You probably understand the impact social media has on your bottom line if you're reading this blog post. These four reasons you should take social media marketing seriously will convince you.
Your customers and employees are what really matter to your construction company. You'll need to ensure that the messages you share on social media are in line with your marketing strategy, as users spend an average 145 hours each day.
Before we discuss the best social media posts for construction businesses, it is important to remember that you need to first focus on your target audience. Also, where you will reach them. You already know the audience segments you want to target through social media if you have an effective strategy. You should choose the right social media channels and plan your content in advance to make sure your message is targeted to the right people.
You want to tell developers and landlords about a winning project? LinkedIn: Share the news. Are you looking for college graduates that are perfect for your industry? Your Instagram strategy should show how great it is to work for your company. Keep track of awareness days and other times, such as National Women in Construction Week. This event is held every year in March.
Next, you should take some time to evaluate your competitors. How do your peers in the industry use social media? What number of followers does each person have? What type of content is they sharing and how many people are referring to their posts? A comprehensive competitor analysis, even if they aren't competitive in the social channels you are interested in, will give you a baseline and help you to know what you need to do to be different.
Your message is more important than you may think. If you don't think the visual nature in the construction industry is enough to make it worthwhile to include photos, videos and infographics that are consistent with your brand, then know that images and video generate more interaction than text only.
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Take advantage of the visual nature in the construction industry by using these post ideas:
Projects Instagram's 10-photo upload allows you to create a photo album that includes your most recent project. Bonus points for subcontractors, designers and tagging material companies that helped you with the project.
Before & after: Side-by-side photos give a tangible representation to your company's work, no matter if it's a new kitchen or an office park.
Behind-the-scenes: Balance visually curated content that includes behind-the scenes footage of job sites and the design process. This will give your target audience a glimpse into the development of new projects and allow you to showcase your company culture.
What media outlets, thought leaders and partner organizations reach the exact audience you are looking for? These influencers can help you build your brand.
Construction influencers can be:
For timely articles and blogs, point you to industry trends.
Establish a rapport with you that could lead to a guest blogging or interview opportunity
You can be a part of forums (online discussions and conferences, trade-shows, etc.) where your brand should be present
Learn more about your target audience so you can tailor your website content, educational offers and everything else you write accordingly.
You might consider a deeper influencer partnership depending on your budget and strategy. This could include a webinar series, an event or webinar series, or a casual relationship that includes sharing content and commenting on posts on social media. You are likely already attending industry events. For example, if you live in Boston, members of your company might attend the PRISM Awards & Gala hosted at the Builders and Remodelers Association of Greater Boston.
Engaging with attendees on social media will make your event experience more worthwhile. You can send your preferred videographers or photographers to share your footage on Facebook and Instagram. They will also be able to post photos and your top five insights on LinkedIn. Don't forget to tag other organizations.
Although it is important to select your networks carefully, this will only help you reach your target audience. Although paid strategies via Facebook, Instagram and LinkedIn have amazing targeting capabilities, it is important to understand the nuances of each platform in order to get the most out of your time and money. You can take your time creating a paid social media marketing strategy or interviewing the agency that can help you.