The first thing Contractors need to understand about social media is this:

IT’S A MARATHON, NOT A SPRINT

Lead generation marketing like pay-per-click and pay-per-lead are strategies that work great for customers who are further down the sales funnel. They are ready to buy. When they go to Google and search for your service, that’s a sure sign that they are already interested in or have a need for the services you offer.

To put it short, if PPC marketing is a sprint, Social media marketing is a marathon. On your social platform, your potential customers may not even be in a sales funnel yet. When you engage on platforms like Facebook and Instagram, you are not there to sell but to inform and develop relationships. This is something Smoky Mountain Marketing can help with! Let’s face it, who has time to work and run their own marketing/social platforms to it’s fullest potential?! Not many folks.

You really should look at it like a marathon. You are there not to sell but to communicate with people who will need your services in the future. Your goal should be to build awareness so that people can know who you are, start to like you, and finally choose to trust you to build them the home of their dreams in the shaky world full of so many unknowns – Let your expertise guide them while maintaining that relationship you built.

MOST CONTRACTORS ARE USING FACEBOOK WRONG!

When Facebook is used to relentlessly promote their business with sales pitches, and “friendly” reminders to change their air filter etc… they are really just bombarding an uninterested audience with advertising.

If all you’re doing is promoting, promoting, promoting — you are using social media wrong. This does not create affection, or likes and trust.

THE REAL QUESTION IS HOW SHOULD CONTRACTORS USE FACEBOOK?

If we think about Facebook as a marathon that includes, Know, Like, and Trust, then contractors should use Facebook to make people like them. Plain and simple right? Not quite, let me explain.

We want to give something away, something of real value.

Now, I’m not talking about free washer and dryer with your package. I mean REAL value. That might be a video teaching them how to program their thermostat, or an infographic of some sort that will be helpful to home owners.

Give. Give. Give.

When you give them information, instruction, and real value, people WILL like you. This is a proven fact.

That ancient proverb hits the nail on the head with this one:

“EVERYONE IS A FRIEND TO A PERSON WHO GIVES GIFTS.”

15 NON-PROMOTIONAL SOCIAL MEDIA POST IDEAS FOR CONTRACTORS:

1- INDUSTRY INSIGHTS

Share what’s new and what’s trending in your industry. If you’re an HVAC company talk about the newest trends in air quality or energy efficiency. If your a roofer share about Tesla’s new solar panel shingles…

2- INFOGRAPHICS

An infographic is a visual picture of Statistics, Trends, and key information about a particular subject.

3- GIVE SHOUT OUTS

Show your Subs and Vendors some praise or share a testimonial. Not only does this make you look like a stand up person and professional, they will share it to their audiences.

4- VALUES

Remind your audience, and yourself, of your company values: “Trust”, “Integrity”, “Done Right, The First Time.”

5- HISTORY

Share a photo of your first office, or what the owner looked like as a teen. Old pictures have a significantly higher engagement and share rate than other types of posts.

6- WOMEN

Increase female engagement by sharing photos and bios of the women who work for your company. Contractors tend to be men, but most of your social audience are women.

7- BE PATRIOTIC

Post photos of the American flag on your job site or celebrate all the national holidays that honor our Service Members – Past and Present. As a contractor, you surely already know how huge patriotism is on social media. Especially now that we are all fighting for our freedom.

8- QUOTES

Motivational or funny quotes get tons of engagement. Add relevant quotes to your own branded images. Or even do funny Safety quotes, all the seriousness behind it, adding humor makes it engaging and enjoyable for your audience.

9-GIF’S

There are a ton of funny GIF’s that relate to contractors. These are quick and easy shares. If you can make someone smile you have accomplished something!

10- BE REAL

Post a picture of your dog or family vacation. Post a picture of a FAIL. Customers like to hire real authentic contractors. It’s called social proof.

11- SHOW PROGRESS

The finished project is great but providing a glimpse into the steps it takes to get there is really engaging.

12- NATIONAL HOLIDAYS

Celebrate National Waffle Day or National Energy Savings Day. Do a google search and find something fun. It doesn’t even have to relate to construction.

13- IMAGE GALLERY

Share photos of a completed project. Having multiple photos in a gallery does increase engagement.

14- SUPPORT A CAUSE

Giving back is important to people and they like supporting business who care and give back. It’s ok to be proud of your cause and to share your passion on social media.

15- VIDEO TESTIMONIAL

Ask a customer to share a quick 30-second testimonial. Simply shoot them on your phone, right there on the site, and post it to Facebook – with their permission of course.