Businesses in some areas of construction struggle with social media. While 97 percent of businesses in the fields of architecture, engineering, and construction use social media in their marketing efforts, far too few have effective tools to measure their social media response to determine the effectiveness of individual social media marketing campaigns. Most are simply hoping to build brand awareness within their communities.
The same can be said of steel door companies that want to build awareness. Unfortunately, without a method to measure campaign effectiveness, many are simply treading water. The good news is that most social media platforms do offer some tools to help you measure which posts are most effective, which get the most visits, and which get the most clicks. The challenge lies in either learning to use these to measure social media campaign effectiveness or bring someone on board to do it on your behalf.
Creating a Plan
First things first, yes, there is absolutely a social media market for steel doors. In fact, mastering social media can give a steel door company an effective edge over less fluent competitors. More importantly, developing an effective strategy, complete with tools to measure your strategy’s effectiveness. A few important steps in giving a steel door or other construction, engineering, or architectural business a great beginning in the world of social media marketing include the following:
- Create compelling content. You don’t need to build a social media empire overnight. Begin with a few key pieces of content that offer excellent information in bite-sized pieces for your audience.
- Keep it visual. Believe it or not, the Internet is a visual medium. Social media platforms like YouTube, Facebook, Pinterest, Instagram, SnapChat, and even LinkedIn provide important avenues for images to attract attention to the written words you’ve created.
- Use hashtags. In the world of social media marketing, there’s a hashtag for practically everything. Hashtags offer bite-sized information that can really catch on. They can take on lives of their own and help business owners spread the word about their businesses lightning quick.
- Share everything. From humble brags to important company announcements to even employee profiles or community service events your business supports, give followers an opportunity to see the human side of your business as well as posting images of completed jobs you’re particularly proud of.
Having a plan for everything is the key to successful social media marketing management. However, it all begins with taking the first steps to get the campaign started by creating compelling content, gathering images, and learning to use hashtags for your benefit. Then, you must have the means to measure your results once you’ve put your plan into motion and taken those important first steps.