Social Media Marketing for Contractors: 7 Simple Steps To Help You Succeed
Tony Aponte
Hi…I'm your digital marketing coach
After running my own home improvement company for nearly 20 years, I have decided to hang up my hand tools and start helping home service providers using the right online tools to generate high-quality leads. It is my intent to provide you with content that you can use today for your business.
When it comes to social media marketing for contractors, it has to be a big part of the marketing strategy.
The challenge most home improvement contractors face is that they try to throw everything out to see what sticks.
This is not the right way to start a social media marketing campaign. You want to focus on building a strategic marketing plan.
You want to follow some time-tested steps to create the perfect social media marketing strategy. This is the only way your business will stand out from the crowd and grow.
Here are seven sure steps for contractors to succeed with their social media marketing:
Marketing for Contractors: Auditing Your Online Presence
First and foremost, when it comes to marketing for contractors, auditing your business' social presence is important to gauge where your strengths and weaknesses are. There are several different areas you'll want to consider when auditing your social presence; it's all up to you to conduct a marketing audit to see how things are going. Some areas you should consider include:
Networks you're currently active on
Social networks that are presently bringing you the most value
Profile – analyze how it compares to your competitors
The bottom line…
Always take a quick look at where you are before you strategize about where you're headed.
Contractor Social Media: Get Laser Focused
At this point, you'll want to start by determining your ideal customer. A contractor's social media marketing campaign needs to be super duper-focused.
Do it right and your home improvement services will literally sell themselves – that's just how it works.
So how specific can you be?
You'll want to figure out who you want to advertise to and focus your attention on getting just about every detail about them. Let's assume that your ideal customer is a mother that works full-time and has kids; you would want to get all their details including age, income, most used social networks, pain points, and more.
The bottom line…
Just try as much as possible to come up with a highly focused persona – this is crucial.
Social Media for Contractors: What is Your Mission Statement
You might not believe this, but your social media statement holds the power to drive your future actions. In creating social media for contractors, it is key to put some thought into the statement and ensure that it reflects your brand identity.
Moreover, the mission statement should shed more light on the goal of your social media marketing strategy while focusing on the needs of your ideal customer.
The bottom line…
The right mission statement will make it easy for you to figure out what to create and share, and that's what matters.
Remember, people hardly follow businesses that post randomly without a guiding mission – be an expert contractor and not a fly by night!
Identify Social Media Marketing Success Metrics
This is the part where you'll have to determine if your social media marketing strategy is driving impressive results. Now, the success of your marketing campaign is not just about gaining followers; it has a lot more to do with making money. As we know, it's never a clever idea to spend time and money on something that isn't improving the bottom line.
So what metrics are we talking about?
Well, among other things, you'll want to consider
Time spent on the site, Conversion rate, Reach, Total shares, and Brand mentions naming a few.
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Content Marketing for Contractors
The good news? You already know who your ideal customer is and used that valuable information to craft your social media statement.
The bottom line: you're not like other contractors out there – you can now create and curate content that resonates with your audience. Content marketing for contractors can include blog posts, project images, before and after video transformations, customer reviews, or even expert tip videos that could definitely position you above your competition.
The most important thing is for you to focus on forms of content marketing that are in line with your skillset and mission statement. And finally, always stick to high-quality, engaging content – this is crucial.
Leverage Social Media Tools for Contractors
Today, most successful marketers use several different social media tools to boost their productivity, and that's huge. The thing is, marketers are unlikely to go far in social media marketing without tools.
To leverage social media tools for contractors, you want to do your research as to which are the best to use.
Here is the social media management tool I recommend:
These tools give you the best chance to boost your efforts with ease, and that's super. So, don't hesitate to invest in a tool or two when the time is right.
Social Media Tracking: Track, Analyze and Optimize
The final and most crucial step is social media tracking, analyzing, and optimization of your contractor marketing campaigns. You'll want to follow these steps if you're looking to succeed on social media. In a nutshell, it's crucial to track the result, analyze the data and then make a few changes to optimize them.
The bottom line; allow the data to drive you – always act on what it tells you!
For instance, if you find that Facebook is your most effective channel for attracting more home improvement leads, we'll recommend you double your efforts to drive greater results.
Final Thoughts on Social Media Marketing for Contractors
So there you have it! Now you're all set to take the social world by storm! Remember; an excellent social media strategy is not a one-time thing, you need to keep changing as need be.
However, these steps are sure to be your best bet for your social media strategy today!
So, get out there, create your awesome social media marketing campaign and start winning!
Are you doing any social media marketing for your business? If not, why not? If yes, what is working for you?
