Spread the word about your construction industry business.
Every company should have a presence on social media – even those in the construction industry! Social media builds trust, expands your reach and deepen your audience impact.
According to the Construction Marketing Association, using social media boosts awareness, web traffic, search ranking, and more.
Use social media for your construction business to:
- Get and keep prospects interested in your work
- Generate leads and encourage people to contact you for a quote
- Give satisfied customers a highly visible place to put reviews
- Provide an outlet for questions, comments, and concerns. Make sure to address all of them – good or bad.
- Expand the number of searchable pages related to your business, which is crucial for Google rankings. See below for more about owning page one!
- Keep prospects and existing customers engaged with your business
Here’s a list of the types of construction industry content to post:
- Original and shared content
- Blog articles
- Infographics, lists, eBooks, guides, templates, case studies, white papers, etc
- Videos, including how-to videos
- Testimonials
- Jobsite photos – use photos of the project before, during construction and when completed
- Company updates, announcements, and news
- New staff
- New service announcements;
- Contracts you’ve won
- When you’ve purchased a big-ticket item for the business. Mention how it will improve customer service (truck, tools, etc)
- Company milestones (double-digit month, 90 days without accidents, etc)
- When your company is relocating
- Completion of a big job. Again – share those before during and after pics
- When you’re attending a conference or event
- When your company sponsors a team/event/charity
- News/media coverage:
- Interviews on a blog/podcast/other publication
- Your content published anywhere else
- Mentions of the company or company personnel in an article or news story. TIP: Set up Google Alerts to be notified when your company and staff has been mentioned
- Industry news/predictions
- Upcoming events that will be of interest to your customers and prospects
- Legislation, laws, and international agreements affecting the construction industry
- Future predictions and trends about the industry
- Get personal and share
- Funny videos of something related to the industry;
- Inspirational quotes (in the form of a picture is always better)
- Other relevant viral content.
Here are 5 ways to grab your share of the social media market and help you own the first page of branded search results.
1. Communicate your uniqueness.
Focus on what makes your business unique and incorporate that into your social media strategy.
Don’t be afraid to let your company culture shine through.
And if your whole company is using social media, establish editorial guidelines and an editorial voice that feels real and has a personality that everyone on the team can understand and bring to life.
2. Create a Houzz
Houzz is a social network dedicated to creative construction, architecture, landscaping, exterior and interior design. Their membership includes millions of homeowners and construction professionals.
Take advantage of showcasing your projects with photos and description. Include case studies to show the value your services offer your customers.
Also, use location-specific information to connect with prospects. Take the time to position yourself as an expert by answering questions in the appropriate forums.
3. Tell your story with images and video.
Creative images are an incredible way to say a lot, quickly and easily, in a way your followers can associate with and react to.
Images can tell a story, engage, make someone laugh and so much more. They’re also easy to digest, like and share.
Whether you build homes, office buildings or backyard decks, it doesn’t matter. People like to see great photos. Facebook, Instagram, and Pinterest are great platforms to use as portfolios to showcase your projects. This gives the right people something to look through, save to their feeds and refer back to at a later date.
Tip: Also show work-in-progress, not just completed projects. Put your crew in matching shirts and take some photos of them hard at work!
Videos are also a powerful way to engage your audience. Keep it real, keep it short and speak to your audience in a language they understand.
So make well-planned images and videos your secret weapon in breaking through the clutter of social media.
4. Know your customer.
Ask yourself who your ideal client is.
What are their interests, their needs, their pain points?
Think about why they need your product or service. Once you’ve gathered this important data use it as part of your social media strategy.
Of course, this is not a complete list of social media best practices that we follow for our clients, but ones to get you started down your path to online success.
5. Join LinkedIn Groups where your potential customers are.
Join groups where your potential customers are. These can be geographic-specific groups so you are targeting actual prospects.
Once you’ve joined the right groups, share your construction expertise, projects, case studies, etc. Also respond to others’ posts with comments, likes, and shares.
When creating your own post, link back to pertinent pages on your website, like your latest blog post.
Social Media Helps You Own The 1st Page of Branded Search Results.
Most potential customers conduct some sort of online research before purchasing a business product or service.
Besides your company website, what else shows up in search results when someone searches your company name? Your Competitors? Really old content?
This is a question you want to have as much control over as possible.
Having multiple social media accounts that have accumulated followers and are updated regularly is one of the best ways to ensure your organic search results are dominated by your brand!
