Here are some social media tips for commercial contractors from Clare Lanphear, Social Media Manager, Sherwin-Williams:
1.Keep it in perspective
Social media should complement, not replace your marketing strategy – for example, showcasing bigger or specific types of jobs (industrial, hotels) for which you are trying to target.
2. Be choosy
Decide who you want to interact with, and make sure your content is relevant to that audience – so for property managers, your process to eliminate disruption to tenants may be a better message than color trends.
3. Be yourself
Be authentic, relevant, entertaining and educational – talk about recent projects, volunteer work, or considerations your audience could benefit from.
4. Be active
Add new content regularly and respond promptly to questions and comments.
5. Promote everywhere
Cross-promote social content throughout other marketing touch points including direct mail, e-mail, and your website – if you complete an industrial project, consider linking to an industrial capabilities page on your website.
6. Make it easy to be found
When using Twitter and Instagram, incorporate #hashtags into your posts to aid discovery. Examples: #tenantimprovement, #commercialpainter and #sherwinwilliams.
How to join the conversation
Here are five great places to connect with the industry and your customers through Sherwin-Williams:
This article was originally published in the Fall 2016 issue of the Sherwin-Williams CommercialPro newsletter. Get more business-building tips and info on products, services, discounts and project solutions on the Sherwin-Williams contractor website