Social media marketing is still a novel concept for many construction companies. There is a wide misconception that a “conventional” business such as a construction enterprise can’t be promoted on “contemporary” social media platforms. However, that’s not the case at all. Today, a construction company can also market and brand itself on social media like any other venture.
If you run a construction venture and have just forayed into the digital side of promotions and don’t know how to use social media as a useful promotional tool, continue reading this blog post. Here, we will discuss how a construction business should approach social media for its promotion.
Choose Different Social Media Platforms for Different Target Markets
Many businesses, including construction ones, often commit one crucial mistake when using social media for promotion: they consider it one entity. The excessive use of the term “social media” has led many people to believe that they can use any SM platform to reach their target customers.
This approach is flawed and doesn’t produce the desired promotional results and ROIs. You need to use the right social media platform for the right group of audience. Let’s break down this plan for reaching the desired targeted audience into steps.
- First, you need to list down all the SM platforms you can use to promote your company. LinkedIn, Instagram, and Facebook are the most suitable promotional platforms for a construction business (more on that later).
- Then, assign these three platforms for promoting your business among different audience bases.
LinkedIn is a great source for reaching out to developers, landlords, and potential business partners. Your LinkedIn business profile must have complete details of your company. When it was created and registered, the certifications and memberships it holds, the number of employees it has, some noteworthy projects— all this information should be present on your LinkedIn profile.
Make sure that all your correspondences on the platform are carried out with the utmost professionalism. Avoid getting informal with other LinkedIn users, and treat it as more of a B2B environment. You can also go for a LinkedIn premium to get more visibility for your construction company profile. You should make this investment if you are striving to partner with other construction-related businesses and contractors.
Facebook is the place where you can find most of your B2C customers. All those people looking for a construction company to construct or remodel their homes are most likely to be active Facebook users. You can make your way to their feed by investing in paid Facebook promotion. This way, you can become visible to many potential clients in the region your company is based in.
Instagram seems like a promotional place for tech gadgets, beauty products, and the stuff millennials and Generation Z are interested in. This observation is true to some extent. However, other businesses also use Instagram to reach out to various sections of their audience. As a construction business, you can use Instagram to reach out to the young professionals you want to hire for the company. Today, a well-curated Instagram page can do more for a company’s brand image than a standalone PR and reputation management exercise.
Make the Most of the Visual Nature of Construction Work
Suppose you run a construction enterprise and are trying to reach out to your B2C audience via social media. In that case, you have an intrinsic edge over many other businesses due to your work’s visual nature. The construction and engineering details and jargon can’t persuade regular customers like eye-catching visuals of a project under development. If you want to engage more users on social media, you need to leverage your work’s visual nature as much as possible.
Following are some things you can do to promote your construction company on social media through visuals.
Make a Project Portfolio and Upload It on Social Media
Hire a professional photographer and get your project captured for its entire square footage, features, and stunning viewpoints. Then, add caption/description to these pictures and upload them on your Facebook and Instagram profile as albums.
Make a POV Video
Shot a Point-of-View (POV) video of the project to make viewers feel as if they are roaming in and around the building. You can go to the next level and create a virtual tour of the project that features a 360-degree view of the surroundings.
A Time-Lapse Video
A time-lapse video of a construction project also makes for engaging visual content.
Before-After Comparison
The before and after pictures of a construction project highlights the spectacular transformation of a property. Make sure you take these comparison photos for every project and regularly upload them on your social media pages.
Humanize Your Construction Brand on Social Media
While it is better to maintain a professional demeanor on LinkedIn, Instagram and Facebook are the places where you can get flexible in how you interact with the audience. There is no harm in putting some creative captions on the project pictures and replying to audience queries with some light humor.
This lightheartedness will humanize the image of your construction company and make your customer interactions more meaningful. To make your construction company more customer-centric, you can also start a podcast covering broader social issues with construction-related tangents, like pertinent information and updates.
If you want to get your construction company a bigger audience across different social media platforms, get in touch with Business Marketing Solutions Group. From designing your construction company’s logo to promoting your PR activities and creating and managing your social media accounts, its professionals can assist you in preparing and executing your digital marketing strategy.
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