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Top Tips for Contractors, Builders, and Remodelers to Promote Your Business for Free

Contractors, Builders, and Remodelers to Promote Your Business for Free
Contractors, Builders, and Remodelers to Promote Your Business for Free

Posted on Wednesday, December 13, 2017
Categories: Promotion  |  Advertising

One of the most common questions we field from contractors, builders, and remodelers is when they ask what we recommend to help them promote their business at little or no out-of-pocket expense. Now, it’s captain-obvious that social media is a top method. Most people are very aware of that. However, the internet is massive and constantly expanding, and contractors – especially sole proprietors and smaller owner-operated businesses – don’t have a minute to waste.

So the question becomes, which is most effective? Which methods are going to provide the highest probability of return for the time that is invested?

Here are our top recommendations for the most effective, free or nearly-free methods of promoting your construction business.

 

SOCIAL MEDIA:

There are certainly a lot of cold, hard statistics out there about social media. We believe that the most important statistic to know is that 71% of people state they are more likely to purchase from, or do business with, a brand that they follow online. That’s nearly three quarters of the people in your community, your potential and desired customer base. If that statistic alone doesn’t make you decide to establish and maintain a quality online presence, nothing likely will.

It’s also important to remember that it’s called social media. So be social and be likeable! Interact, post comments and likes on other’s content and encourage conversation on your own posts.

 Facebook

FACEBOOK:

Everyone’s got an opinion about Facebook. Some people think it’s a fun way to keep up with friends and family.  Some businesses continue to invest more time and money into Facebook, while some choose to focus on other social networks. Everyone on Facebook is connected to one another by an average of 3.57 degrees of separation. That means that when your friends and neighbors want to spread the word about something, it happens very quickly.

First, you need to have a personal Facebook account. Whether or not you choose to use it to keep up with old high school buddies is your call. But Facebook requires that you have one set up with the minimum-required amount of information before you can set up a business profile. The personal account can be completely private and will be entirely separate from your public business page.

Once that is complete, go to settings and choose ‘Create Page’. Walk through the setup process and make your page look as professional as possible. Use Facebook’s extensive help files if needed. Make sure that you verify your page in the settings which will put the checkmark beside your business name on the page and on search results. A verified page is very important for local businesses to be found easier. Also be sure to set up your own easy URL (i.e. facebook.com/yourbusiness) in the page settings.

You should try to post once daily but not much more. Keep the content unique from other platforms. Most often posts should contain photos or a video, not just text. Facebook content should be a bit more businesslike (refrain from posting pictures of your lunch or the porta-potty) and should include detailed text information on new jobs, jobs, in progress, completed jobs, etc. and only one or two hashtags.  Always request that satisfied customers go to your page and leave a positive review after you complete every job. Nothing will garner more business than the independent opinion and endorsement of happy customers.

You should also consider using Facebook’s paid Boost option on occasional applicable posts, to reach people who don’t yet follow you and encourage them to do so. It’s very inexpensive, allowing you to reach thousands of targeted local people for as little as $50 or $100, and provides the best bang for the buck compared to other social media advertising. Additionally, boosted posts appear at no additional charge on Instagram, if you have an Instagram page set up. So why wouldn’t you? Read on…

Instagram 

INSTAGRAM:

Since Instagram was bought out by Facebook, usage has been astronomical. Instagram users have shared over 40 billion photos to date and share an average of 95 million photos and videos per day! The company’s recent addition of an Instagram Stories feature has surpassed 100 million daily active users in just two months. Perhaps one of the most interesting Instagram statistics has to do with how fast the network is growing.

Statistics show that 70.7% of U.S. Businesses were using Instagram in 2017. Perhaps one of the most interesting Instagram statistics has to do with how fast the network is growing. With regards to business growth, the aforementioned Instagram stat is almost double the number of businesses (48.8%) that used Instagram in 2016!

Link your Facebook business page to your Instagram page in the settings admin. Make sure that you designate your Instagram page as a business page after setting up. When done properly, your Instagram profile will show your business type, address, and website (if applicable), all of which it copies from your Facebook page. The two platforms have made great strides recently to link their respective pages, making it easier for followers from one platform to find you on the other. You can also view and manage much of your Instagram profile information and view comments from within your Facebook Pages app.

Try to post at least once daily and keep the content unique from other platforms. Use the Stories feature often to keep your name in front of your followers and encourage them to view your posts more often. Instagram posts require less text content, can use many more hashtags, and the pictures can be ‘looser’ in content.  Daily on-the-job action including trucks and tools is popular with construction pages on Instagram and gives your followers content that only you can provide.  More women than men use Instagram, so keep that in mind when posting content. Finished bathrooms and kitchens and other beauty shots may do better than others for you.

It's equally important for you to know your limitations. If you find that a quality social media presence on a daily basis is too much for you to maintain, leave it to the pros to do it right! Hire a local social media management company to handle it for you so that you can concentrate on doing what you do best! Building and remodeling for the new customers that social media is attracting. Nobody is ever impressed by looking at the most recent post that is dated two years ago or even two months ago! That will work against you and destroy any consumer confidence that you were trying to create. They will move on to someone else.

 

INDUSTRY LINKS AND LISTINGS:

A great free form of advertising apart from social media is to get your business linked on the website(s) of your preferred building materials suppliers and other primary non-competing contractors and area businesses. If you don’t have your own website, provide them with your Facebook and / or Instagram links.

Some building materials supplier’s websites include comprehensive builder listings showing their qualified contractor customers from the region. The local community knows to visit that website to seek a qualified builder or remodeler and often trusts their local independently-owned building materials supplier more than large regional or national referral sites. Some will also provide a featured contractors listing for a small monthly fee that will separate your listing from the pack.

Establish friendships with sales employees at your suppliers and request to be referred for specific tasks that are your forte when retail customers ask them.

Tagged:home improvement, small business, social media, free advertising, promote your business, free promotion, referrals

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