As we move toward a more digital world, traditional marketing is being replaced by digital marketing. These days, the need to brush up on our marketing skills is real. The good news is that social media platforms can be an excellent way for construction companies to promote their brand and gain new customers.
Twitter, LinkedIn, and Facebook are the best social media sites for construction. For video marketing, YouTube is the best platform, and Instagram and Pinterest are useful for images and short videos. Lastly, Houzz is an online community with millions of homeowners looking for home professional services.
There are many social media sites out there, and it can be overwhelming to maintain accounts everywhere. That’s why, after careful research, we’ve chosen the seven best social networks for construction companies. Read on to learn how to use these sites for marketing your construction business, and we’ll also discuss some tips to help you get the best out of your marketing strategies.
Twitter is not just a social media site; it’s also a microblogging platform. It is the go-to place for industry conversation and forming strong relationships with your clients. Not only that, but Twitter also allows you to make friends with other marketers.
According to Statista, Twitter has 186 million daily active users, which means many people interact and engage on it every day. Another report shows that a whopping 95% of the UK’s top construction companies are on Twitter, and 90% of them are also actively posting and engaging with their followers. This says a lot about the effectiveness of Twitter as a platform to build new connections.
Remember that Twitter has a strong emphasis on real-time information. So you might want to post a bit more frequently than other platforms. And please, do not just automatically post the same thing across all social media sites.
Every platform is unique and should be treated as such, which is why we’re discussing everything in detail. I know it can be time-consuming, but if you’re going to do it, you might as well do it right.
It’s also possible to use twitter as a customer service channel. According to advertisers on Twitter, over 80% of social customer service requests occur on this platform. It’s so popular that Salesforce even calls it “the new 1-800 number for customer service.” I highly recommend you build a business profile for your construction company on Twitter.
LinkedIn is an essential B2B (business-to-business) social network. It is an excellent platform for connecting with other businesses and construction professionals. It’s no wonder that 90% of the top construction companies maintain a professional profile on LinkedIn.
LinkedIn is slightly different from other social media platforms. It is all about building and maintaining a professional reputation. Do not spam it with links to your website; instead, establish yourself as an expert by sharing valuable knowledge and advice about the industry. If you maintain a blog, it’s a good idea to share those informative articles with targeted audiences.
When it comes to LinkedIn, the best strategy for construction companies is to join relevant groups. Start your own discussions and contribute to others’ conversations. You have to prove your expertise by answering questions about the industry and sharing useful information. This increases the credibility and visibility of your brand. It also promotes your brand without coming off as spammy or desperate.
As you continue to optimize your time and effort on LinkedIn, you’ll soon come across fresh ways to attract new leads, connect with decision-makers, and market your business. It might be hard to measure this aspect of marketing, but LinkedIn is the best platform to establish professional credibility, period. So you must not neglect it.
Facebook is the biggest social media site in the world. A report from Statista states that as of the second quarter of 2020, more than 2.7 billion monthly users were active on Facebook. According to another report, 65% of top construction companies are on Facebook. So it’s undoubtedly a huge platform that your business cannot afford to miss.
Many people believe that Facebook is dying and becoming a lost form of social media. A lot of small to medium-size business owners have a love/hate relationship with Facebook. It has made numerous changes to its algorithm and slowly decreased business pages’ reach to only 1-3% of their following. Nowadays, you have to pay for their “boosting” service to help you reach your customers.Now, you might be wondering, “what’s the point of maintaining a Facebook profile, then?” Well, the first reason is that your customers expect you to be on Facebook. Think of it as a platform to show people that you are a lively business loved by their customers.
If you search for a business and notice they have not posted anything on their Facebook page for over a year, would you not be less likely to buy their service? On the other hand, if you see they are posting 2-3 times a week with relevant content, you’ll know that they are a growing business that stays in touch with their customers.
So you should create a Facebook page for your business. Post regularly, stay relevant, and ask customers to review your construction company on Facebook.
Video marketing is on the rise. A report from Cisco estimates that around 80% of all internet traffic will come from videos. YouTube is not only the second most prominent social media site, but it’s also the second largest search engine after Google. So it’s best to get on the video marketing train right away.People usually believe that video production costs a lot of money, and while some companies may have better means to perform video marketing, it does not have to be costly. This misconception has caused most construction companies to ignore the value of YouTube in growing their business.
Here are some things you can do to kickstart your construction company’s YouTube channel:
- Create how-to videos
- Explain the terminology and machinery involved in construction work
- Teach simple DIY projects like replacing a toilet seat lid
- Post testimonials from customers with images or videos of the project
- Record a time-lapse video of a construction work
You do not have to pay top dollars to record these kinds of videos. All you need is basic equipment and a willingness to make content.
Remember that growing a YouTube channel is not limited to quality videos. You also have to make sure the title and description contain the keyword you want to rank for. Use tags in your videos and include your business information in the description. Also, decent-looking thumbnails are just as important because that’s what people first notice, especially on mobile devices.
All kinds of videos go viral all the time on YouTube. There’s a learning curve involved, but it’s worth your time and effort. To get started, you should use VidIQ or TubeBuddy. Both of these are excellent chrome extensions to help you learn and excel at YouTube SEO.
Instagram is all about sharing cool media, and who does not like visuals? You may think this platform is only for the obvious visual companies like a travel agency or clothing store. But it’s actually a decent platform to grow your business using media content from your construction projects.
However, Instagram marketing requires the right mix of content. Posting the same type of images in succession can lose you followers instead of gaining them. So remember to upload different forms of content like images, videos, carousels, and stories.
For example, one cool way to showcase your new project is by posting images in a grid. It’s when you post two or more pictures in succession, which are actually parts of a single photo. Photographs of before and after work are always inspirational. You can also cover many other topics, like 3D visualizations, how-stuff-works, heavy machinery, beautiful landscapes, and design inspiration.The key is to be creative and, at the same time, produce enough content to help you grow. Try new topics and ways to communicate with your audiences. Make sure the photos are high-quality, add a caption, location, and fill in relevant hashtags. Use the Hyperlapse app on your phone to shoot time-lapses of construction workers or machinery. Inspire your potential customers and post futuristic drawings.
Pinterest is another social media site based on images. It has over 416 million monthly active users liking, sharing, and pinning new ideas and interests. Although it’s not the first recommendation, Pinterest can still be an effective way to market your construction business.
Re-pinning others’ content and joining group boards will help you promote your account for free.
Infographics are one of the most re-pinned or shared images on Pinterest. See how you can use infographics to your advantage. If you have a process you use at your construction company, or x tips for something, it’ll probably be best to create an infographic for that.
Pinterest is also an excellent platform to post your case studies, construction projects, and white papers. For example, you can publish the case study on your site and create a pin for it. Then, upload it on Pinterest and link it to a registration page on your site. That way, interested individuals will be sent directly to your signup page so that you can generate leads.
A widely recommended tool for Pinterest is Tailwind. It allows you to schedule posts and join groups of people in similar niches that re-pin and share each other’s content to grow together.
Pinterest is all about inspiration. Informational and breathtaking photos go viral all the time on Pinterest. So do not just keep talking about yourself; inspire potential customers by showing them your fantastic work.
Houzz is an online community dedicated to creative construction, landscaping, architecture, and interior and exterior design. It consists of millions of homeowners and hundreds of thousands of professionals showcasing their work.
It uses location-based information to connect local homeowners with local service providers. You can establish your expertise by answering user-posted questions on the forum. Businesses can also showcase items from their projects.
To start marketing your brand on Houzz, add inspirational photos from your work for members of the community to find. Each picture can have a caption, a URL, keywords, category, and location.
One of the best ways to gain credibility on Houzz is by answering questions on the forum. Many homeowners are looking for professional advice on different matters related to construction and architecture. These conversations are public, and people can search them on Google to read your answers. It proves that you know what you’re talking about, and you’re an expert in your field.
Houzz is not difficult to use, but of course, it takes time and effort to build a professional profile and gain credibility on the platform. Overall, it can be an excellent way to reach a targeted audience and get your name in front of them for free.
7 Helpful Social Media Tips for Construction Companies
Now that you know the best social media platforms for your business, it’s time to devise a strategy to make sure you succeed in getting new customers from these sites. Let’s discuss some common mistakes that new businesses make and how you can avoid them.
1. Choose Three Social Media Platforms to Focus On
One of the primary reasons the social media strategy of new business fails is that they try to dominate every platform. Jumping right in and attempting to build an audience on all major websites does not work. It’s overwhelming, time-consuming, and inefficient.
So it’s not a good idea to try to be active on all social media platforms when starting out. Note that it would still be best to claim usernames on all the major platforms discussed above. This is so that you can switch to other sites like Pinterest and Houzz once you have an audience on, say LinkedIn and Twitter.
According to statistics, 90% of the top construction companies are active on twitter, 90% of them have a LinkedIn company page, and 65% are on Facebook. So Facebook, LinkedIn, and Twitter should be at the top of your list of social media platforms.
2. Post Before and After Images of Your Work
One of the best things you can post on any social media site is your work as a construction company. Before and after photos are an excellent way to showcase the incredible work that you’ve done. Also, the visual attraction is compelling, so it’s likely to draw in potential customers. Remember to get the property owners’ permission, though.
Folks like to show off their new home or renovations to their friends and family. So once you’ve posted it, satisfied customers may also share the posts on their social networks. No one in their social circles may be looking for a construction company at that time, but it’s a great way to get your company name out there.
3. Share Videos
Videos are becoming a vital part of the internet. According to a 2020 report on video marketing, 85% of businesses use video as a marketing tool. They improve your brand presence and engage customers with your business.
Posting educational videos on social media can be an effective way to prove your expertise to your potential clients. You can also post simple DIY projects to help your account grow and reach new audiences. Other shareable content includes explaining construction tools, time-lapse, an overview of pricing, and project ideas.
Here is an excellent example that features a time-lapse of a construction company building an entire house:
And here’s a how-to video that teaches you how to measure and cut rafters:
4. Be Consistent and Authentic
Posting regularly on social media is crucial for success. Putting out a ton of content at once will make people unfollow you, and not staying up to date for weeks will decrease your reach. So you should create a posting schedule for all of your accounts.
Since you’re new to these sites, I recommend posting at least three times a week. Play around with the time of the day and week for maximum engagement. This study by Hootsuite is an excellent resource to help you start experimenting.
Several online platforms allow you to manage multiple social media accounts and schedule posts. Hootsuite is one such marketing tool. Apart from its business plans, it also has a free plan that allows you to manage up to three accounts and schedule up to 30 posts.
5. Interact and Engage
Social media sites are not set-and-forget marketing platforms. When you create engaging content, people interact with it by following you and leaving likes and comments. Be sure to reply to these comments and welcome them to your account.
Some people will also leave negative comments on your posts. They can be frustrating, but I recommend you do not delete them; instead, try to handle them with the best of your abilities.
The statistic shows that 71% of consumers are likely to recommend a brand to their friends and family if they have had a positive experience with that company on social media. So going the extra mile on these platforms will only help your business.
6. Vary the Type of Content You Share
After a few weeks or months on the site, you may start to run out of content ideas. Remember that you do not always have to post original content; you can also share interesting posts from other people.
Here are some things you can share on social media as a construction company:
- Job progress: Updates on a big project and how it’s going.
- Videos: How-to guides or other informational posts or videos.
- Images: Behind the scenes, before and after photos of your work, or memes related to construction.
- Text: jokes, what’s new in the industry, other news-worthy content, or testimonials of your clients.
Since you’re a construction firm, it would be best to steer clear from controversial topics like religion or politics. Consider your branding, and only put content that reflects what you stand for as a brand.
7. Limit Your Self-Promotion
Marketing is not reckless self-promotion; it’s all about establishing a brand and communicating with your potential customers. Too much self-promotion makes your company look desperate for business.Besides, nobody wants to have their feed filled with advertisements. People will likely unfollow you if all you do is advertise your services. It happens all the time; 79% of marketers believe that businesses are overdoing self-promotion on social media sites.
So limit the number of posts linking back to your site and talk about other things with your followers. You can post almost anything on your profile as long as it’s in line with your branding and sparks people’s interest in your company.
I recommend you publish one self-promotion post for every five informative ones (make sure to vary the content type as we’ve discussed above).
Benefits of Social Media for Construction Companies
We’ve already talked about the many ways in which social media can help your construction firm. However, I want to mention the key advantages again so that you know what to expect from your strategy. Here’s what social media marketing does for your business:
It Expands Your Brand
One of the most important benefits of using social media is increased brand awareness. People hesitate to do business with companies they’ve never heard of. By maintaining an online presence, you’re putting yourself in front of potential customers. An established web presence also distinguishes your construction business from others.
Remember that your brand needs to be planned before beginning social media campaigns. Define your goal, target audience, and the unique value that makes you different from the crowd. You can then post high-quality content on social media that reflects the brand image you want to create.
It Improves Your Customer Service
More people are googling and heading to social media sites to ask questions, complain, or inquire about a company’s services. Maintaining a presence on major social media platforms can help you deal with customers’ issues more efficiently and quickly. The feedback from your clients can also help you enhance other aspects of your construction firm.
We’ve already talked about twitter and how it’s often used as a customer service channel. Social media sites allow you to address people’s queries where they are already spending their time. Positive customer service always improves your brand and makes the customer more likely to come back.
It Attracts Leads
Social media is a powerful tool that helps you reach new people and expand your audience. Many strangers will interact with your content, and you may find some potential customers in there. Traffic to your website will also increase, and you can then use call-to-action language to encourage those visitors to become customers.
We’ve already talked about LinkedIn and how it helps you generate leads. By actively engaging with users on these sites and answering their queries, you establish yourself as an expert, making you reliable and more likely to get business. Remember to have your sales funnel ready before you go all-in with social media.
It Builds a Portfolio
Social media gives you a place to showcase your work through the text, images, and videos. When people search for your business on the internet, they are likely to land on these pages, and you’ll have an inspirational portfolio ready to show them. Your new visitors will also see that you care about your customers, respond to their queries, and handle negative feedback well.
All of these things build trust and authority. People are more likely to become customers when they see an active social media profile regularly posting photos of their excellent work.
It Allows You to Keep Up With Competitors
Social media marketing helps you keep up with the latest industry trends, including what your clients are talking about. If you’re unaware of the latest changes or developments in the industry, you’ll fall behind the competition and will soon be considered out-of-date by customers.
Understanding your customers’ latest interests helps you keep up with your competition as well. Facebook, Instagram, and Twitter are excellent sites to observe your local competitors. What do they promote? What content do their followers like the most? How are they advertising their services? Knowing these things allows you to make necessary changes to your own social media strategy.
Social media marketing may feel overwhelming at first, but moderation and consistency is the key. We recommend you research more about the specific platforms you choose to use—probably Twitter, LinkedIn, and Facebook—before creating profiles. Also, remember to follow the tips we’ve discussed.
Digital marketing is not easy, but it’s very much possible to establish a brand and run a thriving business with the help of communities like the ones discussed in this article. If you do not give up and keep putting out helpful, informative content, you’ll start to see results sooner than you expect.
- Builder Space: Social Media Marketing for Construction Companies: 12 Tips
- Bizadmark: Too Much Self Promotion Hurts The Brand!
- Lyfe Marketing: 32 Social Media Marketing Statistics That Will Change The Way You Think About Social Media
- Hootsuite: The Best Time to Post on Facebook, Instagram, Twitter, and LinkedIn
- WYZ Owl: Video Marketing Statistics 2020
- WebFX: 12 Simple Social Media Tips for Construction
- Design Blendz: Building Your Business: Successful Social Media Campaigns For Construction Companies
- Idea Marketing Group: Is Facebook Dead for Small to Medium-Size Businesses?
- Statista: Number of monthly active Facebook users worldwide as of 2nd quarter 2020
- Statista: Number of monetizable daily active Twitter users (mDAU) worldwide from 1st quarter 2017 to 2nd quarter 2020
- Salesforce: Why Twitter Is the New 1-800 Number for Customer Service
- Twitter Blog: Making customer service even better on Twitter
- Pauley Creative: 5 ways construction professionals can use LinkedIn to build a network
- Quantum Point Strategies: YouTube for the Construction Industry
- Brand Constructors: 4 Ways to Use Video for Construction Marketing
- Core Logic: These Instagram® Tips Can Make Your Construction Business Stand Out from the Crowd
- Lexis Click: Builders who have cracked construction industry social media marketing
- Construction Marketing Association: Why Construction Brands Should Consider Pinterest
- Mike Gingerich: How Construction Businesses Can Use Houzz for Marketing
- Pauley Creative: How the Top UK Construction Companies are Using Social Media Marketing in 2014
- Design Blendz: SOCIAL MEDIA MARKETING: 7 BENEFITS FOR CONSTRUCTION COMPANIES
- Ace Cloud Hosting: Why Should Contractors Use Social Media?