In today’s digital landscape, asphalt companies are increasingly turning to social media as a tool for attracting new clients. An AsphaltPro survey of industry professionals reveals that 76.5% of asphalt companies use social media to attract new business, while 94.1% use it to showcase the quality of their work.
More than half of respondents said they ‘sometimes’ bring in new business from social media. One quarter said they bring in new customers from social media ‘rarely’, and one quarter said they attract new business via social media ‘often’ or ‘always’.
Despite its potential, many companies still question how effective social media can be for generating new leads. In this article, we’ll explore how asphalt businesses are successfully using social media to grow their client base and stand out in a competitive market.
Showcase quality—for free
Many asphalt companies use social media as a way to showcase the quality of their work, which can attract new clients. “My primary goal with social media is to showcase and highlight our quality workmanship,” said Pat Ferry, owner of Aztec Paving Inc., San Diego, California. “Social media offers a valuable opportunity to showcase the quality of our work to a wide audience—at no cost.”
Show—and sell—materials
On the production side, Kesmond Willert, marketing manager at Bowes Construction Inc., Brookings, South Dakota, echoes this approach. “We like to post close-up content showcasing our materials,” he said. By posting images of aggregates and products on Facebook Marketplace, the company has been able to reach both private consumers and contractors. Willert explains that younger clients, who prefer messaging over phone calls, often send orders via social media, a shift that reflects changing communication preferences in the industry.
Develop subcontractor relationships
Social media is also a valuable tool for networking within the industry. Matt Stanley of American Pavement Specialists, Danbury, Connecticut, and founder of Raised on Blacktop, highlighted how social media has allowed his company to form connections with contractors they hadn’t worked with before.
“Contractors are constantly looking for quality subcontractors,” he said. “On social media, they’re able to see the quality of our work day in, day out. It’s not just about driving past one of our jobs—they see it every day and become more familiar with our business as a whole.”
The benefits of other construction companies being familiar with the quality of your work don’t stop at the sale. “When we show up on job sites, even if we’re working for a larger company, their foremen are already familiar with us from social media,” he said. “They know we do good work and trust we’ll do the job right.”
Get referrals
Social media also provides opportunities for local engagement that can directly lead to new clients. Stanley shared the example of his brother’s residential paving company, which receives a substantial amount of business from Facebook groups. “A lot of people in local mom groups on Facebook will ask for recommendations for a driveway contractor, and his company will be one of the top responses,” he said.
Close the deal
While social media can drive new business, it isn’t always the immediate sales tool some may expect. Jake Fragale, the fourth generation behind J. Fragale & Sons Paving Inc., Torrington, Connecticut, said that while he’s still figuring out the exact impact of social media on their sales, he sees his company’s investment in social media not as a method to attract business but to close existing deals. “Social media isn’t doing the ‘initial outreach’ for us, but it is helping people who may be on the fence about hiring us see our work, get more familiar with us, and ultimately choose us over a competitor.”
Conclusion
For asphalt companies, social media offers an array of benefits that can help them attract new clients. Whether it’s showcasing the quality of their work, networking with other contractors, or engaging with local communities, social media is a powerful tool that can help asphalt companies grow their business. While it may not replace traditional methods entirely, its ability to build relationships, showcase expertise, and connect with potential clients makes it an invaluable asset in today’s competitive market.