For many in the scaffolding trade, ‘social media’ and ‘marketing’ can be two scary words when you’ve had no experience in these areas, so putting them together can feel downright terrifying. Where do you start? What do you do? Will it benefit your business?The good news is that you don’t need to be a marketing expert or a social media savvy! These top tips are designed to help guide you through the use of social media and how you can grow your scaffolding business step by step. Increase Brand Awareness - It’s predicted that by 2028, over ^[1]six billion people will be using social media across the globe. Of course, while not all six billion are wanting or waiting to use your services, it demonstrates the large customer base that you have the potential to reach. Marketing isn’t just about selling; it’s about creating touchpoints, a meaningful connection that a customer has with your brand, from shaping a perception to building relationships, and it all starts on social media through brand awareness. Increasing brand awareness allows your brand to be seen and recognised by your target audience. This strategy will increase the likelihood that consumers will remember you and reach out to your brand rather than competitors when it comes to making a purchasing decision. Posting content regularly and defining your brand’s voice and identity can help create your brand’s personality across all social platforms. What’s your USP (Unique Selling Point)? Are you family-run? Are you sustainable? Do you offer services in a larger radius? Lean into what makes you stand out from the rest. - Post Content Consistently (But Quality over Quantity!) Posting consistently across social platforms helps improve your algorithm ranking. In case you don’t know what this means, algorithm ranking is the process by which platforms recommend your content to other users. The more you post, the more the algorithm recommends your content to your likely audience more frequently, increasing your chances of customer interaction. Consistent posting shows that your business is active, current, and reliable. This ultimately builds trust and drives traffic to your social accounts and business website. However, it’s important to remember, you must prioritise quality over quantity. There’s no point posting for the sake of it. Remember, your social accounts reflect your brand, and when content isn’t of good quality, it doesn’t reflect professionalism well. When it comes to scaffolding, one thing is for sure that scaffolders love seeing projects by other scaffolders. However, the general public and even a number of main contractors have no idea what a “good scaffold” might look like. Within scaffolding, we often fall into the trap of posting what we think looks good and will impress other scaffolders. However, your social accounts are not for you. They are for your potential customers, so make sure that is at the front of your mind. Don't just continually post photos of scaffolds if you aren't explaining why that is good or impressive. You can try posting about happy customers, sharing information about some of your Scaffolders (if you focus on domestic jobs, this can be a huge benefit, as smaller companies and individuals will often make decisions based on “feelings”. So if they look at your company and feel positive and that you are friendly, they'll more likely choose you). Remember, it’s not just all about photos. Videos can have a wider reach, especially when it comes to platforms like TikTok. And again, you don't need a huge budget. Some of the most viral and successful videos on social media are 0-budget videos created by a mobile phone. Getting your team to post or generate content, too, is fantastic. Connolly Scaffolding is a fantastic example of this. Their regular photography competition allows customers to get to know their scaffolders, see projects through their eyes, and portray that as a company that cares about their scaffolders. Boost Your Sales Through Ads -  The number of people using social media is growing, and it’s showing no signs of slowing down. As scrolling is becoming increasingly addictive and prominent in society, advertisements are taking advantage and becoming more strategic in targeting their ideal customers. Platforms such as Instagram and Facebook allow you to target specific demographics, behaviours, and locations that relate much more closely to your audience. You can reach more relevant, potential customers, and even if these consumers do not convert into a sale, they still add value when it comes to brand awareness. You’ve made yourself known and still have a chance to convert these consumers through content and engagement. Adverts are a cost-effective way to reach your most relevant audience. By focusing more accurately on your ideal audience, you can optimise your ad spend, reducing your cost per acquisition. And you don't need a large budget. On Facebook and Instagram, you can start from just £5 and take it from there. Customer Service and Customer Support - Let’s face it, every business receives an unhappy review or an unsatisfied customer. Whatever the reason, it’s inevitable. Social media accounts allow customers to make enquiries or raise concerns whenever they need. It also allows the brand to be responsive, nurture their customer relation as best they can, and most importantly, resolve the issue at hand. Remember everything you post is public, and even if someone is in the wrong, your public response should be calm and positive. More people are now looking up scaffolding companies on social media before deciding who to go with, so ensure your digital presence is a reflection of your ideals and customer service. Keep an eye on the Competition - Every, if not most, businesses are already maximising the benefits and advantages that social media brings. There are over 6,000^[2] scaffolding companies in the U.K., each with their branding and USP. Social media allows you to keep up to date with what’s going on in the industry, keep an eye on other competitors, identify what you’re missing, what you can improve on, and how you can become a leader within the industry within your rights. Getting ahead of competitors introduces your services and brand to a wider audience, but it’s important to stay consistent with this. It’s not just about getting ahead but staying ahead. Running your own business requires crucial decisions to be made, and sometimes, analysing competitors on social media can help make strong business decisions. You don’t need a marketing degree or thousands of followers to start seeing the benefits of social media for your scaffolding business. By building brand awareness, posting quality content, running targeted ads, being responsive to your customers, and staying one step ahead of the competition, you create a great starting point for you to lay solid foundations for long-term growth. Remember, consistency and patience are key.