Positioning yourself for success

MCS Influencer Holly Gotfredson says that positioning your company as a go-to resource for a particular service or building product is of the utmost importance.

In this era of information overload, finding a trusted source with expert knowledge and a proven track record can mean the difference between success and failure on a project. Gone are the days of hard selling and cold-calls. Fostering a sense of trust and authenticity, along with a long-range, long-term business relationship as the goal is the best bet for success. So what’s one of the best vehicles to convey those goals and offer resources to your customer base? Social media of course!

When posting on any social platform, the number one question to ask yourself is “What will my audience find interesting and helpful?” For example, if your target audience consists of owners/developers/architects in healthcare, tailor your content around that subject. Posts could include recent articles on trends in healthcare design, the latest headlines on AI being utilized on medical site development and construction and sustainability goals around wellness facilities, etc. With that, it’s okay to sprinkle in a few project spotlights of your own that feature your company’s products or services, but keep the posts informative, rather than “sales-y.”

Overall, a key to remember is: be consistent. If you’re posting under your own profile, try to post something once a day. If you're managing a company page, posting at least once a week will help drive the desired results.

The second thing to consider is how to engage with your audience. Comments, likes and shares from your company pages and employee profiles make a difference. When authentically engaging with your audience, a genuine compliment on their most recent post or a thoughtful question makes that person feel valued, seen and heard. Knowledge sharing is a great way to give freely to those that you hope to serve. When done with the right intentions, opportunities for solid business relationship building will begin to bloom.