Contractors can not only use social media to help them win contracts, but can also develop social media marketing campaigns to ensure the best and most lucrative contracts come their way.
As with any marketing channel, social media requires contractors to have clear objectives as to what they want their social media presence to achieve. And with so many social media networks, it is important to focus on those that are most relevant and targeted and will offer the greatest return on the contractor’s investment in the time, and potentially cash.
Well managed social media marketing can open up new markets and inspire trust, loyalty and repeat business from clients and recruiters. But getting a social media campaign wrong can lead to an online ‘train crash’, potentially damaging a contractor’s personal branding and reputation, thereby reducing their chances of winning contracts.
What are ‘social media’ and ‘social media marketing’?
Social media, or social networking sites, are simply online communities where users can interact with each socially to share views, experiences and knowledge in an informal and often fun way.
The word ‘social’ is increasingly becoming a misnomer as businesses, particularly consumer-oriented brands, engage with their customers through what it essentially another marketing channel. Similarly, organisations are using social media to communicate with clients, investors, suppliers and even employees.
Some of the currently best-known social media sites include:
- Facebook, which is mainly used by individuals to socialise and spread information, although companies and other organisations use it as a marketing and advertising tool
- YouTube is used to upload and share video and multimedia content. A video can be found on virtually any and every topic imaginable. Businesses use YouTube for product and service videos, training and education and news, among others. Contractors can use videos to demonstrate their expertise, to engage with prospective clients and recruiters, and to share information with peers. Videos from YouTube, and similar sites, can also be embedded into a contractor’s website
- LinkedIn is the professional network for individuals, businesses and organisations. Because this is the first place many recruiters and clients look to research a contractor’s professional background, LinkedIn is a potentially powerful social media marketing tool for contractors
- Twitter enables contractors to send ‘tweets’, or short messages, either by ‘broadcasting’ them to a global audience or to specific Twitter users. By regularly ‘tweeting’ about key business related topics, a contractor can demonstrate their knowledge of a specific subject and enhance their personal brand as an expert, or guru, in that area. This can be further strengthened by engaging in discussions using hashtags
- Blogs are not, strictly speaking, part of social media, but by posting regularly to a highly regarded specialist blog, or commenting on the posts made by others, users can achieve the same objectives as, for example, speaking regularly at seminars and events.
The above list is by no means exhaustive and new social media platforms appear every day. There are an increasing number of niche social media evolving, which focus on specific topics, technical areas, markets and sectors or groups of users.
Choosing the right social media platform
Contractors don’t need to have a Facebook page, Twitter following, LinkedIn profile, YouTube channel or blog all in one go. As with ‘traditional’ marketing channels that contractors may use to build and publicise their personal brand, such as writing white papers, networking, seminars, joining committees, advertising, etc doing one or more things well will give a greater return than doing everything adequately, or badly.
So, for example, if there are existing LinkedIn groups that focus on specific technical competencies that a contractor wants to highlight as part of their own skill set, then creating and maintaining a strong LinkedIn profile and engaging with those groups might be part of an effective social media marketing strategy.
Equally, a contractor may be operating in a fast-paced environment where new advances occur daily and the community working in this sector is highly tech-savvy. An effective method of demonstrating a grasp of cutting-edge techniques is through regularly tweeting or commenting on the latest developments as they occur. In this context, building a strong Twitter following, and investing time in regular tweets, can remind potential clients that the contractor is not only out there, but on top of their game.
Or it may be that a contractor simply wants a ‘shop window’, but does not have the tools or time to create a dedicated business website; so they could choose to set up a business Facebook page that can act as an online brochure for the contractor’s skills and services.
How social media marketing can help win contracts
If used correctly, social media marketing is another highly focused sales and marketing tool, but unlike a brochure or advertisement it can’t just be left. Regularly maintaining your social media presence, even when working on a current assignment, demonstrates that a contractor is still active and still an expert in their field.
If used correctly, social media marketing is another highly focused sales and marketing tool, but unlike a brochure or advertisement it can't just be left
By blogging about technical topics, or Tweeting useful links, contractors can demonstrate that they are not only technically proficient, but also that they may be a ‘guru’ or ‘thought-leader’, which could give them an edge when up against another similarly qualified contractor for a plum contract.
And, increasingly, online multi-media CVs, social media profiles and other non-traditional non-CV-based résumés are becoming the preferred option for tech-savvy clients and recruiters looking for contractors who can differentiate themselves. For example, contractors are adding QR codes to their CVs and business cards, which link to YouTube videos demonstrating their expertise.
Avoiding a personal brand ‘train crash’
The messaging used in social media should be consistent with what a contractor uses in their CV. That way, when a client or agency decides to research a contractor’s background online after receiving a CV by email, they won’t find obvious gaps in a contractor’s experience, or worrying inconsistencies that could lead to larger questions.
Even if the inconsistency is a mistake, and not due to some underlying and more sinister issue, it may not present the professional persona that a contractor way wish to convey. And contractors should keep their online social life totally separate from their professional profile online, just as they would in the office and at home.
Social media offers powerful tools to help contractors win new business. Building and maintaining a social media presence online need not be a hugely time consuming and expensive task, and can pay dividends when it leads to winning new contracts. It can also be enjoyable.
Published: Wednesday, July 13, 2011
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