Social Media for Contractors: What Works and What Doesn’t
Why Social Media Matters for Contractors
Social media isn’t just for influencers and e-commerce brands—it’s a powerful tool for contractors, too. Whether you’re a general contractor, roofer, or landscaper, social media offers an opportunity to showcase your work, connect with potential clients, and build trust. But not all strategies are effective, and using the wrong approach can waste time and money.
Here’s a breakdown of what works and what doesn’t when it comes to social media marketing for contractors.
What Works: Strategies That Deliver Results
1. Showcase Before-and-After Photos
Visual content is king on social media, especially for contractors. Potential clients want to see the quality of your work, and nothing communicates that better than before-and-after photos.
Tips for Success:
Use high-quality images.
Include captions that describe the project scope and timeline.
Tag the location to attract local audiences.
2. Share Video Content
Videos are one of the most engaging forms of content. Use them to:
Show behind-the-scenes footage of your team at work.
Provide tips and tricks related to your services.
Highlight client testimonials or completed projects.
Pro Tip: Keep videos short and engaging. Aim for 30-60 seconds for most platforms.
3. Engage with Your Audience
Social media is a two-way street. Engaging with your audience builds trust and keeps your business top of mind.
How to Engage:
Respond to comments and messages promptly.
Ask questions in your posts to encourage interaction.
Thank followers for their support and feedback.
4. Use Local Targeting
As a contractor, most of your work comes from a specific geographic area. Use local targeting features on platforms like Facebook and Instagram to reach the right audience.
Examples:
Run ads targeting your service area.
Use location hashtags like #AnnapolisContractor or #DallasRoofing.
5. Leverage Reviews and Testimonials
Positive reviews can be a game-changer. Share client testimonials or screenshots of glowing reviews on your social media to build credibility.
Best Practices:
Always ask for permission before sharing a client’s testimonial.
Tag the client (with their consent) for added authenticity.
6. Post Consistently
Consistency is key to building a strong social media presence. Create a content calendar to ensure you’re posting regularly.
Suggested Schedule:
Post 3-4 times per week.
Use a mix of photos, videos, and text-based content.
What Doesn’t Work: Mistakes to Avoid
1. Ignoring Your Audience
Social media isn’t just about broadcasting—it’s about building relationships. Ignoring comments, messages, or feedback makes your business appear unresponsive.
Fix It: Set aside time daily to check notifications and respond to your audience.
2. Overly Salesy Posts
Constantly posting about your services or promotions can turn followers off. Social media is about building trust, not hard selling.
What to Do Instead:
Share value-driven content like tips, industry insights, or inspirational posts.
Use the 80/20 rule: 80% helpful or engaging content, 20% promotional.
3. Using Generic Stock Photos
Stock photos feel impersonal and don’t showcase your unique work. Followers want to see your projects, not generic images.
Fix It: Invest in a good camera or hire a photographer to capture real photos of your work.
4. Neglecting Analytics
Posting blindly without checking analytics means you’re missing insights into what works and what doesn’t.
What to Track:
Engagement rates (likes, comments, shares).
Follower growth.
Click-through rates on links.
5. Spreading Yourself Too Thin
Trying to maintain a presence on every platform can lead to burnout and inconsistency.
Fix It: Focus on the platforms where your audience spends the most time, such as Facebook, Instagram, or LinkedIn.
Platform-Specific Tips
Create a business page and fill out all relevant details.
Use Facebook Groups to connect with local communities.
Run targeted ads to promote seasonal services.
Focus on high-quality visuals and engaging captions.
Use stories to showcase daily work and team highlights.
Leverage hashtags to increase reach.
Use LinkedIn to connect with commercial clients or partners.
Share thought leadership content like industry trends or expert tips.
Final Thoughts: Building a Strong Social Media Strategy
Social media offers contractors a powerful way to connect with potential clients, showcase their expertise, and build trust. By focusing on strategies that work and avoiding common pitfalls, you can make the most of your social media efforts and grow your business.
Need help crafting a social media strategy tailored for contractors? No Bullshit Marketing specializes in creating content and campaigns that drive results. Let’s get started today!