyway. Provide value and people won’t care what you look like.
Mistake #4: Leaving Out a Call to Action
This one is simple.
After you give value, tell people what you want them to do.
Don’t take for granted that they will click that link in bio on their own. People are bombarded with media. Think about what next step you want them to take, and tell them to do it.
Mistake #5: Going Too Deep
Most people struggle with the basics.
A great way to boost social media for contractors is just to stick to those basics.
What are the 10 questions your clients ask you over and over?
Take the top 3 topics and provide value for those things all the time. Talk about how to solve them, tell stories about them, get your customers to give testimonials about them.
Then, people will flock to you as the thought leader in your industry. And, they’ll want to know about the other 7 things.
You may get bored with the basic messaging, but your customers won’t.
Mistake #6: Not Listening to Customer Feedback
Whatever your clients are responding to, do more of that.
Look at social media for contractors as a laboratory. Put something out there, if you get feedback, go deeper on the subject. If you don’t, move on.
TREAT SOCIAL MEDIA LIKE REAL LIFE RELATIONSHIPS
When you meet someone in real life (if you are self-aware), you don’t just talk about yourself. You don’t ignore people. You want to know what they are about – who they are.
Treat social media the same way.
You don’t have to sink hundreds of hours into every social platform. Choose 1 or 2 that work for you and stick with them.
Respond to people’s comments. Start conversations. Ask questions. Research what makes people tick and engage them on it. Don’t build relationships hoping to get something in return.
Just be authentic. The growth will come.
DO YOU NEED TO CREATE PURPOSEFUL, PROFITABLE, GROWTH FOR YOUR CONSTRUCTION BUSINESS?
Then, you need to enroll for The Built to Build Academy.
It is going to give you your life back.
Join the WAITLIST today at www.BuilttoBuildAcademy.com.
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Shawn Van Dyke is a construction industry consultant, business coach, and mentor to construction business owners. He is a Brand Ambassador for Fine Homebuilding, travels across the US as a keynote speaker, seminar presenter, and the author of two books – Profit First for Contractors and The Paperwork Punch List: 28 Days to Streamline Your Construction Business.
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