Connect and Conquer: The Subcontractor’s Guide to Social Media Domination

Connect and Conquer: The Subcontractor’s Guide to Social Media Domination

By Cheri Woodsmall, The Woodsmall Group

Are you tired of hearing about your competitors landing project after project while you struggle to find leads? If you think social media is just for influencers and retail brands, it’s time to think again. Imagine showcasing your incredible work—not just to friends and family, but to potential clients and GC’s who are actively searching for experts like you.

Social media isn’t just an option; it’s a game changer for subcontractors across industries like electrical, HVAC, and paving. It’s a perfect opportunity to tap into the vast opportunities waiting for you online. This guide will provide you with actionable strategies to elevate your business, win more bids, and transform how you connect in a fast-paced market. Want to make your mark in a competitive industry? Let’s dive in!

Why Social Media Matters for Subcontractors

Think social media is only for B2C companies? Think again. Every construction project involves people, and those people are on social media. Whether it’s GCs looking for reliable subcontractors or owners and facility managers seeking specialized expertise, your ideal clients are scrolling through their feeds. By utilizing platforms like LinkedIn, Facebook, and Instagram you can quickly highlight your specialized skills and show potential customers successful projects.

Here are a few examples:

Electrical Contractors: Post photos of complex wiring installations, highlight your expertise in smart home technology, or share time-lapse videos of a lighting project.

HVAC Contractors: Showcase your knowledge of energy-efficient systems, post before-and-after photos of HVAC upgrades, or share tips for improving indoor air quality.

Asphalt and Paving Contractors: Document the progress of a major road project, highlight your use of sustainable materials, or share drone footage of a completed parking lot.

Build Trust and Authority

Share valuable content that positions you as an industry expert, such as:

– Safety tips for your trade

– Case studies of successful projects

– Articles on industry trends and innovations

– Behind-the-scenes looks at your work

Connect with General Contractors

Engage with GCs on LinkedIn and Facebook groups, participate in industry discussions, and build relationships that lead to new opportunities.

Getting Started: A Step-by-Step Guide

1. Set Clear Goals: Determine what you want to achieve with social media, whether it’s brand awareness, lead generation, or networking.   

2. Choose the Right Platforms: Focus on the platforms where your target audience spends their time:

  • LinkedIn: Ideal for connecting with GCs and industry professionals.
  • Facebook: Great for building a local presence and engaging with your community.
  • Instagram: Perfect for showcasing your work visually.

3. Create a Content Calendar: Plan and schedule your posts in advance to ensure consistency.

4. Vary Your Content: Mix your posts with project photos, videos, employee spotlights, industry news, and tips.

5. Engage with Your Audience: This is a BIG one. Respond to comments, answer questions, and participate in discussions.

6.Track Your Results: Monitor your progress and adjust your strategy as needed.

Overcoming Misconceptions

Many companies in the commercial industries tend to shy away from social media marketing due to the misconception that no one wants to see construction projects on LinkedIn or Facebook. However, for many construction companies, social media can be an effective inbound marketing tool. When used correctly, it can be a game changer, helping you grow your brand and generate qualified leads.

Just take a look at these examples from some national subcontractors:

Operations manager at a national mechanical contractor: “We post weekly project updates on Instagram, showing everything from complex installations to our team’s safety meetings. It helps humanize our company and shows potential clients the quality of our work. Last year, three different GCs reached out specifically mentioning our Instagram content.”

Director of Operations at a national asphalt and paving company: “It took us about three months of consistent posting before we saw real results. Now, social media generates about 40% of our new client inquiries. The best part? These leads often turn into long-term relationships because they’ve already seen our work and approach before contacting us.”

While specific statistics can vary, recent studies and surveys have indicated notable trends regarding general contractors (GCs) using social media for business promotion.

Here are some key insights:

1. Increased Usage: A survey by the Construction Marketing Association found that about 61% of construction companies, including GCs, reported using social media as a marketing tool.

2. Platform Preference: LinkedIn remains the most popular platform among general contractors, with around 80% indicating they use it for professional networking and business promotion. Facebook and Instagram are also commonly used, with 35% and 29% of contractors, respectively, leveraging these platforms to showcase their work.

3. Marketing Effectiveness: According to recent studies, 58% of contractors who actively use social media for marketing report that it has helped them generate leads and improve their brand visibility.

4. Content Engagement: Research from our friends at AGC (Associated General Contractors of America) revealed that contractors who share project updates, safety tips, and industry news on social media tend to see a 20-30% increase in engagement compared to those who do not.

5. Growth in Social Media Spending: A report from the National Association of Home Builders noted that nearly 40% of GCs plan to increase their budget for social media marketing activities in the coming years, emphasizing its rising importance in their marketing strategies. These statistics indicate that a significant number of general contractors are recognizing the value of social media in promoting their businesses and connecting with potential clients.

Understanding Social Media Marketing vs. Social Media Advertising

Social media marketing encompasses all unpaid activities on your channels, such as sharing business updates on Twitter or posting blogs on LinkedIn or Facebook. It’s important to differentiate this from social media advertising, which involves paid promotions like boosting a Facebook post. Both tactics are valuable but serve different purposes.

Social media advertising involves any paid social media activity. For example, posting your blog on LinkedIn or creating a LinkedIn hosted newsletter, counts as social media marketing, while spending money on it falls under social media or LinkedIn advertising.

The Value of Social Media Marketing for Construction Companies

Using social media can significantly impact subcontractors’ growth and ROI. Many construction companies hesitate to embrace social media marketing, often struggling to see how it can contribute to their bottom line. However, effective engagement on social media can open doors to new opportunities, enhance brand presence, and build valuable connections in the industry. Social media has evolved into a vital platform for subcontractors seeking to expand their reach and enhance their visibility in a competitive market.

Take a look at these stats:

1. Increased Lead Generation: According to Hootsuite, 66% of marketers reported that their social media efforts increased their lead generation. For subcontractors, this translates into more job opportunities and potential clients.

2. Higher Engagement with Customers: Businesses that engage with their audience on social media see a substantial increase in customer retention. A study by Bain & Company found that engaged customers purchase 50% more frequently and spend 200% more when they do, highlighting the importance of building relationships through social platforms.

3. Cost-Effective Marketing: Social media marketing can be more cost-effective than traditional advertising. On average, companies earn $2.80 for every $1 spent on social media advertising, according to a study by the social media management tool, Sprout Social.

4. Brand Awareness: A survey by HubSpot found that 70% of small businesses have invested in social media marketing to enhance brand awareness. Increased visibility can lead to more inquiries and a stronger market position for subcontractors.

5. Improved Customer Insights: Social media provides valuable data on customer preferences and behavior. Subcontractors can use these insights to tailor their services to meet client needs, potentially boosting sales and customer satisfaction.

6. ROI Tracking: According to a report from CoSchedule, 50% of marketers say they can track ROI from social media efforts. Subcontractors can set specific goals and use tools to measure their success, making it easier to justify the investment in social media marketing.

7. Higher Conversion Rates: Businesses that engage with their audience on social media enjoy a conversion rate 2-3 times higher than those that don’t, indicating that active participation and timely responses can lead directly to increased sales. These statistics emphasize the potential of social media as a powerful tool for subcontractors looking to grow their business and improve their ROI.

By leveraging social media, subcontractors can effectively showcase their skills, connect with general contractors, and ultimately secure more projects. Whether you’re looking to build your brand or generate quality leads, understanding how to navigate these platforms can make a significant difference in your success.

About the Author: 

Woodsmall Marketing Group specializes in content marketing, social media, reputation management and public relations, brand development, website design and development, SEO, and digital marketing in the commercial A/E/C space. ​Prior to founding WMG, Cheri spent several years working with BtoB clients such as Eli Lilly, CPG, HNTB, Sprint, Hyalogic, Greystone Development, RGB Builders, Coventry Health Care of Kansas, Stihl, John Deere and several other national brands.

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