Let’s face it.
The asphalt paving industry is far from being an ‘exciting business’ for most people.
It can be boring, bland, and even complicated.
However, these are the same exact reasons why you shouldn’t shy away from using social media to promote your asphalt paving business.
When done right, not only can you let the world know how fun and meaningful your industry is, you can also make a name for yourself as a trusted asphalt paving company in your community and win more projects.
But how exactly can you effectively use social media to boost your brand? Let’s take a look at some of the tips you can use right away!
Devise a Plan
In order to succeed with social media marketing, you need to have a realistic and actionable plan to help you take deliberate steps instead of running around aimlessly. Here are a few things you can consider:
Pick an objective
What gets measured gets managed. That said, you must know exactly what you want to achieve through your efforts. Are you planning to gain more followers? Get more website visitors? Convert more leads? Pick a specific objective you want to accomplish and set a deadline to keep you on track.
Choose a channel
Not all social media platforms can work for you. For some, Facebook seems like an obvious choice, but for others, Instagram gets them closer to reaching their goals. If you’re not sure what would work, just pick one, test it, and move on to the next one if it doesn’t work. If you have the time, energy, and manpower, you can even try multiple platforms at the same time.
Choose a Posting Schedule
The time you publish your social media posts can affect its results. You may want to post in the morning when people still have the energy to read and see your post, or you may want to post it late in the afternoon when people are in a more relaxed state.
Curate High-Value Content
As mentioned earlier, the asphalt paving industry can be boring for most people. But by publishing engaging and valuable posts, you can pique their interest.
To quickly gain and keep their attention, you’d want to use photos and videos to your advantage. Try uploading interesting photos about your work or materials, uploading videos about how you mix or apply asphalt or seal coating, or even an infographic about different types of asphalt and their benefits. You can even do Facebook Live and show your team working on a project in real-time!
Whatever you choose to post, make sure it provides value in one way or another whether it’s entertainment, information, or even an enticing offer.
Monitor Your Competitors
Monitoring your competitors’ social media accounts can give you more insights as to what strategy is actually working or not. Check out the topics they are discussing, the types of photos and videos they are publishing, or even the channels they are using. The information you can gather can help you curate more relevant content that people are responding well to, or even execute the same strategies better.
Show Your Human Side
With social media, we can stop looking like a “faceless industrial company” and show our humanity. And this is how we can develop a stronger connection with our audiences, even when you’re primarily dealing with business owners or city governments. After all, the decision-makers are human, too.
You can do this by showing your staff having fun in the field or in the office, maybe explain some of your challenges, or tell the world a little bit more about you and your team. This gives your audience a sneak peek at what goes behind the scenes, and see what your company is really all about.
Repurpose Old Content
It’s only a matter of time before you run out of content ideas. But you don’t necessarily have to post something new and original. In fact, you can use some of your older posts for your new content.
Update some of your most useful content and publish it again. You can also create explainer videos using your previous infographic, or take before and after photos of projects you’ve previously shown. If you received questions from your previous content, create a new one answering them. Are they interested in the differences between types of asphalt? Want to learn more about seal coating? Or maybe they’d love to learn about repairing cracks and potholes in their driveway or parking lot.
By revisiting your old content, you can get new ideas for new ones that your audience will enjoy.
Tell Them What To Do Next
Regardless of how valuable, engaging, and compelling your content is, you will have a hard time making audiences do what you want them to do if you don’t ask.
Whether you’d want them to follow your page, like your post, leave a comment, share it with their friends, or visit your website, it’s important to ask them clearly what you want them to do.
Because admit it or not, people like to be lead by the hand, and having a clear call to action can help you achieve just that.
Use Hashtags or Mentions To Attract Attention
If you’re just starting out, only a few people would see what you have to say. Even if more people are interested in your brand, they haven’t seen your page just yet and don’t even know it exists.
To get around this, use hashtags (#) relevant to your industry and your post or mention (@) people or pages that have something to do with asphalt paving, construction, or whatnot.
For example, use hashtags like #asphalt or #asphaltpaving, and mention people and pages like asphalt product brands, city government officials, or even associations related to asphalt paving.
Of course, you can also use hashtags and mention people relevant to your community to reach people who are not currently looking at asphalt-relevant hashtags or brands and associations.
This gets you seen by people who don’t follow you yet but are following the tags you’ve used or the people you’ve mentioned.
Focus on Engagement
Last but not the least, is to use social media for what it is essentially, a platform for social interaction.
Focus on meaningful engagements and build a real connection with your audience. Use it as a way for your audience to get in touch with you and learn more about what you stand for.
And once you build a loyal following who supports and admires your brand, getting and closing leads will be a natural result.
Remember, you’re not just a ‘faceless industrial company’, you’re a part of the community you’re looking to serve. So act like one.
If you need help with using social media marketing as a way to grow your asphalt paving company, it pays to have someone who knows the in and out of the process and is familiar with advanced strategies to actually make it work.
Get in touch with me today and get started with your social media marketing campaign!