Social Media: Does it Affect Marketing to the Professional Tradesman?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

Are you trying to increase your exposure, traffic and leads? Are you trying to provide insights to contractors and generate leads? If so, social media should be part of your overall marketing program.

Social media is a targeted way of getting your message out and letting prospective customers find you. Social media benefits are:

  • Reach – get your message distributed to a broader audience.
  • Influence – both existing contractors as well as new prospects.
  • Conversions – marketing insights leads to engagement that leads to sales.

Here are some tips to maximize your social media efforts to the contractor market.

Reach – Use several different social media platforms, i.e. YouTube, SlideShare, Instagram, Flickr, to reach the contractors. Make sure what you do share is relevant as you don’t want to waste contractors time. They want quality content, not quantity. Repurpose existing content that they may not have been aware of.

Influence – You may not have to impress your existing customers, but you do for potential ones. Here’s where you have to become a thought leader. Don’t push your company or brand, but a solution to a potential problem. Develop thought leaders within your company (no need for marketing to bear all the responsibility). Tap some seasoned customer service folks, your engineering department and sales force. They are the ones on the front lines that deal with problems and come up with solutions.

Conversion  This is a hard metric if you want to tie it directly to sales. In many cases where products are either specified or sold through distribution channels, it’s nearly impossible to track sales results. You can, though, create landing pages with offers for white papers or other items that would help the contractor in their day-to-day operations. Be patient, and as you engage these folks on social media, attempt to take them off-line and start a traditional relationship with them.

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