On the surface, it may not seem as though B2B social media and construction have much in common. And, frankly, on the surface they probably don’t. But if you dig just a little bit deeper, you will realize that every shiny new product in social media marketing today is just another tool in the bag, and the B2B social media marketer’s role is really to figure out the tools to use that best reach the individual B2B audience. Below are 5 tips on how to think more like a construction worker to be a more efficient and effective marketer.

1. Start with a clear objective
   A surprising number of marketers these days are engaging in social media with no real idea of what they’re trying to accomplish with their efforts. This is a mistake. A construction worker would never break ground on a new job without clearly identifying what actually needs to be accomplished. If his/her client wants a shed, the builder will need to know how it will be used, the client’s budget, what type of weather it will need to endure, etc. to be sure it serves the purpose it’s supposed to. Without knowing these types of details, it will be impossible to know whether it will work when the job is complete.
2. Learn everything you can about all of the tools you have at your disposal
   Social media is a world of communication tools. That’s really all it is. The power in social media is knowing how to apply each tool to accomplish a specific goal. A construction worker needs to know as much about all of their tools as possible for the same reason. If they don’t know how to use the tools properly, they run the risk of botching the entire project.
3. Use the right tool for the job
   There is a tendency in marketing to adopt the latest social media tools without necessarily taking advantage of the differences among all of the available social media platforms. Just because LinkedIn is popular in B2B doesn’t mean it’s right for your audience. A construction worker wouldn’t use a spiffy new hammer just because it’s a new kind of hammer when they really need a screwdriver to do the job right.
4. Measure twice, cut once
   I’m sure you’ve heard this one before, but it’s particularly relevant in B2B social media. Often times B2B markets are much smaller than consumer markets, which mean that the consequences of a serious social media misstep could be more severe. Don’t let that stop you, though, just think like a construction worker. Once you come up with your social media strategy, take a break from it and come back to it later with fresh eyes. If you don’t see any potential problems during your second review, you’re probably going to be okay.
5. Work off the blueprints, improvise when necessary
   Everyone knows that despite your best efforts to plan for everything, it doesn’t always work out like you planned. Just like a construction worker doesn’t know what’s behind a wall until they break it down, you need to go in with a plan, but if you’re thrown a curve ball, be prepared to rethink things and adjust your strategy to react to the change. This may be the most important element in social media. Plan every detail before you start because that will make it easier to adjust in the future.

Are there other similarities that I overlooked? Let me know in the comments.