If you’ve landed on this blog post, chances are you understand how social media can impact your company’s bottom line. If you’re not convinced, these four reasons to take social media marketing seriously should do the trick.
At the end of the day, it’s your customers and your employees who matter most to your construction business. And with users spending an average of 145 minutes of social media each day, you’ll want to make sure the messages your share on these platforms are aligned with your marketing strategy.
Before we explore the types of social media posts that work best for your construction business, it’s worth noting that first, you must focus on your target audience and where you’ll reach them.
If you’re carrying out an effective marketing strategy, you already know which audience groups you’ll want to prioritize through social media. Choose your social media channels accordingly, and map out your content ahead of time to ensure your message is tailored to the appropriate targets.
Want to get the word out to landlords, developers, and other potential customers about an award-winning project? Share it on LinkedIn.
Looking for recent college graduates who are ideal job candidates for your industry? Make sure your Instagram strategy provides an inside look at how awesome it is to work at your company.
Make a note of awareness days and other moments in time, such as National Women in Construction Week, which takes place every year in March.
Next, take the time to size up your competition. What do the social media channels of others within your industry look like? How many followers do they have, what type of content are they sharing, and how much traction are they getting on their posts?
Even if your competitors aren’t, well, competitive when it comes to the social channels you’re interested in employing, a comprehensive competitor analysis will at least serve as a benchmark and give you an idea of what it takes to stand apart.
The format you use to deliver your message matters more than you might think. If the visual nature of the construction industry isn’t reason enough to incorporate photos, videos, and infographics that align with your brand, know that social media posts with images and video consistently generate more engagement than text alone.
Leverage the visual nature of the construction industry with these post ideas:
Projects: Take advantage of Instagram’s 10-photo upload with a photo album of your most recently finished project. Bonus point for tagging material companies, designers, or subcontractors who assisted you on the project.
Before & After: Before and after photos are always a hit, whether it’s a newly remodeled kitchen or a newly-designed office park, side-by-side photos provide a tangible representation of your company’s work.
Behind the Scenes: Balance curated visual content with behind-the-scenes footage of job sites, the design process, and your team at work. Your target audience will get an idea of how new projects come to life, and you’ll get to highlight your company culture in the process!
Which media outlets, thought leaders or partner organizations reach the exact audiences you want to target? How can these influencers help you boost your brand?
Following construction influencers can:
Depending on your strategy and budget, you might consider a more in-depth influencer partnership such as an event or webinar series or a less formal relationship that involves sharing content or commenting on social media posts. Chances are you’re already attending industry events. If you work in Boston, for example, you might have members of your company attend the PRISM Awards & Gala hosted by the Builders and Remodelers Association of Greater Boston.
The time and money you spend at events will go that much further when you engage with other attendees on social media. Send your go-to photographers or videographers so they can share the footage in real-time on Facebook and Instagram and post photos along with your top five insights on LinkedIn’s publishing platform. And of course, don’t forget to tag participating organizations.
Read more on influencer strategies: 10 Influencers to Follow for the Best Construction Marketing Tips
While it certainly helps to choose your networks wisely, this can only take you so far in reaching your target demographic.
Paid strategies through Facebook, Instagram, LinkedIn, and Twitter have impressive targeting abilities; however, each platform has its nuances that must be navigated carefully to make the most of the time and money spent on paid efforts.
Take your time when creating a paid social media advertising strategy, or, take the time to interview the right agency who can create one for you.
Read more on paid advertising strategies:
Want to know more about creating an inbound marketing strategy for your construction business? And should you go it alone -- or would you benefit from outsourcing your marketing? The free guide below will help you decide.
Alysa Wax, PMG Director of Client Operations, thrives on helping her clients and PMG grow. She does this by understanding and sharing the vertical function marketing has in modern businesses. During her blogging time, she can usually be found integrating business and personal experience into her writing.