Many construction companies often overlook the importance of social media marketing. However, in today’s day and age with over 59% of the world’s population currently using social media on average of 2 hours 30 minutes a day it’s imperative to have your construction company utilizing valuable social media marketing tools.
For construction companies, social media marketing can be a powerful tool to boost brand recognition, establish credibility and build trust. With the right approach, it’s possible to reach your target audience and increase engagement with potential customers. In this article, we’ll discuss 6 tips on how to create an effective strategy for social media marketing for construction companies.
What is social media marketing for construction companies?
For new adopters of social media it’s important to understand what social media marketing is at its core. Simply put, social media marketing utilizes various social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and beyond as a form of communication between the company and potential clients. The main goals of social media are to create top of mind awareness to promote and sell your company’s services, and to act as a communication tool to showcase your projects/services to current and potential clients.
If you are a construction company looking to market on social media follow these 6 helpful tips to create a strong social media presence that produces real results.
1. Choose the Appropriate Social Media Channels
The first step in having a successful social media presence is picking the appropriate social media channels for your construction company. Typically Facebook and Instagram are good places to start as many of your current and potential clients will be on these channels. They are also good platforms to share before/after photos, videos and short articles about your company.
LinkedIn is a good secondary social media channel to have in place, especially if you are the owner or C-Suite operator for the company. It’s a great social media channel to utilize if you are looking to communicate with B2B operators, or are looking to showcase your company’s work to a more professional audience. LinkedIn would be a less effective tool if your objective for having a social media presence is gaining new clients.
As a construction company, we wouldn’t recommend starting a Twitter channel as your first line of communication, as communication is restricted to 280 characters, and most people are on Twitter for top of mind news information versus looking for new goods/services.
2. Create a Content Strategy
Once you have your channels in place, the next step is to create a content strategy for your social media marketing. There are many ways construction companies can share content online from high-quality before/after photos, videos of services and processes, testimonials from clients and more.
We typically recommend sharing a mix of high-quality content to keep your audience engaged. Having a mix of photos, videos and articles is a healthy way to start your social media presence. Take the time to brainstorm about the types of services you offer and what types of content you can create to showcase that work. When you write it down you will quickly see the options for creating content become endless!
3. Use Visuals: Quality Counts
Quality visuals are a great way to stand out from your competitors, and highlight the quality of your work. In the construction industry, photos and videos can help you showcase your portfolio and communicate the professional quality of your projects. We understand that work sites can get dirty quickly, however when you are snapping photos for your social media take a few seconds to wipe off your camera to ensure the photo is clean and crisp!
Reels are also becoming more popular on Instagram and Facebook, so as a general rule of thumb always shoot your videos vertically so the content is properly sized for creating videos online. This high-quality content isn’t just for your social media, you can in turn use the photos/videos on your website, in a company newsletter, on ad banners and more which is why it’s important to take the time to create the best content for your construction company.
4. Adapt Your Social Content for Different Audiences
Every social media platform has its own unique audience. That means you’ll need to tailor your content for each platform in order to reach the most prospective customers. Not every piece of content needs to be totally different from one platform to another, but you should be strategic about which topics you choose to focus on and what tone you use when crafting your posts. Taking the time to create content that resonates with users on each platform can be a great way to draw in more followers and drive engagement with your brand.
For example, it’s much easier to share an article about your company on Facebook as the article easily hyperlinks and consumers are able to quickly click the link. On Instagram you aren’t able to click links in posts, so you would have to set up a Linktree account or link directly to the article in your social profile which takes away from customers being able to link directly to your website.
Instagram is also primarily a social media platform for sharing photos and videos, so it’s a great place to showcase your company’s good work. You can also create graphics that provide testimonials and client quotes so potential clients can quickly read about the work you do and then make a decision about whether or not to contact you for your services. While this may seem like a lot of work to understand what works best on individual platforms it’s imperative for the success of your social media marketing.
5. Optimize Post Timing, Frequency, and Targeting
Now that you’ve sorted out how to make high-quality content and what/where to post the content it’s time to talk about scheduling. Making sure you are consistent with your posting is the best way to ensure you are reaching your targeted audience and staying top of mind.
Remember, social media marketing for construction companies is about building brand awareness, so posting once a month isn’t going to cut it. Making sure potential customers see your posts on a regular basis is the best way to ensure they take the next step in contacting you for business.
Let’s face it, we are all human here so make sure your communication style resonates with your target audience. Potential customers are more likely to connect with real posts vs. spammy, wordy posts that don’t make sense to them. Understanding who your target audience is and what their wants/needs are is the best way to be effective with your social media posts.
6. Interact with your Audience
You’ve now taken all the necessary steps to create a solid social media presence, but let’s not stop there! Once you’ve been posting consistently, using high quality content it’s time to build solid relationships online. Take the time to comment on posts, respond to DM’s and let your audience know you better. Oftentimes companies use automatic responses to respond to customer inquiries which isn’t a good way to gain business. Make sure you respond to inquiries in your DM’s in a timely fashion, providing your name and general contact information if relevant.
Taking that extra step to create open communication is the best way to gain new business. It’s also important to build relationships early on, because we all know the importance of word-of-mouth business and how imperative a personal referral can be. Don’t just look at social media as something outside your business, but really use it as an extension of your business just online!
These 6 tips for social media marketing for construction companies are a great way to get started with your online presence.
If you are looking for more expertise on the subject, or an agency to help you get the ball rolling Contact Us today!