Guide to Marketing a Construction Companies: Comprehensive Strategies
The Inside Scoop on Social Media Marketing for Construction Companies
December 5, 2023
Marketing
In the realm of social media marketing for construction companies, enterprises in commercial industries often hesitate. Some believe that content related to activities such as construction projects lacks appeal on platforms like Facebook. However, for many construction companies, social media marketing is a powerful component in their arsenal of inbound strategies. When done carefully, this approach not only helps expand the brand but also serves as a conduit for generating qualified leads.
In the evolving landscape of marketing, especially within the construction sector, embracing social media marketing for construction companies appears to be a pioneering venture. While it may not inherently align with the conventional image of construction enterprises, leveraging social media proves to be an invaluable asset for those seeking effective strategies to promote their company, share information, and build both brand recognition and industry credibility. I am here to explain the reasons behind its utility and provide guidance on its strategic use.
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What is Social Media Marketing?
Social media marketing encompasses any unpaid actions undertaken on your social media platforms. This includes activities such as posting blogs on LinkedIn or Facebook, as well as sharing regular business updates on Twitter. It’s essential to distinguish social media marketing from social media advertising, as the two are distinct yet complementary strategies.
Social media advertising, on the other hand, involves any paid initiatives on social media. For instance, while sharing a blog post on Facebook falls under social media marketing, enhancing its visibility by investing funds to boost the post constitutes social media or Facebook advertising. These tactics, though separate, collectively contribute to a comprehensive and effective marketing approach.
Is Social Media Marketing for Construction Companies Actually Useful?
Many construction firms we engage with often exhibit a degree of hesitation when contemplating the incorporation of social media marketing into their strategies. This reluctance is particularly pronounced for those primarily engaged in commercial construction projects, where the immediate connection between social media and the bottom line may not be readily apparent. Even for construction companies that directly engage with consumers or homeowners, the integration of social media might not intuitively align with their business model. So, the question arises: Should social media marketing for construction companies be invested in?
Consider this:
- Do you or your team have active social media accounts on platforms such as Facebook, LinkedIn, or Instagram?
- What about your valued clients?
- What about your colleagues?
It’s crucial to recognize that, even for strictly B2B-focused construction enterprises, the entities you collaborate with are comprised of individuals. In the contemporary landscape, a substantial majority of people maintain at least one social media account, if not multiple.
In the United States alone, the tally of social network users reached an estimated 243.6 million in 2018, encompassing roughly 75% of the nation’s population. It’s reasonable to assume that this figure has only surged in the subsequent years.
Delving deeper, among these millions are construction project managers, facilities managers, homeowners, business proprietors, entrepreneurs, and more. In simpler terms – your target audience and ideal clientele are active participants on social media. Consequently, establishing a presence on these platforms becomes not just a choice but a strategic imperative for connecting with and influencing your key stakeholders in the digital age.
But Can Social Media Marketing for construction companies Actually Drive Results?
The presence of your target audience on social media can impact your construction company’s outcomes and potentially boost your financial performance. The key determinant of this impact is the effectiveness of your social media marketing strategy and the objectives you set for your social media accounts. Social media marketing for construction companies works in a few ways. It can be:
- An amplification platform for your brand. A method to deliver your excellent news and exceptional content to the individuals who seek it.
- A tool to increase your brand awareness. The greater the visibility of your brand, the more likely people are to recall and select your company for their upcoming construction projects.
- A way to connect with your audience. Through active engagement with your social media followers, you can employ social listening. By identifying prevalent pain points and questions within your audience, you can then create solutions specifically tailored to address them.
- A lead generation machine. When executed effectively, social media can be utilized to direct leads to your construction company’s website. However, it is crucial to have a clear understanding of this process to ensure accurate measurement of results.
Each of these approaches is effective and valuable, collectively contributing to the growth of your construction company. Whether it involves gaining insights into the desires and needs of your ideal buyer or increasing brand awareness, the benefits of social media marketing for construction companies is that it can collectively yield positive results for your construction business.
How Construction Companies Can Get Started with Social Media Marketing
Initiating your social media marketing strategy, particularly for construction companies, may require some effort. The most challenging aspect often lies in taking the first step. To provide structure and ensure consistency, follow these six steps to kickstart your construction company’s social media marketing efforts.
01. Set a Goal
The crux of successful social media marketing for construction companies lies in goal setting. While social media is a potent tool, its effectiveness hinges on your comprehension of the platform, your specific goals, and the ability to measure your progress accurately.
For instance, consider starting on Facebook with the aim of promoting your construction company and showcasing the quality of your projects. If your goal is to enhance awareness, traditional metrics like clicks may not be the most relevant. Instead, focus on measuring impressions and views—how many people are exposed to your posts, and are they being shared? Increased visibility aligns closely with achieving an awareness goal.
Establishing tangible awareness goals is crucial. This might involve aiming for a certain number of views or impressions per post, or striving to boost your follower count. Select realistic targets and time frames, continually assessing your progress.
The same strategic approach applies to other objectives. For example, if your goal is to drive conversions through LinkedIn, determine the number of conversions you aim to achieve in the next month. Track the clicks from your LinkedIn posts and scrutinize the journey of those visitors. Assess whether they convert on your site and, if not, analyze the reasons behind it.
Ultimately, goal setting and meticulous progress tracking are imperative for ensuring that your social media marketing strategy yields the desired results for your construction company.
02. Pick a Platform
This leads us to the next crucial aspect: selecting the appropriate social media platform. Recognizing that not all social media marketing strategies yield identical results, it is imperative to align your choice of platform with your construction company’s specific goals. Each platform comes with distinct advantages and features. Below is a concise overview of some of the most effective social media platforms for construction companies, along with the goals each platform serves best:
- Instagram: Another effective platform for highlighting work and boosting brand awareness. Ideal for showcasing before-and-after projects, featuring new products, and emphasizing aesthetically pleasing work. While not focused on driving conversions, Instagram is a powerful tool for brand growth due to its visual orientation.
- LinkedIn: A strategic choice for commercial construction companies. Geared towards professionals, LinkedIn facilitates the elevation of brand awareness in a professional context and offers opportunities for targeted conversions.
- Facebook: Ideal for general awareness. If your objective is to disseminate information about your company, showcase projects, and increase overall brand visibility, Facebook is an excellent starting point.
- Houzz: Perfect for construction companies engaging directly with consumers. Establishing authority in the industry is facilitated on Houzz, providing ample opportunities for professionals to interact with consumers, offer advice, and bolster their reputation.
Starting with just one platform is recommended. Consistent, high-quality posting is the key to successful social media marketing for construction companies. For those new to social media marketing, it’s advisable not to overcommit or overextend. Begin with one platform, possibly two, and concentrate on cultivating your following before expanding further.
03. Post Consistently
As reiterated, the cornerstone of effective social media marketing lies in consistent and high-quality posting. A recommended starting point is to post at least twice a week, emphasizing intentional content selection. Different platforms tend to prioritize various types of posts, necessitating a tailored approach:
Facebook: This platform values content that fosters meaningful connections. Therefore, posts focusing on team photos or recent project highlights may garner more reach compared to overtly promotional content about your company.
Conduct thorough research into your chosen platform and formulate a comprehensive plan that encompasses:
- Posting Frequency: Determine how often to post, keeping in mind the preferences and habits of your target audience.
- Posting Best Practices: Understand the platform-specific guidelines and optimize your posts accordingly.
- Content Strategy: Clearly define what to post, considering the unique characteristics and user behaviors of your chosen platform.
Deciding on the content can indeed be challenging for construction companies venturing into social media marketing. Here are some best practices to guide this aspect:
- Behind-the-Scenes: Provide a glimpse into the daily operations of your company, introducing the people and processes that make your projects successful.
- Visual Content: Leverage the visual nature of your industry by showcasing images and videos of completed projects, works in progress, or your team in action.
- Client Testimonials: Feature satisfied clients and their testimonials to build trust and credibility.
- Educational Content: Share industry insights, tips, or how-to guides related to construction. This positions your company as an authority in the field.
By adhering to these best practices and tailoring your content to the unique dynamics of your chosen platform, you can establish a robust social media presence for your construction company.
04. Vary Your Content
When embarking on social media for construction companies, it’s common to stick to a familiar post format, such as employee spotlights or before-and-after project photos, as you acclimate to the platform. While consistency is commendable, a potential pitfall is the risk of monotony for your growing follower base. To keep your audience engaged and intrigued, it’s essential to diversify your content. For instance:
- Blog Post Share: Promote your own content, whether it’s a blog post, case study, or informative piece.
- Before and After Project Post: Highlight the transformation of a completed project.
- Employee Spotlight Post: Showcase a team member’s expertise or a noteworthy achievement.
- Industry Article Share: Disseminate valuable insights or information from a reputable source within your industry.
By incorporating varied content, your construction company stands to gain in several ways:
- Maintaining Audience Interest: Keep followers engaged with fresh and interesting content, preventing fatigue from repetitive posts.
- Targeting Multiple Buyer Personas: Appeal to a broader audience by addressing the diverse interests of your buyer personas.
- Optimizing Post Reach: Social media platforms are inclined to limit post reach when content becomes less engaging. Diversifying content increases engagement, expanding your reach and building a larger following.
For moments of creative block, consider incorporating video content, a universally appreciated format across social media platforms. Whether it’s a timelapse of a job site or a brief how-to guide, video content consistently garners high engagement.
To ensure a steady stream of new and diverse content, contemplate utilizing a content calendar specifically tailored for your social media platform. This tool can aid in planning and scheduling posts, allowing you to strategically decide on the types of content to release, ensuring each post brings something fresh and distinctive to your audience.
“Here’s everything you need to know about creating killer Content in 3 simple words: Clear. Concise. Compelling.”
- Demian Farnworth
05. Get Involved
Once your construction company has implemented its social media marketing strategy, active engagement becomes pivotal to its success. Regardless of the chosen platform, responsive participation is crucial. If someone comments on your post, be sure to respond promptly, even if it’s just to express gratitude.
Platforms such as LinkedIn, Houzz, and Facebook offer opportunities to further engage by participating in relevant groups pertaining to your construction company. LinkedIn, in particular, stands out for its efficacy in this regard, but Facebook and Houzz also host numerous industry-specific groups worth exploring. Identify a few groups aligning with your interests or the focus of your construction company, and initiate conversations. Respond to queries from other group members, pose questions of your own, and judiciously share valuable insights. The more actively you engage on these social media platforms, the more swiftly your online presence will expand, fostering a heightened sense of authority within your industry.
Even on image-centric platforms like Instagram, your company can enhance its involvement. This may involve commenting on posts from others in your industry, sharing intriguing posts on your Stories, and responding to followers who comment on your posts. Much like any other endeavor, the outcomes in social media marketing for construction companies are directly proportional to the effort invested. Active interaction with followers and industry professionals on your chosen platform yields superior results compared to passive posting at infrequent intervals.
Similar to any other inbound marketing strategy, social media marketing is but a single component within your construction company’s comprehensive arsenal. Its efficacy is maximized when seamlessly integrated with other marketing tactics. Social media marketing for construction companies serves as a valuable amplification tool, complementing your existing content marketing strategy. Here’s the synergy at play:
- Social Media Amplification: Use social media marketing as an additional avenue to amplify your content. Share it on platforms like Facebook, LinkedIn, Houzz, or any other chosen social media platform.
- Content Production: Develop content on various platforms such as your website, construction magazines, and collaborations with industry professionals.
- Content Sharing: Distribute this content through existing channels, like email marketing, to reach your current audience.
By adopting this approach, your content gains exposure to a considerably broader audience, expanding the potential for lead generation. Social media marketing for construction companies acts as a catalyst, reaching beyond your current subscriber base and tapping into diverse pools of potential leads. With consistent effort in social media marketing, the pool of qualified leads will continue to grow, aligning with your overarching goals. As your social media following expands, the dissemination of your brand and messaging to a larger audience becomes an iterative process, reinforcing itself according to your strategic social media marketing objectives.
06. Make Social Media Marketing Part of Your Construction Company's Content Marketing Strategy
Similar to any other inbound marketing strategy, social media marketing is but a single component within your construction company’s comprehensive arsenal. Its efficacy is maximized when seamlessly integrated with other marketing tactics. Social media marketing serves as a valuable amplification tool, complementing your existing content marketing strategy. Here’s the synergy at play:
- Social Media Amplification: Use social media marketing as an additional avenue to amplify your content. Share it on platforms like Facebook, LinkedIn, Houzz, or any other chosen social media platform.
- Content Production: Develop content on various platforms such as your website, construction magazines, and collaborations with industry professionals.
- Content Sharing: Distribute this content through existing channels, like email marketing, to reach your current audience.
By adopting this approach, your content gains exposure to a considerably broader audience, expanding the potential for lead generation. Social media marketing acts as a catalyst, reaching beyond your current subscriber base and tapping into diverse pools of potential leads. With consistent effort in social media marketing, the pool of qualified leads will continue to grow, aligning with your overarching goals. As your social media following expands, the dissemination of your brand and messaging to a larger audience becomes an iterative process, reinforcing itself according to your strategic social media marketing objectives
Implementing Social Media Marketing for Construction Companies
Embarking on social media marketing may initially seem like a significant undertaking, but when executed thoughtfully and with sustained effort, it can yield remarkable success for your construction company. Commence with modest steps and maintain consistency. The more high-quality content you share and the greater your engagement, the more substantial your follower base will become. This, in turn, enhances brand awareness and lays the groundwork for an influx of qualified leads, poised to make informed purchasing decisions with your construction company.
As your comfort level with social media marketing grows, consider diversifying your approach by expanding to additional platforms. Additionally, you can explore the realm of social media advertising campaigns to further amplify your company’s presence. While social media marketing for construction companies presents an excellent avenue for increasing brand awareness, growing your following, and expanding your pool of qualified leads, it’s important to acknowledge that the journey may not always be effortless. However, with perseverance and a strategic approach, the benefits can be significant and contribute substantially to your company’s overall success.
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