Instagram won't grow your contractor business
If you're looking to grow your contractor business, Instagram is the soul-snatching and profit hungry beast that takes your money and time and gives nothing back.
It's a platform based on personal brands, laughter, and entertainment, and while you might find roofing or gutters amazing, IG users won't. Here are stats and reasoning on why Websites, Facebook, reviews, paid ads, almost anything else is more worth your time.
Instagram Stats tell the story...
Only 3% of Users search for home service companies
I don't need to go into more, it's self explanatory. It's not your lead driven search platform.
Average users don't match your audience.
Instagram's audience age is between 18 and 34 with the average homeowner is in their 50s! That alone should tell you that when you go after the mass population of homeowners, and business owners, Instagram is not the place to get your next $5 - $50k home improvement project. Even more only 15% of homeowners user Instagram every day. If you want a massive user base, think Facebook. If you want massive commercial search, think Google or LinkedIn.
Instagram Posting doesn't match work times.
The best times to post on Instagram start at 9 or 10 am in the morning and finish mid afternoon. The problem with this is that your "homeowners" are at work, making money, to pay off the roof you want to sell them, not scrolling on Instagram searching for roofing services. Not to mention that after 4 hours of no "engagement" of your post, Instagram essentially makes your post "old news" and its never seen again.
- Mondays 10am - 4pm
- Tuesdays 10am - 2pm
- Wednesdays 10am - 4pm
- Thursdays 10am - 3pm
- Fridays 11am - 2pm
- Saturdays 9am - 4pm
- Sundays 10am - 3pm
Google, Bing, and AI crush Instagram on "hiring" related searches.
When you add to the formula that you must post to Instagram multiple times a day with an eye-catching profile, when can you run your company? If you were an owner with massive time on your hands, you either would be going out of business without job sites, or you would be already killing it, and that time would be better spent on opening up new territories.
Instagram Conversions are dreadful.
Less than 0.5% of homeowners are engaging with content, meaning they are not clicking ads or your profiles as a home service business. They are there to laugh and be entertained.
90% of Followers don't see your posts
Every social media platform bases their "feeds" based on engagement and user preference. It doesn't matter if you have 10 followers or 10,000 followers. If they are not actively searching instagram for gutters, roofing, etc... They follow you but they won't hire you.
Instagram Focuses on Global not Local
Instagram's algorithm is based on global branding and entertainment. Even the best agencies who specialize in Instagram won't touch home improvement companies. They are focused on eCommerce and Individual personal brands that can convert clicks to immediate no-face buying. You're not selling a roof through IG posts.
Instagram Ads are 2x the Cost of Facebook and Google
Instagram's paid algorithm is again based on personal brands. So when people come to Instagram they want to buy or engage with a personality or ECommerce option, not someone selling them on a $5k gutter replacement, a $20k HVAC, or $50k metal roof.
What will grow you contractor business?
- an SEO optimized website
- 100% optimized Google Profile
- Google Profile consistent monitoring, posting, and management
- Adding 55-80 local business listings to your profiles
- Adding 55-80 local business listings to your website
- Uploading SEO optimizing videos and images to social media
- Creating and updating a YouTube page with local SEO posting
- Getting a boatload of 5-star Online Reviews to Google
- Getting a lot of Facebook and Yelp Reviews
- Branding that actually makes sense
- Vehicle wraps, uniforms, and door knocking
- Facebook posting and ads for residential services
- Google Ads for residential services with 5 keywords of less
- Google Ads for commercial services
Final Thoughts
Instagram might look appealing, but you'll blow away your marketing budget, time, and just end up with broken dreams. It doesn't have the intent, the audience, the budget or purpose to help you sell more roofs, gutters, hvac, landscaping or any other home improvement services you excel in.
Stick to the basics of social media, paid ads, website SEO, and in field branding for more leads, and if you're in need of growth contact us and we'll consider becoming your Chief Marketing Officer.
