There is simply no getting around it – social media has become one of the best strategies to build relationships with prospective and current customers. The trend goes beyond using multiple platforms to build brand awareness or generate sales; even though concrete pumping businesses who incorporate social media as part of their overall marketing funnel are achieving better brand recognition and sales results. But, studies are proving social media is a significant factor in establishing a “high brand connection” – in other words, a sense of community composed of like-minded followers interested in your business’ industry sector.
If you sell concrete pumps, your social media followers may lead to potential customers; if you own a concrete pumping business, your followers may call you when they need a new pour; for concrete pump operators, showcasing your work on different sites can highlight your company as well as your expertise. Whatever stage of the customer lifecycle your followers are in, they all contribute to building your social media presence – which generates community interest and can ultimately generate leads.
5 Social Media Tips to Generate Concrete Leads
1 – Using Twitter to Make a Personal Connection
Twitter forces a business to post atightly focused140 character message. The real power in Twitter becomes the visual content included with that tweet. Chris Smith of Mixamate, an on-site concrete delivery service, uses Twitter to establish a level of trust with his customers and aligns the company as an industry expert through his clever mix of industry news, personal interests, and short videos of his trucks and employees in action.
2 – Micro-blog Projects on Social Media
If a picture is worth a thousand words, then Chavez Concrete Pumping is saying a lot by using Twitter to micro-blog job site progress pictures of their many projects. The images clearly project the company’s professionalism and the 140 characters are expertly handled. You will also notice the occasional and short ‘call to action’ tweet, meant to subtly generate leads.
3 – The Power of Instagram Tagging
You don’t need a photographer on site when you can use your mobile phone to share project photos and videos on Instagram – joining the nearly 20,000 #concretepumping hash tags that are already posted. This one example demonstrates the depth of the concrete construction community that are actively contributing on social media. Business owners should encourage employees to post job site pics as well. The real objective is using Instagram to go from Point A to Point B:
- leveraging the platform by following high profile accounts
- creating real value in your posts to attract influencers to follow you
- instead of promoting – network, network, network!
4- Capture Leads from Facebook
Whether you value Facebook ads, Facebook posts, or Facebook likes, the real benefit comes by setting up your Facebook page to generate leads. The Cole and Lambert Concrete Pumps Facebookbusiness page is a perfect example of leveraging the power of Facebook. The page displays the company’s social and community causes, posts that advertise used concrete pumps for sale, and current “in the news” industry posts – making the page relevant, informative, and a sales tool. Work with a professional digital marketing firm that can help your business accomplish the 3 C’s of a business Facebook page:
- develop a customized Facebook platform to target potential customers
- provide fresh content that adds value to your page with useful information
- capture leads with a variety of occasional ‘call to action’ posts
5 – LinkedIn as a Bare Minimum
If you haven’t completed a company profile on LinkedIn, then you are missing out on the #1 social media platform to convey business information and connect with a live network of future customers as well as talent. As you direct your business employees to also join and link accounts to their direct customers and associates, your business grows a network of linked industry contacts. This is the platform to share business related photos of staff, offer business resources, post job opportunities, and gather behind the scenes insight from other LinkedIn industry professionals.
Generating leads using multiple social media platforms may seem like a daunting task, but it can be accomplished by taking on consistent, focused step at a time. The general recommendation to establishing a strong online presence is to also implement the analytics and metrics to measure engagement, replies, exposure, reach, and traffic.