In this day and age every company should be on social media – whether they’re in the construction business or not. We previously blogged about the importance of marketing in our Ultimate Guide to being a Succesful Contractor.
Social Media builds trust and makes your brand more accessible. According to the Construction Marketing Association, social media use also boost awareness, web traffic, search ranking, and more.
For the most part, it is free advertising that gets you relatively easy leads.
You can’t beat that, can you?
To use social media effectively, you must first understand the people buying your products. Are they young or old? Male or female? Educated? In what region do they live?
Once you figure out those key aspects, do your research on the different platforms. Take advantage of websites that cater to your target audience, such as using LinkedIn to reach professionals, Facebook for middle-aged consumers, and Twitter, Pinterest and Instagram for the younger generations.
Using these platforms effectively will help you boost revenue and increase brand awareness.
Using imagery in your posts has been proven to significantly boost engagement. Unique imagery that gives your followers an inside look at your company, like in the photo above, will really set you apart from the crowd.
It is also important to share not just branded content, but also third party materials as not to fatigue your followers with the same type of information over and over. Things like industry-specific information, mentions of your company on other sites, and news articles are just some examples of third party content your followers might enjoy.
Still not sure where to start? See how the companies below achieved success with their social media strategy.
Savvy Social Media Construction Companies
If you are looking to up your social media game and looking for tips and tricks on how to successfully use social media here is a list of people and companies to pay attention to.
This company knows how to utilize Instagram. With stunning photos of their jobs and subtle but effective use of branding elements, like their logo, in the majority of posts, they easily capture the attention of their followers. Oh, and they have some pretty cool videos of buildings being blown up!
In the last 65 years Ryan Homes has built over 300,000 homes. Watch home tours, find home construction tips and DIY projects updated daily on their Facebook page.
With nearly 150,000 followers on LinkedIn, Turner Construction Company is doing something right. Take a look at how often content is posted and which content is engaged with. This will give you great insight for your own LinkedIn strategy.
Artez does branding really well. Like us they choose strong colours to stand out from a crouded market. Twitter is Artez’s weapon of choice with constant updates from their profile of work on going on projects.
Leaf Filter knows how to take advantage of social media and how to do it well. LeafFilter is the No. 1 professionally installed gutter guard system in America, eliminating homeowners from gutter cleaning for life.
Much of their audience is the older generation, which, as already mentioned, frequents Facebook. Therefore, LeafFilter has worked to build a strong presence on Facebook, allowing them to successfully reach their potential customers. LeafFilter continually updates their Facebook with shareable content like blog posts, gutter protection information and company events. The bottom line? Know your audience.
Looking for an Instagram strategy? CRN Construction has an Instagram flooded with beautiful photos of their remodeling projects and DIY projects. Take note on how simple their posts are, but how much engagement they receive.
For 40 years Hanley Wood has provided media, events and marketing services to the residential and commercial design and construction industry. With a variety of resources available and offered to its customers, Hanley Wood needs to be thorough in their social media strategy. Hanley Wood uses Facebook to share their upcoming events and construction information in daily posts. They take it one step further by creating separate Facebook pages for each of their magazines. This lets Hanley Wood dig into each specific audience and post targeted information and ads. Using this strategy is recommended if you represent a lot of different brands or services. This company knows how to properly leverage each platform for maximum performance. For a seasoned company like Hanley Wood, this may come easily. But, if you’re new to social media, start following some social media blogs, like Social Media Today, for hints and tips that will have you posting like a pro in no time.
Twitter comes easy to Skanska who has nearly 20K followers. Tweeting multiple times per day, engaging with other Twitter uses and incorporating photos in their tweets make this a successful strategy.
With more than 30K followers, Pinterest has been a huge success for Avilas Construction. Any kind of remodeling information you are looking for and any before/after photos will be found on one of their 20 Pinterest boards. Mimic their strategy and you will see an increase in your Pinterest traffic.
Gaining 20k active social media followers doesn’t happen overnight. It takes research, time, and a lot of trial and error to hit your groove. Experiment with different platforms to see what resonates with your potential customers. Try using coupons or running relevant campaigns to get more engagement.
Remember, doing social media well can take time! If you are not intenting on finishing, don’t get started in the first place!
If you aren’t going to do it well, don’t bother, stick to a website and be done with it. There is nothing worse than a company having a blog page or a twitter profile and the last entry was a year ago.
Best advise is to consider which platform works best for you and invest in only that one. If you are running a business you probably have a ton of other things to do, so invest in a part-time of Full timer to help you with this. Remember to add your logo to your posts!
We would highly recomend this book as a place to get started:
Last but not least. But the best advice we could give is don’t give up. If something isn’t working, don’t get disheartened. Try another strategy, get a little daring, ask for help, but don’t throw in the towel.
Follow in the footsteps of these construction companies’ social media strategies to give you a leg up and watch your social media following increase.
What social media strategies have you tried for your construction business?