Social media marketing for construction companies uses platforms like Facebook, Twitter, Instagram, and LinkedIn to promote a brand or business. It has rapidly emerged as a primary channel for businesses to connect with their target audience, create brand awareness, and drive traffic to their website. It has also become a dynamic tool for construction companies to showcase their services, projects, and work culture to potential clients and employees.
With the right approach and online marketing techniques, construction companies can leverage social media channels to showcase their expertise and compete in the ever-changing digital landscape.
In this guide, we will:
- Discuss 7 key benefits of social media marketing for construction companies
- Highlight how you can advertise your construction business
- Give construction social media ideas
- Explain monitoring, evaluating, and adapting social media marketing strategies
- Showcase social media as a crucial part of a construction company’s marketing strategy
7 Key Benefits of Social Media Marketing for Construction Companies
1. Generate More Social Media Construction Leads with Brand Awareness
Construction companies can build trust and credibility with potential customers by posting high-quality content and engaging followers on social media, increasing leads and conversions. Wondering where to start?
- Use social media platforms like Twitter, LinkedIn, your Facebook page, and Instagram to showcase your company’s projects, services, and success stories.
- Leverage paid advertising on these platforms to reach a wider audience and target potential customers based on their demographics, interests, and behaviors.
- Offer valuable construction content, such as blog posts, videos, infographics, and eBooks, to provide value to prospects, build trust, and establish thought leadership in the industry.
- Host and participate in online events, such as webinars and virtual conferences, that address the specific needs and challenges of your target audience.
- Collaborate with influencers in the construction industry to boost construction marketing and brand awareness and reach new audiences.
2. Reach a Larger Audience with Construction Social Media Marketing
Over 4.7 billion people use one or multiple social media platforms. So, construction companies should leverage social media marketing to create engaging posts and ads to promote their services, products, or recent projects they have completed to a large audience. This helps attract potential customers and stay top-of-mind with existing customers while creating engaging content.
Additionally, business owners can interact with customers directly through comments and messages on a social media platform, which helps gain valuable insights into customer behavior, allowing them to refine their strategies and better serve their target market. They can track their campaigns’ social media marketing success by keeping an eye on key metrics such as impressions, engagement rate, and followers.
3. Networking That Brings You Social Media Construction Leads
Networking through social media marketing can benefit a construction company by allowing them to connect and engage with architects, contractors, and other industry professionals. Furthermore, they can participate in industry-related discussions and connect with other professionals through social media channels to discuss new opportunities, merge ideas, and seek potential collaborations.
4. Attract Traffic to Your Construction Website through Social Media
When a social media post is made, it should include a link to website content to drive more traffic to that site, thereby improving the website’s search engine rankings.
And when the traffic is sent through the construction social media accounts to the website, it establishes the business as a credible authority in the industry, especially when the post includes informative and helpful resources like guides, eBooks, and whitepapers. Another benefit is that increased website traffic can lead to higher lead generation and conversion rates.
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5. Get More Leads and Sales for Your Construction Business
Construction businesses can use social media platforms to run customized ads to reach their desired audience. This allows companies to promote their construction services more efficiently, resulting in more leads and sales.
Identify which channels are most successful for driving leads and sales for your construction business. This helps increase the likelihood of gaining qualified leads and converting them into paying customers by building relationships with social media followers.
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6. Get More Construction Clients with Multichannel Social Media Campaigns
Using a multichannel social media campaign to get more construction clients can be advantageous for contractor marketing for several reasons:
- Increased visibility: Construction businesses can use multiple social media platforms to reach a wider audience.
- Targeted marketing: Different social media platforms attract different demographics.
- Diversification: A multichannel approach can help construction businesses diversify their social media marketing efforts and take advantage of differences in algorithms, unlike with a single social media platform.
- Personalization: Using different channels can offer more personalized and relevant content that resonates with their target audience.
7. Get More Customer Insights with Construction Social Media Marketing
Social media marketing for construction companies gives valuable insights into their client behavior & preferences and market landscape. These are some of the advantages of the insights gained:
- Real-time feedback from customers and potential clients, which can help construction businesses understand their needs, preferences, and pain points.
- Social media engagement data such as likes, comments, and shares, which construction businesses can use to track the success of their content and adjust their social media marketing strategy.
- Demographic data such as age, location, and interests, which can help them tailor their marketing efforts to their target audience.
- Analytics tools that can help construction businesses track their performance and measure the success of their social media marketing campaigns in terms of engagement, lead generation, and conversion rates.
- Trends and insights that can help construction businesses stay up-to-date with the latest industry news and changes.
How Can I Advertise My Construction Business on Different Social Media Platforms?
Define Your Social Media Marketing Objectives and Time Frame
Defining your objectives before starting any marketing campaign is crucial, as different goals require different strategies. For example, suppose you aim to reach a larger audience on any of your construction social media accounts. In that case, you might create shareable content encouraging people to follow your page. Alternatively, you might focus more on targeted advertising or lead magnets to generate more qualified leads. Additionally, setting a timeframe for your goals is important to help you stay on track and measure progress.
Research Your Competitors on Social Media
By researching your competitors, you can gain valuable insights into what works and what doesn’t in your industry on a social media platform. For example, you might look at the type of content they post to increase brand awareness or the social media platform where they are getting the most traction. This information can help you identify opportunities to differentiate yourself from competitors and create a more effective social media strategy. Additionally, competitor research can give you a better understanding of the trends in your industry and how you can position yourself as an innovative leader.
Select Your Ideal Customer Profile
Creating a customer profile is a crucial part of any social media marketing strategy and involves defining your ideal customer by analyzing various characteristics and crafting a detailed story outlining hypothetical individuals who may benefit from your construction company offerings.
- Gather data: Collect demographic and psychographic data from your existing customer base. This could include age, gender, occupation, interests, values, buying behavior, etc.
- Identify patterns: Analyze the data collected and identify common characteristics among your current customers regarding their needs, preferences, and challenges.
- Brainstorm: Based on your identified patterns, brainstorm a list of possible customer types that fit your established criteria. Consider giving each customer persona a name, age, and occupation to help with identification.
- Refine: Once you have a list of potential customers, refine it by adding more details about their likes, dislikes, lifestyle, and behaviors. This will help you create a more accurate and specific customer profile.
- Prioritize: After crafting detailed customer profiles, prioritize the most valuable customers likely to generate the most revenue and loyalty for your company.
Reserve Your Construction Business Name on All the Major Social Media Platforms
Having a presence on various social media platforms is important because it allows you to reach a wider audience and interact with customers who spend most of their time online. This, in turn, can help construction companies build a stronger brand identity, increase customer engagement, and drive traffic and sales to their website.
Though there are plenty of social media platforms, the five social media platforms that construction companies should have a presence on are Facebook, Twitter, Instagram, LinkedIn, and YouTube.
Match Your Posts to Each Platform’s Personality
Different social media platforms have their own unique personalities and user preferences. Hence, the content that succeeds on one platform may not perform well on another. Some guidelines for creating content for different social media platforms are:
- Facebook: Video content, blog posts about construction, curated content, images, news, and quizzes.
- Twitter: Short and to-the-point updates, links to construction resources, images, and GIFs.
- Instagram: High-quality visuals of your construction services, user-generated content, behind-the-scenes, Stories, and Reels.
- LinkedIn: Professional content such as thought leadership posts, construction industry news, data-driven insights, and job postings.
- YouTube: Long-form video content, construction tutorials, how-to guides, and educational content.
Be Consistent with Your Social Media Posts
To build a strong social media presence, it is essential to post consistently on all platforms. Maintaining a consistent posting schedule helps keep your audience engaged, builds brand awareness, and can boost your reach and following. Some tips for creating a consistent posting schedule are:
- Define your main content type: Decide on the content that aligns with your brand and appeals to your target audience. For instance, you might want to focus on blog posts, case studies, guides, or infographics.
- Create a timetable: Plan out your content calendar in advance, including the frequency of posts and the type of content to be posted each day. Use a social media management tool to schedule your posts in advance and to track your progress regularly.
- Monitor your results: Analyze your post’s performance regularly to identify which types of content work well with your social media audience and what needs improvement. Use this information to enhance and optimize your social media strategy further.
Social Media Post Ideas for Construction Companies
DIY Expert Builders’ Tips
Your construction company’s social media can be used to share expert advice and tips on construction and building. This can include tips for managing construction projects, providing advice on choosing the best building materials, or sharing ideas on saving money while completing construction projects.
These tips can be written in various formats, including images, videos, or a typical text format. Some examples of tips construction professionals can share on social media channels include expert insights on managing construction projects, cost-saving tips on construction materials, or safety tips.
Reshare Articles/Posts from Construction Publications on Social Platforms
Many top construction publications regularly produce informative and educational content from which many construction companies can benefit. By resharing these posts and articles on their construction social media profiles, they can reach out to more people interested in the construction industry. Companies can also follow these publications’ social media profiles and share their content to spread their reach.
Highlight Client Reviews and Testimonials
Positive customer reviews from past clients are powerful since potential clients will often choose a company based on positive reviews. Offer construction services that are positive review-worthy and ask clients to leave reviews. You can also share testimonials on your social media platforms to build trust and credibility among your followers.
Showcase Your Finished Construction Projects on Your Social Media Platform
Use social media to post images and videos of your latest construction projects, highlighting unique design elements and providing information about the materials used. You can also provide before-and-after photos of the construction project to demonstrate the transformation. Showcase the finished product and link to your website or blog for more information.
Consider adding a call-to-action in the post, directing viewers to your website or a blog post for more information on the project. Encourage followers to share photos and tag your company in their social media posts to help increase your company’s visibility.
Don’t Forget about Video Marketing
Take advantage of video marketing to demonstrate your construction projects. Highlight key features of the projects, such as design, materials, and final products. Videos are a great way to bring your projects to life and give viewers an inside look at your construction process.
Hashtags That Work for a Construction Company
Hashtags related to the industry, such as #construction, #building, #infrastructure, and #architecture, are a great starting point to incorporate into your social media posts. Additionally, adding specific hashtags related to the type of service offered, such as #buildingremodel or #concreteinstallation, will help potential customers find the right contractor.
Using branded hashtags like #xyzconstruction effectively brings attention to your brand and gets followers talking about your work. Don’t forget to include location-based hashtags; these could be anything from #DallasConstruction to #FloridaContractor and beyond.
Latest Construction Industry News
Construction social media accounts can be a great way to share relevant updates, news stories, articles, and more with your followers. You can post about your company’s new projects, industry regulations, upcoming events, or infographics and videos.
Also, posting about new developments, trends, and regulations in the industry can help keep social media users informed and engaged. At the same time, comment on construction sector changes or highlight recent developments’ impact. Some ideas for posts include:
- highlighting the introduction of new construction technology;
- sharing updates on local infrastructure projects;
- showcasing the work of talented craftspeople;
- offering advice on staying compliant with industry standards.
Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.
Social Media Marketing for Construction Companies: Monitor, Evaluate, and Adapt
Monitor Performance Metrics to Evaluate the Success of Each Post
This is one of the most important aspects of social media marketing for construction companies. So what can you do to monitor and evaluate the success of each post you put out on your social media marketing platforms?
- Track each post’s social engagement metrics (likes, comments, shares) and compare them to previous posts to evaluate construction marketing success.
- Use website analytics tools to track website traffic from each social media post and evaluate the success of the post based on the number of visitors, bounce rate, and time on the page.
- Monitor overall contractor social media account growth and compare the growth during the time of the post to evaluate the success of the post.
- Track the number of clicks on links shared in each post and evaluate the post’s success based on the click-through rate.
- Use sentiment analysis tools to evaluate the effectiveness of the post in generating positive sentiment toward the brand.
- Monitor conversion rates for any calls-to-action included in the post and evaluate the success of the post based on the number of conversions.
- Use A/B testing to compare the performance of different post formats (text, image, video) and evaluate which format is most effective for the brand.
- Analyze the audience’s demographics engaging with the post and evaluate if it aligns with the brand’s target audience.
- Monitor the post’s reach and impressions to evaluate the success of the post in increasing brand visibility.
- Use social listening tools to monitor user-generated content related to the post and evaluate the success of the post based on the level of user engagement.
Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.
Identify Opportunities for Improvement
Social media accounts statistics can also help identify gaps in a business’s contractor marketing plan by highlighting areas where they are not reaching their intended audience and providing provides valuable insights into the behavior of potential customers. This allows a business to tailor their approach and interaction while implementing social media marketing.
For instance, if a construction business sees that its posts are predominantly being seen by people living outside of their service area, they can adjust their targeting to reach more of their local audience.
More examples:
If a construction business is posting about eco-friendly building materials and sees a high engagement rate on those posts, they could tailor their marketing plan to focus more on eco-friendly building practices with potential customers who value sustainable construction. On the other hand, if a business is seeing a low engagement rate on their posts, they may need to make changes to their messaging, image selection or other content strategies to improve engagement.
Make Social Media Marketing a Part of Your Construction Company’s Marketing Strategy
Social media marketing can be a powerful supplement to SEO and PPC efforts for construction companies to drive business growth. Here’s how supplementing each one helps your social media marketing efforts:
Supplementing SEO
- Increasing brand visibility: We’ve said it once and we’ll say it 100 times: Sharing valuable content on social media platforms can increase brand visibility and drive traffic to your website. The more people see your brand, the more likely they are to remember it and search for it when they need your services.
- Building backlinks: Social media can also help you build backlinks to your website. People who share your content on their social media pages link back to your website. This can improve your website’s authority and search engine rankings.
- Generating social signals: Social media activity, such as likes, comments, and shares, can also signal to search engines that your brand is active and engaged with its audience. This can improve your search engine rankings and drive more website traffic.
Supplementing PPC
- Targeting specific audiences: Social media platforms allow for highly targeted advertising, which can be beneficial for construction companies looking to reach specific audiences. For example, you can target married working-class individuals in Chicago if you specialize in building family homes.
- Increasing brand awareness: When you use visually appealing social media advertising that showcases your services and value proposition, you can attract the attention of people who may not have heard of your brand before.
- Retargeting website visitors: Social media advertising for contractors can be used to retarget visitors who didn’t convert on their first visit. By showing them ads on social media platforms, you can keep your brand top-of-mind and encourage them to return and convert.
Is Social Media a Good Way to Attract New Customers to Your Website?
Social media can be a great way to attract new customers to your website, especially when you share valuable content on contractor social media platforms. You can increase brand visibility, drive traffic to your website, increase brand awareness, and reach new potential customers. You can also use social media to showcase your services and value proposition.
Is Social Media Helpful for SEO?
While social media activity is not a direct ranking factor for search engines, it can indirectly impact your website’s search engine rankings. For example, social media can help you build backlinks to your website. People who share your content on their social media pages link to your contractor website. This can improve your website’s authority and search engine rankings.
Social media activity, such as likes, comments, and shares, can signal to search engines that your brand is active and engaged with its audience. This can improve your search engine rankings and drive more website traffic.
Building a Stronger Presence: Social Media Marketing Strategies for Construction Companies
With the help of social media marketing for construction companies, you can build brand recognition, reach new markets, and establish trust with your audience. Construction companies can also supplement their SEO and PPC efforts to reach more potential clients, distribute valuable content, showcase their services, and engage with followers.
However, social media marketing for construction companies requires time and effort to be successful, and many construction companies don’t have the resources to devote themselves to this task. That’s why partnering with a reliable digital marketing agency like Comrade Digital Marketing Agency is important.
Comrade Digital Marketing Agency construction companies can create effective social media marketing campaigns to attract more customers and increase sales. As a full-service Comrade Digital Marketing Agency provides comprehensive services such as web development, SEO, and PPC to ensure you reach your goals and grow your revenue.
