If you search on Google, you’ll find more than 5,000,000 results about the impact of social media in the HVAC industry.
They talk about what everyone already knows: how social media is helping companies increase brand awareness, nurture existing relationships, establish trust, drive traffic to websites, improve SEO, educate about products and services, reduce marketing expenses, recruit talents, keep the dialogue with customers and prospects, and blablabla.
So I decided to take a different approach and share 6 social media strategies that have moved the needle forward for companies within the construction industry, and that can do the same for you.
Here are some of the takeaways I’ve learned along the way while working as a communications specialist for a sales rep in the Midwest.
1. Talk about others more than yourself
If I say that I am a social media genius, two things happen. First, you won’t believe me, and second, you will think that I am full of myself. But if a close friend says, “Tahnee is a social media genius”, it’s more believable.
With companies, it’s the same concept.
Thank other companies involved in your projects instead of congratulating yourself. Why, because people are smart, they understand when your involvement is implied.
The rule of thumb when you’re posting on social media is that you’ll only
brag talk about yourself 20% of the time. So, out of the 10 posts you write, 8 will promote and share partner content.
Partner content is industry news, videos, completed projects, local insights tips, tricks or market offers written by others in the industry.
2. Combine social media with other marketing efforts
I can’t stress this enough: social media is just another instrument to increase the perception of brand value.
All of your lunch and learns, training sessions, golf tournaments, happy hours, fundraising, press releases, sales promotions, and mass media efforts are still important to attract and retain business.
The most effective marketing plans integrate different communication channels and meet the client at the different stages of their buying process.
3. Follow-through with your leads
You have tons of emails popping up in Outlook, the phone doesn’t stop ringing, the deadline for the project is tomorrow, you still have to review bid details with your team, and a truck just showed up to deliver equipment while you were on lunch. If you work in construction, this is basically a snapshot of your everyday life.
When you receive an email lead, reply immediately. Let them know you are working on their request.
This person may want to purchase inexpensive parts this time, but they will not forget how you made them feel and the experience they had with you, especially when they have a big project next time.
4. Follow the analytics
Years ago, when we started with social media it was bringing us followers, likes, engagement, etc., but the software we were using did not integrate well with our existing CRM and it was difficult to track leads from social media to direct sales. To achieve greater data clarity, we had to change our software stack and transfer our content to a new platform.
Every few months, assess what you’re doing and if the strategy is working.
5. Don’t be extremely technical
Because social media and digital marketing are all about digesting little chunks of information, when you are very technical you end up losing attention. As Don Draper says in a Mad Men episode, “make it simple, but significant.”
Give your audience just enough information to entice them to know more. If they want a full spec sheet or more info, give them a link to read further.
6. Show them what happens behind the scenes
At the end of the day, we’re people selling to people. Show customers that your company is made up of people just like them and that you can be fun, irreverent, and have a great work environment.
One of the ways to accomplish this is by sharing what happens behind the scenes in your daily life at the office. On Facebook, those posts have greater reach and on other sites like LinkedIn and Twitter this type of content allows you to break the invisible rule of only posting professional content as most B2B companies do.
Post a picture of your sales team attending an Expo, birthdays, charity engagements etc.
When you occasionally do this, people will get the cool spirit of your workplace and associate it to the brand, building an emotional side that makes the difference.
Building an audience on social media doesn’t happen overnight. On average, we’re seeing it takes about a year to build a following.
Follow our tips, post consistently, see your numbers grow, get more leads and make more sales.
Have a question? We can point you in the right direction