Social media is a great outlet for construction company marketing. You can share information about your services, pictures of your workmanship, and blog posts that you’ve prepared and published on your website.
Every single thing you post on social media provides an opportunity for someone to make a negative comment. Every single time you mention social media to a customer and encourage them to leave a review, you open your business up for a potential negative comment. How you address the negativity says a lot about you.
Every customer won’t be 100% happy 100% of the time. You’re eventually going to have to deal with negative comments on social media. I’ve had to deal with them myself. I always remind myself that most of my clients are very happy with my services. Clients who follow the marketing plan we create together always see good results. This makes me happy.
It’s even okay when they’re comfortable enough with their own marketing skills to fire me and take on the full responsibility of marketing their construction business. This is the culmination of a successful project in my opinion.
Turn Negative Comments into a Positive Experience
Don’t ignore negative comments and allow them to fester. Always respond and be respectful even if they aren’t. Don’t allow their negativity to pull you down to their level of communication. Let’s say, for example, someone isn’t happy with the way the paint looks in their newly remodeled kitchen and they blame you. They may be under the impression that the method of application is what caused the paint to look bad, so it’s your fault for not doing a quality job.
You may have already explained to them that the wall would need some specific treatment in order for the paint to look like it should, but they declined because of time, money, or whatever. This was a difficult lesson learned for them. Here’s how you handle that situation:
- Thank them for their comment.
Apologize that the project doesn’t meet their expectations.
- Explain that you’d discussed potential problems during the remodeling process.
- Tell them that everyone else is happy with your services.
- Offer a way to appease their dissatisfaction.
Other clients will likely step up and respond to the negative comment with comments of their own. You may see Mr. Jones, the homeowner you remodeled for last year, step up and respond with something like, “This guy remodeled my kitchen last year and it’s absolutely amazing!” You want to respond to that message with a, “Thank you, Mr. Jones!” as well.
Don’t Offer Empty Apologies
You’ve seen big name brand companies get by with it a million times. And they’ll continue to get by with it because it’s no big deal if one in 5,000 customers is dissatisfied. “We’re sorry you feel that way. We’ll continue to improve our approach to providing excellent products at the right price.”
Okay. That’s nice and generic, but… how are you going to fix my problem with your product?
Don’t Respond to Negativity with Negativity
The moment you drop to their level, you’ve lost the battle and damaged your company’s reputation. Other customers will see that you are capable of lashing out at people who are unhappy with your services. Would you lash out at them if they asked you to change something during the course of a project?
When to Use the Block Feature
Some people just don’t give up. I don’t ever recommend blocking someone for using profanity or expressing their dissatisfaction – whether they’re being rude or not. You can ask them to edit out the profanity or remove their profanity-filled comments yourself if you want.
It’s your profile, after all. I do recommend blocking or banning people if they just don’t know when to quit. If you’ve already exhausted all possible options and they’re still coming at you several times a week – block them. This will require them to call you if they still have a bone to pick, and most people aren’t willing to confront you on the phone.
Continue with Your Normal Marketing Strategy for Your Construction Company
Keep using publishing informative, educational, inspirational or entertaining blog posts to your blog. Keep sharing those blog posts on your social media accounts. Keep sharing before and after pictures and other things that your visitors or readers find useful. Don’t let one heckler turn you away from social media entirely. If you do, they win and it indicates that you aren’t as comfortable with your workmanship as you once were.
Hire Me as Your Construction Marketing Consultant
Call me at 215-740-2713 or contact me on my contact page. I don’t care how you contact me just that you do. My team is comprised of a pretty fantastic group of designers, marketers, and writers. We can help you create a successful construction marketing plan for your company and I will be there to talk you down from the ledge when you’re ready to break out the profanity and tell that complaining jackass what you’re really thinking.