LinkedIn Tips for the Building Industry
The building industry is unique, as everyone working in it and with it is aware. From the challenges of coordinating vast teams and different businesses to create large structures that must adhere to rigid codes to the “getting your hands dirty” (literally) nature of job sites and working with the earth, there’s nothing else like it.
Although many projects utilize the bidding process system, relationships and human connection still offer immense value and should not be overlooked. At times, this can lead companies and corporate leadership to eschew some typical business development best practices. Perhaps nowhere is this more true than on LinkedIn.
We frequently share the following three tips with clients we coach to help them move in the right direction and elicit tangible results. And they’re simple enough to put into practice right away.
Create a sustainable posting schedule.
Often companies that have previously been un-engaged or are new to the space create plans that require multiple weekly posts. Quickly they discover this is hard to maintain—and so a flurry of initial activity begets a trickle of poor content. Consider starting small (biweekly posts) and determining if and when a more aggressive content push makes sense.
Focus on problem solving and narratives, not on features and benefits.
Most people you want to connect with on LinkedIn aren’t interested in hearing that your company can do it all and that you’re the best thing since sliced bread. They might, however, be interested in how you solved a complex engineering challenge or managed to meet a challenging deadline that saved your client money—even when something unexpected occurred.
Connect with business owners and leaders who aren’t currently ideal prospects.
Being known in the community can offer immense value—even the value you’ll never be able to put a finger on. Decision-makers are notorious for considering networks when looking for relationships—and relationships drive many buying decisions. By being known as a person, not just a company member, you’re automatically more likely to be favored for conversations that could lead to work down the road.