When you’re trying to grow a contractor business online, you can face a lot of challenges. Chances are, you didn’t get into this business because you’re tech-savvy or you have a lot of marketing experience. Unfortunately, without those skills, you could be falling short in attracting more local clients and growing your business.
Utilizing the power of social media is one of the best ways to grow that business and showcase what you can do, and in some cases, expand your earning potential if you haven’t already. If you’re a plumber, for example, the median salary across the country is over $50,000. Entry-level salaries for general contractors start at $44,000. The average electrician earns anywhere from $50,000-$60,000 per year. If you’re not hitting those numbers regularly, it’s time to think about expanding and growing. Luckily, marketing yourself is the best way to get there.
You don’t have to be afraid of social media. It could be just the thing you need to attract new customers and clients. Let’s take a look at how you can use it to the advantage of your business, as well as some common pitfalls you should avoid.
The Importance of a Social Media Presence
If you don’t already have a Facebook, Instagram, or Twitter account for your business, it’s time to consider it. When a potential client is looking to hire a contractor, it might not be enough for them to see your website, especially if you’re struggling with SEO.
Think of social media platforms as another way to get clients the information they need quickly. That includes everything from your contact information to pictures and videos of your work. They’ll also be able to see any updates that you post and how you interact with other people on those platforms. Social media is just that – social. It can be one of the best forms of word-of-mouth advertising if you utilize it properly.
Not only will a social media presence make it easier for you to get noticed, but you’ll establish trust with potential clients before they even hire you.
Follow the Trends
One of the easiest ways to grow your business on social media is to follow relevant trends. You probably have at least one personal social media platform, and if you look at it daily, you’ll see several themes and trends popping up from time to time. Some of the most current trends marketers are utilizing on social media include:
- Ephemeral content
- Short-form video content
- Live Streaming
- Avatars and virtual personas
As we touched on earlier, having a social media presence helps to build trust. Consumers want to work with brands and businesses they can form relationships with. That’s especially important when they want you to work on their homes or tackle a project for them.
So, it shouldn’t come as a surprise that most of these trends focus on the “humanization” of marketing and businesses. Short-form videos are a great way to show off your work or publish positive reviews of happy clients. Live Streaming is fantastic for showing your process or answering questions people have in real-time. Get creative with your social media presence and use current trends as your guide to connect with your audience.
Avoid Common Mistakes
As a contractor, you probably don’t pride yourself on being a social media guru. However, there’s no reason you have to fall for common pitfalls and mistakes. Some things can be difficult to avoid, but by being proactive and mitigating as many mistakes and issues as possible, you’ll stay in tune with your audience and continue to experience upward growth.
Perhaps the biggest mistake you can make is being on the wrong platform. It’s tempting to sign up for just about everything, but think about what makes sense for your business. You’re probably not going to get a lot of value with a Pinterest account when you’re a plumber.
Think about where your audience would look for you and where you can share the most relevant information. Facebook is a pretty safe place to start for most businesses, but you might benefit from posting short videos on TikTok or offering some DIY tips on Twitter.
Other common pitfalls to avoid include:
- Not engaging with your audience;
- Not publishing consistent content;
- Not having goals;
- Ignoring data and analytics.
Whether you’re a one-person operation or a small contracting business that’s trying to thrive in your local community, social media could be the best way to do it. If you’re not familiar with these platforms or you’re not comfortable dedicating some time to them, it might be worth it to hire someone who can take care of your social media marketing for you. When you start to see the analytics and the positive interaction, you’ll realize just how much of a priority social media should be.
By Indiana Lee, BOSS contributor