We’ve heard this question so many times… “Does Social Media Work for Construction Companies?”.
It’s a loaded question because the answer is 100% yes, but if certain things aren’t done then it won’t actually work. Let’s talk about what the things are you need to consider as you build out your construction based social media plan.
Having a plan on who you’re targeting will be extremely important as it will allow you to do things such as pick what social media channels you need to be present on. With each channel you want to present your brand in a way that is engaging, educational and relevant to your audience. Your strategy will focus on picking the right target, giving them the info they are looking for and saying it in a way consistent to how you act as a company. That is why we created these Top 5 Social Media Tips for construction companies to get better engagement, more leads and more sales.
Here are the Top 5 Social Media Tips for Construction Companies
Marketing for Construction companies can be slightly different than it would be for other businesses. Your digital presence has to mimic what you want the community to think of when they here your name or see your trucks driving around town. These are 5 Tips to keep in mind when you are creating your content for social media.
- Know Your Audience
- Be Authentic
- Assessing Competitors
- Show Images of Your Work
- Pay to Promote Your Content
1. Know Your Audience
It comes down to more than just the people you want to target, your also need to know what they are interested in. You’ll need to research content they are searching for and what types of content are most likely to grab their attention. Knowing your audience well will help you determine how you will write your posts and what type of content (blogs, sell sheets, infographics, video, images, etc.) to share.
Authenticity is key when it comes to writing content for your social media. Write as though you are speaking the words out loud because that is how the reader will hear it. Be aware of your tone (they way things are said and the words used) and make sure you don’t come off as a drone, monotone, or someone who doesn’t actually care about what they are telling the customer. Setting the tone for your writing will create more engagement as people can “hear” your enthusiasm about your products and services. They’ll want to actually buy from you!
3. Assessing Competitors
When you are developing your content strategy for Social Media, make sure you look at what your competitors are doing. How are they presenting their content? What type of content (infographics, images, vidoes, etc. ) are they sharing? Look at the engagement of the different posts and see what is working well for them and what is not. Shares and comments are the best indicators of engagement. The goal of this is not to “copy” what they are doing but to make your strategy stronger from the start. Make sure to look at competitors that are comparable to your size of business too. A young upstart company isn’t going to have the same reach as large companies such as Bechtel Group or Jacobs Engineering Group.
4. Show Images & Video of Your Work
Words are great, but images do a whole lot better when you are working on large scale projects in construction. Take photos of your team on site, projects before and after, short demonstration videos, etc. People want to see what you’re doing and how you are doing it. This builds a level of credibility and grows the consumer confidence in you as a business they’d like to work with. If you have the capability (and you do if you have a cell phone), take videos of jobs sites and share those as well.
5. Pay to Promote Your Content
Social media is free, but sometimes if you want to get in front of the right customers you have to pay a little. On Facebook for as low as $1 a day you can “boost” a post from your page to increase the amount of individuals it will reach. Then on LinkedIn you can “sponsor” specific posts to do the same. This will increase the number of target customers that are “served” the message and give you more exposure.
Targeting on a platform like LinkedIn is very accurate and allows you to run ads to only people in a certain area, with specific job titles, in certain industries or that work for named companies. It’s very powerful!
Overall the biggest takeaway from these 5 social media tips for construction companies is to be human. Being human and engaging with your audience makes you a more desirable choice for customers. Your online presence sets the tone for developing a level of trust with your target. Since social media is such a huge aspect of society today, it is often found as a deciding factor for many purchasing decisions. People want to work with those who prove they know what they are doing and have a strong reputation online to prove it.
If You’re Struggling on Exactly Where to Start or Have Questions, Call Us at 866-357-7422
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