Contract Surety

Facebook vs LinkedIn?


Facebook vs LinkedIn?

Although Facebook remains the most frequently used social media platform around the world, some construction business experts are encouraging contractors to pay more attention to the unique marketing potential of LinkedIn. Here are some insights to help grow your business.


Reality Check

Although Facebook has become a tad eye roll inducing for many (another cat video anyone?), brand experts at Hootsuite remind us that it remains an essential ingredient in online marketing strategies: it is the third most visited website in the world, and 70% of Americans use it. Nonetheless, Facebook is just one aspect of establishing an online presence for small businesses. When it comes to more strategically targeting potential customers, LinkedIn could be a gem. For example, Air Conditioning, Heating and Refrigeration News (aka ARCHR News), offers this point of view:


Let’s start by talking about who’s on LinkedIn. People. People who work for companies, people who run companies, people who are vice presidents, sales managers, operation managers, people who are entrepreneurs … basically, people who can do business with you and refer lots more business to you.


HVAC contractors tend to focus their energy on Facebook because it’s considered the place for B2C marketing. However, LinkedIn offers HVAC contractors a way to connect with potential customers who may not be located or reached via Facebook. Customers with an average income of $100,000+ and who are often owners, operators, and managers — in other words, decision makers are easy to find on LinkedIn….HVAC contractors need to be where their best potential customers are and LinkedIn is a great place to start. The types of connections that can be found and made there can lead to new business opportunities, referrals, and joint ventures. 


Search Based vs Interruption Based Marketing?

Marketing experts remind us that when we try to drive attention to our businesses via Facebook, we are generally hoping that whatever content we are putting out there is interesting enough to “interrupt” users from all the other content they have found themselves drawn into. On LinkedIn, potential customers may actually be searching for the services we are offering:“To put it another way, on Facebook the contractor is interrupting the consumer’s endless consumption of funny cat videos with his marketing message … hopefully in a way that’s not going to annoy them. On LinkedIn, potential customers are much more likely to be actively searching for resources that enhance their business.”  When you are ready to take your LinkedIn marketing effort up a few notches, experts suggest putting about 20 minutes a day into it and offer these tips. Though tailored specifically for HVAC contractors, these examples hold relevance for a wide range of building contractors:


Build a profile that accurately reflects you and your business and be sure to use professional photos. Just like a website needs to be optimized for search, so does your LinkedIn profile page. Make sure to have a well-written ‘About’ section as well as make sure the key areas of your profile page are optimized. 



LinkedIn allows HVAC contractors to target their outreach and/or ads more narrowly than other platforms, making it easier to reach potential customers who are likely to be in the market for HVAC services.


Start by building rapport with your target audience. You can begin by supporting your prospect with likes and comments on their post. Next, start posting content that adds value to your audience: tips, information on energy costs….…As you build up a following, you can begin to promote your HVAC services more directly.


Ready to get growing? Via The Partnership Account for Contractors® , Colonial Surety is here to help you move ahead, win by win. Come on: join the builders across the country who are already leveraging The Partnership Account for growth.


Once qualified, The Partnership Account  gives builders a surety line of credit—in writing—and a private digital dashboard, providing a day to day snapshot of single and aggregate limits and current and available bond capacity. Go ahead: update work on hand, increase your aggregate and move that next project forward.


Got a special opportunity coming along? Let’s talk—that’s what partners are for, right? The Partnership Account® helps contractors grow strategically, one win at a time, via:


  • Control of bidding and bonding, online and in real time.
    • Powers of attorney to seal and issue their own bid bonds—in minutes.
    • Fast, direct, confidential bid bonds—no middleman.
    • Direct access to performance and payment bonds on a customized dashboard.
    • Real time tracking of bids and work on hand.
    • Immediate access to Colonial’s lead underwriter as new opportunities emerge.
    • A private Owners Dashboard to view surety lines, adjust work and analyze bids.

Pre-Qualify and Get Free Scores Here.


Founded in 1930, Colonial Surety Company is a leading direct seller and writer of surety bonds and insurance products across the USA. Colonial is rated “A Excellent” by A.M. Best Company and U.S. Treasury listed. Let’s connect today: LinkedIn!