By / Darren Sloane
Would you be surprised if I told you I have generated and converted leads through social media?
It’s true, believe it or not. And I’m not just talking about Facebook and LinkedIn—most of this humble marketing success has occurred using Instagram. The common denominator is the fact that these platforms have matured into effective, efficient tools, especially for businesses selling straight to consumers (B2C). The potential doesn’t end with B2C products and services though; it’s becoming pertinent for business to business marketing, as well.
Social media has been dubbed Web 2.0 in many tech circles, so let’s take a step back and see how we got here.
It all started in the 90s and early 2000s with the proliferation of Web 1.0. This was the beginning of the web as we know it, where the tools of the time allowed for the creation of websites that contained readable, essentially static, information. It was a breadth of knowledge at our fingers tips, and it was only a dial up connection away. Do you remember that beautiful symphony of beeps and tones on the other side of the phone line when someone was connecting to the internet?
Fast forward a few years and we saw the internet evolve. In the late 2000s, we saw a shift in functionality. The underlying momentum of the web morphed from displaying information to sharing and communicating. Strictly readable sites published by centralized authorities were replaced with user generated content. We saw things like user reviews, e-commerce, and the emergence of social media websites. The web had become interactive. This was and is the defining legacy of Web 2.0.
Now, in the last few years, we are seeing the development and growth of Web 3.0—a new, de-centralized paradigm revolving around technology like cryptocurrency and blockchain. However, that is a discussion for another day. I want to stay focused on Web 2.0, primarily social media and how I think we can use it to our advantage, not only for our businesses, but for our industry, as well.
So, what’s happening right now?
According to Hootsuite Digital, 71.6 per cent of global internet users aged 16–64 use social media to research brands.
It’s simple: using social media to research products and services is something we’ve all done.
What’s the best Italian restaurant to go to this Saturday night?
What do people think about the local dentist in my area?
Is this basement renovation contractor reputable?
That statistic isn’t going to be silo’ed to consumer products or residential services. It’s happening in ICI construction, too.
Let’s take a look at another statistic.
Social media users by generation (PEW Research Centre, 2021)
Adults, 65 and above – 45%
Adults, 50-64 – 73%
Adults, 30-49 – 81%
Adults, 18-29 – 84%
It’s a clear trend. Younger people have adopted and use social media at a higher rate than older generations. Decision makers are going to vet prospective contractors using the tools at their disposal. Based on current trends, one of these tools is social media, and it is only going to be a bigger factor as younger generations, adept with these mediums and platforms, grow into decision making roles. Websites, and now social media, are often providing the first impression for proposed clients. The pandemic only accelerated this trend. Is social media now the marketing and business development be all and end all? No, but we can no longer ignore the opportunity it presents.
For the most part, we have all accepted the fact that a website is crucial for representing a reputable company, yet very few within our industry have taken the next step. Social media allows us to connect and communicate in much more effective ways. We can connect directly with our target audiences (engineers, mechanical contractors, legislators, prospective employees, etc). We can share knowledge, highlight company experience and workmanship. We can build rapport, foster trust, and motivate and attract quality talent for our organizations. It’s another avenue for attention, and it doesn’t even have to cost anything. We also can’t deny the potential impact on industry awareness, not only for the benefits we provide but for the career opportunities, as well. Current and looming labour shortages should be more than enough motivation for you to hit the ‘Post’ button. The next generation of insulator mechanics, projects managers, owners, and operators are using these platforms—we just need to tell our story. Not sure how to do it? It’s a simple Google search away. There is a bounty of resources at your disposal for social media strategies, tips, and tricks.
Look, I’m no marketing expert, but the small successes I’ve experienced recently on little to no investment accentuate the underlying trends. It’s time to take a peek and dip your toes into the world of social media, if you haven’t already. Facebook, Instagram, LinkedIn, and dare I say Tik Tok are four huge avenues for attention. The mechanical insulation industry is represented on these platforms by a relatively small group, particularly on Tik Tok and Instagram. Social media is word of mouth on steroids. If we feel like we are the forgotten trade, we need to be held accountable because in this day and age there is no excuse. The audiences are there—they just need our content. We bring a lot of value to the world with our services, and it’s time to tell our story. ■
