13 Benefits of Social Media Marketing for Contractors

Whether you’re an international Fortune 500 company or a home service provider serving local residents, as a business in the construction industry, a strong social media presence is more important than ever. In our most recent poll, 90% of contractors who were active on social media claimed that there were numerous benefits of social media marketing. They also indicated that social media generated immense exposure for their company.

Social networks are now a substantial part of every marketing strategy, and the benefits of social media marketing are so great that anyone not implementing this cost-effective resource is missing out on a phenomenal marketing opportunity.

Benefits of social media marketing include increased brand recognition, improved brand loyalty, more opportunities to convert leads into customers and better search rankings.

It’s easy to see that there are many benefits of social media marketing and that  social media marketing is a key element for success in any marketing strategy. Many businesses realize the potential for business growth using the platform and agree that there are numerous benefits of social media marketing. However, some of these professionals are unsure of which tactics to apply and if they are effective.

According to Social Media Examiner, about 96% of companies are currently participating in social media marketing, but 85% of participants aren’t sure which tools are the best to use. With our help, we will diminish the confusion by thoroughly explaining the benefits of social media marketing to grow your business.

1. Increased Brand Awareness.

Every opportunity you have to publish content relating to your company and increase your brand’s visibility is incredibly valuable. Your social media networks are just new channels for your brand’s voice and content, making your business easier and more accessible for new customers, and making you more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed. Or, an otherwise apathetic customer might become better acquainted with your brand after seeing your presence on multiple networks.

Each post that is shared will be introduced to a new network of individuals, which can lead them to becoming potential customers, and the more people who know about your business, the better.

Social media is one of the most cost-efficient digital marketing methods used to syndicate content and increase your business’ visibility. Implementing a social media strategy will greatly increase your brand recognition since you will be engaging with a broad audience of consumers.

2. Improved Brand Loyalty.

One of the main goals of almost all businesses is developing a loyal customer base. Considering that customer satisfaction and brand loyalty typically go hand in hand, it is important to regularly engage with consumers and begin developing a bond with them. Social media is not just limited to introducing your brand’s products and promotional campaigns. Customers see these platforms as a service channel where they can communicate directly with the business. 

According to a report published by Texas Tech University, brands who engage on social media channels enjoy higher loyalty from their customers and clearly reap the benefits of social media marketing. The report concludes “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.” Another study published by Convince&Convert found that 53% of Americans who follow brands in social are more loyal to those brands.

"The millennial generation is known for being the most brand loyal customers of all. Born between the early 1980’s and the early 2000’s, millennials are the largest generation in US history -– and will soon completely consume the market. Studies show that this segment of customers is 62% more loyal to brands that directly engage with them on social media. Since these technology natives require communication with their brands, businesses must implement social media marketing to get the attention of their most influential consumers."

-Joseph, Social Media Manager

3. More Opportunities to Convert

Every post you make on a social media platform is an opportunity for customers to convert.

When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.

Not every interaction with your brand results in a conversion, but every positive interaction increases the likelihood of an eventual conversion. Even if your click-through rates are low, the sheer number of opportunities you have on social media is significant, allowing engaging companies to reap the benefits of social media marketing.

4. Higher Conversion Rates

With increased visibility, your business gains more opportunities for conversion. Every blog post, image, video, or comment may lead viewers to your company’s website and increase traffic. Social media marketing allows your business to give a positive impression through a humanization factor. When brands are interactive by sharing content, commenting, and posting statuses on social media, it personifies a brand. People prefer to do business with other people, rather than companies.

Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels.

Social media is a place where brands can act like people do, and this is important because people like doing business with other people; not with companies. 

Additionally, studies have shown that social media has a 100% higher lead-to-close rate than outbound marketing, and a higher number of social media followers tends to improve trust and credibility in your brand, representing social proof. As such, simply building your audience in social media can improve conversion rates on your existing traffic.

People use social media platforms to stay connected to their friends, family, and communities. Since people are already talking, why not throw your brand into the mix? More likely than not, they’ll mention your brand to a friend when your products or services are needed, overall providing your business with social proof of its quality. As reported by Social Media Examiner, about 66% of marketers saw lead generation benefits by using social media platforms at least 6 hours per week. Putting your brand in an atmosphere where people are sharing, liking, and talking, can only improve the conversion rates on your existing traffic.

Additionally, studies have shown that social media has a 100% higher lead-to-close rate than outbound marketing, and a higher number of social media followers tends to improve trust and credibility in your brand, representing social proof. As such, simply building your audience in social media can improve conversion rates on your existing traffic.

5. Your Competition Is Already Involved

Your competitors are already involved on social media, which means your potential social media traffic and conversions are being poached. Don’t let your competitors reap all the benefits while you stand idly by. If, somehow, your competition is not involved on social media, there’s even more of a reason to get started—the field is open.

6. Higher Brand Authority

Customer satisfaction and brand loyalty both play a part in making your business more authoritative, but it all comes down to communication. When consumers see your company posting on social media, especially replying to customers and posting original content, it makes you appear more credible.

Regularly interacting with customers demonstrates that your business cares about customer satisfaction, and is available to answer any questions that they might have.

Satisfied customers are eager to spread the word about a great product or service and they usually turn to social media to express their opinion. Having customers mention your business on social media will advertise your business, and show new visitors your value and brand authority. Once you obtain a few satisfied customers who are vocal about their positive purchase experience, you can let the advertising be done for you by actual customers who enjoyed your product or service.

Interacting with your customers regularly is a show of good faith for other customers. When people go to compliment or brag about a product or service, they turn to social media. And when they post your brand name, new audience members will want to follow you for updates. The more people that are talking about you on social media, the more valuable and authoritative your brand will seem to new users. Not to mention, if you can interact with major influencers on Twitter or other social networks, your visible authority and reach will skyrocket.

7. Increased Inbound Traffic

Without marketing your business on social media, your inbound traffic is limited to your usual customers. The people familiar with your brand are likely searching for the same keywords you already rank for. Without utilizing social media as part of your marketing strategy, you’ll have much more difficulty reaching anyone outside of your loyal customer circle.

Every social media profile you add is another path leading back to your site, and every piece of content you syndicate on those profiles is another opportunity for a new visitor.

Social media is a melting pot of different types of people with varying backgrounds, behaviors and ways of thinking. The more quality content you syndicate on social media, the more inbound traffic you’ll generate, and more traffic means more leads and more conversions.

Syndicating your content on as many platforms as possible allows these individuals to organically reach your business. For instance, perhaps someone in an older demographic of consumers will search for your website using a particular keyword on Facebook, but a millennial could begin their search by using a different social media platform entirely, because they search for products totally differently. By marketing on social media you can effectively open your business to a wider variety of versatile consumers all over the world, allowing your business to take full advantage of the benefits of social media marketing.

8. Decreased Marketing Costs

According to Hubspot, 84% of marketers found as little as six hours of effort per week was enough to generate increased traffic. Six hours is not a significant investment for a channel as large as social media. If you can lend just one hour a day to developing your content and syndication strategy, you could start seeing the results of your efforts. Even paid advertising through Facebook and Twitter is relatively cheap (depending on your goals, of course). Start small and you’ll never have to worry about going over budget—once you get a better feel for what to expect, you can increase your budget and increase your conversions correspondingly.

9. Better Search Rankings

Some major benefits of Social Media Marketing are increased website traffic, which translates into better rankings on Google. SEO, or Search Engine Optimization, is the best way to capture relevant traffic from search engines, but the requirements for success are always changing.

It’s no longer enough to regularly update your blog, ensure optimized title tags and meta descriptions, and distribute links pointing back to your site. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media.

Being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy. That means, if you want to rank for a given set of keywords, having a strong social media presence could be almost mandatory.

Although posting on social media might get your business some site traffic, more effort than that is required to see significant success. Search engine optimization is very important for achieving higher page rankings and obtaining traffic to your business website. While social media doesn’t directly increase search engine rankings, Social Media Examiner states that more than 58% of marketers who have been using social media for one year or longer still see improved search engine rankings. Being able to rank in the top positions for your keywords will revolutionize your traffic and continue to generate positive results for your business.

Let’s face it, everyone uses Google to find information, and they likely won’t navigate past page 1 because their answer normally is on the first page of results. If your business website isn’t ranked towards the top of search engine results, you should probably adjust your search engine optimization strategy.

To give yourself the best chance of ranking better through social media, have a marketing agency create high quality content that integrates your targeted keywords. Content such as blogs, infographics, case studies, business information, and employee photos will make your business’s social media profile intriguing and credible. Once your brand begins posting quality content, you’ll begin to build a social media community where followers will “like” and “share” your content. Most importantly, it gives you more opportunities to get in front of industry influencers who will write about your business and provide links back – which will help to directly increase search engine rankings.

10. Richer Customer Experiences

Social media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media is an opportunity to publicly demonstrate your customer service level and enrich your relationship with your customers.

Creating a voice for your company through these platforms is important in humanizing your company. Customers appreciate knowing that when they post comments on your pages, they will receive a personalized response rather than an automated message. Being able to acknowledge each comment shows that you are attentive of your visitors’ needs and aim to provide the best experience. Businesses who interact and respond to their customers needs are most likely to reap the full benefits of social media marketing.

For example, if a customer complains about your product on Twitter, you can immediately address the comment, apologize publicly, and take action to make it right. Or, if a customer compliments you, you can thank them and recommend additional products. It’s a personal experience that lets customers know you care about them.

11. Improved Customer Insights.

One of the most valuable advantages of social media is marketplace insight. What better way to know the thoughts and needs of your consumers than by directly talking to them? By monitoring the activity on your profiles you can see customer’ interests and opinions that you might not otherwise be aware of if your business didn’t have a social media presence.

Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening. For example, you can monitor user comments to see what people think of your business directly. You can segment your content syndication lists based on topic and see which types of content generate the most interest—and then produce more of that type of content. You can measure conversions based on different promotions posted on various social media channels and eventually find a perfect combination to generate revenue.

Using social media as a complementary research tool can help gain information that will aid you in understanding your industry. Once you gain a large following, you can use additional tools to analyze the demographics of your consumers. Another insightful aspect of social media marketing is the ability to segment your content syndication lists based on topic, and identify which types of content generate the most impressions. These tools give you the ability to measure conversions based on posts on various social media platforms to find the perfect combination for generating revenue.

"One of the best benefits of social media marketing is access to customer data. We are able to see behaviors and patterns of target customers, providing a new insight into their likes, dislikes and buying patterns. We translate this information to the Business Development teams of our clients for a win-win."

-Joseph, Social Media Manager

Get Started.

The longer you wait, the more you have to lose. Social media marketing, when done right, can lead to more customers, more traffic, and more conversions, and it’s here to stay. If you’re interested in getting started but aren’t sure where to begin—check out this guide to Social Media Marketing and connect with us. We’d love to chat!

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