Social media marketing focuses on using social media platforms to promote a brand, product, service or idea. In current times, social media coincides directly with a person’s everyday life, making it one of the best places for a brand to reach its target audience. Therefore, even more traditional industries such as the trades can benefit from incorporating modern social media marketing. From sharing and creating content to engaging with users, creating marketing campaigns and more, the goal of social media marketing is to drive engagement, increase sales and to connect with the target audience.
Below are some of the key roles that social media marketing plays in 2025:
Brand Awareness
Brand awareness is crucial for creating trust between a brand and its customers. Social media is often where customers are first introduced to a brand, so it is important to form a strong and positive brand presence.
Some brand awareness tactics that are used in social media marketing include video ads, memes and viral trends. Posting short-form ads on high-engagement platforms like TikTok, Instagram Reels and YouTube Shorts are effective for brand storytelling. Engagement can also be increased by a brand participating in a social media trend, effectively increasing brand awareness.
Brands in the trades industry such as plumbing, HVAC, construction and more can participate in these social media trends while simultaneously showcasing their expertise. For example, a plumbing company can put their own twist on a social media trend to align it more with their brand and target audience.
Customer Engagement
Once a brand has strong awareness, it is important for them to implement customer engagement to build relationships and increase loyalty with their target audience. Engagement algorithms on social media platforms prioritize content with interactions, rewarding a brands content with heavier circulation.
Brands can engage with customers on social media by responding to comments and reactions, hosting real-time Q&As on livestream or posting polls and questionnaires for customer feedback. This can be especially useful for trades companies, specifically in terms of customer loyalty and brand competitors.
Sales
Social media marketing provides a simple way for brands to increase their sales. Brands can create shoppable posts on platforms such as TikTok, Pinterest and Instagram where users can buy directly from the post. Brands can also team up with ambassadors and influencers who can post tracked links within posts and bios. These tracked links allow for the influencer to earn commission while increasing the brands exposure.
For brands whose sales are obtained mainly through distribution, social media marketing is still useful. Equipping distributors with social media content that can be shared and then reshared can help with sales efforts. Brands can also create targeted posts and social media campaigns that highlight their distributors.
Social Media Monitoring
To understand trends, track engagement, conduct social listening and more, brands can use social media marketing tools such as social listening tools, polls and platform specific social media analytics tools. Social listening tools can track brand mentions, hashtags, keywords and more while social media analytics tools can track key metrics like reach, engagement and follower growth. In the trades industry, being able to monitor brand mentions is important because people often ask for recommendations on social platforms, brands can then quickly respond with help and answers.
In using these tools, brands can receive real-time consumer insights to help them with their future social media marketing strategies.
As Sonnhalter’s Summer 2025 PR intern, I am experiencing this internship in a different way than every intern before me. This past year, Sonnhalter closed the doors to their office space in Cleveland and went fully remote, therefore the internship experience was bound to be unique. Instead of working alongside my Sonnhalter coworkers and supervisors in one shared building, we meet virtually on Microsoft Teams or Zoom from the comfort of our at-home offices.
Anyone in the communications and public relations field knows that not a single day at work looks the same as another, one day could focus on writing blogs, while the next is heavy on influencer research. Due to the ever-changing responsibilities of a communications and public relations professional, my “day in the life” is always a new experience, an aspect of this internship that I have come to love.
To roughly outline my day as the Sonnhalter PR Intern, I’ll give you a breakdown of some potential to-do’s I cross off my list:
A virtual meeting with the public relations team
Drafting and editing blogs
Drafting and editing press releases
Influencer research
Media outlet research
Creating editorial audits
And much, much more
Above are just some of the types of projects that I tackle in a day while interning at Sonnhalter. The new experiences and skills that I have gained from my internship at Sonnhalter will, without a doubt, aid me as I make my way into the professional field!
In the latest episode of Appetite for Construction, John Mesenbrink and Tim Ward welcome back Matt Sonnhalter, president of Sonnhalter to talk about its Annual Tool Drive
Matt dives into the origin story of the Sonnhalter Tool Drive, now celebrating its sixteenth year. What started as a simple idea to support the trades has grown into a massive annual event benefiting the Greater Cleveland Habitat for Humanity.
Since its launch, the Tool Drive has collected and donated nearly $570,000 worth of tools and materials to the Greater Cleveland Habitat for Humanity. Matt talks about the overwhelming support it’s received from manufacturers and partners, and what the pickup day looks like.
Industrial and construction companies face long sales cycles, big budgets, and cautious buyers. In this environment, trust can make or break a deal. That’s why customer testimonials matter for industrial and construction marketing. A good testimonial does more than praise a company. It shows real proof that a project was done well and on time. Prospects want to see results before they commit. When buyers see proof from others in the same field, they feel safer signing contracts. So, let’s explain why testimonials work so well, how they build trust, and simple ways to use them to win more business.
What Makes Testimonials So Powerful?
Many industrial and construction companies rely too much on technical data to sell. Facts are useful, but stories win trust faster. Testimonials bring real voices into your marketing. They turn dry promises into proof that you deliver results. Buyers want to hear how you solve real problems. They trust words from other clients more than polished ads.
So, sharing genuine feedback builds a human link with future customers. One way to stand out is to use your brand’s voice in every testimonial. This keeps the message clear and true to what you stand for. Good testimonials answer questions buyers are too shy to ask. They clear doubts and push deals closer to a “yes.”
Trust Drives Purchasing Decisions in B2B Projects
In B2B projects, trust is more than a nice bonus — it’s often the main reason a buyer signs a deal. Industrial and construction work usually means big budgets, strict deadlines, and high stakes. Buyers want proof that they can trust your company to deliver.
In sectors where projects involve significant investment, many buyers rely on peer feedback to lower risk. They look for real stories to back up your promises. It’s no surprise that customer reviews drive conversions by giving clear social proof that you meet client needs. Testimonials add credibility and show your team keeps its word.
When prospects see trusted names vouch for you, they feel safer choosing you over others. This confidence leads to quicker decisions and more signed contracts.
Customer testimonials matter for industrial and construction marketing because they provide a personal touch to your hard work.
Showcasing Real Results and Outcomes
Industrial and construction buyers want to see proof, not just promises. A strong testimonial does exactly that. It shows clear results you delivered for real clients. Buyers can picture the same success for their projects. Numbers, timelines, and outcomes matter more than buzzwords. A good testimonial highlights how your team solved problems, stayed on budget, and finished work on time.
Sharing these stories makes your pitch stronger than any ad alone. Happy clients prove you can handle tough jobs and keep your word. This builds trust with new prospects. Customer testimonials matter for industrial and construction marketing because they put results front and center. They make future clients feel sure they will get the same level of service and success when they choose your company.
How Testimonials Help Stand Out from Competitors
Many industrial and construction companies say they deliver great service. Few back it up with real proof. This is where testimonials do the hard work for you. They separate you from others who rely only on bold claims. When a buyer sees real stories and results, your promise becomes more believable.
A good testimonial turns a cold lead into a warm one by showing what makes you different. It answers silent doubts in a buyer’s mind. Prospects remember true stories more than polished slogans. They want proof that your team handles real challenges and keeps promises.
In busy markets, testimonials can tip the balance in your favor. They show that you have done it before and can do it again, better than the competition.
Easy Ways to Gather Strong Testimonials
Getting great testimonials does not have to be hard. The best time to ask is right after a project ends and the client is happy. Keep it simple. Use a short survey with clear questions about results, timelines, and experience. Many clients are busy, so offer to write a draft for them to approve. This saves time and makes it easier for them to say yes.
Record short video clips during site visits or project handovers. These feel real and build more trust. Another smart way is to use social listening to find what clients already say about your company online. Turn good feedback into quick testimonials with their permission. Strong stories come from honest words. Make it easy for clients to share them.
Consider how to gather and make the most out of customer testimonials.
Where to Use Testimonials for Maximum Impact
A good testimonial is wasted if no one sees it. Place strong reviews on your homepage to grab attention fast. Add them to product or service pages where buyers compare options. They work well in project case studies too, showing real results in detail. Include short quotes in proposals to build trust during bidding. Email campaigns are another smart spot — share short success stories to warm up cold leads.
You can also use clips or quotes in your content strategy on social media to reach a wider audience. Keep posts short and genuine for the best results. Always remember that customer testimonials matter for industrial and construction marketing because they show proof where it counts most. The more places you share them, the more trust you earn.
Boost SEO and Local Credibility with Testimonials
Testimonials do more than build trust — they help boost your online reach, too. Search engines like Google reward pages with fresh, real content. Customer feedback counts as this. When clients mention your services and location, it helps your site rank higher in local searches. This means more people find you when they need your services nearby.
Good testimonials often include keywords that match what buyers search for. They also show up in search results and make your company look active and trusted. Local clients trust nearby businesses with proven results. Sharing positive words from local projects adds extra weight. Always collect new testimonials to keep content fresh.
Turn Happy Clients Into Growth
A good testimonial builds trust, shortens sales time, and sets you apart. Always remember customer testimonials matter for industrial and construction marketing because they prove you deliver real results. Keep gathering fresh stories, share them widely, and let your clients speak for you. Strong feedback today brings a stronger business tomorrow.
Author bio
Nick Djurovic is the Co-Founder of DigitalDot, a trusted agency helping brands grow online. He specializes in turning real customer stories into powerful marketing tools. Nick believes trust and clear proof are the best ways to win new business.
Artificial intelligence (AI) is changing the marketing and public relations fields as we know it. Through functions such as learning, reasoning, problem-solving and understanding language, AI’s purpose is to mimic human intelligence. However, it is important to consider AI as a tool rather than a replacement for professionals in the workplace. In marketing and public relations, we can leverage the use of AI for efficiency, accuracy and speed while keeping the originality and creativity of human involvement.
Fields such as marketing and public relations are increasingly embracing AI-powered tools. Below are four of many ways in which AI is impacting marketing and public relations:
Hyper-Personalization
Using artificial intelligence tools allows for hyper-personalized content and campaigns. Through the analysis of large amounts of data that cover customer preferences, behavior, demographics, trends and more, industry professionals can deliver hyper targeted campaigns and content to audiences. These hyper-personalized campaigns can use Natural Language Processing which tailors’ tone and writing style to align with both the audience and the brand identity. In terms of content specifically, hyper-personalization allows for adjustments that are specified to each user such as channel, content type, timing and format.
Content Creation and Optimization
Artificial intelligence can create content such as blog posts, social media captions, press releases and email campaigns through automated writing and generation. Using AI-powered tools when creating content heavily increases speed and efficiency which reduces manual workloads. Also, it ensures consistent tone and writing style across a single brand’s content. Search Engine Optimization (SEO) dives into how AI can optimize content for visibility. The combination of AI-powered content creation and optimization helps websites rank higher in search results and caters content to better align with users. Optimization is done via the recommendation of keywords, phrases, headers, formats and overall readability.
Media Monitoring and Social Listening
Media monitoring is the process of tracking keyword mentions across news sources such as brand names, individual names and topics. Social listening is the analysis of trends and conversations across social media platforms. The enhancement of both processes by AI helps PR teams track brands and competitors as well as manage brand reputations and crises.
Copywriting
The ability for AI to create copy has been revolutionary for the marketing and PR fields. When considering marketing specifically, AI copy allows for a more consistent brand voice across content, SEO optimization and easier social media channel adaptation. For PR, using AI as a tool when copywriting creates a faster press cycle which in turn increases outreach and aids towards crisis communication. Overall, AI copy has been significantly helpful with ideation and content drafting, two very important sectors of marketing and PR.
So, what does AI mean for the future of marketing and PR? Artificial intelligence stands as a tool that can be expertly used alongside industry professionals. Alongside being the operative word, it is important to note that while AI can expertly work with data and pattern recognition, it cannot replace the creative and emotional capabilities of humans. The future of marketing and PR can be defined by more efficient workflows, hyper-personalized user experience and data-driven content.
Donate demo models, extra inventory, tools and building materials during the month of August in support of Greater Cleveland’s Habitat for Humanity.
CLEVELAND – June 2025 – Sonnhalter, a communications firm marketing to the professional tradesman in construction, industrial and MRO markets, will be hosting its Annual Tool Drive. This year marks its sixteenth year in partnering with Greater Cleveland Habitat for Humanity. Since 2010, Sonnhalter has raised $567,000—more than half a million in donations for this cause.
Sonnhalter’s Annual Tool Drive runs Friday, August 1 through Sunday, August 31. All organizations, businesses and manufacturers are encouraged to donate demo models, extra inventory, tools and building materials to the Tool Drive. Donations will benefit Greater Cleveland Habitat’s mission of building homes and empowering families with safe and affordable home ownership.
“Each year, we are incredibly impressed by the remarkable generosity of Northeast Ohio and the trades community. It is a powerful testament to what can be accomplished in the name of a greater cause such as supporting Habitat for Humanity,” said Matt Sonnhalter, vision architect at Sonnhalter. “With the annual outpouring of donations and commitment to the Tool Drive, we have been able to donate more than $567,000 to this shared purpose. With continued support and momentum, we are setting our sights even higher this year!”
The Sonnhalter Tool Drive encourages those within the trade industry to look through their warehouses for extra inventory and overstocked tools or items that they would be willing to donate.
Greater Cleveland Habitat for Humanity has helped more than 300 Habitat homeowners, including over 1,000 children, have a safe and decent place to live. The donated items will be used for Habitat for Humanity projects or will be sold at one of the organization’s three ReStores, discount home improvement stores that serve Cuyahoga and Lorain Counties. Proceeds from ReStore sales are used to help Habitat build and rehabilitate homes for those in need.
“This partnership is a testament to Sonnhalter’s deep commitment to both the community they serve and the environment through the items they help divert from landfills,” said Laura Potter-Sadowski, director of ReStores at Greater Cleveland Habitat for Humanity. “Their Annual Tool Drive is something we look forward to every year. It’s a meaningful way to engage with supporters beyond the walls of the ReStore.”
For information on how you can participate in the Sonnhalter Tool Drive, or to coordinate larger shipments, i.e., pallet size, please contact Rosemarie Ascherl-Lenhard from Sonnhalter at 216.242.0420 x130 or [email protected]. To make a monetary donation, please make checks payable to “Greater Cleveland Habitat for Humanity.”
Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com.
About Greater Cleveland Habitat for Humanity Greater Cleveland Habitat for Humanity engages people of all faiths to eliminate substandard housing. Cleveland Habitat was founded as a 501(c)(3) nonprofit organization in 1987. Since then, Cleveland Habitat has brought together community members, volunteers and sponsor groups to help more than 300 Habitat homeowners, including more than 1,000 children, have a safe and decent place to live. For more information on Greater Cleveland Habitat for Humanity, visit: https://www.clevelandhabitat.org/.
