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 2 hours and 24 minutes on social media every day, you’ll want to make sure the messages your share on these platforms are aligned with your marketing strategy.
What should you keep in mind when creating a social media strategy for your construction company? We’ve compiled a few pointers below.
Social Media Tips for Construction Companies
1. Focus on your customers (and other target audiences) and where you’ll reach them.
If you’re carrying out an effective marketing strategy, then 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 messaging 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 about how awesome it is to work at your company. Make note of awareness days and other moments in time such as National Women in Construction Week, which takes place every year in March.
2. Size up the 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.
3. Leverage the visual nature of the construction industry.
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.
Balance curated visual content with behind-the-scenes footage. Facebook live and Instagram live are excellent for giving viewers an authentic look at what goes into the great work your company does. Keep social media platforms like Instagram, Pinterest and YouTube in mind for images and videos, as they center primarily on visual content. Make sure you have someone who knows what they’re doing when it comes to images and videos and put them in charge of securing images that tell your company’s story.
4. Incorporate influencers within construction and related industries.
Which media outlets, thought leaders or partner organizations are reaching the same audiences you want to target? How can these influencers help you boost your brand? If you need some suggestions, look no further - we’ve compiled some suggestions for you already.
Following construction influencers can:
- Point you to industry trends or story ideas for timely articles and blogs
- Build a relationship with you that might lead to an interview or guest blogging opportunity
- Clue you into forums (online discussions, conferences, trade-shows) where your brand should have a presence
- Teach you more about your target audience—so you can tailor your site content, educational offers, and pretty much everything you draft, accordingly
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 Twitter, and post photos along with your top five insights on LinkedIn’s publishing platform. And of course, don’t forget to tag participating organizations.
5. Maximize your reach through paid strategies.
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 own nuances that must be navigated carefully in order to make the most of the time and money spent on paid efforts.
For a complete guide on how to leverage paid social media for your business, we agree with these great tips from the Content Marketing Institute.
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.